I Wondered What in the World He Was Talking About

Brett Lemcke, Landscape Industry Certified,, R.M. Landscape, Inc.

Brett Lemcke, Landscape Industry Certified, remembers vividly his first trip to GIC. It was 1998. He was a freshman at SUNY-Cobleskill and attended the event along with a handful of other students from the school.

“Every year, our professor, Jack Ingels, took a group of students to GIC,” Lemcke recalled.  “The group was primarily made up of upper classroom but I knew from the beginning that this is something to be involved with. It was a fun trip and we attended as many seminars as time allowed. Most of the education, however, was way over my head. I remember sitting in on a Kevin Kehoe presentation and wondered what in the world he was talking about. P&L statements and balance sheets, they were all new to me.”

Fast forward 16 years and the vice president of R.M. Landscape in Hilton, NY, understands Kehoe’s language and other financial nuances thanks in large part to never missing a GIC.  “After graduating from Cobleskill I worked full time in the family business,” said Lemcke.  “I always brought something I learned from the seminars back home from the event. Early on, I focused on attending seminars that were more operational in subject matter. Then, as I grew with the business, I looked for more business and financial help, including benchmarking information that would compare how our company was doing to others within the industry.”

What he learned in seminars and workshops was complemented by a network of friends he made along the way. “The networking was and still is very valuable,” Lemcke emphasized, adding that it was largely responsible for his company joining a peer group two years ago.

GIC and PLANET have helped his company in other ways, he remarked.

“Our involvement facilitated a transition into more of a maintenance company. As we move forward I look for PLANET and its many resources, including GIC, to help us grow organizationally.” Lemcke noted that one of his company’s challenges today is to get “all the right people on the bus.” He expects that learning curve to be shortened dramatically by sharing stories with his peer group and other PLANET members.

A PLANET Board member, Lemcke chaired the Industry Recruiting committee for a number of years and was on the Landscape Management Specialty Group committee.  He has also participated on the Student Career Days’ subcommittee and served as chair of the event. 

“Cobleskill sends a team to Student Career Days (SCD) every year,” Lemcke related.

“Because of my involvement with SCD while a student there, I still enjoy stopping by the Student/Employer Roundtable Recruiting session at GIC.  It’s almost a mini SCD career fair and affords a great opportunity for PLANET members to introduce their companies and potential employment opportunities to students.” This year’s roundtable, he added, will be held on Friday from 9:30 a.m. to 11:30 a.m. 

Being on the PLANET Board and attending leadership meetings held during GIC has limited the amount of time Lemcke can spend in seminars and walking the trade show floor. This veteran of 16 GICs, however, knows his way around and how to make the most of his time. Whereas the seminars, workshops, and trade show are all valuable and certainly by themselves worth a trip to Louisville, he would be among the first to say that nothing trumps seeing his friends there and continuing the networking experience with peers. 

From Small Gathering to Huge Breakfast

John Gachina, Landscape Industry Certified, Gachina Landscape Management

John Gachina, Landscape Industry Certified, remembers his first GIC.  “I was very excited and in awe of seeing so many industry leaders, and the Breakfast with Champions? Well it was only a few tables with maybe 20 to 25 people in attendance, but it was still a great way to meet people and share ideas.”  Since that initial conference, not only has the Breakfast grown, but so, too, has Gachina. He is now among the industry leaders to whom he once looked up.

“I soaked up everything back then,” said the owner of California-based Gachina Landscape Management.  He noted that the seminars, networking sessions, and, yes, the Breakfast with Champions, have all contributed to his company’s success.  But it’s the relationships formed with GIC attendees and other PLANET members over the years that have made the biggest difference.

“Early on I attended a seminar presented by green industry consultant Frank Ross,” Gachina recalled.  “I met him after the presentation and he’s been consulting with us and helping our company grow ever since.”  When asked about specific conference highlights, he mentions becoming an AEF Ambassador as an important one, especially since students are the industry’s future.  He calls the scholarship in his company’s name the “gift that keeps on giving.”

Accepting a Grand Environmental Improvement Award was another highlight.  “We had won several smaller awards, but the Grand Award was really special for me and our team, he related. “I’ve also enjoyed participating on a GIC panel discussion and continue to enjoy the look on my team members’ faces the first time they attend the conference.  I try to bring at least five employees, and the first timers have that same awe struck expression I must have had.”

Going to GIC is not only a learning experience for team members, it’s also a growing experience. Attending is a giant step toward their career development, Gachina explained, one of which he encourages other owners to take advantage.

“If it is an employee’s first time, I make a point to introduce them to my friends and other industry people I know.  They then have a starting point to begin building their own relationships and network of friends.  Of course, we also have fun going to dinners, attending receptions, and bonding as team members.” 

