The Scoop Online - December 2017

Design: Creating Connection

Also Inside

Premium Tracks at Northern Green

Top 10 Flowers Time for Improvement DC Update

MILLENNIALS Why Training Matters

Vol: 40 No: 12 Dec 2017 T H E O F F I C I A L P U B L I C AT I O N O F T H E M I N N E S O TA N U R S E R Y & L A N D S C A P E A S S O C I AT I O N

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Volume 40 No. 12 Dec 2017

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IN THIS ISSUE 9

Events

10 Reflections on 2017 Look back on 2017 with Executive Director Cassie Larson.

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13 Creating Connection The team from Phillips Garden shows how harmonizing a home with its surroundings creates an oasis.  

17 How to Find Time for Improvement Diana Grundeen suggests a process to identify and follow-up on the ideas garnered during the season. 

20 A Bright Future Together Derek Tweten encourages member involvement in Government Affairs. 

22 Why Training Means A Lot to Millennials When it comes to retaining Millennials, a training plan is key. 

35 NCROC 2017 Top 10 Flowers Evaluations at the North Central Research Outreach Center are complete; see what came out on top in 2017.   

47 The Fine Art of Positioning How to differentiate your business from all the generalists in the lawn and landscape industry.    

 Landscape & Hardscape Install & Design  Garden Services & Landscape Management  Garden Centers  Growers: Nursery & Greenhouse  Irrigation & Water Management  Arborists & Tree Services  All

30 Northern Green Explore the dynamic trade show floor!

32 Northern Green Tracks Upgrade your Northern Green experience with the CEO or Interactive Track.

40 Legislative Predictions Government Affairs Director Larry Johnson wonders: Will there be a legislative session in 2018?

42 DC Update Find out what’s happening in Washington D.C. that might affect your business.

50 MNLA Certification Find out when you can take the MNLA Certification exam in 2018.

53 New MNLA Members 54 Green Industry Leadership Training Interested in leadership development for you or your employees? Check out these two great MNLA programs that will help!

The Scoop, December 2017, Issue 12, is issued monthly, 12 times per year. All original works, articles or formats published in The Scoop are © Minnesota Nursery & Landscape Association, 2017, and may not be used without written permission of MNLA, 1813 Lexington Ave N., Roseville, MN 55113. Subscription price is $99 for one year, which is included with member dues. POSTMASTER: Send address changes to The Scoop, MNLA, 1813 Lexington Ave N., Roseville, MN 55113.

Editorial Contributions. You are invited to share your expertise and perspective. Article ideas and manuscripts should, whenever possible, reflect real and specific experiences. When submitting an article, please contact the publisher at jon@mnla.biz or 651-633-4987.

MNLA reserves the right to edit all Scoop content.

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AD LIST MINNESOTA NURSERY & LANDSCAPE ASSOCIATION Successful Businesses Grow Here!

1813 Lexington Ave. N. Roseville, MN 55113 651-633-4987 • Fax: 651-633-4986 Outside the metro area, toll free: 888-886-MNLA, Fax: 888-266-4986 www.MNLA.biz • www.NorthernGreen.org

MISSION: The mission of the Minnesota Nursery & Landscape

A Top Notch Equipment ................................................................................... 21 All Stone Solutions ............................................................................................. 8 Anderson Nurseries, Inc. .................................................................................. 27 Carlin Horticultural Supplies/ProGreen Plus ..................................................... 11 Central Landscape Supply ................................................................................ 43

Association is to help members grow successful businesses.

Cushman Motor Co. Inc ................................................................................... 51

BOARD OF DIRECTORS

Edney Distributing Co., Inc. ............................................................................. 18

Central Landscape Supply 320-252-1601 • hermanr@centrallandscape.com

Fury Motors ...................................................................................................... 34

herman roerick, president

scott frampton, vice-president

Landscape Renovations 651-769-0010 • sframpton@landscaperenovations.com

tim malooly, cid, clia, cic, secretary-treasurer Water in Motion 763-559-7771 • timm@watermotion.com

randy berg, mnla-cp

Gertens Wholesale & Professional Turf Supply .................................................. 2 Glacial Ridge Growers ...................................................................................... 39 GM Fleet and Commercial ................................................................................. 3 Hedberg Landscape & Masonry Supplies .......................................................... 4

Berg’s Nursery, Landscape/Garden Center 507-433-2823 • randy@bergsnursery.com

Hennepin Technical College ............................................................................. 39

matt mallas

Hiway Federal Credit Union ............................................................................. 19

Hedberg Supply 763-512-2849 • mmallas@hedbergaggregates.com

mike mcnamara

Jeff Belzer Chevrolet .................................................................................. 28–29

Hoffman & McNamara Nursery & Landscaping 651-437-9463 • mike.mcnamara@hoffmanandmcnamara.com

Lano Equipment, Inc. ....................................................................................... 11

john o'reilly

Maguire Agency ............................................................................................... 11

Otten Bros. Garden Center and Landscaping 952-473-5425 • j.oreilly@ottenbros.com

jeff pilla, mnla-cp

Bachman’s, Inc. 612-861-7600 • jpilla@bachmans.com

nick sargent

McKay Nursery Co. ........................................................................................... 46 Midwest Transmission Center / DBA Clutch & U-joint Proven Force ............... 46 Northern Salt Inc .............................................................................................. 26

Sargent’s Landscape Nursery, Inc. 507-289-0022 • njsargent@sargentsgardens.com

Out Back Nursery ............................................................................................. 11

cassie larson, cae

Plaisted Companies ............................................................................................ 7

MNLA Executive Director 651-633-4987 • cassie@mnla.biz

STAFF DIRECTORY

executive director:

Cassie Larson, CAE • cassie@mnla.biz

membership director & trade show manager:

Mary Dunn, CEM • mary@mnla.biz communications dir.: Jon Horsman, CAE • jon@mnla.biz education/cert. manager: Susan Flynn • susan@mnla.biz Government Affairs Dir: Larry Johnson • larry@mnla.biz

Resultants for Business, Inc. (RFB) .................................................................... 18 Rock Hard Landscape Supply ........................................................................... 27 SMSC Organics Recycling Facility .................................................................... 26 Sylva Corporation Inc. ...................................................................................... 12 The Builders Group ............................................................................................ 8

regulatory affairs manager: Jim Calkins • jim@mnla.biz administrative asst.: Gayle Anderson • gayle@mnla.biz accountant: Kris Peterson • kris@mnla.biz foundation program coordinator:

Tri-State Bobcat, Inc. ............................................................................ 16, 33, 52

advertising sales: 952-934-2891 / 763-295-5420

Versa-Lok Midwest ........................................................................................... 41

Paulette Sorenson • paulette@mnla.biz

Faith Jensen, Advertising Rep • faith@pierreproductions.com Betsy Pierre, Advertising Mgr • betsy@pierreproductions.com legislative affairs consultant: Doug Carnival

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Truck Utilities, Inc. ............................................................................................... 8 United Label & Sales ........................................................................................ 43

Xcel Energy ...................................................................................................... 49 Ziegler CAT ......................................................................................... Back Cover

all stone solutions Do we have boulders!?!?

BRAD GERLACH www.allstonesolutions.rocks allstonesolutions@ gmail.com 651.249.4388

2017 MNLA seminars generously supported by:

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Prove what you know and take the exam to become a MNLA Certified Professional in 2018!

