Growing Concern
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SEPTEM B ER 2 0 2 0
A P U B L I C AT I O N O F T H E O H I O L A N D S C A P E A S S O C I AT I O N
NE Ohio Facility Tour (Sold Out) September 17, 2020 / Yard Smart Landscaping, Inc.
OLA Annual Meeting
November 19, 2020 / Webinar featuring Mike Rorie of GIS Dynamics / PAGE 7
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PR ES I DEN T’S COLUM N
DOMENIC LAURIA Vizmeg Landscape, Inc.
FINISHING STRONG As we approach the last four months of this year, I think it is important to talk about finishing strong. In talking with fellow contractors across the state, I hear a common theme. “I have never been so busy.” It’s a great position to be in for a company, but as you know, it can be a grind for your team. Let’s face it, all that we’ve dealt with this year has made for a grueling eight months... and we still have four more months to go. I’ve thought a lot about this over the last couple weeks, because this year has definitely taken its toll on me. But, there’s no stopping now! The good news seems to be – in talking with some of our current and potential clients – most of them get it. They expect delays and know how busy we are, along with the challenges we are facing with material shortages, long lead times, etc.
So, as many of you know by now, I am a huge fan of sports, and one of the things I’ve always found most fascinating about them is how certain individuals are able to hit another gear as the season begins to wind down. While some players ‘manage their minute’ and others are visibly exhausted, there’s another breed that just seem to excel as they head into the playoffs season. Michael Jordan was on another level, as was Kobe. LeBron James always seems to ‘flip the switch’ for the playoffs. Tom Brady has done exact same thing in football, year, after year, after year... And how is that Tiger was always able to come through in the clutch, when the moment was too big for everyone else? How could he possibly make all those putts, every time? continued on page 6 The Growing Concern |
September 2020 | 3
TAB LE OF CON TEN TS S E P T E M B E R 2 0 20 WWW. OH I OLA N D SCA P E R S. OR G OH I O’ S P R OF E SSI ON A L G REEN I N D U ST R Y A SSOCI AT I O N OHIO LANDSCAPE ASSOCIATION 9240 Broadview Road Broadview Heights, Ohio 44147 Phone: 440.717.0002, or 1.800.335.6521 Fax: 440.717.0004 Web: www.ohiolandscapers.org and www.myohiolandscape.com DESIGNER / EDITOR Rick Doll, Jr. REGULAR WRITERS Adam Capiccioni, Ohio CAT Michael J. Donnellan, King Financial, Inc. Dr. Jim Funai, PhD., Cuyahoga Community College Shelley Funai, Stan Hywet Hall and Gardens Sandy Munley, Ohio Landscape Association Bobbie Schwartz, FAPLD, Bobbie’s Green Thumb COVER: 2019 Landscape Ohio! Awards Honor Award & Judges Platinum Award winner, Exscape Designs, for their entry in Residential Installation.
FEATURES
3 5 8
10 14
PRESIDENT’S COLUMN
Finishing Strong
WELCOME NEW MEMBERS PERENNIAL FOCUS
Calamagrostis arundinacea ‘Brachytricha’: Korean Feather Reed Grass
FISCAL FITNESS
The Power of Attorney Discussion
FOR SAFETY SAKE
ADVERTISING INFORMATION Submission deadline: 10th of the month, prior to the month of publication. For advertising rates and ad specs, please call 440.717.0002, 1.800.335.6521, or email Rick Doll Jr. at rick@ohiolandscapers.org. DISCLAIMER The Ohio Landscape Association, its board of directors, staff and the editor of The Growing Concern neither endorse any product(s) or attests to the validity of any statements made about products mentioned in this, past or subsequent issues of this publication. Similarly, the opinions expressed in The Growing Concern are those of the authors and do not necessarily represent the views of the Ohio Landscape Association.
Why Keeping Your Work Vehicles Clean and Organized Is Important
18
OFFICERS President Domenic Lauria
OLA STAFF Executive Director Sandy Munley
20TH ANNUAL SCHOLARSHIP GOLF CLASSIC WINNERS & SPONSORS
President – Elect Dr. James Funai, PhD.