A longtime PLANET member and avid supporter, Gachina is also a veteran of Student Career Days, the Great Escape, among other events.  “I won’t miss Student Career Days,” he said with a smile. “It’s great seeing the students and soaking up their enthusiasm for the industry.  We usually come back with a couple of summer interns. Whether they eventually work full time for us or not, getting hands on experience is an important part of their industry education.

Making money is the biggest challenge GIC and PLANET has helped this owner overcome.  “Making a profit doesn’t come easy in this industry,” Gachina emphasized, “and it’s something that doesn’t get easier the bigger you get.  I’ve taken advantage of many PLANET resources to help with budgeting, estimating, tracking costs, and so forth. Of course, Frank has been very helpful here, as well.

“As we look forward, I believe that GIC and PLANET both have a role to play ensuring that its attendees and members stay relevant in an ever-changing industry.  Right now in California, for example, presenting customers with sustainable landscaping solutions and ways to reduce their carbon footprint is an opportunity for contractors. But this is not a fad, and eventually all landscape contractors and other green industry professionals around the country will need to get on board.

 

“As the voice of the green industry, PLANET already has helped position its members as environmental stewards. This effort, and attendant educational resources, will need to become even more focused as concerns over our environment continue to grow and evolve.”

It’s About the GIC Experience

Joy Diaz, Land Care, Inc.

“I don’t recall the first year I attended GIC, but I remember being blown away and awestruck by the size of the event! I couldn’t believe how massive the green industry was.”  These comments come from Joyanna “Joy” Diaz who co-owns Land Care, Inc., in Las Vegas.

A PLANET member since 1998, Diaz sits on the PLANET Board and is a longtime volunteer. Her committee assignments have included the Industry Recruitment, Finance and Membership committees, the latter of which she chaired for two years. She has also hosted the Newcomers Rally for the past two years.

When asked which of GIC’s many moving parts, including the seminars, workshops, receptions, and Breakfast with Champions, gives her the most value, Diaz said she couldn't put her finger on one specific thing. 

“Every year my needs shift.  One year a seminar will smack the nail on the head and I won’t be so interested in the topic the following year.  Another year, I will listen to a different speaker or meet someone who changes my business life. It’s about the GIC experience. You cannot go anywhere else in the world that has the ‘touches’ you will have at this event.”

Meeting new industry friends is part of her GIC experience. “I also look forward to the Keynote Address,” she added. “This year’s speaker is Janine Driver. I saw her at Great Escape in Vegas a few years ago and loved her. I love the 4^th Street Live entertainment, too, and look forward to Montgomery Gentry this year.”

Among other highlights, she makes time to meet with vendors, see new products and test the equipment outdoors, and puts a huge premium on the many networking opportunities there. Said Diaz, “Over the years, meeting other industry leaders and sharing ideas with them have helped us save time and money. I ask why reinvent the wheel if someone is willing to share experiences, both those that have been successful and others that have failed. You can use either or both as a springboard to something that will work for your company.”

 This industry veteran is looking forward to attending GIC this year and she’s bringing along a long list of challenges.  In her words, “have no fear, this year once again one or more of those issues will be addressed and I will get to knock them off my to-do list.” 

If Diaz takes along a few team members like in the past, she will sit with them prior to the conference, address goals and highlight what educational sessions and equipment innovations will help to reach them.  Upon returning home, there’s usually a GIC debriefing session, along with a plan to put what they've learned to work, again all part of her GIC experience.

GIC: Educational Venue and Starting Point

Roscoe Klausing, Landscape Industry Certified, Klausing Group, Inc. 

Six years after founding Lexington-based The Klausing Group in 1992, Roscoe Klausing, Landscape Industry Certified, attended his first GIC in Baltimore, Md. He has gone to all but one since then. “When I first started attending GIC, I looked forward to the educational tracks,” he recalled. “I still get value out of the seminars and workshops, but now I actually look forward more to meeting with friends at the receptions and other networking opportunities.”

Klausing said he rarely attends the conference to address a specific challenge. Instead, he’s always looking for ideas on how to better his company. “Benchmarking, comparing my company’s performance to others from around the country, usually takes a priority as GIC. I can do this with the help of seminars or just by talking with other professionals there.

“For example, during the recent downturn, one of the hot seminar topics was ‘the new normal.’ Presenters talked about ways to do more with less people, for account managers to handle more accounts and for sales people to sell more business. The data and ideas they presented helped reaffirm that some of the decisions I was making back home were on the mark.