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Minneapolis, MN countymaterials.com County Materials is hosting these ICPI and NCMA seminars that are open to construction and landscape industry professionals.

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MNLA .biz

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➾ F R OM THE EXECUTIVE DI R EC TO R

Reflections on 2017 Every year in the fall, the Executive Director, President and Vice President of the state associations and one province that surround the Great Lakes gather together to share ideas and commiserate on a variety of issues over two-and-a-half days.

Today I took a quick second to glance back over my calendar from 2017. In the haste of the everyday bustle Cassie Larson sometimes it’s easy to overlook the big things we’ve MNLA Executive Director accomplished together. So, help me celebrate both the big and small achievements accomplished by MNLA, its volunteers, and staff this year…

1. Implementing a new strategic direction for Northern Green. Three years in the making,

many changes were implemented to this flagship event in 2017 to keep it innovative and relevant in the ever-changing marketplace.

2. A new strategic plan for MNLA! Re-envisioning

the strategic direction of an organization is never easy and involves a huge investment of time by volunteer leaders. Thank you to all who participated in creating a vision for the organization to grow in the years to come.

3. An investment in monetary and staff resources

to help more effectively monitor and grow grassroots results in Government Affairs. This enabled the production of the first ever Legislative Agenda and a post-session celebration event where awards were presented to legislators who helped advance MNLA interests in St. Paul.

6. A full year of social media engagement on three platforms: Twitter, Facebook, and Instagram.

Are you following?

7. A revised format for Member Appreciation in August 2017 — with donuts, coffee, and ice

cream!

8. Two highly successful networking events at the

St. Paul Saints game in July and on the Jonathan Padelford in October.

And, this is merely the tip of the iceberg! Volunteers and associations make the world go around. Thanks to those who volunteered time and/or resources to help make these and all MNLA programs possible. We couldn’t do it without you!

Have you taken the time to look back at 2017 and celebrate with your company all that you’ve accomplished together? I bet you’ll be pleasantly surprised at all the progress you’ve seen in 2017.

Next, comes a brand-new year, 2018, with a clean slate and the chance to start again. So, if you’d like to do even more, now is your chance. I hope you’ll start the new year off right by gathering with your colleagues for some inspiration at Northern Green in Minneapolis on January 2–4, 2018. See you there!

4. The launch of a next level Leadership program

which will be fully implemented in 2018.

5. The development of a master plan for the

MNLA office landscape with installation set to begin in 2018.

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CASSIE LARSON can

be reached at: cassie@mnla.biz.

A Deeper Shade of Green Local Genetic Origins

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âž¾ S E CT I O N TITLE

CREATING CONNECTION IN SUBURBAN LANDSCAPES Laura Schwarz | Phillips Garden Photos by David Owen, Phillips Garden

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âžž C ONN ECTION S

Before: Without any landscaping, this suburban home is adrift in turfgrass.

Before: Sharp angles and tall corners dominate the backyard.

After: New plantings transform the entryway.

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After: The house is now strongly anchored to its surroundings with tall trees and perennials.

S

uburban living appeals to many homeowners. The houses and properties are often larger and newer than those in urban settings, and residents are close to nature reserves and large parks. In these housing developments, landscape designers often struggle to work with tall boxy homes that resemble buoys bobbing in seas of turfgrass. Without landscape elements that properly harmonize with the size of these houses, new suburban neighborhoods can feel harsh and impersonal.

The owner of this particular new suburban abode wanted to minimize the vastness of her house, especially on the back side, where the design is heavy on height and drastic corners. She also wanted a private outdoor sanctuary where she could sit and enjoy a spectacular view of the marsh behind her house. To accomplish these goals, the Phillips designers needed tall plantings that could both define spaces and connect the house to its surrounding natural landscape.

Since the homeowner requested prairie-style plants, the resulting Phillips Garden design is brimming with grasses and other fast-growing wildflowers and trees. In the front yard, the repetition of tall grasses blurs the house’s sharp angles, decreasing its sense of formality while also emphasizing a more welcoming front entryway. As the trees grow, they will continue to diminish this home’s overpowering presence on its lot. Meanwhile, the perennial plants provide fresh contrasting textures.

In the back yard, Phillips planted a grove of quaking aspens (Populus tremuloides) at the base of the house’s sharpest, tallest corner. Since this tree species matures quickly, the aspens will soon overtake the height of the house. Echoing the materials of the front yard, Phillips used large fast-growing prairie and woodland plants

After: Phillips’ custom stone sitting wall and lush prairie-style plantings frame a cozy patio.

In these housing developments, landscape designers often struggle to work with tall boxy homes that resemble buoys bobbing in seas of turfgrass. Without landscape elements that properly harmonize with the size of these houses, new suburban neighborhoods can feel harsh and impersonal. to define the border between the new stone seating area and the neighbor’s nearby garage. The patio and its sitting wall are wrapped in bright blooming perennials, and the resulting sense of enclosure creates an intimate, cozy outdoor oasis in the middle of the housing development.

From the sitting wall, the lucky homeowner now has a perfectlyframed view of the neighborhood’s picturesque marsh and willow tree, which are somehow even more beautiful within this new framework. The landscape’s lush, dense greenery flows seamlessly into the property’s existing natural scenery. The plants in Phillips’ design essentially mimic the natural setting, providing the repetition necessary to connect this house to its surroundings. The large house itself is now effortlessly anchored into the landscape, as if it has been well-established in this neighborhood for many years.

(Opening image page 13) After: A gorgeous view of the seamless transition from the home landscape to its natural surroundings.

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HOW TO FIND TIME FOR

IMPROVEMENT Diana Grundeen | Trio Landscaping

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➾ FINDING TIME

T

his year was a busy year. Sure, every year has busyness to it; times where we are too busy and can just manage to get the work done. As we are getting the work done (in the office, on the job site, in our head) don’t we ever think there has to be a better way to do this? Something that is more efficient or automated? If you are like me then you probably have had those thoughts — maybe even identified what that something is.

Perhaps it was another person to take that task or a new tool to make things more efficient. But to get that in place, the person or the tool you rely on just didn’t have time to act on it. I get it. The year is busy and time flies.

So now is our time where we have a chance to breathe, catch up a little. Now is the time to not just put what’s already there in order, but take time to improve the way it can get done. But what was that stuff you thought about over the past 10 months?

Can you remember it all? Did you write it down? Maybe you even shared it with your team or staff? I hope so, just so things are easier on you, but if not, here are some tips how to recall what you might have been thinking about while you were too busy to start something.

1. Go through your calendar — it’s a

great trip down memory lane. You might recall some fun projects that have already been overrun with other more recent ones. But as you 18

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go through your calendar, read it for the tasks you were doing — the load you were tackling. Now, write those tasks and loads down. You didn’t have time then, but you do now.

2. As you read through them note the most completed tasks, or the most attempted tasks. Are these ones you like to do? Are you productive at doing them? Is there a gap in how they are getting done? Make another list of the little tasks too, the ones that might not happen often but need to happen.

3. Once you have identified tasks being done, we can then prioritize them for needs. The big tasks that are done most often sometimes aren’t the first ones we think of for improvement, as you “have always done it that way.”

4. Next, we look at other ways they can be done. To do this, you may

need to talk with your team or peers for their insight on new opportunities to consider. It may be that handing them off to another person will work, or maybe you need new software to make the work flow and track better. It may be that it really didn’t need to be done anyway. Talk about what the goals are for that task and work it backward. See if there is even some room to smooth the process by eliminating undue steps.

