2012 Nov/Dec PLN Magazine
Pennsylvania Landscape & Nursery magazine is the official award-winning publication of the Pennsylvania Landscape & Nursery Association. It is published bimonthly and is available to professionals in the green industry.
The New PLNA Interview With Sen. Judy Schwank PLNA’s Consumer Website Positioning Your Business for Success November/December 2012 6" × 15" × 48" & 6" × 15" × 60" shown in riviera RÖCKA step MAYA step 6" × 32" × 48" shown in rock garden brown YORK step 6" × 15" × 60" shown in baja beige Steps and Nothing says curb appeal quite like a beautiful stairway. Stairs TEC H O - BLOC.COM 1 877- 8 3 2-4 6 25 Don’t miss the opportunity to become a member of our exclusive TECHO-PRO program. Beneﬁt from the professional recognition, sales leads and much more. To become a TECHO-PRO Contractor or to receive a free 2012 catalog visit our web site. inside this issue features 8 on the cover 2012 ALE Bronze Award Recipient Land-Tech Enterprises Main Line Retreat Residential Maintenance ($15,000 - $30,000) 18 Green Profile: Sen. Judy Schwenk Sen. Judy Schwenk talks about agriculture, education, and green industry issues. The New PLNA PLNA President Gregg Robertson discusses how PLNA is transforming to better meet the needs of the green industry. 28 OutdoorLivingPA.com Is Live! PLNA has launched its consumer website, designed as the new gardening and outdoor living resource. 36 Positioning Your Business for Success Every business needs to understand what they are and determine the positioning of their offering to their competitors. 2 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery departments industry insider Green Forum Find out the latest on your peers, the industry, and important updates. seeds of success 12 PANTS 24 Events Calendar 14 Annual Membership Meeting and Celebration 30 31 essentials Ad Index 39 www.shutterstock.com/ kaczor58 Field Notes 7 Web Tools Learn how to use the newest online tools. Members Only Valuable information just for PLNA members. 38 Landscape Industry Certified Technician Exam EAST 2012 32 Word on the Street A few words from our members. 40 The Official Publication of the Pennsylvania Landscape & Nursery Association volume 58 • number 6 ECO AWARENESS Pennsylvania Landscape & Nursery magazine text and cover pages are printed using SFI-certified Anthem paper using soy ink. • SFI-certified products come from North American forests managed to rigorous environmental standards. • SFI standards conserve biodiversity and protect soil and water quality, as well as wildlife habitats.• SFI forests are audited by independent experts to ensure proper adherence to the SFI standard. • SFI participants also plant more than 650 million trees each year to keep these forests thriving. November/December 2012 Table of Contents 3 Babikow Since 1875 The statements and opinions expressed herein are those of the individual authors and do not necessarily represent the views of the association, its staff, board of directors, Pennsylvania Landscape & Nursery or its editor. Likewise, the appearance of advertisers, or their identification as Pennsylvania Landscape & Nursery Association members, does not constitute an endorsement of the products or services featured. PLN EDITORIAL STAFF Publisher Gregg Robertson firstname.lastname@example.org Editor Diane M. Huskinson email@example.com Design & Layout Nancy Shoemaker, The YGS Group nancy.shoemaker@theYGSgroup.com Advertising Carl Mischka, The Mischka Company, Inc. firstname.lastname@example.org SUBMISSION GUIDELINES Are you or is someone you know interested in submitting an article to Pennsylvania Landscape & Nursery magazine? Author guidelines and editorial calendars are available upon request by contacting the editor at 800.898.3411 or email@example.com. PLNA BOARD Chairman Vice Chairman Secretary/Treasurer Past Chairman Directors Associate James MacKenzie, Octoraro Native Plant Nursery William H. Wells, PCH, CLP, W.D. Wells & Associates, Inc. Bruce Fritzinger, Plantique, Inc. Daniel Eichenlaub, PCH, Eichenlaub, Inc. Edward Anewalt, IV, CLP, Anewalts Landscape Contracting Jack J. Blandy, PCH, Stoney Bank Nurseries, Inc. Carl Bower, PCH, The Pennsylvania College of Technology, School of Natural Resources Travis Breininger, CLT, PCH, Nature’s Accents Landscape Services, Inc. Daniel Dahlkemper, Dahlkemper Landscape Architects & Contractors Gloria Day, Pretty Dirty Ladies, Inc. Garden Design & Maintenance Andy Ernst, Ernst Conservation Seeds, Inc. Mike Feeney, Feeney’s Wholesale Nursery Paul Kimicata, Kimicata Brothers, Inc. Thomas Tilley, PCH, Tilleys Nursery, Inc. James Walck, PCH, CLT, Jim Walck Lawn & Shrub Richard Wojton, PCH, Wojtons Nursery & Garden Center Gerry Docksteader, Glenn Walters Nursery PLNA STAFF President Director of Finance & Administration Manager of Membership & Customer Relations Editor, PLN Magazine Gregg Robertson firstname.lastname@example.org Cathy S. Corrigan email@example.com Michele Hines firstname.lastname@example.org Diane M. Huskinson email@example.com Pennsylvania Landscape & Nursery magazine is the official award-winning publication of the Pennsylvania Landscape & Nursery Association. It is published bimonthly and is available to professionals in the green industry. PLNA members receive one free subscription. Additional annual subscriptions are available for $29.95. Single issues are available for $6.00 per issue, plus shipping and handling. For reprint permission, contact the editor at 800.898.3411 or firstname.lastname@example.org. 1707 S. Cameron St., Harrisburg, PA 17104-3100 717.238.1673 / 800.898.3411 / 717.238.1675 (fax) www.PLNA.com PPA Grower Award 2008 7838 Babikow Rd Baltimore, MD 21237 Tel: 410.391.4200 Toll-Free: 800.825.7617 Fax: 410.574.7582 Email: Babikow@Babikow.com Visit us online: www.Babikow.com 4 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery Proven North Carolina Nurseries Your First Choice for Landscape Plants www.BuyNCPlants.com Whether you build or maintain, Eby Trailers and Truck Bodies are built to work as hard as you do. Aluminum Bumper-Pull Equipment Trailers • 18' & 20' ﬂoor lengths • 10K & 14K weight capacities Aluminum: pound for pound, better than steel. Eby products oﬀer higher payloads while using less fuel. Their great appearance and long-lasting durability come with the added value of never rusting, and a ﬂoor that won’t splinter like wood. Eco-smart construction for today … and tomorrow. More than just better MPGs, Eby products don’t ever require painting and are constructed from partially recycled materials. And the bodies are almost entirely recyclable. Engineered to perform. Built to last. Sales & Service Blue Ball, PA www.mheby.com Aluminum Truck Bodies • General Purpose Dump • Platform Stake Rack • Custom Chipper & Landscape 800-292-4752 FieldNotes A New Start for PANTS The world is becoming a more competitive place. I hear this from PLNA members frequently. Not only is this a product of the slower economic growth we see from the economic crisis four years ago, but it’s a trend that started before then and continues. We see it in our local economy and hear about it happening globally in the news. PLNA faced this with our trade show, PANTS. At its peak, PANTS boasted attendance of over 11,000 with 500 exhibitors in 1,200 booths. That was during 2004-2006. Since then, attendance and the size of the show slowly declined. We did everything we could to stem the loss of exhibitors and attendees: we changed locations, added educational sessions, organized tours of gardens, increased marketing, and more. And the more effort we put into the show, the less the return. So this spring, the PLNA executive committee authorized me to look for a partner for PANTS that could take over the production of the show and reduce PLNA’s staff time required and PLNA’s financial risk. On August 3, we were pleased to announce our partnership with MAC Events, a New Jersey company that does both public and trade events throughout the country. I came to learn about MAC Events through our sister organization, the New Jersey Nursery & Landscape Association that had entered into a similar arrangement with MAC Events three years ago to produce their trade show. The partnership has been successful with the winter New Jersey Plants show growing over the past two years. In this competitive world, those that specialize and focus their resources will tend to win out over the competition. In an analysis conducted this winter, the PLNA board counted thirteen lines of business in which PLNA was engaged, including the trade show business. With six staff we were spread too thin. It made business sense to partner with a company whose sole business was to produce trade shows. They could help bring back the competitive edge that PANTS once enjoyed. MAC Events is a great match for PANTS and our industry. Like many of the companies in the green industry, MAC Events is family-owned and -operated. They understand and relate well to the small businesses that are PANTS exhibitors. In the few months that I’ve worked with them, they seem like genuinely nice people. As I started writing this in early September, I got a call from Kevin McLaughlin, one of the partners in MAC Events, to tell me that they had made the decision to move PANTS to the Pennsylvania Convention Center in Philadelphia. We agreed. The 2013 show will be July 31-August 1, two days instead of the three days that PANTS had run for years. The show will be in the beautiful new end of the Convention Center on Broad Street, close to restaurants, nightclubs, and city’s historic sites. The PLNA board had considered moving PANTS into the city before we completed our deal with MAC Events, but finally decided that the financial risk was too great and would consume most of our staff resources planning for and executing the move from the current location in Oaks. Better to partner with a company that knows the business inside and out and has the bargaining clout with venues and contractors that their many shows bring. This is one of many changes that you’ll be seeing in PLNA over the next several months as your association adapts to the changing competitive environment to better serve you! For more on the changes going on with PLNA, see my Q&A interview on page 9. Gregg Robertson PLNA President email@example.com Essentials | Field Notes 7 The New PLNA: An Interview With PLNA President Gregg Robertson 8 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery PLN: PLNA has been going through some changes lately. What do you see as the challenges facing PLNA in the coming years? Robertson: Well, we are