“When I first considered using guest workers, I sought advice from GIC attendees who were already using the H-2B program. But now, I’m so engaged in PLANET that I can effectively network by simply picking up the phone. Case in point, in January, I opened our company’s first branch location. The year prior, I contacted at least four PLANET members who operated branch locations. They shared valuable tips along with some challenges they faced. This was all very helpful information.”

Informal power

Even though he’s been vigilant about attending formal seminar sessions, Klausing said it’s the one-on-one at GIC that really pays dividends. At the trade show, he gets to be face-to-face with manufacturers and other industry suppliers, and innovations like last year’s Power Talk and Genius Bar gave him an opportunity to chitchat with conference speakers.

“I think the future of GIC is to place more emphasis on less formal gatherings where the exchange of ideas flows even more freely,” he emphasized. “Again, people like me find these opportunities very valuable and something that PLANET can never adequately quantify.”

In addition to GIC, Klausing takes advantage of other PLANET events and resources. He has attended Student Career Days, the Great Escape, and Summer Leadership and gives high praise to the group’s Safety, HR, and Legal consultants. “Savings in legal fees alone have been substantial,” he remarked.

The value of attending GIC often evolves from initially being a place to receive a formal industry education to later being a venue to network informally with friends. What never changes, however, is its place as a starting point: a place, as it was for Klausing and still is for first-time attendees, to become more involved with PLANET and the industry it represents.   

My First Conference Paid for Itself

Rod Bailey, Landscape Industry Certified, Alder Springs Enterprises, LLC

Past ALCA president Rod Bailey, Landscape Industry Certified, remembers the early days of GIC. In fact, he was immediate past president when the first conference was held. “The catalyst for getting together the three major association players and forming GIC was the trade show,” he recalled. “I ran the trade show for the Green Team (ALCA and PGMS) a couple of years prior to  GIC and frankly I got tired of hearing suppliers complain about the lack of floor traffic and having to travel to a more than one trade show.

 

“Ron Kujawa was ALCA president in 1996 and it was through his efforts that ALCA, PGMS, and PLCAA joined together to create the precursor to not only what has become the industry’s premier educational conference but also its largest trade show.

At the time, Bailey was partners in Washington-based Evergreen Services, Inc. Both he and his partner had worked for a consulting firm for five years before deciding it would be interesting to actually run a company for just a few years. Those “few” years turned into 30 after which Bailey sold his company to True Green.

 

“For thirty years it was the most fun thing I could think of to do next,” he said. “Getting involved in this industry was the best decision I ever made.  There’s such great diversity and opportunity, not to mention it’s exciting to run your own company.”  

Having a background in finance and business management, the new owner lacked industry knowledge. So when friends encouraged him to attend an ALCA meeting, he obliged them. Added Bailey, “The first educational symposium I attended was several years before GIC, but it just blew me away with all the information.  While there, I learned how to save $7,000 a year on maintenance equipment alone, which was several times more than I paid for my trip.  That was the year I joined ALCA.  As a young owner, it was the best move I could have made.”

Bailey sold his company 15 years ago and resumed his consulting. “I still go to GIC,” he emphasized, “and I do for several reasons.  I enjoy seeing friends I’ve made over the years and if you’re involved in any way with the industry, GIC is where it’s at. I’m still learning, going to seminars, and attending the Breakfast with Champions.  It’s a way of keeping my hand in and staying current within the industry”.

He continued, “I remember when the first Breakfast was held. At the time, it was a way for formalize the real value of GIC, to meet new people and toss around ideas. Needless to say, the Breakfast has been and continues to be a prime attraction at the conference.”

Not to forget the catalyst, the trade show.

As he related GIE +EXPO is not only the largest green industry trade show in the country, it happens to be one of the largest shows period.  “The real interesting thing is that GIC, the educational conference, has grown right along with the show,” Bailey noted. “This is has turned into a true dual-sided event. Attendees get a double whammy for going, being able to attend both a first class conference and a first class trade show. It’s one heck of a bargain.” 

First Impressions Count

Kelly Dowell, Dowco Enterprises, Inc.

Kelly Dowell, business development manager for Chesterfield, Missouri-based DOWCO, doesn’t recall her first visit to GIC.  “I was in a stroller,” she laughs.  It wasn’t until she started working for her parents’ company after graduating from high school that her first impression of the event hit home.

“Everyone seemed to know my dad,” said Dowell, who, after graduation, worked four days a week while getting her degree in business administration and marketing.  “He had so many friends and everyone was so nice. Now, I’ve made my own friends there and again everyone is welcoming and willing to share.”

Dowell wears many hats at DOWCO, most of which fit somewhere under the sales and marketing heading.  She manages the sales process, oversees social media, and manages account managers among other responsibilities.  At GIC, you’ll find her at seminars and Breakfast with Champions networking sessions that focus on these topics.