Remember that this can apply to the work everywhere in our industry: the office, the design studio, the materials yard, the job site, the nursery, the job truck….

Small, effective changes can add up and make a big difference in how the season goes. By doing it now at the end of the season, not only will you recall things slightly better, but more importantly you have time to put change in place to be ready for the year.

What is the big thing that you have identified as being something to change for you?

DIANA GRUNDEEN, of Trio Landscaping can be reached at diana@triolandscaping.com.

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➾ G OV E RN MEN T AFFAI R S

A Bright Future Together We Minnesotans are fortunate people. We have a beautiful, diverse, and ever-changing landscape across this state of ours. We are home to a multitude of ethnicities, languages, and political and religious beliefs. We have endless employment opportunities for our residents. Minnesota boasts 17 Fortune 500 companies. That is more per capita than any other metro region in our country.

Derek Tweten, CSP

Landscape Director, Barrett Lawn Care

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People across our country may, or may not, consider us here in Minnesota to be a special breed. We have a community called International Falls, which of course is renowned as the Ice Box of the entire nation! I grew up in a small Minnesota town named Roseau, which is just west of International Falls and let me tell you — indeed the rumors are true as to the weather up there!

On February 4th, 2018 we have the honor of hosting Super Bowl LII! U.S. Bank Stadium truly is a great venue. If you haven’t yet visited it you really don’t know what you’re missing!

More importantly, for us in the green industry, on February 20th at 12:00 pm the 2017–2018 Minnesota Legislative Session resumes. This is the 90th Legislature in Minnesota.

There are a lot of changes and evolution occurring in this industry at the present time. Change and evolution are necessary actions and thus they should be embraced.

There are numerous issues currently at the Legislative stage and these deserve our collective attention as they pose a significant impact on this industry, our businesses, and how we operate them.

Some of the highest visibility topics currently on our docket are: slip and fall liability reduction, backflow

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preventer repair, emerald ash borer, uniform labor standards, and subcontractor duty to defend.

The Government Affairs Committee is tasked with representing the green industry and all businesses within it. The primary function of this committee is to ensure that all legislation is appropriate and accomplishes what it was intended to do while allowing business to still operate properly. Another key task is initiating legislation that is pertinent to the health and success of the industry and business.

Now is a good time to consider getting involved with the MNLA whether via committee or a volunteer effort such as Green Industry Day on the Hill. We are all in this together and we could use your help, knowledge, and insight. Together we learn, grow, and succeed!

DEREK TWETEN can

be reached at: derek@barrettlawncare.com.

âž¾ MI LLEN N IALS

WHY TRAINING MEANS A LOT

TO MILLENNIALS

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Evan Hackel | Tortal Training

When baby boomers took their first “real” jobs upon entering the workforce, their demands and expectations were ridiculously low by today’s standards.

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➾ MI LLEN N IALS

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n their first day on the job they got an employee handbook that they took home and scanned while eating dinner or watching TV. Company training, if there was any, was minimal.

For the most part, they accepted the idea that it was normal to feel ignorant and unskilled in the first weeks or months on a new job.

They expected to “learn the ropes” by making mistakes.

When it came to promotions, most boomers were equally willing to proceed by trial and error. Nobody told them, “Here is just what you need to do to get ahead in our company…here is the next position we’ll be considering you for.” One day in the hazy future, they hoped that their bosses would call them in and say, “We just gave you a promotion…you may leave early and take the family to dinner to celebrate.”

Was there feedback? Of course, there was. There were quarterly, semiannual, or yearly job reviews that usually followed the script, “Here’s what you’ve been doing wrong, here’s where you need to improve — so do it, session over.”

In short, many baby boomers were happy to toil away in black boxes, learning jobs and building careers in a loose way that would seem absurd to the members of today’s younger millennial workforce.

Millennials Have Far Different Expectations and Demands

Boy, have things changed. Today, most millennial workers would object strenuously to the same kind of conditions that baby boomers (and members of the generation that preceded them) thought were normal. If today’s millennials start new jobs and discover conditions like those in a new workplace, they are going to start looking for new jobs in a matter of hours.

Ample research documents that millennial attitudes are different.

One major study from Gallup, “How Millennials Want to Work and Live,” reports these findings: • 60% of millennials say that the opportunity to learn and grow on the job is extremely important. In contrast, only 40% of baby boomers feel the same way.

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• 50% of millennials strongly agree that they plan to remain in their jobs for at least the next year. That might sound like a big percentage, but 60% of members of all other groups plan to stay in place for at least a year. Baby boomers and others are planning on sticking around, while millennials are weighing their options.

Learning and Training Are Key to Retaining Millennials and Maximizing their Productivity

Findings like those — and you can easily find more — document that millennials are more likely to be engaged and to stay on their jobs if they have opportunities to plan their career paths and learn.

Here are the trends: • Millennials like to feel capable and confident in their jobs.

Millennials do not like to feel like rookies. Many think of themselves as leaders – or as leaders who are waiting to be discovered. They want to look good, and thrive on being able to confidently contribute from the first day they arrive on the job. The right kind of training—both for new and current millennial employees—makes that happen.

• Millennials are usually skilled students. They like to apply the learning skills they built while they were in school. To them, learning feels as natural as eating three meals a day. As the Gallup study found, they are eager to learn. In contrast, getting baby boomers to believe in training can be a harder sell. They tend to view training as a burden, something they have to endure. Millennials say, “Wow, when can I start?”

• Millennials are tech-friendly. Most of them love to be trained on their mobile phones and tablets, which are the most powerful training options available to many companies today. The result is better knowledge transfer, even to groups of employees who work in multiple or far-flung locations.

Baby boomers, in contrast, are more tech-resistant. They are likely to freeze and resist when they hear they are going to be taking company training on their smartphones.

Gallup found that 60% of millennials feel that the quality of the people who manage them is extremely important.

Training Is the Place to Build Millennial Productivity and Retention

A lot of training focuses on teaching needed skills. It should. But training can accomplish a lot more than that, if you use it to establish some of the following things that many millennials are looking for: • Mentoring relationships with their supervisors. Gallup found that 60% of millennials feel that the quality of the people who manage them is extremely important. With that in mind, your training for new employees can set up mentoring, not reporting, relationships between them and their managers. Explain how often check-ins and job reviews with their managers will happen, and what they will cover. And schedule frequent check-in rather than “on the calendar” pro-forma reviews that both managers and the people they manage find boring, or worse.

• A sense of belonging on an energized and innovative team.

This is a bit of a contradiction, but at the same time millennials think of themselves as individualist entrepreneurs, they also expect to be part of an interesting team. Letting millennials get to know their teammates during training, and fostering a sense of team/group identity, can help convince them that they have joined the right organization.

• A well-defined career path. Consider creating a personalized career development plan for all new employees (the exception being seasonal or other short-term workers who will probably not remain with your company for long). Another idea? Enroll new employees in management training programs from their first days on the job. In retail, for example, you can enroll them in training that will enable them to manage their own stores in two years, or after another stated period. Millennials like to know their next steps as they build their careers, and training is a fine place to explain them.