seeing changes in the economy that are affecting our members and that affects PLNA. Our industry had a very good run in the first seven or eight years of the last decade. Then the recession hit and the housing market collapsed. We were benefiting from the economic bubble that was led by housing and are suffering now by that same hand. But the economy is not the only challenge the green industry faces. Many changes were already underway but weren’t as apparent because times were so good. Take demographics. The baby boomers, those now in their 50s and 60s, who fueled the growth of the economy and our industry, are beginning to retire and downsize. They are selling their four- or five-bedroom houses and moving into condos, town homes, and the like. They don’t need as much of the products and services that we (in the green industry) sell. And the generation following them, the Gen X’ers, is much smaller. We boomers were not as prolific as we should have been, I guess. There are lots of other changes I could talk about, like the way technology is affecting the industry and the changes in retail merchandising, but suffice it to say that an economic downturn tends to accelerate those changes. Those companies that were lagging behind got left behind and those companies who saw the changes coming and prepared for them are now gaining greater market share. PLN: So what is PLNA’s role in all this change for its members? Robertson: I think a key role for any trade association is to keep its members informed about the major factors affecting their businesses. These can be governmental actions and policies, trends in markets or economic conditions. This role is especially important for an industry like ours, comprised mostly of small businesses. Small businesses don’t have the same resources as larger companies to pay attention to these things. For example, we recently interviewed two of the best thinkers about our industry and the trends affecting us, economist Charlie Hall of Texas A&M University and marketing guru Kip Creel of the StandPoint Group, for Pennsylvania Landscape and Nursery (PLN) magazine. We also recently ran an article on how to use social media and other electronic channels to market your company and another article on the latest smartphone apps for green industry companies. My favorite piece was an article I did in PLN magazine on the five business lessons you can learn from Steve Jobs. Jobs had a very simple business philosophy that was at the core of his success. That philosophy applies universally, I think, to any business in a rapidly changing environment, including landscape contractors, retail garden centers, and growers. On the government front, we monitor what’s going on in both Harrisburg and Washington that could affect our members and pass that information along as it happens. We try to make sense of it and help our members understand what it means for their businesses. PLN: So how is PLNA changing in this environment? Robertson: Fundamentally, the traditional association business model is broken. If you look back, not so many years, most trade associations, including PLNA, had a similar business model that involved sharing information through face-to-face meetings and print publications. We held conferences, workshops, tradeshows, and chapter meetings. We published magazines and newsletters. That’s how we got the information out to our members. That’s how we generated revenue and served our members. Then Al Gore invented the Internet [smiles]. People got busier. Over the course of the last decade, the Internet began to change the way people acquired and used information. Trade associations, once the primary source of information for a particular industry segment, were now competing with a myriad of online resources. So not only could business owners get information via the Internet, but meeting face-to-face became less of a priority. At PLNA we saw participation in chapter meetings dwindle and attendance at our educational workshops, conferences, and trade show drop. Advertising revenue for our magazine and tradeshow guide became harder to come by as advertising dollars moved to the Internet. So it was about a year ago that the PLNA board of directors and staff undertook an all-out effort to reinvent PLNA’s business model to one that was more sustainable. PLN: How did the PLNA board and staff go about this reinvention process? Robertson: The execs at state landscape and nursery associations are a pretty tight-knit group. We had been talking about this issue of the trade association business model, and during the course of one of my conversations, Kevin Thompson, my counterpart in Ohio, told me about a new book, Race for Relevance. Feature | The New PLNA 9 I think a key role for any trade association is to keep its members informed about the major factors affecting their businesses. — Gregg Roberston The book’s premise is that the traditional association business model is broken and provides three actions that trade associations like PLNA need to consider. First, it suggests that associations reduce board size and streamline the governance structure. Second, Race for Relevance suggests that associations be ruthless about eliminating programs that aren’t supported by the membership or are not profitable and focus efforts on products and services that meet specific member needs and are profitable. Last, the book suggests that associations increase the proportion of their budgets devoted to technology to more efficiently serve their members. Associations can’t compete if they aren’t masters of the technology that their members are using to acquire information. The PLNA board formed three work groups last winter, each focused on one of these three areas. The work groups began an intensive examination of PLNA now and what it should be in the future. PLN: What have the results been so far? Robertson: Things progressed much more rapidly than I anticipated. The board took this very seriously and met several times over the winter, as well as participating in their work groups. septad2b.pdf 1 9/2/12 1:32 PM When we did our program analysis, we learned that PLNA was in thirteen lines of business. That’s far too many for a small organization to be in and be good at any. The board analyzed the lines of business by the impact on membership and their profitability. Several decisions flowed out of that: First, in March the board decided that PLNA should no longer be a landlord. PLNA owns a building in which it has its offices and also leases space to another business. Maintenance issues had been requiring more and more staff and monetary resources that the board felt could be better used elsewhere. The board authorized putting the PLNA building and land that we own for a future headquarters on the market. Second, in March the PLNA executive committee authorized me to seek a partner for our trade show PANTS. For the past three years, exhibitors and attendance had been declining, and the show was consuming more and more staff time to produce. PLNA did one trade show a year and had little bargaining leverage when it came to negotiating contracts with venues or service providers. We found a partner, MAC Events, who was in the trade show business and could inject some excitement and profitability back into the show. MAC Events will produce the 2013 show. Third, at its June meeting, the PLNA board approved bylaws changes that make sweeping changes to PLNA’s governance and board structure. The board will be reduced from seventeen C M Y CM MY CY CMY K 10 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery The web has become our No. 1 source of new members. members selected by geographic region to seven members selected at large on the basis of specific skills required by the board. If the membership concurs at the November 13 annual meeting, these changes will take effect Jan. 1, 2013. PLN: PLNA reduced staff this past August. What impact will this have on member services? Robertson: With the declining attendance and exhibitors at PANTS, we no longer had the profitable revenue to support our staff of six. Two of the positions were tied to a large extent to PANTS: Stephanie Schaefer, who did our booth and sponsorship sales, and Leona Wagner, who handled much of the administrative back-office work with contracts and exhibitors. Both are talented people that we hated to lose. And PANTS generated profitable revenue that supported other program areas at PLNA, especially our government relations program. Unfortunately we had to let our director of government relations, Katie Hetherington, go as well. She was one of the most effective government relations directors we had in my time at PLNA and will be missed. Stephanie handled magazine advertising sales in addition to PANTS sales and we will be outsourcing that to Keystone — Gregg Roberston Millbrook, a company that does other green industry association magazines. The work done by Leona that was not PANTS-related will be picked up by the remaining PLNA staff. As to Katie’s duties, I am also a registered lobbyist and will be picking up the government relations responsibilities with the help of our very strong government relations committee. PLN: What’s to come in the future? Robertson: Right now we are in the most difficult phase of our analysis of our programs and what we should be doing in the future. For this phase the board has retained Kip Creel, the green industry marketing expert, to help us by conducting interviews and focus groups with both members and nonmembers to find out what needs they have that PLNA may be able to fulfill. As we sit here today, we are in the latter stages of that project. We should have the results by the time this edition of the magazine hits members’ mailboxes, so stay tuned. I do think that you’ll see a greater emphasis on using technology to deliver member services. PLNA started down this path two years ago with our new PLNA.com website and the recently launched OutdoorLivingPA.com. The web has become our No. 1 source of new members, so we are seeing some payoff in that investment. SUPPLYING LANDSCAPE CONTRACTORS & INDEPENDENT GARDEN CENTERS Exclusive grower of trees and topiary — available year-round in #7 , #15 & #25 size pots... PICK UP OR DELIVERY AVAILABLE Premier Grower of Containerized Trees & Topiary 455 White Oak Lane | PO Box 775 | Leesport, PA 19533 TEL : 1-800-960-9974 | FAX : 1-800-813-6244 | EMAIL : firstname.lastname@example.org Visit www.EatonFarms.com to nd out more... Feature | The New PLNA 11 Grants Offer Savings for Green Industry and Customers Applications Applications