“When I first started to oversee our account managers, I wanted to find out how other companies set sales, retention, and profit margin goals for theirs,” she relates. “So I sat in a couple of seminars and Breakfast with Champions tables that addressed the topic.  All companies operate a little differently, but you can always learn something that’s useful.”

She continues, “At the first of the year, we implemented a new, all-inclusive software program.  We learned about the program at GIC and talked with other PLANET members before implementing it. Getting the software up and running has been a challenge, but it would have been more of a challenge without them sharing their experiences; nobody wants to waste time reinventing the wheel.”

Dowell doesn’t waste any time at GIC either.  In addition to gleaning helpful information for her company, she likes to make new friends and acquaintances.  There’s a method to her approach.  “I meet new people and collect their business cards early on at the Breakfast with Champions and specialty group reception,” she explains.  “Then, I can say hello later during the conference and even compare notes with them.”

She also enjoys getting to know whom she terms “the industry all stars.” “They’re like the industry’s Oscar winners,” said Dowell, as she rattles off more than a half dozen names.  “Even though they’re so successful and so well-know within the industry, they always have time to talk. They offer me their cell phone numbers and encourage me to call with any questions. It’s really quite amazing.”

This willingness to give back is one reason Dowell said her father Maurice has always been and continues to be a big proponent of PLANET. “He tells me that of all his affiliations, PLANET membership is one he would never give up, noting there are three stages to being involved with PLANET and going to GIC.  As a new member, the first year or two you spend time sitting in seminars collecting information.  Then, you meet new people and collect shared experiences.  Finally, after learning and growing you will be able to give back and help other new members grow. I’m looking forward to reaching that point in my career.” 

My First Three Impressions of GIC

Jonas Pattie, Landscape Industry Certified, The Pattie Group, Inc.

Jonas G. Pattie, Landscape Industry Certified, was about 20 years old when he attended his first GIC.  “I was really blown away by how other industry professionals viewed my father, Steve, and our company.  So many flocked to meet him and gather insight into what he had done over the years to build and grow The Pattie Group.”

Now president of the Novelty, Ohio company, Pattie said his first impression was an understandable one for someone who grew up within a family-owned business. “For the first time I realized how special our company was.

“Then, I kept thinking what an incredible event this is, how professional this industry is, and how the people here truly care about what they do and are willing to share their best practices.  My third impression?  Wow, I have a lot to learn.” 

Since that initial eye-opening experience, Pattie has attended 8 or 9 GICs.  He usually travels to Louisville by van with at least half his management staff.  “During the ride, we go through the entire seminar schedule and decide who wants to attend what,” said Pattie. “The goal here is to maximize our time by dividing and conquering. Then, at the end of the day we join for dinner to discuss what we’ve learned that’s new and exciting.

“Attending the seminars, networking, looking at the new products and taking this time together to focus on our business is hard work if you take it seriously; we typically come home exhausted, with lots of new ideas to implement.  We also try to do a couple of fun things in the evening, and maybe even take in a concert on Fourth Street.”

Busy schedule

Two years ago, Pattie and his father presented a virtual tour of their facility for GIC attendees.  He has also recently facilitated two tables at the always popular Breakfast with Champions.

“Attending the networking events like the Breakfast and other receptions is always very valuable,” Pattie emphasized. “The seminars have been good, too.  One last year on the Affordable Care Act was very timely, and I’m always interested in the latest marketing innovations.  Most of us came into this industry because of a love for the outdoors, plants, and design.  Great business practices and strategy is what many most need in the industry, so hearing industry experts who speak on a wide variety of business-building topics is invaluable.”

Jim Paluch’s Come Alive Outside seminar also caught his eye last year. “Jim framed what we do as professionals in a different way, and I think it speaks to one of our industry’s biggest challenges,” Pattie added.  “There’s always been a misconception that all we do as an industry is mow lawn.  Yes, some of us mow lawn, but we also do so many other things. Jim challenged us to stop introducing ourselves as landscapers, and view ourselves as outdoor living professionals. He challenged us to be proud of what we do and articulate the importance of our work.”

Pattie mentioned that GIC and PLANET have an ongoing challenge to educate the general public about the industry, an effort that extends to school children who currently may not view landscaping as a profession.

“There’s no question our company’s biggest challenge is finding people,” Pattie emphasized.  “We need people at all levels who want to make a career within the industry”.

Not coincidentally, he said that PLANET also welcomes input from new members. “There’s an opportunity for young, second generation PLANET members like myself to step forward and volunteer for committees and at special events like GIC.”  As he pointed out new perspectives are welcomed and necessary whether you’re a young student learning about a changing and dynamic industry or an industry member learning about a changing world.  