20
PLANT OF THE MONTH
Treasurer Brian Maurer, LIC
Communications & Events Manager Rick Doll, Jr.
FEATURE ARTICLE
Immediate Past President Adam Capiccioni
24 30 31
Syringa x hyacinthiflora: Early Flowering Lilac How to Charge for Landscape Designs
DIRECTIONS ADVERTISING INDEX
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DIRECTORS Keith Clapper Ryan Drake Stephanie Gray, LIC Cameron Maneri Rob Morel
C AL ENDAR OF EVENTS U P CO M I N G O L A MEETINGS , EDUC ATION SE MI N A R S, A ND O TH ER GREEN INDUS TR Y EVE N T S
SEPTEMBER SEPTEMBER 17 NE OHIO FACILITY TOUR (Yard Smart Landscaping, Inc.)
Your success brightens our day... and night.
Yard Smart is a complete landscape maintenance, design, and build firm committed to providing their clients with services that meet and exceed their expectations. Join us as we tour Yard Smart’s facility, located in Grafton, Ohio, to find out what has made Bruce Stone and his staff so successful for over 30 years. Note: Due to state social distancing guideline, this event is limited to (60) attendees. Registration for this event is now full, but you may request to be added to our wait list by calling 440.717.0002.
NOVEMBER NOVEMBER 19 OLA ANNUAL MEETING (WEBINAR) Mike Rorie, CEO of GIS Dynamics, will discuss the process of defining how your organization creates, delivers and maximizes value for its customers, employees and stakeholders. See page 7. Note: Due to state social distancing guideline, this event will be held via webinar, in order to accommodate all of our members. Visit www.OhioLandscapers.org/meetings/november to register.
JANUARY JANUARY 21 OLA MEETING (WEBINAR) Kevin Kehoe, Founder of The Aspire Software Company and President of Kehoe Co. will discuss Key Performance Indicators (KPI) and what both business owners and their managers should be looking for – outside of standard financials. Note: Due to state social distancing guideline, this event will be held via webinar, in order to accommodate all of our members. Registration for this event will open in the Fall/Winter of 2020.
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O L A ’s NEW MEMB ER
The OLA is delighted to welcome the following member:
REGULAR MEMBER Barone Landscaping, Inc. PO Box 38232 Olmsted Falls, OH 44138 (440) 427-2266 Mike Barone
Providing over 40 lines of outdoor and landscape lighting products including:
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The Growing Concern | September 2020 |5 3/1/18 2:13 PM
PR ES I DEN T’S COLUM N continued from page 3 Most of what I believe it comes down to is mental toughness. These individuals are so mentally strong, and so laser-focused, that they are able to reach another level and do what – to us, as spectators – seems impossible. These guys are legends, and most of us can only imagine the amount of time and energy that go into the training necessary to get to this level. This year, I’m taking this approach with our business, as I try to find anything left in my tank to finish out the year. I’m looking at these next four months as our playoffs. It’s going to get a lot harder before it gets any easier, and it will require more time, energy, and mental strength than any ‘normal’ season ever has. But, at the end of the year when I look back at all we were able to accomplish, it will be well worth it. Much like a champion athlete can look back on the hard work, effort, and challenges they faced to reach their pinnacle, we will be able to do the same. All this being said, at year’s end when we come out victorious, I know there will be no confetti falling from the rafters, no parade through the city streets, no victory tours across the
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national media outlets, and probably relatively few people acknowledging our achievements. For us, we will just gear up for winter and start preparing for next year. We’ll never have a hard time falling asleep at night though, because we put in an honest day’s work. There is something special about being blue-collar and humble, and it is one of the many things that make this industry so incredibly special. Daymond John, one of the investors on Shark Tank, has a book out called Rise and Grind. I haven’t had the opportunity to read it yet, but I will, solely based on its title. To me, it is the perfect embodiment of how most of us live our lives. We get up, we grind, we come home to spend time with our families... just to do it all over again the next day. For some reason, I absolutely love that, as I believe many people in this industry do. Finishing this season strong will be nothing short of a grind but we will finish it. We will rise every morning, grind through the challenges that day presents, and at the end, we will come out victorious as we always do.