may be obtained by contacting the Department of Environmental Protection, Environmental Education Grants Program, P. O. Box 2063, Harrisburg, PA 17105-2063, 717.772.1828. For additional information and to obtain the electronic copy of the grants manual and application forms, visit the department’s web site at www. dep.state.pa.us, select “Environmental Education,” and then select “Grants.” Applications must be submitted to the department postmarked by December 13, 2012. The recent wave of environmentalism and energy conservation has brought forth many opportunities for green industry businesses and their customers to fund projects. Some of those opportunities come from grants. For example, applications for the 2013 Environmental Education Grants Program (Program) are now available from the Department of Environmental Protection (Department). The grants provide funding to public and incorporated private schools, colleges and universities, county conservation districts, incorporated nonprofit organizations, along with incorporated conservation and education organizations and institutions, businesses, municipalities, and municipal authorities to create or develop projects that support environmental education in this Commonwealth. Grants will provide environmental education on timely and critically important topics, including the following: Chesapeake Bay and Watershed Education: Organizations are encour- aged to develop environmental education programs that promote the reduction of nonpoint source pollution, such as nutrient and sediment loads, along with other water-related education programs. Air Quality: Organizations are encouraged to develop air quality education and outreach programs. Energy Education: Organizations are encouraged to develop educational programs on energy efficiency and conservation, as well as natural gas, coal, wind, solar and other energy sources and technologies. Outdoor Learning Resource Projects: Organizations are encouraged to develop resources such as trails, agricultural demonstration areas, energy demonstration areas, ponds, wetland areas, sheltered learning stations, and the like, as well as similar nearby community resources as a framework within which students can Providing Quality Bulbs for Over 50 Years. Lo & Behold Dwarf Buddleia ® ® Chip’ Lo & Behold ‘Blue SMALL PLANTS, BIG IMPACT P.O. Box 407, Hershey, PA 17033 212 Piper Circle, Annville, PA 17003 Telephone (717) 868.3120 Toll Free 1.800.533.8824 Toll Free Fax 1.800.556.0539 New for Spring 2012: ‘Lilac Chip’ and ‘Ice Chip’! Call Spring Meadow Nursery today to add these fast-selling plants to your spring liner order! 800-633-8859 www.colorchoiceplants.com ‘Lilac Chip’ ‘Ice Chip’ email@example.com www.dutchmillbulbs.com 12 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery PLNA_Lo&Behold1/4pg.indd 1 11/8/11 1:49 PM GreenForum learn about natural systems and the interrelationship among natural and man-made communities. The program was established by the Environmental Education Act (35 P. S. §§ 7521—7528), which mandates setting aside 5 percent of the pollution fines and penalties collected annually by the department for environmental education in this Commonwealth. Environmental Education Grant awards are limited to $7,500. You can find more topics at www.pabulletin.com/secure/d ata/vol42/42-39/1908.html. Lancaster County Planning Commission Reports on Benefits of Trees The Lancaster County Planning Commission has issued a report that “focuses on increasing tree canopy specifically because of the many functions trees provide within the water resource system; particularly as it relates to stormwater management and stream water quality.” The report also says establishing tree canopy targets can help secure funding for planting trees as it becomes available. The full report can be downloaded from the planning commission’s website: www.co.lancaster.pa.us. www.shutterstock.com/ Songquan Deng Over 1200 choices delivered to you. perennials, natives, ferns, grasses, vines, herbs, ground covers, pansies, dahlias, cannas, green roof and environmental planning material. www.cavanos.com Ph 410-592-8077 Industry Insider | Green Forum 13 Boost Your Web Presence With PLNA Online Directories PLNA has invested in technology that provides three opportunities for your company to be listed in Pennsylvania green industry directories on the Web: PLNA Member Directory, a membersonly-access directory on PLNA.com PANurseryStock.com, a public directory listing wholesale growers and distributors OutdoorLivingPA.com, a public directory listing landscape contractors and retail garden centers Did you know that one of your benefits of membership in PLNA is the opportunity to be listed in three different green industry directories on the Web? Furthermore, you have control of the information included in your company listings on the Web. The PLNA Online Member Directory allows you to conveniently search your fellow member companies by business type, business name, and/or contact name. Yes, you can search by a person. Your listing on the PLNA Online Member Directory includes the basic information: company name, address, phone number, Web site, your business category, and selected staff with hyperlinks to each individual’s e-mail based on your setup. The two publicly available directories, PANurseryStock.com and OutdoorLivingPA.com, are marketed to the public as the choice directories to find growers, suppliers, and service providers in Pennsylvania. You have the choice as to which public directories in which you want to be listed based on your company type. Your listing on the public directories includes your company name, address, phone number, Web site, plants you sell/grow, services you provide, and/or allied products you sell. Have you seen your listings? Have you searched the PLNA Online Member Directory? Here’s how: Log in to PLNA.com. On the homepage, enter your username and password. As a member of PLNA you have been assigned a username and password. If you do not know your username or password, click on “Forgot Your Password,” and if the e-mail address you provide matches the e-mail address in our database, you will be sent your username and password via e-mail. Once you log in, you will see the “My Profile” page. In the left navigation area, click on “My Directory Options.” This will show you an example of your current directory listing in the PLNA On- 2012 Awards for Landscape Excellence RECIPIENTS Taking a Stand…and Winning Greg Nace on the Pittsburgh Botanic Garden 2012 Awards for Landscape Excellence Recipients 22 24 GeT NeW cuSTOmerS • See exISTINg cuSTOmerS ANd OLd frIeNdS SAve TIme ANd mONey • reAcH yOur quAlified AudieNce JANUARY/FEBRUARY 2012 Introducing PLN Online It’s the ultimate digital magazine experience right on your computer, iPad, or Android mobile device. iPhone coming soon. Enjoy all the stories, photos, GR and education updates, business tips, and more...on the go. Advertising in PLN now provides you even more exposure to your target audience. When you purchase an ad in PLN, you’ll not only reach readers of our print version, but up to thousands more with our FREE digital version online and on mobile devices. 25 Penn Atlantic Nursery Trade Show ng 40 years C elebrati JuL 31 – Aug 2, 2012 greater Philadelphia expo center •Oaks, PA The Penn Atlantic Nursery Trade Show (PANTS) is a leading green industry summer event that provides face-to-face interaction between green industry professionals and suppliers. iNTrOduce NeW PrOducTS ANd ServiceS • cONducT buSINeSS recruIT dISTrIbuTOrS Or deALerS • PrOjecT yOur brANd Contact us today! Sally O’Shea 800.898.3411 x106 soshea@PLNA.com Stephanie Schaefer 800.898.3411 x107 sschaefer@PLNA.com www.PANTSHOW.com Penn Atlantic Nursery Trade Show (PANTS) – An association produced event by PLNA Top Green Industry Pros Under 40 JANUARY/FEBRUARY JANUARY/FEBRUARY 20122012 | Pennsylvania | Pennsylvania Landscape Landscape & Nursery & Nursery The Pennsylvania Landscape & Nursery Association (PLNA) is the leading trade association representing Pennsylvania’s $6.8 billion green industry. Its 750 member landscape contractors, retail garden centers, wholesale nurseries and greenhouses produce outdoor living environments that improve economic value, air quality, water quality and human health. Learn more at www.PLNA. com/green or www.OutdoorLivingPA.com. Feature | 2012 Awards for Landscape Excellence Recipients For details on advertising opportunities, contact Carl Mischka at 888.666.1491 or email at firstname.lastname@example.org. Now you can view each new issue of PLN at www.PLNA.com/PLN. 14 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery WebTools line Member Directory and give you access to update your listing for this directory and the others. Here you can select the categories for your business type, the plants you sell/grow, services you provide, and/or allied products you sell, all which will be included in your listings. You can also select which public directories you want to be listed in and company descriptions. (Please note that access to various menu options is granted based on your position within the company.) These tools allow you to keep your fellow members, customers, and future customers updated with your most current information in a list along with your competitors. Update your listing now and take advantage of one of the many member benefits PLNA provides for “Less Than a Dollar a Day.” If you have problems logging in to PLNA. com or updating your directory listings, please contact PLNA at 717.238.1673 or e-mail plna@ plna.com. Industry Insider | Web Tools 15 POLYmERIc SANDS & DUST FOR ALL YOUR HARDScAPE PROjEcTS! For CommerCial appliCations For residential appliCations For oVerlaYs For natural & Cobblestone joints up to 1.5” For pedestrian & VeHiCular traFFiC For natural stones joints From 1/2” to 4” For pedestrian traFFiC For permeable paVer joints request Your 2012 Catalog at Your loCal dealer or View it online. 