GIC Provides an Industry Degree

Andy Doesburg, Landscape Industry Certified, Rick Doesburg, Landscape Industry Certified, Thornton Landscape, Inc.

Andy Doesburg attended his first GIC in 1999.  In his words, “the event was overwhelming.”  He was fresh out of college and new to the industry. Fifteen years later, as president of Thornton Landscape in Maineville, OH, he still regularly attends GIC with his father and former PLANET president Rick Doesburg, Landscape Industry Certified.

“I can stay categorically, and my dad would agree, that nearly every aspect of our operation carries an element of something we’ve learned at GIC or attending other PLANET events. In fact, we were just going over some GIC files we’ve referenced over the years, finally discarding the oldest ones.

“What we look for when we go to GIC depends on our mindset and the challenges we may be facing.  In 2008, for example, we had just purchased a maintenance operation to supplement our design/build service offering.  We walked the trade show that year with specific goals, to look at the maintenance equipment and talk with the suppliers.” As he pointed out, there’s no other place in the country where people can see so much equipment and actually try it out at an outside demonstration area. Because of their design/build background, they also enjoy walking the hardscaping portion of the trade show, one that Hardscaping North America co-locates with GIE+EXPO.

Doesburg graduated from Coastal Carolina with a degree in sports management, something rarely put to good use in the family business, he admitted. “By the time I graduated, I wanted to work in the industry with my father.  I knew the business after working there while growing up and going to school.  But I didn’t know the industry.”

That education came from going to GIC and being a PLANET member.  “I look forward to the non- event times now as much as I do the seminars and walking the trade show,” said Doesburg. “I’ve met so many people over the years who’ve shared their industry experiences with me. I may see them only once a year, at GIC, but they are like friends and family to me.”

He mentioned PLANET members like Kelly Dowell and her father Maurice from DOWCO whose company and operation he has followed for years. Being on GIC panel discussions like ones with former PLANET president Jason Cupp and Paul Fields, the president of Lambert Landscape, has further fostered his understanding of the industry. He later leveraged his 

PLANET experience while president of the Ohio Nursery and Landscape Association (ONLA).

“Being involved with the industry is so important in many ways,” Doesburg emphasized. “Your company reaps dividends when you share experiences with other successful landscape contractors whereas volunteering on committees and participating in leadership help develop important leadership skills.  You learn so much from brilliant minds.”

GIC Closely Aligns with Our Core Values

Ken Taylor, Landscape Industry Certified, JOHN DEERE

Ken Taylor, Landscape Industry Certified, has been attending GIC since its inception. The company he works for, John Deere, has been the conference platinum sponsor for the last several years.  When asked about the reason for this high level of commitment, the General Manager for John Deere’s Corporate Business Division answers succinctly, “GIC closely aligns with our core values.”

The one he’s specifically talking about is the role education plays in developing talent and advancing an industry.  “There are two big reasons GIC delivers value for attendees,” he remarked.  “The seminars are timely and informative and the networking opportunities with peers are unsurpassed. Both are a requisite for learning about an industry if you’re just starting out or learning more about an industry if you’ve been involved in it for years.  In other words, GIC provides value to new and veteran attendees alike.”

Taylor attended GIC prior to the partnership with OPEI that brought the show to Louisville.  “To me, GIC had always been a traveling show, meaning its venue was strategically situated so many people could attend by driving.  That’s still the case in Louisville. It is located within a day’s drive for a high percentage of PLANET members and other landscape professionals.”

As a past president of GIE, Taylor pointed out that the networking opportunities at GIC extend beyond seminar rooms and receptions.  “From a supplier perspective, the trade show gives attendees an opportunity to see the latest and greatest equipment and to share their thoughts with company personnel.  There’s no question that GIC and GIE+EXPO brings the industry together in ways that benefit everyone.”

Taylor added that from John Deere’s perspective GIC and Student Career Days are the two of the premier events PLANET sponsors for the industry. While the former is an exceptional opportunity to learn from today’s industry leaders and experts, the latter helps prepare students to become tomorrow’s leaders. They both, he emphasized, share common ingredients of education and networking.   

GIC: Part of a Greater Whole

Miles Kuperus, Landscape Industry Certified, Farmside Landscape & Design

How does one elevate an industry? “You work to make participants even more professional,” said Miles Kuperus, Landscape Industry Certified and a PLANET member and GIC attendee since 1991.  In fact, the owner of Farmside Landscape & Design in Wantage, NJ, has never missed a GIC.  For the first 10 years, he went there to learn about the industry and build new relationships with landscape contractors and suppliers. Later, after becoming involved in PLANET leadership, his education kicked into high gear.