Opening Keynote Emotional Intelligence

Learn How to Interact, Communicate, and Collaborate Successfully with All Types of People Dave Durham, Mindshift Zone

WEDNESDAY 8:30–9:45 AM | MAIN AUDITORIUM

There’s a lot of buzz centered around emotional intelligence in the workplace right now, and with good reason. Cuttingedge research into emotional intelligence has shown that it plays a critical role in higher Dave productivity, performance, and job Durham satisfaction. People who have a high level of emotional intelligence are more confident, more capable, and earn greater respect from their colleagues.

Discover how to: S KEYNOTE • Evaluate your current level of emotional intelligence WITH ALL PASSES • Identify your communication strengths and weaknesses • Overcome personal beliefs that might be holding you back • Understand how your emotions affect others — and how their emotions affect you If you’re looking for a way to improve your relationships across your organization, understand how and why others behave the way they do, and achieve greater success in all your job-related endeavors, you don’t want to miss the opening keynote on Wednesday morning.

FREE

Yes, training is important to millennials. They are the most energized, skilled and capable generation ever to enter the workforce. Train them well and they will become your organization’s brightest future.

Keynotes Supported by: ABOUT EVAN HACKEL: Evan

Hackel is CEO of Tortal Training, a firm that specializes in developing and implementing interactive training solutions for companies in all sectors. Evan created the concept of Ingaged Leadership and is Principal and Founder of Ingage Consulting, a consulting firm headquartered in Woburn, Massachusetts.

To learn more about Ingage Consulting and Evan’s book Ingaging Leadership, visit Ingage.net.

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3 EASY WAYS

TO REGISTER FOR NORTHERN GREEN 2018!

Northern Green has updated registration packages for streamlined pricing, 24-hour online access, and everything you need to ensure your registration is accurate, up-to-date, and effortless.

 ONLINE

Visit www.NorthernGreen.org to register at your convenience, 24/7.

 MAIL

Use the registration form in the Advance Program, or download from www.NorthernGreen.org and send your registration and payment by mail to the address listed on the form.

 FAX

Use the registration form in the Advance Program or download from NorthernGreen.org and fax back to 651.633.4986.

Receive a discount on registration when you register

by December 20! Plus, members of the following associations receive a $20 discount: MNLA, MGCSA, MPSTMA, MAC, MASMS, MSA, MTA, and MTSC. Don’t forget that when you register by December 1st, your badge will be mailed to you in advance. If you register between December 2-20, you will be able to utilize self-check-in onsite.

Questions? Contact the Northern Green office for assistance at 651.633.4987.

december 17 3 Easy Ways to Register - half vert.indd 1

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Job Description Chevy Retail Planning Flyer Bleed 8.75” x 11.25” Trim 8.5” x 11” Live 8.25” x 10.75”

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A Trade Show Floor Cool Places to Go CAMPFIRES: CONNECT + GROW DIFFERENTLY

Lakeshore Campfire

Campfires on the trade show floor are hubs for gathering and learning, but they’re not your typical general session.

These unique learning spaces include hosted discussions, trade show floor Supported by: Supported by: walkabouts, demonstrations, and more…

BY LS TRAINING SYSTEM

Backyard Campfire

INNOVATION + INSPIRATION THEATER

Innovation & Inspiration Theater

Supported by:

This theater with a 40-foot wide by 20-foot high screen in the center of the action will host a variety of live events, including the Green Industry Awards Celebration, as well as sessions focusing on innovative stormwater approaches, the evolution of container gardens, apps for the green industry, presentations from Landscape Award recipients, and the New Plant Forum!

Plus, featured interviews, video highlights and educational content all tailored specifically for green industry professionals.

THE SANDBOX

HARDSCAPE

This area will feature hands-on activities. Your team is invited to participate in the Northern Green Hardscape Challenge. Watch as teams compete throughout the day on Wednesday and Thursday for the title of “Master of the Hardscape Challenge” AND a $750 cash prize. Interested in signing up a team? Visit NorthernGreen.org for participation details.

CHALLENGE

The Sandbox

Supported by:

TECH LAB

Tech Lab

Come and experience the unexpected at Northern Green through exploration of the cutting-edge technology available with virtual reality (VR). At its core, VR is an advanced way to experience a 3-D model of anything a designer, engineer, or architect can come up with. Join Urban Ecosystems and explore the opportunities available to plug designs into this new technology and use it as a sales tool. It will give you a sensory feeling unlike anything you’ve ever had before!

CLIMBER'S CORNER

VIRTUAL REALITY

Stop by the Climber's Corner where Certified Arborists from Bartlett Tree Experts will provide tree climbing and pruning demos.

Climber’s Corner

That’s More Dynamic Than Ever!

Fun Things to Do PREVIEW

TRADE SHOW

PARTY

Tuesday, Jan. 2, 4:00–6:30pm

PREVIEW PARTY

Do you like to be first? The Northern Green Trade Show Preview Party is a chance for attendees of Tuesday Master Classes, anyone holding a 2-Day or 3-Day Northern Green pass, or customers with a special invitation directly from their supplier to get a sneak peek into the trade show before it officially opens! Yes, you can be first! There will be free appetizers, cash bars, a poker run and a keg crawl throughout the show floor during this happy hour affair.

Supported by: WHOLESALE NURSERY & HARDSCAPES

YOUR TRUSTED PARTNER

BY LS TRAINING SYSTEM

TREASURE HUNT: “X” MARKS THE SPOTS While you’re visiting with Northern Green exhibitors and learning about their offerings, you also have a chance to find treasure. A number of exhibitors have donated prizes for the Treasure Hunt. Simply follow the treasure map on the card provided outside the trade show entrance and dig up booth personnel at each participating booth to sign your card. Then, drop off the completed card in the big drum in Lobby C to be entered into a drawing to win fabulous prizes!

FREE LUNCH

Supported by:

WHOLESALE NURSERY & HARDSCAPES

YOUR TRUSTED PARTNER

CONNECT OVER LUNCH*

There’s so much to do at Northern Green that you won’t want to miss a beat. Grab FREE lunch at the trade show on Wednesday and keep right on conducting business with vendors or learning something new.

Supported by:

*Available to the first 2,000 attendees.

CONNECT WITH INDUSTRY VENDORS IN PERSON...

...AND VISIT THEM ONLINE. Connect with these exhibitors all year long by visiting the Vendor Directory online at www.NorthernGreen.org.

Visit hundreds of exhibitors in the newly expanded 198,000 square foot exhibit hall onsite at Northern Green 2018. For the latest listings, please check NorthernGreen.org or the Northern Green app.

SCHEDULE FOR 2018 Tuesday, January 2: PREVIEW PARTY 4:00 p.m. – 6:30 p.m.

Wednesday, January 3 10:00 a.m. – 5:00 p.m.

Thursday, January 4 9:00 a.m. – 4:00 p.m.

C E O

INTERACTIVE

Exclusive content for owners, CEOs, managers and top-level leaders, including access to the CEO Lounge.

Enjoy exclusive sessions and an upgraded experience.

WEDNESDAY, JANUARY 3, 2018

THURSDAY, JANUARY 4, 2018

TRACK

TAKE YOUR LANDSCAPE BUSINESS TO THE NEXT LEVEL

TRACK

THE SOIL/WATER EQUATION: UNDERSTANDING THE BASICS AND EDUCATING YOUR CUSTOMERS

Ed Laflamme and Bill Arman Harvest Group Landscape Business Consulting

Stressed out and overwhelmed from running your landscape business? Struggling to grow and sustain your landscape business profitably? Having a hard time finding, hiring and keeping the right people?