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Schwank: I think I was born with a love and interest in plants. Some of that may be related to my family. I was a city kid. My grandfather was a huckster. A lot of people don’t remember what that means anymore. He sold vegetables in an urban environment from a farm. I knew from the time I was in sixth grade that I wanted to major in horticulture. In fact, I took Latin in high school because I figured that way I could learn plant names. My guidance counselors, my parents, you know, everybody was asking where was this coming from, but I think they were just happy that I wanted to go to college. PLN: Were you a green thumb? Schwank: I started gardening when I was in about first or second grade. In fact, my mother laughs about how I used to send for seed catalogs when I was in first grade. I’ve been doing this for a long, long time. I started as a horticulture major and then became a dual major, adding agriculture education. When I was student teaching, they offered me the job where I was teaching at Lancaster County vo-tech. I taught floriculture. I was in such a hurry and so worried about getting a job. The economy was going through a difficult time then too, and I graduated in three years. I also got my master’s degree in agriculture education. PLN: Was it your goal to become a teacher? Schwank: I found it to be a calling for me. It combined my love of plants and working with people. I went on then, of course, to work for a year in the fertilizer industry. I was an industrial-weedcontrol pesticide applicator, and I sold fertilizers and chemicals to turf and landscape professionals. Then I served as a county horticulture agent for almost 20 years. PLN: What were some of the projects you got into as an extension educator in Berks County? Schwank: I started the Master Gardener program, which is still going strong, in Berks County. That was really important in helping to serve the home gardener because that aspect of the program in light of the recent budget cuts has sort of withered away a bit. Other projects that I’m proud of are some of the landscape industry updates that we held, the pest and plant identification walks. Those started while I was an extension agent. And we worked together regionally. Groups of agents worked together to put together a comprehensive educational plan for the nursery and landscape industry, and I enjoyed being a part of that. The other thing that I did that I’m very proud of is having worked with the Mennonite population in our county to set up a wholesale produce auction, which is still the Kutztown Produce Auction that is still in place. They sell a lot of nursery stock as well as fruits and vegetables. PLN: Of what are you most proud since becoming senator? Schwank: I am very proud of the fact that we’ve been able to pass the elimination of the inheritance tax and expand the idea of what a family is so that relatives outside of the immediate family can also partake in this. I think it’s going to be really beneficial for the horticulture industry. I’m pleased that we were able to keep Feature | Green Profile 19 on Photos courtesy of Gene Miller Photography. extension and research funded — certainly not as much as I would have liked, but it’s better than it could have been, and we’re keeping dedicated funding for farmland preservation. I don’t want to forget that I also served a year as dean of agriculture and environmental sciences at Delaware Valley College. That was a wonderful job, but I guess politics, or public service, is in my blood. PLN: You’ve made a big platform on secondary and college education. What are your thoughts on solutions for the property tax and moving away from those burdens on landowners toward a more equal distribution for everyone? Schwank: I am strident about the fact that we’ve got to find a different formula to help fund education other than through the school property tax. This is an issue that has impacted all segments of the population, not just elderly people. My ideas for helping to fund that could possibly be an expanded sales tax. I think we’d also have to look at expanding the personal income tax as well; that’s part of the legislation SB 1400, which I am a cosigner on. But I think what’s really important is that we get real facts and figures as to what kinds of income streams those items will generate, and we may have to look at other options in order to be able to fund education. We’re also going to have to look at cutting back on spending and being more efficient about what we are allocating toward education. I’m sure it can be done. We may need to look at a graduated income tax to help generate the kinds of funds we need. PLN: Our industry would like to see a sales tax that is more streamlined and less confusing because we spend a lot of time explaining to our members how certain things are taxable and certain things aren’t. Schwank: What that illustrates is what happens as laws and taxes are imposed as years go by, and it builds up and starts to become unwieldy. We then have to reassess what is appropriate to tax. PLN: SB 637 would put e-Verify into state contracts, which affects our landscape contractors. Tell us how you came to vote for that bill. Schwank: I certainly have heard from individuals in my district that they feel they are sometimes in competition with laborers coming from out of state, possibly coming to this country illegally, to work on various jobs, whether it be construction or landscaping, but I’m also mindful of the fact that in the agriculture industry there are jobs that many Americans will not take or maybe will not be as effective in doing, so we need to be Sen. Schwank (center left) visited the Eaton Farms booth at PANTS this year and met with (from left) Seth Eaton, Gary Eaton, and Wendi-Jo Eaton. 20 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery able to provide opportunities for those individuals. We need a better system for understanding who is legal and who is not. The other thing that I’ve heard from business owners is that it’s so difficult for them to determine who actually is legal to put on a job. It’s very cumbersome for them, so I thought it was important to establish that we’re going to use a federal system to help verify who is in this country illegally and can be employed legally. PLN: The National Council of Agriculture Employers reports that for every one migrant worker there are two to three Americans that have a job based upon the products they have harvested and can be turned into other products, so that is helping Americans get jobs. PLN: What are your thoughts regarding the fertilizer bill, SB 1191? Schwank: There are some aspects of that legislation that will negatively impact the green industry, and I am very concerned about that. I’d like to have a hearing, which would bring in more members of the green industry to help senators understand exactly how this bill may impact the industry in a negative way. I think there’s an opportunity to make some adjustments so that does give us the environmental protections that I think all of us want to see but also don’t hinder the nursery and landscape industry. graduate prograMs in Landscape Master of Landscape architecture • Both first professional and post-professional degrees are offered • The curriculum is focused, with diversified areas of learning including: Landscape Design & Planning, Landscape Construction & Implementation, Environmental Sciences & Ecology, History & Theory of Landscape Architecture, Landscape Graphic Communications & Visualization, and Research Methods & Techniques • Students have the opportunity to apply accumulated knowledge of design, land planning, land management, construction, ecology, and natural science to actual urban, suburban, and rural sites in collaboration of architectural, urban planning, and civil engineering teams of professionals Master of Landscape design & deveLopMent • Innovative degree that trains professionals who can serve the green industry, the landscape construction industry, and the land development industry • Interdisciplinary curriculum that includes courses in horticulture, soils, ecology, environmental sustainability, business management, landscape construction, landscape operation, and landscape design • Students specialize in one of the three tracks: Landscape Design & Technology, Landscape Contracting & Operations, or Landscape Sciences & Management • MLD graduates are not eligible to sit for the landscape architecture licensure exam Woodland Road Pittsburgh, Pennsylvania 15232 800-837-1290 email@example.com chatham.edu Feature | Green Profile 21 PLN: Our members see the state preemption language as key. It would put us at an even playing field. Do you agree with coming up with that kind of language? Schwank: I definitely agree with that. PLN: If you are elected to serve another term, what do you hope to accomplish? Schwank: I’d like to see agriculture become more visible in state government. Some people might say that’s not a good thing, but I think we really have to educate the public about how important agriculture is to Pennsylvania’s economy, particularly when you look at this year when two thirds of the country is in drought, potentially making Pennsylvania agriculture even more important to keep certain commodity crops flowing to feed the nation. Some of the things I’d like to focus on are agriculture pricing, some of the impacts the local and state regulations have on agriculture, and how we could better coordinate those efforts. How can we help streamline permitting and regulations without imposing upon local government or hindering environmental regulations? Some coordination would go a long way in making it better for everybody. SiteLight .5 pg ad 11-07 New address.qxd PLN: What are your goals regarding education? 