Over the next decade, Kuperus would chair the Executive Forum and Design/Build committees, serve as vice-president of AEF, and sit on the safety and government affairs committees and the PLANET Board. “It’s very important to be engaged in Leadership from several perspectives,” he emphasized. “Doing so allows participants to develop closer relationships with other PLANET members and get their arms around some of the big issues that impact our industry. Furthermore, participating in Leadership is one way to give back. I’m a firm believer in giving back, not only to your industry, but your community, as well.”

Kuperus and his wife Lisa, who is Farmside’s office manager, also participate in Renewal & Remembrance, something they have done since the merger of ALCA and PLCAA to form PLANET.

“PLANET does a great job at professionalizing the industry,” added Kuperus.  “The networking, just as the education at GIC, is invaluable.  If you attend two Breakfast with Champions morning events and sit at a table with six other landscape professionals, your network just expanded by 12 people.  GIC also provides certification testing, the gaining of which offers an important level of credibility among peers, customers, and those outside of the industry.”

When asked about GIC and PLANET’s impact on his company, Kuperus said categorically “we wouldn’t have the systems and programs in place that we do today without the two.”  He quickly doubles back to the importance of doing more than simply attending PLANET-sponsored events.  Involvement is key, he reemphasized.  “Being on committees and participating in strategic planning and group problem-solving sessions have all contributed to lessons I’ve learned and have implemented in our business.  No, you can’t quantify the experience, but I know that it has made a significant impact on my development as an industry professional.”

For Kuperus, the path to becoming more professional is laid out in a roadmap offered by PLANET.  Important markers along with way include education, certification, giving back, and building a network comprised of like-minded individuals who want to advance their careers and the industry. GIC, albeit important, is only part of a greater whole, a roadmap that industry professionals need to embrace.  

You Have to Keep Learning

Chris Senske, Senske Services

Chris Senske, president of Senske Services in Kennewick, WA, has been in the industry all his life, yet he hasn’t stopped learning.  That’s one reason he continues to go to GIC and to send his key people, as well.  “The industry is always changing, which means education is ongoing,” said this industry veteran.  “I always take home ideas from the seminar program, and recently have concentrated on those sessions that discuss HR issues, share benchmarking data, and provide tips on how to deal with the increasing number of government regulations.”

Senske’s, whose company has eight branch locations primarily throughout the northwest, recalled his first PLCAA conference, a precursor to GIC. “It was 1981 or ’82 and I met a competitor there who had some of the same turf disease challenges I faced,” he recalled. “Even though we operated in the same market, it didn’t stop us from sharing ideas. There was also a speaker who predicted the industry would always face an incredible turnover in employees. I disagreed with him at the time, and today we have several long term, even second generation employees.” 

Fast forward thirty-plus years and the conference has changed dramatically.  The joining of PGMC, PLCAA, and ALCA strengthened the trade show and broadened the seminar offerings, Senske noted. Yet some things have remained the same.

“My involvement with PLCAA, GIC, and PLANET over the years has given me the opportunity to build some invaluable relationships with folks around the country.  In fact, 10 of us, who once served on the PLCAA Board, still get together for a weekend during the winter, hopefully someplace where it’s warm. Today, GIC is a magnet that not only attracts old friends and associates but also continues to provide a venue to meet new people. One cannot overestimate how important that is to individual company owners and to the industry as a whole.”

In addition to the seminars and walking the trade show, Senske also enjoys conference innovations such as the CEO Forum that was introduced five years ago. “The information attendees receive there is very high level and we get to meet several key industry executives.  It’s fun, entertaining, and educational.” 

GIC, he emphasized, is part of a valuable legacy that PLANET has given the industry. But there others, he added, not the least of which is its role as industry advocate.  “We depend on PLANET to represent us in front of legislators and regulators, to keep us informed and to help mitigate regulations and restrictions that make it increasingly difficult to do business today.” 

The Give and Take of GIC

Glenn Jacobsen, Landscape Industry Certified, Jacobsen Landscape Design & Construction, Inc.

The Green Industry Conference is a great place for takeaway. It’s where to find out how to market more effectively with social media, dramatically improve you sales process, and find answers to any number of other business-building questions you may have.  But as Glenn Jacobsen, Landscape Industry Certified, pointed out, it’s also a place to give back.

“Of course attendees learn from going to seminars and workshops, but from my experience most of the learning is done by comparing notes and sharing experiences with other landscape professionals. This happens naturally in the hallways, at receptions, over dinner, and at formal networking sessions like the Breakfast with Champions. A willingness to share is something for which this industry has never lacked.” 

 

The president of Jacobsen Landscape Design & Construction in Midland Park, NJ and the Immediate Past President of PLANET, Jacobsen has been going to GIC since 1998, twelve of those years as a member of the GIC committee. Every year he tries to take four members of his staff to the conference, two seasoned veterans and two who are newer to the industry.