OLA MEETINGS SERIES
EVENT INFORMATION
DATE & LOCATION NOVEMBER 19, 2020 OLA WEBINAR/VIRTUAL MEETING AGENDA OLA ANNUAL MEETING 3:00 PM TO 3:30 PM PROGRAM 3:30 PM TO 5:00 PM COST TO ATTEND MEMBERS: NO CHARGE NON MEMBERS: $30 REGISTER TO ATTEND BY NOVEMBER 12, 2020
OLA ANNUAL MEETING
Developing Your Strategic Business Model: A Roadmap For Success
Due to current Covid-19 Social Distancing Guidlines, the OLA will be holding this year’s Annual Meeting live, via webinar, on November 19, 2020. Our special guest presenter for this meeting will be Mike Rorie, CEO of GIS Dynamics, who will discuss the process of defining how your organization creates, delivers and maximizes value for its customers, employees and stakeholders. It goes without saying that having a well-defined business model is essential in taking your company to the next level of growth. Mike will cover the three key decisions that form the foundation for developing an effective business model, how to implement systems that drive this business model towards helping you gain a competitive advantage, as well as how to innovate and evolve your business model to help it become “future proof.” NOTE: The start time for this event will be 3pm, instead of the normal 6pm start time.
GUEST SPEAKER
SPONSORED BY
EMERALD SPONSORS
MIKE RORIE / CEO GIS DYNAMICS (PROPERTY MEASUREMENT SOLUTIONS) As CEO of GIS Dynamics and current Board Member of Ground Systems of Cincinnatii, Mike specialtizes in industry consulting for strategic growth and organizational development. He has worked in the commercial grounds industry for over three decades, growing his first company, GroundMasters, into a five-city, regional platform that served over 1,200 customers, before selling it to a national provider in 2006. Since June 2010, Mike has been involved in the information and technology services industry with GIS Dynamics, providing business solutions for contractors across the country.
ABOUT GIS DYNAMICS
GIS Dynamics was founded in 2005 as a Geographic Information Systems (GIS) company providing custom solutions to a variety of clients. In 2009, a GIS project for a New Jersey landscaper was the catalyst for what GIS now focuses on, Software as a Service applications Go iLawn (www.GoiLawn.com) and GoiPave (www.GoiPave.com). These web based applications are designed to help lawn and landscape, snow removal and pavement maintenance contractors measure properties online to expedite the estimating and proposal process. The sites combine high resolution aerial photography, property measuring tools and property information in one easy-to-use format, allowing contractors to view and measure properties and generate proposals. SPONSORSHIP OPPORTUNITIES FOR THIS YEAR’S MEETING SCHEDULE ARE NOW AVAILABLE. CALL 440.717.0002 FOR INFO. 1.5 CEU’S
REGISTER ONLINE AT OHIOLANDSCAPERS.ORG/MEETINGS/NOVEMBER
PEREN N I AL FOCUS
BOBBIE SCHWARTZ, FAPLD Bobbie’s Green Thumb These feathery plumes command attention from the moment they bloom.
CALAMAGROSTIS ARUNDINACEA ‘BRACHYTRICHA’ KOREAN FEATHER REED GRASS
Start talking about ornamental grasses. As soon as the genus Calamagrostis is mentioned, what everyone immediately sees in their mind’s eye, is the cultivar ‘Karl Foerster’ that has very upright plumes. It’s a great, early-blooming grass (June) for the landscape and is often used in a linear fashion. However, there is another species that is particularly invaluable because it blooms in the shade and not until fall. I’m talking about Calamagrostis arundinacea ‘Brachytricha’. The foliage will grow approximately two to three feet tall and at least two feet wide.
Unlike the inflorescences of ‘Karl Foerster’, those of ‘Brachytricha’ are much looser and pinky-purple instead of cream and then beige. This a great grass for a natural-looking garden. The green foliage is undistinguished in any season but when fall comes, the inflorescences quickly make an impression. The purply-green, feather-like plumes are striking. Grasses for the shade are hard to find but this Calamagrostis fills the bill.