12/14/2007 3:54 PM Page 4 The East Coast’s premier outdoor lighting distributor. For over 20 years of quality service and technical expertise. A reliable source for all of your lighting and design needs. We stock all major brands • Arroyo Craftsman • Hadco • B-K Lighting • Hanover Lantern • CopperMoon • Hunza • Focus • Kichler • Greenlee • Kim Visit our website: • • • • Lumiere Nightscaping RSL Lighting SPJ Lighting and many more. www.sitelightld.com SiteLight ld ld SiteLight O U T D O O R L I G H T I N G D I S T R I B U T O R 14345 Justice Road, Midlothian, Virginia 23113 22 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery 1-800-635-1068 Schwank: One of the things I’ve been calling for is a total rework of the education code. That’s another example of law upon law, and after a while things are conflicting. You are looking at legislation that started back in 1949. It’s really time to take a new look at this, and I think it would help us not only improve K-12 and higher education but also help us to be more efficient at how we allocate dollars, whether on the local level or on the state level. I think that gives us an opportunity to look at issues like how we fund higher education as well as basic education. I’m calling for a sort of commission to go back to the drawing board and give us something that works in the 21st century. PLN: You have been a champion of the tax credit for parents to have the choice on school. How do you see that working for people? Schwank: I think this gives us an opportunity to see how a program like that will work. It’s not a lot of money. When you spread this across the entire Commonwealth, there may not be that many students that will be able to participate and take advantage of this opportunity, but it gives us a chance to alleviate some pressure on some of these schools. I was willing to support that, but I am adamant that public schools need to be fully supported, and inner-city schools have many more factors going against them that have to be accounted for not only in the allocation of funding but in testing and providing other resources to families so that these children can succeed. You can’t do well in school when you come from a home where breakfast isn’t provided, where people don’t read to you when you are young. Early education, pre-K — those are programs that we absolutely have to support. I want to make sure every child in Pennsylvania is educated and educated well, and to do that we may need to look at other opportunities. Our basic commitment as a Commonwealth is to public education. We can’t forget that. PLN: You have a great case study in looking at the disparity between Reading High School and other schools within the district. You voted for additional funding that will be provided to financially distressed school districts, including $3.7 million for Reading. Why? Schwank: I did, and I also asked for accountability with that. In order to use that money, the Reading School District has to submit a plan to the director of our Intermediate Unit as well as to the secretary of education, so it’s not just money without restrictions. It needs to go into programs that educate kids, and that’s basically teachers. For some of these kids, the teachers are their only lifelines. Education is so important to our future. LAUREN THOMSON The Internet is the #1 place people go to discover more about you and your business. Are you ready for them? We specialize in creating aﬀordable, easy-to-use websites and marketing materials for horticultural businesses: custom sites WordPress social media email newsletters logo design postcards brochures advertisements for: nurseries growers sales reps garden centers artisans small businesses www.laurenthomsondesign.com (717) 858-5060 23 Feature | Green Profile CONCLAVE 2013 JOIN US IN Photo Credit: Pennsylvania Convention Center PHILADELPHIA JULY 31 - AUGUST 1, 2013 BIG CHANGES AT PANTS13 The Penn Atlantic Nursery Trade Show (known to all as PANTS), is coming of age with a move to the Pennsylvania Convention Center in Philadelphia July 31- Aug. 1, 2013. It’s a game-changer! After 40 years of steady growth, the show is stepping up to the national stage with its debut at a world-class venue in a major American city. PANTS already is the biggest summer event for retail garden center owners, nursery growers, and landscaping professionals from Massachusetts to Virginia. It now is poised to capture a broader base of exhibitors and wider attention in the industry and beyond, reaching a scale on par with other industry shows in Chicago, Baltimore and Portland. MAC Events of Spring Lake, N.J. has assumed responsibility for producing the show in partnership with the show’s founder, the Pennsylvania Landscape & Nursery Association (PLNA). The change in venue is part of MAC Events’ commitment to revitalizing PANTS as a catalyst for the region’s multi-billion dollar green industry and the PLNA’s 750 member-businesses. AT A GLANCE July 31 – August 1, 2013 Pennsylvania Convention Center Hall E - Entrance on N. Broad Street EXHIBITOR MOVE-IN DAYS: July 29 – July 30, 2013 SHOW DAYS: July 31 – August 1, 2013 SHOW HOURS Weds, July 31 Thurs, August 1 9am – 5pm 9am – 5pm “Over the last year we’ve analyzed all of the things we’re doing with our small staff,” said Gregg Robertson, PLNA president. “We decided that one effective step would be to team up with someone who “I’ve set a could take the show to the next level. MAC goal for our city to Events is a great partner – they have the bargaining clout, the experience and become the greenest, most the ideas that will keep the show sustainable city in America. relevant in a changing industry and make it more comprehensive in what Welcoming PANTS, the premier it offers.” Plans for PANTS 2013 are evolving quickly. Already in hand is sponsorship from the California-based Master Nursery Garden Centers, the nation’s largest buying cooperative for independent garden centers. Also in the works is an expanded program of educational seminars aimed at helping all segments of the green trades navigate today’s market challenges. summer show in the region for nursery, garden & landscape professionals, establishes Philadelphia as a destination for people interested in all things green and growing.“ Mayor Michael A. Nutter GREEN EDUCATIONAL SESSIONS will run throughout the show. The schedule will be available in late Spring 2013. www.PANTSHOW.com P RO As an annual showcase, PANTS is perfectly timed, according to Gerry Docksteader, director of sales for G.W. Nursery in Oregon. He has had a role in the show for 14 years as a vendor, PLNA board member and PANTS Committee member. UDLY PRODUCED BY : CONTACTS TO EXHIBIT: Mark Du Mars Wartenburg 732-449-4004, x128 Mark@MacEvents.com FOR ATTENDEES: Micaela Vie Brock 732-449-4004, x115 Micaela@MacEvents.com SHOW DIRECTOR: Kevin McLaughlin 732-449-4004, x116 Kevin@MacEvents.com “That this is the earliest show in the season gives us national appeal since the timing is perfect for the buying cycle,” he said. “The show is also ideally scheduled as a launching pad for new hard goods and new plant varieties. This can be a real trend show.” MAC Events, producer of consumer and trade shows, brings 40 years of experience to the table. From the start, it has been keeping PLNA members up to speed on show plans, exhibitor amenities and production details in frequent e-mail bulletins. “We want to bring the sizzle back to PANTS and give it a home in one of the most forward-thinking green cities in the country,” said MAC Events partner Kevin McLaughlin. “We’ve had nothing but positive feedback about the move and about our plans to make this a more profitable event for all.” OUT AND ABOUT IN PHILLY The shift to Philadelphia gives the show something it’s never had before: opportunities for socializing in a richly diverse cultural and historic urban hub. “What’s been missing are opportunities to develop business relationships beyond the show,” Docksteader said. “Sure, you come to do business, but now you’ll have top-drawer hotels, restaurants and attractions that will give the show broader appeal. To evolve and be successful, trade shows today need to be a destination point, someplace you’d want to bring your spouse or your family.” Jim MacKenzie, chairman of the PLNA’s Board of Directors, agrees wholeheartedly. “We see it again and again in member surveys,” he said. “People want to have some fun in a relaxed setting. You only have to walk out the door of the convention center to find a lively summer street scene, open-air markets or a place to have dinner and socialize.” That might be the case in any large city, but Philly also offers a wealth of resources for those interested in plants, new green products and landscaping innovations. The convention center is home to the blockbuster Philadelphia Flower Show, presented by the Pennsylvania Horticultural Society (PHS). The PHS also promotes Philadelphia Green, the largest urban greening program in the country. From tours of roof gardens to environmental restoration projects, PHS has been on the leading edge. It has even involved the Philadelphia Phillies in its “Plant One Million” urban forestry program -- for every home run the team scores, another tree goes in the ground. “PANTS is a great place to expose the industry to innovative approaches,” MacKenzie said. “If you want to tour vertical green walls, permeable paving systems, green roofs or other cutting-edge projects, it’s all here. Nearby are other must-see sites like Longwood Gardens, the Morris Arboretum and Chanticleer. This is exactly where we should be.” For history buffs, there’s not only the Liberty Bell and other civic monuments, but also sites that hold a special place in the industry’s past. The oldest surviving botanic garden was founded in Philly by America’s “first botanist” John Bartram and the city park’s Horticultural Center in Fairmont Park, was built for the Bicentennial on a site dedicated to urban greenery since 1876. MAC Events is planning tours to some of these significant places. DEMOS & EDUCATION QUAL ITY PR OD UCTS Photo C redit: Pen nsylvan ia Land scape & Nursery A ssociati on LOOKING AHEAD PANTS is on track to become the place to be for business development that translates to a stronger bottom line. Expanded educational programs at the show will put effective tools into the hands of business owners in all industry segments. Garden center owners will hear speakers from Master Nursery analyze trends in consumer demographics and gardening preferences. Also on tap is a four-hour seminar on training garden center employees for a more profitable operation. Master Nursery offers special show deals and contests to draw attention to its chief member benefit – increased buying power through better vendor discounts. “You’ve got to give people a reason to come,” said Jeff Lafferty, Master Nursery’s CEO. “We combined our annual meeting last year with PANTS and we’ve seen what works: Show them how to make more money.” Technology is another area that has the potential to reach younger consumers and boost sales. Internet marketing, promotional web videos and social media – every business will have to master these new ways to reach other businesses and consumers. “We all have to learn how to integrate technology or we’re going to be left behind,” Robertson said. “You’ve got to reach people where they are, and for the next generation, that’s on their cell phones and iPads.” Other programs will offer business strategies for nursery growers and landscape contractors, a preview of new plant varieties, briefings on the latest in pest control and employee certification classes. If it’s a subject that will help keep industry professionals up to speed, it’s likely to be covered, producers promise. “It’s time to think about the role that trade shows play in promoting our industry, enhancing our business opportunities and developing our skills in a changing economic environment,” says McLaughlin. “This is going to be a show that