“Back when I first started going to GIC I didn’t know many people in the industry,” he recalled.  “So I exchanged several business cards and filed them away. Prior to the next GIC, I referenced the cards, called a few people, and set up a time when we could talk or have dinner.”

Instead of exchanging business cards, the new friends then exchanged ideas. As Jacobsen noted, this is just a small example of how GIC can bring together people and create an environment where attendees learn by giving. 

The “give” part took on new meaning four years ago when the GIC committee unveiled a plan for PLANET to “give back” to host city Louisville.  “We wanted to do something for the city, to help out a nonprofit organization in need,” Jacobsen explained. “We wanted to say thanks to the city for its hospitality and, in the process, show residents what our industry is all about.”

The first year, 35 to 40 industry volunteers worked on three projects. A year later, the number of volunteers grew to 60 and last year 80 volunteers spent the Wednesday afternoon prior to GIC renovating and maintaining landscapes. This year, PLANET expects 100 people to participate, including several students from area colleges.

“Students enjoy working with us,” Jacobsen remarked. “They get a chance to step out of the classroom, work outside, and learn more about the industry -- all the while giving back.”

    

In addition to PLANET and students volunteers, the program involves many other industry representatives such as lead sponsor GIE +EXPO and a long list of vendors who donate money and materials.  The common theme for everyone is helping those in need.

“That’s what our industry is all about,” Jacobsen emphasized. “It’s about giving back. Those who give back to their communities throughout the year, those who share their business experiences at GIC also realize an added bonus -- they always get back far more than they give.”

If GIC’s 25^th anniversary celebration will be your first visit to the event, come prepared.  As this industry veteran knows, the assemblage of industry professionals, seminars and workshops, and suppliers present a great learning opportunity, one that can easily be enhanced by sharing a few experiences with fellow attendees or even lifting a hand at PLANET Gives Back.   

You Never Stop Learning

Martha Hill, Hinds Community College

The seminar room is filled with company owners and managers, all taking notes and listening intently to the speaker. But wait, there’s a landscape professor among them, paying just as much attention and filling as many pages as other attendees. That would be Martha Hill, Chair of the Landscape Management Department at Hinds Community College in Jackson, Mississippi. She has been coming to GIC from the beginning, and even attended its precursor Green Team event while just starting her college teaching career.

“You never stop learning. If you do you might as well leave the industry,” said Hill, who is a PLANET Educator of the Year. “Education is such a big part of GIC both for me and my students. I get to stay in touch industry trends and learn more about the challenges companies are facing and how we can better prepare their future employees. For students, the seminars, including the broad topics they cover, provide an important overview of the industry and possible career choices. The trade show is also a learning experience for them.”

Education aside, GIC wouldn’t be what it is today without the relationship building that goes on, added Hill, who learned the value of networking while still in school at Mississippi State. At the time, she co-oped with Brickman, alternating working a semester for them and then attending classes for a semester. It was a great hands-on experience and opened some industry doors that would not have been there otherwise.

Hill usually takes somewhere between 12 to 15 students to GIC. Last year, several volunteered at PLANET Gives Back on Wednesday. The experience, she pointed out, gave them a chance to do something good for the community and work alongside industry professionals. The Student/Employer Roundtable Recruiting session held Friday was also invaluable, providing an opportunity to talk with industry recruiters.

This educator is one of many in horticulture and landscaping programs across the country who work tirelessly to bring together students and potential employers. She has managed her school’s internship program, and in 2003, Hinds Community College hosted PLANET’s Student Career Days.

“Several former students have launched their careers just by meeting recruiters both at GIC and at Student Career Days,” Hill remarked. “Another now owns a U.S. Lawns Franchise.” In addition to the education they receive and the networking they do, she hopes that GIC conveys another message to students, the value of giving back to the industry. Her students know that while at GIC, she’s involved with committees and other PLANET meetings. Hill is also on the PLANET Academic Excellence Foundation board.

“Being engaged allows me to give back to the industry,” she emphasized. “I want to see my former students getting involved with PLANET and the industry.” Also on her bucket list is taking students to Washington, D.C. for Renewal and Remembrance at Arlington National Cemetery and a Day on the Hill. The experience would further broader their education about the importance, yes, of giving back and becoming involved.

All Night Drive Paid Off

Nikos Phelps, Landscape Industry Certified Technician, Utopian Landscapes, LLC

“My first GIC was 2007,” recalled Nikos Phelps.  “I remember it well, since I drove all through the night to get there.” Upon arrival, like other first-time GIC attendees, the owner of Utopian Landscapes in Harrisburg, Penn., said he was “overwhelmed” by the number of industry professionals attending the conference and their willingness to openly share their knowledge and experience.