This track can help you: • • • •

Grow your landscape business and increase your profit.

Find, train and keep the right people.

Create a sustainable, money-making company.

Learn strategies to make running your business easier.

The CEO Track includes the following topics:

Are you a Fierce Competitor?

Harvesters Bill Arman and Ed Laflamme will lead this session on what it takes to be a “Fierce Competitor” in any market, including yours. The session will focus on learning the 10 traits that you and your organization need to learn and practice to be a “Fierce Competitor.” These 10 traits will lead you and your organization to success, even in the toughest of competitive markets.

NOTE: Free Guidebook when you register in advance!

Recruiting to the Rescue: How to Find, Attract, Get On Board, and Keep the Right People

Find out how to set up a comprehensive recruitment program, including how to: source, screen, and select the right people. Learn the 10-step process to build your organization into a “Recruiting Machine!” Harvester Bill has successfully used these 10 steps for the past 40 years to find the best this industry has to offer. You’ll learn a whole new “way of life” thinking on recruiting and hiring.

Nothing Happens Without a Sale!

Your phone rings from referrals and your marketing program, but are you getting your share of the work? Are you: • Losing too many sales to “low ballers?”

• Unsure about the sales process?

• Giving a ton of proposals but not getting the jobs?

Harvester Ed is a master at the sales process. You’ll leave this session learning: • The basics of the sales process.

• How to give potential customers trust so you win the jobs.

• How to close more deals!

CEO Track & CEO Lounge generously supported by:

Track - CEO half page vert.indd 1

11/7/2017 11:39:41 AM

This track is all about soils, water and irrigation – and is directed at green industry professionals interacting with property owners.

PART I. UNDERSTANDING SOILS (8:00 AM – 10:00 AM) Dan Wheeler, University of Minnesota, Department of Soil, Water and Climate, will provide information on soils and the soil/water relationship. Through a combination of interactive stations and discussion, attendees will learn that accurate and quick determination of the soil particle size, soil color and soil structure all play important roles in the success of growing just about any vegetation on a site. Attendees will get their hands dirty by investigating these important soil properties, as well as discuss other soil interpretations that can be made from their proper analysis.

PART II. UNDERSTANDING IRRIGATION (1:30 PM – 2:30 PM) The afternoon will provide opportunity for more hands-on learning. Attendees will assemble sprinkler heads, and learn about important trends in irrigation equipment and technology, including smart controllers and rain sensors.

PART III. HOW TO EDUCATE YOUR CUSTOMERS AND HOMEOWNERS (2:30 PM – 3:20 PM) Sam Bauer, Extension Educator in Turfgrass Science, University of Minnesota, will discuss how to educate your customers about water, and the best way to answer questions about important soil/water/irrigation topics: • Water Conservation – How to Reduce Water Use • The Soil/Water Relationship • Using SMART Irrigation Controllers • Rain Sensors, soil moisture sensors, and weather stations Bauer will also share information on irrigation research that is currently taking place at the University of Minnesota.

Track - Interactive half page vert.indd 1

11/7/2017 11:39:51 AM

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NCROC 2017 TOP 10 FLOWERS Annual flower trials are hosted every year at the North Central Research and Outreach Center. These trials are an evaluation of specific flower varieties and how well they perform in a field environment, a hanging basket, and/or a container.

Dawn Ihle | North Central Research and Outreach Center

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➾ 2 0 1 7 TOP TEN AN N U AL S

C

ompanies such as All-America Selections, Proven Winners, Syngenta, Floranova, and many others host their annual trials here at the NCROC. We grade the flowers for such criteria as color, uniformity, uniqueness, drought tolerance, and insect/disease resistance. This information is made available in our annual report to the flower companies and is available on our website https://ncroc.cfans. umn.edu/ These are the top ten varieties from our trials in 2017.

Common Name

Cultivar

Salvia Petunia Ageratum Lantana Petunia Zinnia Calendula Dianthus Petunia Argyranthemum

Rockin’™ Playin’ the Blues® Tidal Wave® Red Velour F1 Tall Blue Planet Luscious® Royale Cosmo TriTunia™ Blue Veined Profusion Yellow Lady Godiva™ Orange Rockin’ Red Supertunia® Vista Bubblegum® Golden Butterfly™

 Salvia — Rockin’™ Playin’ the Blues®

This flower is a great statement plant for a flower bed or a nice addition to a container. The flowers have a soothing appearance with a subtle white pattern contrasting with the purple and are great for attracting pollinators to the garden.

 Petunia — Tidal Wave® Red Velour F1

This petunia will “wow” almost any location. It has an abundance of deep red flowers, uniformly distributed throughout the plant. The tall vine makes it suitable for a flowerbed, but it also cascades beautifully in a hanging basket.

Deadheading is also minimal for this low maintenance plant.  Ageratum — Tall Blue Planet

Chosen for its unique ball-like flowers, this plant can also add height to a flower bed or container. The flowers produce a pleasing aroma and will help attract butterflies and other beneficial pollinators to the garden.

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 Lantana — Luscious® Royale Cosmo

The unique flower development for this flower is the reason this is a top pick this year. The flower buds slowly morph from a rectangle shape to a rounded full bloom with amazing color variance. The color also contrasts beautifully with the dark green foliage. In addition to attracting pollinators, this plant is heat tolerant, so it fits perfectly in a sunny location.  Petunia — TriTunia™ Blue Veined

This petunia is true to its name and was rated high for its unique color pattern and petal design. The large flowers allow you to enjoy the interesting color configuration from a distance or close-up and will create a conversation piece in the garden.

 Zinnia — Profusion Yellow

These flowers are perfect for a pop of color in containers or in a garden bed. The large flowers are nicely distributed throughout the plant and contrast beautifully with the vibrant green foliage.

Pollinators are attracted to the continuous bloom all season.

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➾ 2 0 1 7 TOP TEN AN N U AL S

 Calendula — Lady Godiva™ Orange

This variety was a top pick for its bright orange flowers that bloom all season long. The flowers are abundant throughout the plant and do not need deadheading. The medium height makes it a great choice for a mix with other flowers or it can be prominent on its own in a garden.

 Dianthus — Rockin’ Red

This flower was a particular favorite of our evaluators this year.

It produces a unique petal with a jagged outer edge and an intense red color. The sturdy stem allows the plant to stand up straight to be the primary focus in a mixed container or garden.  Petunia — Supertunia® Vista Bubblegum®

This petunia is always a top performer and looks stunning in a hanging basket or flowerbed. The abundance of flowers, uniform shape and minimal deadheading make this a top choice for any garden location.

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We grade the flowers for such criteria as color, uniformity, uniqueness, drought tolerance, and insect/disease resistance.

 Argyranthemum — Golden Butterfly™

Another great option to add a splash of brightness to a flower bed or container. This variety produces sunny, colorful flowers that bloom all season long. The plant is nicely uniform in shape with an abundance of flowers and no deadheading necessary. december 17

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➾ G OV E RN MEN T AFFAI R S

2018 Legislative Session Predictions “It’s tough to make predictions, especially about the future.” — Yogi Berra

As I’ve met with members across the spectrum and across the state in my first few weeks with the associaLarry Johnson tion, the obligatory question comes up in one way or Government Affairs another: “What’s going to happen at the Capitol in Director 2018?” Using a crystal ball and pixie dust could be just as instructive for us to glean insight as we prepare for the 2018 session in the aftermath of 2017.