makes a difference and opens everyone’s eyes to new possibilities. When every aspect of the green trades is represented under one roof, the cross-fertilization of interests and ideas will help lead us all into a more successful future.” Credit: The John Bartram Assn., Bartram’s Garden Bartram’s Garden, the 18th century home of botanist John Bartram New Broad Spectrum Miticide/Insecticide Quick Knockdown Excellent Plant Tolerance Part of OHP Thrips Cocktail © 2011 OHP, Inc. Sirocco is a trademark of OHP, Inc. Scan for MSDS & Label Get the free mobile app at http://tag.ohp.com 800-356-4647 | ohp.com OutdoorLivingPA.com Is Live 28 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery The Pennsylvania Landscape & Nursery Association (PLNA), the leading trade association representing Pennsylvania’s $6.8 billion green industry has launched a consumer-oriented website, OutdoorLivingPA.com! It’s designed to be the goto resource for consumers to find a wealth of information to help in their outdoor living needs. The website offers planting tips, new plants and products, what to look for when hiring a professional, a growing idea gallery, up-to-date information, advice, resources and links for consumers including a directory search tool to help find local landscape and garden center professionals plus so much more! OutdoorLivingPA.com is designed to be the go-to resource for consumers to find a wealth of information to help in their outdoor living needs. include the information (1) about the company ‘ company name, company website (hyperlinked), entry category, award received and (2) about the project — description of the project, links to plant lists and site plans if provided, and photos submitted. There will be a summary page for each year showcasing the ALE video followed by a listing of all award winners in their respective category of entries. Each award winner’s listing is hyperlinked to the specific project page with all the details of their project. What a valuable resource to the consumer searching for ideas and an incredible benefit for the award-winning company to have their project and company information available to consumers! Find a Pro (directory search) OutdoorLivingPA.com is a reliable consumer resource where the consumer can learn what to look for when hiring a professional, what legal requirements they should ask about, what professional certifications are and what they mean, along with a comprehensive search capability to “find a pro.” Any consumer searching for a landscape contractor or garden center will be referred to this website. The consumer will be able to search by company name and a number of features — location, plants and products sold, and services provided. If you are a landscape contractor or garden center, your listing on PLNA’s public site, OutdoorLivingPA.com, is one of your company’s best advertising buys…it’s FREE with your membership in PLNA! The free basic listing will include the following information: • Company name, address, phone, fax, and email • Company website listing with a hyperlink • Company description • List of plants as well as products and services offered based on categories established by PLNA Idea Gallery The Idea Gallery is designed to be an easy way for people to get the design inspiration, project advice and product information they need to help turn ideas into reality. PLNA has collected a plethora of beautiful images submitted over the years to the ALE program that will fill the OutdoorLivingPA.com Idea Gallery! The gallery is organized like an online photo album that is meant to be image focused but will link back to the project pages providing the project’s detail for people who want more information. The images are grouped by categories to simplify the consumers’ search such as gardens, decks, outdoor kitchens, water features, pools, patios, walks, and so on. This gallery will continue to grow by leaps and bounds with all of the new entries submitted from professionals like you in the PLNA Awards for Landscape Excellence program. Need information about how to submit an ALE project? Visit www.PLNA.com/ALE. Awards (ALE projects) PLNA has organized the Awards for Landscape Excellence (ALE) program for many years recognizing and honoring the professions responsible for the design, installation, and maintenance of professional quality residential and commercial landscape projects. Over the years the program has provided an educational arena for landscape professionals to view and learn from winning projects and now with OutdoorLivingPA.com PLNA can promote these award winners and their beautiful works of art to the consumer via the Web! Individual ALE project information will be posted on OutdoorLivingPA.com for each of the award-winning entries to Resources Your listing on PLNA’s public site, OutdoorLivingPA.com, is one of your company’s best advertising buys…it’s FREE with your membership in PLNA! A gardening calendar, climate zones chart, garden glossary, events calendar, and a list of professional organizations in the green industry that may benefit the consumer can be found under the Resources tab of OutdoorLivingPA.com. PLNA has already begun promoting the launch of OutdoorLivingPA.com in consumer publications and will be exploring additional ways to reach out directly to the consumers via the Web, social networking, press releases, and other resources that become available. Feature | OutdoorLivingPA.com 29 SeedsofSuccess Events Calendar PLNA has an expansive list of educational opportunities and industry events on its online calendar at www.PLNA.com. Click on “Calendar” in the upper right-hand corner of the home page for the full list. Here are just a few of the events to consider: PA Pesticide Applicators Exam – Sept. 6, 2012. Get your new employees certified now. To be held at the Monroe County Penn State Extension Office. Southeast Pennsylvania Landscape Updates Montgomery County – Sept. 13 – Montgomery County 4-H Center, Creamery Bucks County – Sept. 18 – Meshaminy Manor Center, Doylestown Lehigh County – Sept. 18 – Schnecksville Fire Company Pavilion, Schnecksville Chester County – Sept. 26 – Chester County romano 4-H Center, Honeybrook These meetings provide current information about pest management for turf and ornamental landscape plants and help fulfill pesticide license recertification requirements. 2012 Sustainable Bus Tours Sustainable Forests & Meadows Tour – Sept. 7, Middle Creek Wildlife Management Center, Stevens Luzerne County Sustainable Landscapes Bus Tour – Sept. 20, Kirby Park, Wilkes-Barre Montgomery County Sustainable Landscapes Bus Tour – Oct. 24, Montgomery County Conservation District Office Each tour visits multiple sites that showcase natural stormwater management, native plantings, and more. For more details, registration fees, brochures, and registration links go to www.PLNA.com. Atlas Manufacturing,Inc. 800.346.9902 30 e success of any business relies on product quality, selection, and exceptional customer service. With that in mind, we at Atlas Manufacturing, Inc. strive to provide the highest quality greenhouse structures and accessories to you, our valued customer, while keeping our prices competitive & aﬀordable. Call us today for a free greenhouse catalog, and remember, our business is helping your business grow! Structures Natural Ventilation Greenhouse Benches www.atlasgreenhouse.com NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery SeedsofSuccess Don’t Miss the 2012 PLNA Annual Membership Meeting and Celebration Join the Pennsylvania Landscape & Nursery Association (PLNA) and your fellow members on Tues., Nov. 13, 2012 for an evening of fellowship and fun celebrating your peers’ industry achievements. The evening will include a cocktail reception and dinner with special guest Kip Creel, founder of the Standpoint Group. Kip will share the latest market trends affecting the green industry and what you should be doing to keep your business relevant in these fast changing times. Afterward, PLNA will honor industry professionals who have achieved excellence with Professional Awards, Foundation Scholarships, and the Awards for Landscape Excellence. The PLNA Annual Meeting of the Members will immediately precede the evening’s celebration at 5 p.m. Nov. 13, 2012 at the Lancaster County Convention Center. There is no cost to attend the annual meeting; however, tickets will be required for the PLNA Membership Celebration. Order your tickets by completing the registration form below, or order online at www.PLNA.com/celebration. Annual Membership Meeting and Celebration to be held Tues., Nov. 13, 2012 at the Lancaster County Convention Center. Pennsylvania Landscape & Nursery Association ANNUAL MEETING OF THE MEMBERS & MEMBERSHIP CELEBRATION REGISTRATION FORM November 13, 2012 • Lancaster County Convention Center, Lancaster, PA HOW TO REGISTER: Online www.PLNA.com/AnnualMeeting or fax/mail completed form with payment if applicable to PLNA. Pre-Registration is suggested. A late fee of $15 will be added for onsite registrations for the Membership Celebration Dinner. Annual Meeting of the Members Only REGISTRANT INFORMATION Company Company Address City, State, Zip Phone Persons Attending: Email Membership Celebration Only Annual Meeting AND Membership Celebration ANNUAL MEETING OF THE MEMBERS – 5:00 PM ___# Attending FREE MEMBERSHIP CELEBRATION – 5:30 PM PLNA Member $60 ___# Attending $______ Non Member $70 ___# Attending $______ Late Registration Fee $15/person $______ Total Amount Due $______ ADDITIONAL INFORMATION I have a disability that requires special services. HOW TO CONTACT US PLNA 1707 S. Cameron Street Harrisburg, PA 17104 Ph: 717.238.1673 or 800.898.3411 Fax: 717.238.1675 Email: PLNA@PLNA.com Fax PAYMENT INFORMATION Check # __________ made payable to PLNA (PA Landscape & Nursery Association) Credit Card VISA Mastercard Discover American Express Card # __ __ __ __ - __ __ __ __ - __ __ __ __ - __ __ __ __ Exp. Date: __ __ / __ __ Name on card (please print): Signature of cardholder: Billing Address on Credit Card City, State, Zip *Cancellations are fully refundable if requested by close of business November 5, 2012. OFFICE USE ONLY Date Rec’d: Check #: cc Approval #: Seeds of Success | Your Professional Development 31 MANTS 2013 ® The Masterpiece of Trade Shows™ JANUARY 9-11, 2013 Baltimore Convention Center And MANTS also features the perfect way to end a busy day - Baltimore’s incomparable Inner Harbor with its fabulous restaurant and hotel community. Experience a Masterpiece. At MANTS. Come experience the Mid-Atlantic region’s premier marketplace for the