Bobbie Schwartz, FAPLD, owner of Bobbie’s Green Thumb in Shaker Hts., Ohio, is a landscape designer, consultant, freelance writer, and lecturer whose specialties are perennial gardens and four season landscapes. In addition to being an Ohio Landscape Association (OLA) member, she is an active member of the Ohio Nursery and Landscape Association (ONLA) and Perennial Plant Association (PPA). Bobbie is a Past President of the Association of Professional Landscape Designers (APLD). Bobbie’s new book, Garden Renovation: Transform Your Yard into the Garden of Your Dreams, was published in November 2017 by Timber Press.
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F I SCAL FI TN ESS
MICHAEL J. DONNELLAN King Financial, Inc.
THE POWER OF ATTORNEY DISCUSSION Global events earlier this year created unanticipated market turbulence, demonstrating that it’s sometimes impossible to plan for everything in life. It’s a good example of why the present is a great time as a family to discuss the importance of designating a power of attorney (POA). Designating a power of attorney is an issue that should be addressed well in advance of when you need it. With a POA designation in place, if you are incapacitated and unable to make decisions, somebody will be in a legal position to do so for you. A durable financial POA can step in to handle your financial matters when you are no longer able to, or no longer wish to retain control. A financial POA is distinct from a health care POA, which only allows you to delegate important medical decisions. You can become incapacitated and unable to handle your own financial affairs at any age, but the risk increases as you grow older. If you are already retired or about to be, you should give serious thought to making a power of attorney designation and discussing your decision with your family.
IDENTIFYING THE RIGHT DESIGNATE You can name a family member, friend or even a professional (such as an attorney) to take on POA responsibilities. The goal is to have a trusted and reliable surrogate in place to make key financial decisions on your behalf if you are no longer capable of doing so. The trust factor is critical, because you don’t want to be exposed to a situation where the person with the POA designation takes advantage of their position. Married couples may consider each other as their most-trusted surrogate; however, as both grow older, each person could lose the capacity to make decisions. It may make sense to name someone else, such as a trusted adult child, to carry the responsibility. Another option when you establish a POA designation is to name successors who can step in if the primary designate is no longer able to fulfill the role. continued on page 12
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The Growing Concern | September 2020 | 11
F I SCAL FI TN ESS
continued from page 10
ROLES AND RESPONSIBILITIES The primary parties involved in the POA arrangement are: • The principal, who identifies the individual or entity who will be responsible for making decisions if the principal is no longer able to; and • The agent, the individual or entity designated to fulfill the power of attorney role. The principal should carefully consider the specific powers granted to the agent in the POA document. Should the agent be able to change beneficiaries or gift money to themselves or others? These powers, if exploited by an agent, may lead to abuse and family disputes. Carefully read through each section of the POA document before signing. The agent may not be familiar with the fiduciary role to which they have been appointed. It is important that the agent understands their 4 primary responsibilities:
• Make decisions that are in the best interest of the
principal, superseding the agent’s own interests or those of others. • Manage money and property with care on behalf of the principal, being sure that bills are paid, debts are collected and all investment decisions are prudent. • Never commingle the principal’s money or property with anybody else’s. • Keep accurate records of all financial transactions, including payments, expenses and investments.
A SENSE OF URGENCY IS APPROPRIATE You never know when a health issue will arise that may leave you unable to manage your own affairs. It may be a physical concern, or a cognitive challenge (such as dementia or Alzheimer’s). If a POA is designated prior to that time, and you’ve communicated your decision with your family, you know you’ve prepared for this circumstance. With no such designation in place, significant issues can occur that may complicate your financial life. Try to avoid doing it at the last minute or failing to do it at all.