As many of you know, the 2017 legislative session adjourned in May after going into extra innings. These “extra innings” in the form of four special session days ended with agreement on Legislative/ Policy Issues We’re Monitoring all major spending issues and Working on — October 2017 between Governor Dayton • Storm Water Reuse and legislative leaders.

• Salt Applicator Liability Soon after adjournment, • Backflow Preventer Maintenance the easy peace they reached • Rebuilding Pollinator Habitat • Minnesota Invasive Species List came crashing down with • Emerald Ash Borer Abatement Funding the Governor claiming to • Immigration Reform Proposals have been double-crossed • Tax Reform “Pay For” Proposals by legislators inserting a • 2018 Farm Bill Grant Programs “poison pill” on the tax bill and promptly line-item vetoing appropriations to fund the legislature for the next two years in retaliation.

Following several rounds of court hearings all the way to the State Supreme Court, little more is resolved at this date. Forced by court order into arbitration, Governor Dayton abruptly stormed out of the final meeting after accusing legislative leaders of negotiating in bad faith and not being willing to compromise.

Despite being around the Capitol in one way or another every year since 1996, it is difficult for me as your MNLA Government Affairs Director to read the remaining tea leaves and predict what may happen during the 2018 session.

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Let’s start with what we know for sure. First, we know the legislature must return for the second year of their biennial session on February 20th. At this point, whether they can afford to pay their own salaries or those of their support staff is still in question. It is not certain whether they may arrive, convene and immediately recess or arrive, immediately adjourn and return home for the elections. If between this article’s publication and the convening of the session, an armistice and agreement can be reached, that will change things. Further, we know the legislature is mandated to adjourn no later than the first Monday following the third Sunday in May, which this year is May 21st. We will continue to monitor movements of the two sides over the next four months as they prepare to convene and as always, let you know as we hear anything.

Regardless of what happens, MNLA planning is well underway for our annual “Day on the Hill.” We’ll meet at the Capitol on Wednesday, March 7th and brief you on all the timely policies and political scuttlebutt. Issues that could be ruling debate include tax reforms, uniform labor standards, and others. For an idea of the issues your association staff are dealing with currently please see the inset box. This will give you an idea how many public policy issues are being debated and considered behind the scenes and may not even come up at the legislature.

We hope you and your staff can join us for our Day on the Hill. This important day will give you a great opportunity to speak directly to our elected officials regarding issues that will impact our industry for years to come.

LARRY JOHNSON can

be reached at: larry@mnla.biz.

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➾ DC U PDATE

D.C. UPDATE DEC EM B ER 2 0 1 7

Larry Johnson

Government Affairs Director

Politics Isn’t ALWAYS Local: From time to time, your MNLA Government Affairs Team wants to make you aware of issues that happen outside our beloved state that will have an impact on you, your business, your employees and clients.

We are excited to provide some updates on a few issues pending at press time inside the Beltway of Washington, DC. Thanks to our partners at AmericanHort for much of the information.

House Judiciary Committee Considering E-Verify and Agricultural Guest Worker (AG) Bill.

As of our publishing deadline, the US House Judiciary Committee has begun consideration of Texas Representative Lamar Smith’s mandatory E-Verify bill (H.R.3711) and Virginia Representative Goodlatte’s Agricultural Guest Worker Act (AG Act).

The AG Act originally had some attractive features and some significant points of concern for agriculture. Because committee Democrats are expected to universally oppose the bill, Goodlatte, who also chairs the Judiciary Committee can only lose three Republican votes and still move a bill to passage. Rumors say that six or more Republicans on the committee might oppose the bill, so Goodlatte was forced to make significant changes to the bill to appease conservatives.

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The legislative team at AmericanHort continues to closely monitor the committee which held a markup for the bill on October 25. Their goal is to see whether a bill with some attractive features but also some significant flaws (now made worse) clears the Committee intact, and whether it can be moved, and improved, if it is taken up by the full House and possibly the Senate.

The bill, as currently written will not solve the labor challenges affecting our nursery and greenhouse grower community and the rest of America’s labor-intensive agriculture. It remains to be seen whether it will be a first step and a catalyst for a legislative solution that will meet the challenge.

Health Care Debate Continues to Evolve As we are sure you are aware, the health care debate continues to evolve. Aside from a bipartisan effort in the Senate, that for now seems not to be getting legs, eyes are on the Trump Administration.

On October 12th, President Trump signed the Association Health Plan executive order allowing the Secretaries of Labor, Treasury, and Health & Human Services to consider proposing regulations to amend certain rules and expand availability of insurance plans that do not meet the mandated requirements under the Affordable Care Act (ACA). Main changes include: Expansion of the “Association Health Plan” (AHP) model, allowing for individuals or employers to band together for cheaper coverage outside the ACA marketplace;

Expansion of short-term, limited duration insurance plans under the ACA; Allowing health savings accounts to be used for paying insurance premiums, rather than actual healthcare expenses.

According to the administration, these actions were taken to expand choice and provide Americans with alternatives to ACA one-size-fits-all plans and to increase competition between insurance companies to bring down costs for consumers. Critics argue that these changes are an attempt to destroy the ACA and would actually push already-increasing premiums even higher.

Agencies will likely begin to write and adopt regulations to address these directives. The rulemaking process, which includes a period for public comments, will likely take months. Meanwhile, in a separate action, President Trump announced the administration would end funding “Obamacare” subsidies for qualifying lower-income people. This change alone is said to threaten to destabilize insurance markets.

What do these changes mean for the horticulture industry?

Already, court challenges from eighteen states will keep the proposed health care changes in the courtroom for the near term. However, expect increasing uncertainty for health care markets going forward with the possibility for tailored health care plans becoming available under the “association health care” construct that we have supported for years. AmericanHort will continue to monitor developments.

H-2B Cap Relief Efforts Continue AmericanHort continues to push for H-2B cap relief as part of a year-end appropriations bill or any other relevant legislation.

A lobbying day was planned for November 2 following the success of the “Impact Washington” Congressman Fly-in on September 12 and 13.

The association continues to encourage the Appropriations committee to include H-2B cap relief in the bill. Sadly, cap relief was not included in the 2018 funding bill passed by the House of Representatives in September. The federal government is presently operating under a temporary measure called a continuing resolution which expires December 8.

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Under a continuing resolution, Congress has until December 8 to negotiate a final fiscal 2018 spending package.

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1-800-772-3888 | Fax 1-888-257-5577 | sales@centrallandscape.com

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➾ B OA RD ELECTION PRO FI L ES

OFFICIAL NOTICE: ANNUAL MEETING ON JAN. 4 AT CONVENTION CENTER Notice is hereby given that the annual membership meeting of the Minnesota Nursery & Landscape Association will be held at 7:00 a.m. on Thursday, January 4, 2018, at the Minneapolis Convention Center in room 101FG. During the annual meeting, the results of the Board of Directors election will be announced. An electronic ballot was sent the first week in December to the primary contact provided to MNLA by each business member. Following is a short biography of those persons nominated to be on the ballot.