important business of buying and selling plants, products and services, and getting up to date on the latest industry trends. See why people say, “If it’s January, it must be MANTS.” P.O. Box 818 • Brooklandville, MD 21022 410-296-6959 • 800-431-0066 • fax 410-296-8288 www.mants.com On-line Registration is available 24/7 beginning October 1. SeedsofSuccess Lansdcape Industry Certified Technician Exam EAST 2012 On August 24 and 25, PLNA administered another certification exam for PLANET’s Landscape Industry Certified Technician Program (aka CLT). This was the 10th year for the summer exam at Penn State Berks Campus in Reading, Pa., and we continue to add Landscape Industry Certified Technicians to the rosters of landscape contractor companies throughout Pennsylvania. A special Thank You to our Judges/Volunteers and Committee: Al Bragner, Waterfall Gardens Travis Breininger, PCH, CLT, Nature’s Accents Landscape Services Bradley Cranch, CLT, Cranch Landscapers, LLC Jim Culley, PCH, CLT, Anewalt’s Landscape Contracting Howard Eyre, PCH, Delaware Valley College Bruce Fritzinger, RLA, Plantique Dave Graeff, PCH, Heritage Lawn & Landscape Care, Inc. Joseph Grayer, CLT, E.G. Rall Jr., Landscape Design Adrian Karver, CLT, Ruppert Landscapes Tim Malone, CLT, Waterfall Gardens Carlos Mejias, Northeast Stihl Kevin McKee, CLT, CLP, PA Landscape Group Joe Nawoczenski, PCH, Berks County Career and Technical Center Trevor Redding, CLT, Happy Tree, Ltd Dave Sanford, PhD, Penn State University, Berks Campus Brian Simmon, CLT, Waterfall Gardens Tom Snyder, CLT, Heritage Lawn & Landscape Care, Inc. Andy Sykes, PCH, CLP, Garrett Churchill Travis Thompson, CLT, Garden Creations Jim Walck, PCH, CLT, Jim Walck Lawn & Shrub Tom Wambaugh, CLT, CLP, PCH, Waterfall Gardens (Committee Chairman) Bill H. Wells, CLP, PCH, W.D. Wells & Associates Every candidate must show their skill in sprinklerhead adjustment. A hardscaping installation candidate maneuvers a skidsteer for the judges. of the committee, volunteers, and the judges, in addition to Penn State Berks, the place where it all happens. The next complete tests are scheduled for February 1 and 2, 2013 in Western Pennsylvania and August 23 and 24, 2013 at Penn State Berks. Twenty-five candidates participated in the exam, and another 22 volunteers/judges helped administer the test. Professionalism is apparent during the testing days, with the majority of the judges/volunteers being certified themselves. They have so much pride in their accomplishments that they continue to give back to the industry by volunteering their time for two days to help foster the growth of the Landscape Industry Certified Technician program in Pennsylvania. Thirteen of the candidates successfully passed all their problems and have been added to the list of Lansdcape Industry Certified professionals in Pa. We are very grateful to Penn State Berks Campus for allowing us to continue to administer the exam on their campus. In 2009 the test site shifted to a permanent placement on the campus, and the volunteers and committee continue to build the permanent stations for each problem required for this exam. Penn State’s commitment to PLNA and this exam is very much appreciated. PLNA would like to give special thanks to all of the persons that make this test possible. This event requires a huge volunteer effort on the part Provided with a plan, each softscape installation candidate must accurately measure and layout plants. It’s not too soon to sign up for next year! Whether you want to be a candidate or a volunteer, visit www.PLNA.com/CLT2013 for an application, or call Cathy Corrigan at 800.898.3411, ext. 102 or email her at ccorrigan@PLNA.com. The Certification Committee hopes to see you next year! Seeds of Success | Your Professional Development 33 Congratulations to the New CLTs! PLNA would also like to thank the many companies who donated time, materials, and equipment to make the test successful: Anewalt’s Landscape Contracting Garrett Churchill Nature’s Accents Landscape Services Northeast Stihl Reading Kubota Sporting Valley Turf Farms Waterfall Gardens Wolf’s Rentals Softscape Installation Dale Lahr, CLT, Creative Plantscapes Inc., Lewisburg Matthew Schavnis, CLT, LandStudies, Inc., Lititz Brent Susan, CLT, Creative Plantscapes Inc., Lewisburg Jevin Witmer, CLT, Creative Plantscapes Inc., Lewisburg Turf Maintenance Nicholas Chrin, Jr., CLT, Shearon Environmental Design, Plymouth Meeting Jeff Kostes, CLT, Ruppert Landscape, Toughkenamon Jeremy Lewis, CLT, RPI Company, Malvern Wayne Pfeil, CLT, RPI Company, Malvern Hardscape Installation Aaron Graeff, CLT, Heritage Lawn & Landscape, Thomasville Jocelyn Kimicata, CLT, Kimicata Brothers, Inc., Pittsburgh Eric Zukowski, CLT, Kimicata Brothers, Inc., Pittsburgh Ornamental Maintenance Nicholas Chrin, Jr., CLT, Shearon Environmental Design, Plymouth Meeting Scott Douglas, CLT, Full Effect Lawn & Landscape, Willow Street a special thanks to our host – Penn State Berks! If you or your company would like to participate in the Landscape Industry Certified Technician exams in the future, please contact Cathy Corrigan, certification administrator at 717.238.1683 or ccorrigan@PLNA.com. 2012 Fall Pennsylvania Certified Horticulturist (PCH) Exam Schedule TEST DATE November 15 November 15 November 16 November 27 November 29 December 3 December 5 December 12 LOCATION TIME REGISTRATION DEADLINE November 8, 2012 November 8, 2012 November 9, 2012 November 21, 2012 November 21, 2012 November 27, 2012 Delaware Valley College, Doylestown 1:30 p.m. – 4:30 p.m. Allegheny County Extension Office Berks County Extension Office PLNA Office, Harrisburg Lackawanna County Extension Office Lehigh County Extension Office Bidwell Training Center, Pittsburgh Pennsylvania College of Technology, Williamsport 9:00 a.m. – Noon 9:00 a.m. – Noon 9:00 a.m. – Noon 9:00 a.m. – Noon 9:00 a.m. – Noon 8:30 a.m. – 11:30 a.m. November 27, 2012 8:00 a.m. – 11:00 a.m. December 5, 2012 102. Remember, in addition to this schedule, you can set up your exam for any time at the PLNA office or an agreed upon time at your local extension office. Please check the PLNA website, www.PLNA. com, for updates to this schedule. If you are interested in registering for any of the above exams, please contact Cathy Corrigan, ccorrigan@PLNA.com or 800.898.3411, ext 34 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery The one show you truly can’t afford to miss! Lancaster, PA Jan. 14-16, 2013 TM Atlantic City, NJ Feb. 11-14, 2013 learning = earning $ $ $ “The information made available to us at these shows — you cannot put a price tag on from ‘How to Marke t Your Business’ to ‘How to Build a Re taining Wall’ — this show has it all! If you consider yourself a Hardscaping professional, this convention is a necessit y.” — Justin B, Lisk Landscape Management “We have been at tending MAHTS for the past 12 ye ars. EP Henr y consistently stri ves to bring the most cut ting edge topics and vendors to the forefront of the show. Not only will you grow your professional ne t work, you will add some ne w tricks to your arsenal; allowing your company to grow and operate at its fullest capacit y.” — Scot t B, Evergreen Hardscaping “MAHTS 2012 was an experience within the hardscape industr y that I will surely at tend in the ye ars to come. I re ally came away from the show with the feeling that EP Henr y truly values its contractors, and is willing to take the necessar y steps to provide companies with the knowledge to succeed.” — Michael P, Landscape Architect, Elite Landscaping “I have never me t a contractor who at tended MAHTS and was not comple tely satisfied. For weeks and months following the event it is all the contractors are talking about. When you visit as many job sites as I do, it is e asy to see which contractors have at tended MAHTS.” - Patrick G, Angerstein’s Follow EP Henry on: www.mahts.com 1-800-GO-MAHTS More testimonials and information at: Positioning Your Business for Success By Phil Harwood 36 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery Businesses in a competitive environment seek the attention of prospective customers. They attempt to woo these customers away from their competitors. They also strive to satisfy existing customers so that their competitors’ attempts to woo them away will be unsuccessful. This is the game of business, is it not? As this game is played out, customers and prospective customers compare businesses to each other. They look for differences between them. The difference in price between businesses is obviously a primary concern. However, price is not their only concern. Typically, there are one or more other concerns as well. The relative differences between businesses will determine their positioning in the market. What are some of these other concerns, aside from price? It depends on the product or service. In general, customers are concerned with quality, performance, warranty, and the experience. Price relates to these concerns. It never stands alone. For example, there are many different types of grocery stores in my local community. Some are very large stores, offering much more than groceries. Others are smaller, boutique grocery stores. We also have single-line specialty shops, such as bakeries, butchers, and produce shops. My wife and I have to make a decision about where to shop for groceries. Price is one factor, but there are many others: location, cleanliness, friendliness, use of technology, and the condition of shopping carts, parking lots, and restrooms. It’s important to recognize that none of these other concerns in this example has anything to do with the freshness, quality, or price of the groceries. Every market has these other concerns that play into buying decisions. Every business needs to understand what they are and determine the positioning of their offering to their competitors. Positioning is always from the customer’s perspective. Whatever the customer believes to be true is all that matters. For decades, cars and trucks made by the “Big 3” were inferior in quality to imports. This stigma continues to haunt them today, despite their recent claims of equality. The minds of people are hard to change. What about you and your business? What concerns do your customers have when they evaluate your products and services? Do you know? How do you relate to your competitors on each of these factors? What are you better at? What are they better at? How can you close the gap or protect a superior position? www.shutterstock.com/ alphaspirit As president and CEO of Pro-Motion Consulting and Pro-Motion Marketing, Phil Harwood