“Going to GIC and being a PLANET member have given me a broader perspective of the industry,” he related. “It showed me how truly professional this industry is and that no matter how successful or professional you think you are, there is always room for improvement.  In other words, you can’t judge your level of success or professionalism by comparing it only to your competition back home.”   

Phelps was introduced to PLANET through his involvement with Student Career Days (SCD).  He competed at two events while attending Penn State University  and, upon graduation, joined PLANET as a service provider member.  Today, his company offers design/build, landscape management, and outdoor lighting services, and generates approximately $500,000 in sales annually.

“Certainly, one important thing I’ve learned from attending GIC and talking with other PLANET members is how to increase my company’s profitability,” Phelps noted.  “My top line hasn’t really changed over the past few years, but what has changed is how much revenue actually falls to the bottom line. I’ve heard over and over again at GIC that selling a job is easy; being profitable is the hard part.”

Even after attending seven GICs, Phelps said that meeting new people is still among things he enjoys doing there.  He considers the Breakfast with Champions networking session to be the premier event of the conference and looks forward to the specialty group focus groups.   

“For the last three years I’ve attended the design/build focus group.  Each year, two or three important topics are put up for discussion.  The group is divided among three or four tables with eight people at each. Then, at the end the session, the tables’ comments or solutions are presented to the group as a whole.” Typical topics, he mentioned, would be innovative employee incentives or how to effectively track job costs.  

“I take home bits and pieces every year from what I learn at GIC,” said Phelps, noting that his company would not be where it is today without him being a PLANET member and attending the conference.  Going back to his PLANET roots, he sees programs like Student Career Days as fundamental to the industry’s future.  The industry, though, struggles getting out the message that it offers a wealth of career opportunities.

“We need to somehow start communicating to younger students in high school and even middle school about our industry and what we do,” he emphasized.  “It starts with the parents, too, who may not view our industry as a viable one for their children.  One day at GIC would change their minds forever.”

GIC: Industry Big Picture

David Snodgrass, Landscape Industry Certified Manager, Dennis' 7 Dees Landscaping & Garden Centers

“I like traveling and seeing the world. It’s not only fun to see different things and experience different cultures, but traveling also broadens one’s horizons.  Going to GIC is similar from a professional perspective. It gives attendees the industry big picture. You discover there are other ways to conduct business, take advantage of opportunities, and grow your company.“Stay at home, don’t go to GIC and your benchmark is only as big as your local competition. Go to GIC and your benchmark suddenly expands, and you naturally think bigger.”

This former PLANET president and president of Dennis’ Seven Dees in Portland, OR, has attended GIC for nearly 25 years. “It was a stretch for us to attend in the beginning. Our company was small. We were very busy and wearing several hats. Yet even back then the biggest event in the industry was a requisite for us. I don’t believe our success was dependent on going to GIC; our family has the work ethic and desire to be successful. But for sure, we would not be nearly as successful as we are today if we failed to put GIC on our agenda."

Before every GIC, Snodgrass makes a note of specific company issues or concerns. As he pointed out, there are always struggles. Maybe it’s how to deal with succession or find a better way to pay for performance or share profits.

“Someone at the conference has found a better way to deal with issues you may be having, and there’s plenty of opportunities to bring them up for discussion. Some of the best ideas, however, are often totally unsolicited.  I remember one conversation with a PLANET member who told me a rather dramatic story about his tub grinder.  A sledge hammer, mixed in with the debris, was launched through the air during the grinding operation. It ended up crashing through the roof of a neighbor’s house. The accident and story aside, I was intrigued by the machine.  

We purchased one and it has become a lucrative profit center for us. ”Big company, small company it doesn’t make any difference, said this industry veteran. The reality is that small companies naturally have the most to gain from attending the conference, but large companies, even the biggest companies can find value.  You will never outgrow GIC, sharing new industry trends and ideas, and seeing the new products on display there.”

Snodgrass’ GIC experience evolved over the years. He now takes several team members with him, and attending PLANET Leadership meetings has recently monopolized a bigger share of his GIC time. “Sending a team has an exponential impact on a company. The knowledge and enthusiasm associates bring back spreads to all corners of your company. You become involved in Leadership because you want to engage at a higher level and help improve the industry you care so much about.  On the committees and in the meetings you meet new people, develop new relationships, and continue to learn and grow. 

There is no question that our green industry is special. It is made up of ‘salt of the earth’ people. They are very generous and willing to share best practices and tricks of the trade, and you always receive an unguarded response to a question you may have. There is not another industry like ours nor is there another event like GIC.”