OFFICER CANDIDATES SCOTT FRAMPTON

TIM MALOOLY

Scott Frampton is a candidate for election as president of the Minnesota Nursery & Landscape Association. In 2000, Scott partnered with his longtime friend and co-worker to create Landscape Renovations Inc., a landscape design-build, nursery, and maintenance firm in Afton. Scott grew up working in his family’s St. Paul floral, nursery, greenhouse, and landscape operation. At an early age, he realized his passion for creating, installing, and maintaining unique landscapes. He completed his course work in Landscape Horticulture at Anoka Hennepin Technical College. Scott is passionate about the future of the landscape and related green industry professions and is active in several industry association initiatives.

Tim Malooly is a candidate for election as vice president of the Minnesota Nursery & Landscape Association. Tim is president of Irrigation by Design Inc., which provides design, installation and service of commercial and residential landscape irrigation systems. He is also president of Water in Motion which provides design and consultation and program of applied technology upon landscape irrigation systems. In 2008, Malooly was named the EPA Water Sense Program Irrigation Partner of the Year for demonstrating creativity and collaboration in promoting water efficiency and conservation. His professional designations include Certified Irrigation Contractor, Certified Irrigation Auditor, Certified Backflow Assembly Tester, Licensed Technology Systems Contractor, and Certified Water Manager.

He chaired the former Landscape Contractors Committee and continues to serve on the Government Affairs Committee. He is known regionally as a source for natural stone construction knowledge and has given many lectures on the subject. Scott was first elected to the MNLA Board of Directors in 2008 and has served as secretary-treasurer and vice president.

Malooly has spent many hours devoted to the advancement of his industry through volunteerism in the MNLA and the Irrigation Association (IA), and as a leader of seminars and classes held by other organizations and technical colleges. In 2003, he was awarded the MNLA Committee Member of the Year award. Malooly is currently the chair of the MNLA Government Affairs Committee and is a past chair of the MNLA Irrigation Industry Committee.

He has also served on the Irrigation Association Board of Directors and as treasurer on the MNLA Board of Directors.

CANDIDATES FOR DIRECTORS-AT-LARGE MIKE MCNAMARA

Mike McNamara is a candidate for re-election to the MNLA Board of Directors. He is the owner and president of Hoffman and McNamara, a landscape contracting and wholesale nursery operation based out of Hastings. Mike purchased Hoffman and McNamara from Gary Hoffman and Denny McNamara in 2004. The company specializes in public sector, transportation-oriented landscaping, planting freeway intersections, streetscape projects, and parkways. Their wholesale nursery grows B&B and container shade, ornamental, and evergreen trees on 120 acres for their own use, plus sells

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to re-wholesalers, other contractors, and government groups.

Mike has a degree in entrepreneurship from the University of St. Thomas.

Mike is a current member of the Trade Show Committee. He is also a former member of the MNLA Foundation Board of Trustees, the Green Industry Leadership Institute Task Team, the MNLA Landscape Education Committee, and the Landscape Contractors Committee. He was first elected to the MNLA Board of Directors in 2012.

CANDIDATES FOR DIRECTORS-AT-LARGE JEFF PILLA

NICK SARGENT

Jeff Pilla is a candidate for re-election to the MNLA Board of Directors. Pilla serves as the Director of Retail Stores for Bachman’s, Inc. Bachman’s has several retail locations in the Twin Cities metro area as well as St. Cloud, Minn. and operates indoor and outdoor landscaping divisions, nursery wholesale, greenhouses, and a growing range near Lakeville, Minn. Jeff has an AA degree from Rochester Community College and is an MNLA Certified Professional.

Nick Sargent is a candidate for re-election to the MNLA Board of Directors. He is the owner of Sargent’s Landscape Nursery in Rochester, Minn.

Sargent’s is an 80 plus year old family business originating in the Rochester and Red Wing area and currently maintains two retail stores, floral design, a landscape design build department, as well as commercial snow and ice management services. Nick holds a Bachelor of Science degree from the University of Minnesota, Carlson School of Management and is an MNLA Certified Professional.

Jeff is a member of the Networking and Government Affairs Committees as well as the MGI Green Industry PAC. He is a past chair of the Garden Center Committee as well as a past member of the Certification Committee. He was first elected to the MNLA Board of Directors in 2014.

Nick is a past chair and current member of the MNLA Networking Committee and has served as a chair of the Sustainable Environment Committee as well as the Certification Committee. He was first appointed to the MNLA Board of Directors in early 2015 to fill a vacant position at that time.

CANDIDATES FOR DIRECTORS-AT-LARGE JOHN O’REILLY

FAITH APPELQUIST

John O’Reilly is a candidate for re-election to the MNLA Board of Directors. He is the Vice President of Operations at Otten Bros. Garden Center and Landscaping in Long Lake, Minn. Otten Bros. operates a retail garden center, a secondary seasonal retail location, and a landscape design/ build operation. John has served in many roles for Otten Bros. since he began there in 1992, starting as a seasonal employee, working his way up through to Garden Center Manager. He was promoted to Vice President of Operations (serving both the landscape and retail sides of the company) in 2007.

John has a degree in Sociology from Western Illinois University and is an MNLA Certified Professional.

Faith Appelquist is a candidate for election to the MNLA Board of Directors. She is the owner of Tree Quality in St Paul Minnesota. She specializes in tree evaluation and management, appraisals, risk assessment and landscape design. She earned a Food Science degree from the University of Wisconsin-Madison and a Landscape Design degree from Dakota County Technical College.

She is an MNLA Certified Professional, and is a member of the Communication and Technology Committee. She is an ISA Board Certified Master Arborist, ASCA Registered Consulting Arborist, and a Qualified Tree Risk Assessor.

John has served on a number of committees with MNLA, including the Garden Center Committee, Education & Certification Committee, and the Communications & Technology Committee. He also serves nationally on the Executive Committee of LANCO, a cooperative buying and networking group for landscape companies.

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NORTHERN GROWN. QUALITY PLANTS. DIRECT DELIVERY.

Special Ticketed Events Access to each event requires a separate ticket for an additional fee, regardless of registration pass. You can purchase tickets when registering for Northern Green.

GREEN INDUSTRY AWARDS

CELEBRATI0N

RECOGNIZING E XCELLENCE IN MINNESOTA’S GREEN INDUSTRY

TUESDAY, JANUARY 2, 2018, 6:00 P.M. Your Abundant Plant Source for Healthy: ▪ Balled & Burlapped ▪ Container Grown ▪ Bare-Root ▪ Shade Trees ▪ Ornamental Trees ▪ Deciduous Shrubs ▪ Evergreens ▪ Liners

C O L O R

I T

G R E E N™

Casey Rufener: 800.236.4242 Troy Green: 218.230.3223

P.O. Box 185, 750 South Monroe Street, Waterloo, WI 53594 800-236-4242 ▪ Fax: 920-478-3615 ▪ www.mckaynursery.com

A joint effort by MNLA and MTGF, the event will utilize the Innovation & Inspiration Theater on the trade show floor, which includes a giant rear-projected screen allowing for an outstanding visual display.

There will be fantastic food, cash bars, a master of ceremonies to act as a host for the evening’s festivities, and lots to celebrate! We’ll recognize a number of deserving individuals and companies for their service to the green industry, their research, Supported by: their excellence in landscape and sports field work, for receiving and sponsoring scholarships, and for completion of the Green Industry Leadership Institute.