helps to create healthy, profitable, and sustainable businesses. He has extensive business experience as an entrepreneur, business owner, executive manager, speaker, and writer. Harwood has been in the green industry for over 20 years and is a Certified Landscape Professional (CLP), Certified Snow Professional (CSP), Michigan Certified Nurseryman (MCN), Master Gardener (Purdue University), and a graduate of the School of Turf Grass Management at Michigan State University. Feature | Positioning Your Business for Success 37 www.shutterstock.com/ Sunny_baby Every business needs to understand what they are and determine the positioning of their offering to their competitors. MembersOnly Membership Advantage Henry Dunn Inc. Landscape Professional & Nurserymen’s Insurance program offers commercial liability, business auto, property, workers compensation, commercial umbrella, and pollution liability. The Package insurance program includes snow removal, excavation, herbicide/pesticide liability, and replacement cost on equipment. PLNA Partner Highlight - Henry Dunn, Inc. Do you have proper business insurance? Looking for better coverage or a better price? Let PLNA help! In addition, Henry Dunn, Inc. offers EPLI, surety bonds, health insurance, employee benefits, and human resource outsourcing. For more information on this member benefit, visit www.PLNA.com/ MemberDiscounts or call Craig Clark at Henry Dunn direct at 888.577.8001 or firstname.lastname@example.org. The PLNA Partners Program provides quality companies with discounted or differentiated products to PLNA members. These member benefits are sure to help your bottom line by saving your company money. Welcome to Our New Members! (As of Oct. 4, 2012) Active Acoterra, LLC, Wernersville, Pa. All Seasons Landscaping Company, Inc., Aston, Pa. Burke Brothers Landscape Contractors, Inc., Wyndmoor, Pa. Burr Landscaping, Hatfield, Pa. Exteriorscape Landscaping, LLC, Milford, Pa. Hoslers Homescapes, Lititz, Pa. Michael Petries Handmade Gardens, Swarthmore, Pa. Tomasits Landscaping, Inc., Pittsburgh, Pa. Associate Lakedale Nurseries, Inc., Berlin, N.J. Richard S. Burns & Company, Philadelphia, Pa. Stormwater Maintenance, LLC, Hunt Valley, M.D. Student Mr. Nathan Wiant, Bidwell Training Center, Pittsburgh, Pa. BUIldINg My rEpUTATION WITh NETAFIM “With water rates rising, clients are looking for new solutions. We recently converted ¼ acre of turf from overhead sprinklers to Netafim dripline. The client saw nearly 40% savings in water costs per month. We’re installing Netafim in lawns, landscapes and large commercial sites. It’s the fastest-growing segment of our business.” Wayne Nolan, Contractor Expand Your Business With Netafim: Reliable, Water Efficient, Easy to Install Wayne Nolan Nolan plumbing and Irrigation Jacksonville, Florida Penn.Nurs&Lndscp_7.5x4.5_11-12.indd 1 WWW.NETAFIMUSA.COM 9/20/12 11:23 AM 38 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery AdIndex A to Z Alliance Designer Products....................... 16–17 Atlas Manufacturing, Inc................................ 30 Babikow Greenhouses...................................... 4 Cavano’s Perennials, Inc................................. 13 Chatham University........................................ 21 Dutch Mill Bulbs, Inc...................................... 12 Eaton Farms................................................... 11 EP Henry Corporation...................................... 35 Ernst Conservation Seeds, Inc......................... 23 Fairview Evergreen Nurseries, Inc................... 39 Harmony Hill Nursery LLC............................... 10 Lauren Thomson Design................................. 23 MANTS.......................................................... 32 M.H. Eby.............................................................. 6 Musser Forests, Inc........................................ 21 NC Nursery & Landscape Association............... 5 Netafim.......................................................... 38 OHP, Inc.......................................................... 27 PLN Online..................................................... 14 POS Solutions, LLC......................................... 39 SiteLight Id, Inc............................................... 22 Spring Meadow Nursery, Inc........................... 12 Summit Ag Systems....................................... 15 Techo-Bloc........................................................ 1 Cover Ads Inside Front Cover Henry Dunn, Inc. Inside Back Cover Cleveland Brothers/Ransome Cat Back Cover Scott/Everris Simply Retail www.possolutions.com 1.800.518.2559 POS Solutions LLC 7463 West Ridge Road P.O. Box E Fairview PA 16415 800.458.2234 Fax 800.343.6819 e-mail: email@example.com www.fairviewevergreen.com Essentials | Ad Index 39 WordOnTheStreet What’s the Word? This July 31 at PANTS12 in Oaks, Pa., PLN Editor Diane Huskinson asked, Do you feel optimistic about the future of the green industry? Why or why not? “I feel very optimistic about our industry. It is ever changing. As growers, we recognize the changes, and we really listen to what their needs are of our customers. We just evolve with them.” — Stephanie Peer, Perennial Consultant, Babikow Greenhouses “I’m optimistic about the industry because there’s definitely a need for plants. Just the oxygen value and so on. We as business owners and as an association need to do more work to help the consumer know why we are important and who is competent and who is not competent. PCH and CLT, those letters after somebody’s name, mean something, and the consumer has to understand that. I can tell somebody what those letters mean, but it might sound like a sales pitch, whereas if I can tell somebody they can learn more about CLT and PCH on the PLNA website, then that’s credibility.” — Phin Tuthill, Principal, R.P. Tuthill & Associates “I’d say it depends a lot on whether the next generation decides to come into it. Especially in the bulb field, it’s all people in their 60s. Even people my age (I’m 31) — there are so few.” — Christopher Ruigrok, Operations Manager, A.D.R. Bulbs, Inc. “I think as a society we haven’t taught our children the value of plants and ecology as well as we should. Shame on us. We can model after European countries who instill that value as a young age. If we want to see a change in our industry, we need to start with the younger kids to teach them that trees and plants are valuable, and they probably can save your life if you plant enough of them. We’re such a luxury-based commodity because we don’t perceive it as a necessity, and that goes back to the education part with their kids. It’s a need, not want. I do gardening with my kids, but they’re not getting that in school.” — Gary Sliker, Sales Rep, Plants and Supplies, Inc. “It’s going to be tough to get it back to where it was before, and I think that there are a couple reasons. One of the reasons is that people’s concept of creating their outdoor environment is more about the hardscape and less about the plant environment around that hardscape. That translates to fewer plants. Secondly, I think that we need to do more in regard to trying to get young children connected with nature. The last couple days I was visiting my grandchildren in Chicago, and we went to this park, and they had this native area, and we built fairy houses. It reminded me of when I was a kid, collecting dried things to make something from nature. There aren’t enough experiences like that to impact children of today so that when they grow up they need a sense of nature in their lives.” — Joanne Kostecky, President, Joanne Kostecky Garden Design, Inc. “The new generation wants everything now. If they try gardening and if they are not successful the first time, they don’t try it again. It’s got to be simple. If you can have container gardening or plants that look good and don’t require a lot of maintenance, you’ll be successful with this new generation.” — Jeff Lafferty, CEO, Master Nursery Garden Centers, Inc. “I’m optimistic. Whether it’s for new housing or existing housing, people need new plants.” — Anthony DeMarco, Customer Relations Manager, Lee Rain, Inc. 40 NOVEMBER/DECEMBER 2012 | Pennsylvania Landscape & Nursery eFFiCienTLy. These Days, making your operaTion more eFFiCienT Can make The DiFFerenCe in making a proFiT. Not only can you count on your local Cat® Dealer to have high-quality, ready-to-work machines, you can also rely on them to help make your landscape operation run more efficiently. Your local Cat Dealer has attachments available for your machine to handle whatever job you have at hand, big or small. Including buckets, forks, brooms, backhoes, and more. For the newest models of skid steers, compact excavators and many other great models of equipment to help complete any landscaping job that you have, contact your local Cat Dealer. more Work Bellefonte, PA 814-353-2800 Blawnox, PA 412-828-7810 Clarksburg, WV 304-842-2222 Clearfield, PA 814-765-1611 Frackville, PA 570-874-3560 Harrisburg, PA 800-482-2378 Indiana, PA 724-463-8743 Lancaster, PA 717-859-4905 Lantz Corners, PA 814-778-5250 Manada Hill (Harrisburg, PA) 717-526-2121 Mansfield, PA 570-662-7171 Milesburg, PA 814-355-3500 Murrysville, PA 888-232-5948 State College, PA 814-237-8338 Turbotville, PA 570-538-2551 Bear, DE (302) 328-4131 Whitehall, PA (610) 261-4887 Fleetwood, PA (610) 926-5858 Toms River, NJ (732) 341-0404 Chambers Hill Cranberry Twp., PA Hydraulics 724-776-1400 (Harrisburg, PA) Erie, PA 866-627-2737 814-898-3388 New Stanton, PA Wilkes-Barre, PA 800-922-8630 724-861-6080 Somerset, PA 814-445-7915 Hammonton, NJ West Chester, PA (609) 561-0308 (610) 640-4646 Bensalem, PA (215) 639-4300 © 2012 Caterpillar All rights reserved. CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow,” the “Power Edge” trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. www.cat.com www.caterpillar.com Driven by innovation Inspired by nature More prills in the pot, more proﬁt in your pocket. Fusion Technology™ effectively binds prills to container growing media. • When nursery stock gets blown or knocked over you lose fertilizer, you lose money, through additional material and reapplication costs, or lower plant quality. • Osmocote® Pro with Fusion Technology™ is available in 5-6 and 8-9 month formulations. • Consult with an Everris™ Territory Manager to calculate what you’re missing without the no-spill prill in your pots. View the video at TheNoSpillPrill.com Everris NA, Inc. 800-492-8255 Email: firstname.lastname@example.org www.everris.us.com © 2012 An ICL Fertilizers Company, Worldwide Rights Reserved.