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Ticket price: $40

LEGISLATIVE BREAKFAST

WEDNESDAY, JANUARY 3, 2018, 7:00 A.M. The 2018 Legislative Session doesn’t begin until February 20th, but that doesn’t mean the green industry, legislators and others aren’t already planning for it. The Legislative Breakfast will give you a unique opportunity to learn up-to-the-minute updates on a wide range of issues and policies facing our industry.

The 2018 Legislative Breakfast features an all-star cast of experts from Washington to St. Paul to your own neighborhood. Please come and learn about how what happens in the halls of Congress, the State Capitol and your local city has an important impact on your business.

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THE FINE ART OF

POSITIONING (or, How to Differentiate Yourself from All the Generalists in the Lawn & Landscape Industry)

By Chris Heiler | Landscape Leadership

➾ P OS ITION IN G

I

n this article we’ll dive deep into positioning and how to go about applying this principal to your lawn and landscape industry business. Keep in mind, positioning applies to all companies, whether you offer lawn care services to homeowners or landscape maintenance services to commercial property owners and managers. First, I’ll try my best to offer a simple, practical definition of positioning: The second part of my definition — “in the mind of your prospects and customers” — is important. Positioning isn’t about how you perceive yourself to be different from your competitors. Only when your prospects and customers perceive you to be different in the exact same way, do you have solid “positioning”.

You might say, “Chris, we’re known for our awesome customer service. No one treats our customers like we do.” If I ask 10 of your customers how your company is different than others they have worked with, or what makes you stand out, do you honestly think the majority of them would say your “awesome customer service?”

Of course not. Awesome customer service is something to strive for, but it is not a way to effectively position your company in the minds of your prospects and customers.

“We offer the highest quality… We are award winning….”

There are others you would recognize. These are cliches. This is not “positioning”.

The Specialist vs. The Generalist

The majority of companies in the lawn and landscape industry have a very weak positioning strategy, or none at all. Getting this right for your own company puts you at a distinct advantage. The opposite of a strong position is to have the strategy of a “generalist”: the company who is all things to all people. The “generalist” likes to sell, sell, sell and grow, grow, grow. They chase after every opportunity. The well-positioned firm is more disciplined.

I consider ourselves here at Landscape Leadership to be a well-positioned marketing agency. We offer inbound marketing services to companies like yours in the lawn and landscape industry. That’s it.

We don’t sniff at opportunities outside this industry and don’t offer a “full-menu” of services like market research, brand identity, event promotion, etc, etc. I know we have a strong position based on the fact prospects continually tell us what they appreciate most about us 48

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is that we only work with companies like them. My old landscape design firm, Fountainhead Gardens, had its own distinct positioning: We only worked on homes with interesting, period-style architecture. 80% of this was renovation work (compared to new construction). I believe every company can create their own unique position in their marketplace.

Horizontal vs. Vertical Positioning

There are two ways you can position your company: horizontal or vertical. To position your company horizontally is to specialize in a specific service or product (for example, organic lawn care) or serve a unique demographic (such as Hispanics, baby boomers) or geographic area ( like metro-Atlanta, or the northeast).

To position your company vertically is to focus on a specific industry or audience. We’ve gone this route at Landscape Leadership by focusing on the lawn and landscape industry. You can combine these by narrowing your focus to create an even stronger position.

Examples could include: • Organic lawn care (horizontal) for the metro-Atlanta area (horizontal) • Landscape maintenance services (horizontal) for hospitals and other healthcare systems (vertical) • Landscape maintenance services (horizontal) for homeowner’s associations (vertical) in the Houston-metro area (horizontal) A word of caution when it comes to positioning: You must understand the demand for your offerings in your unique marketplace.

You cannot narrow your focus to the point where there is limited or no demand for your type of work. There are plenty of HOAs in Houston to support a landscape maintenance company focused on serving solely that audience. The same can be said about Nashville and their hospital and healthcare industry. I’d be out of business if I took this same narrow approach in rural northern Michigan.

The Benefits of Positioning

Some will say, “Chris, why in the world would we want to limit the services we offer? Or who we offer them to? Why would we turn away

work?” For the lawn and landscape industry in particular, there are five primary reasons why you want to create a strong position, and thus, move away from being just another “generalist.”

1. There can be more variety in your work

As an example, if your positioning was based on your specialization in “organic lawn care”, you could more successfully market and sell these services to a wider audience — municipalities, hospitals and healthcare systems, HOAs, etc. — beyond just homeowners. If you focus on commercial landscape maintenance, you could have the opportunity to serve a vast variety of property types: retail, office, industrial, medical, municipalities, etc.

2. You are more immune to economic downturn

You are never fully resistant to an epic downturn in the economy like we faced only a few years ago. But, with a strong positioning in your marketplace, you will weather the storms much better than a generalist could.

3. It is easier to find your clients

This is one of the biggest benefits that comes with finding your focus. At Landscape Leadership, I know exactly who our prospective customers are, and therefore, know exactly where and how to reach them. Time and dollars are better spent with a strong focus and positioning.

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4. Word about you and your services spreads easier

It’s much easier for your customers to talk about you when you have built a strong position in their minds. We’ve gotten most of our work and clients from referrals.

Companies in this industry watch what each other are doing. They openly talk about what they do. It’s the same in most industries. Professionals openly talk about and refer their best providers. If you do a great job within an industry word will quickly spread.

5. You can charge higher rates

If you have specialized knowledge and expertise you can charge more for it. One reason there is so much price competition and a race to the bottom in the lawn and landscape industry is because there is rarely significant differentiation between companies. Can we please just admit this? To our prospects, we’re all the same: Everyone is a generalist. It requires strong positioning to place yourself above the pricing wars and get the margins you deserve.

Next steps

How do you know if you already have strong positioning? Ask yourself this: Can you purchase a contact list of prospects? If not, you probably don’t have strong positioning. For example, at Landscape Leadership we could easily purchase prospect lists of multi-million dollar green industry companies from multiple sources if we wanted. We know exactly who our audience is. That’s strong positioning. If your positioning — or big differentiator — is “superior customer service”, can you purchase a list of prospects who are interested in this? Doubtful…

I think one of your smartest first steps in creating a stronger position is choosing between which audience you will serve: commercial or residential. You don’t have to work for everyone. Figure out exactly where you will and will not offer your services. You don’t have to go everywhere.

What are you good at? What are you not good at? What do you actually make money on?

If you aren’t good at landscape lighting and don’t make much money on it, then why on earth are you offering it as a service? You don’t have to do everything your clients ask you for.

Stop chasing every opportunity as a generalist and instead create a strong position in the mind of your prospects and customers.

As you wrap up your irrigation systems for the season don’t miss out on our Variable Frequency Drive (VFD) rebates. Ranging from $400 - $8,000 these rebates help lower the upfront costs of installing VFDs on water well pumping systems. The following well pumping applications qualify for VFD rebates — municipal water supply, golf course, agricultural and landscape irrigation. Other systems may also qualify. For more information contact an energy efficiency specialist at 855.839.8862 or visit xcelenergy.com/ MotorEfficiency.

CHRIS HEILER is president and founder of Landscape Leadership, and this article originally appeared on the Landscape Leadership “Inbound Marketing for the Green Industry” blog. Call (800) 681-9169 or visit www.LandscapeLeadership.com for more information.

© 2017 Xcel Energy Inc.

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5/24/17 10:01 AM

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Develop the Next Leader in Your Business in 2018 Managing Conflict

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