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The ability to establish a POA designation is something that individuals can take upon themselves without having to deal with courts. It is, however, a legal document, and in many states, you are required to complete appropriate paperwork and have all signatures notarized. While an attorney isn’t required, it is important to confirm that documents are drawn up correctly and with appropriate specifications. Each state offers a standard power of attorney form that can be used, but if an attorney is feasible for you to consider, it makes sense to enlist those services. Planning for potential incapacity in the future should be part of your retirement and estate planning conversations. Talk to your financial professional and your attorney to determine how to get the process started. SOURCE: RBC Capital Markets – “Investor’s Edge” Newsletter Third Quarter 2020 Michael J. Donnellan specializes in stock selection and retirement planning. Contact him with any questions or comments at the M3 Wealth Management office at: 17601 W. 130th Street – Suite 1 in North Royalton, Ohio. Phone number (440) 652-6370 Email: donnellan@m3wealthmanagement.com Securities & advisory services offered through L.M. Kohn & Company Registered Broker/Dealer Member FINRA/SIPC/MSRB 10151 Carver Rd. Suite 100 – Cincinnati, Ohio 45242 (800) 478-0788 The M3 Wealth Management Office does not provide legal or tax advice. Consult an attorney or tax professional regarding your specific situation. The information herein is general and educational in nature and should not be considered legal or tax advice. Scenarios illustrated are hypothetical in nature, results may vary. Investing is subject to risk which may involve loss of principal. Past performance is not indicative of future results.
The Growing Concern | September 2020 | 13
F OR SAFETY SAK E
WHY KEEPING YOUR WORK VEHICLES CLEAN AND ORGANIZED IS IMPORTANT Housekeeping at the work site is a normal part of the job and it is just as important for every vehicle used during the work day. This includes fleet vehicles, short- or long-term car rentals, and personal or leased vehicles, if they are used for on-the-job activities. OSHA may consider any motor vehicle as a work environment when a worker is using the vehicle for work-related activities including driving between work locations, transporting materials, running errands, visiting clients and making deliveries. Keeping your vehicle clean, organized and maintained is beneficial and • keeps the driver and passengers safe. • saves time when items are easily found. • makes it easy when space is already available for passengers, materials, tools and equipment. • projects a positive image for the employee and the company.
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OSHA Standard 1904.5(b)(1) OSHA defines the work environment as “the establishment and other locations where one or more employees are working or are present as a condition of their employment. The work environment includes not only physical locations, but also the equipment or materials used by the employee during the course of his or her work.”
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If a vehicle used for work becomes cluttered and full of trash, debris, material or equipment it can become hazardous to the worker and affect the safety of everyone on the road. Free moving materials may roll or fly into the vehicle floorboard and become caught under pedals causing drivers to lose control of the vehicle. Clutter can become a distraction to the driver when liquids spill or trash falls onto the floor and any distraction while driving can be deadly. • Store all items away from the main sitting area of the vehicle or make sure they are secure. • Remove items from under the vehicle seats, especially items that can roll like water bottles. • Clear folders, tools, any other items from dashboards. • Clean mud or snow off shoes before operating the vehicle. • Clean up spills and throw away trash promptly. • If you become distracted by a spill or item that has fallen in the vehicle, pull over and stop in a safe area before you tend to it. • Keep the vehicle you are using clean and maintained.
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FOR SAFETY SAKE
continued from page 15 If not stored and secured properly, ladders, materials and equipment has the potential to slide off the vehicle while traveling down a roadway resulting in hazardous conditions for other drivers. Keep all items, including ladders, that are in a truck bed, or on the roof rack, tied down to ensure they do not become dislodged while driving. Never place materials such as pipes or poles through windows or openings into the main cab of a vehicle. Workers could become impaled by these objects and serious injury can occur. Materials that extend past the vehicle’s tailgate or rear bumper should be marked and flagged to alert other drivers of the large load you are hauling. Ensure lids are closed on any open containers in the bed of your truck to prevent objects flying out and striking other vehicles on the roadway. Inspect vehicles frequently by checking: • that headlights, brake lights, and turn signals are working • the tires for cracks, nails/screws, gouges, worn down treads, balding, or low tire pressure
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• windshield wipers are in good condition with fluid • the windows and windshields for cracks, chips, dirt and grime that can affect visibility • the mirrors for dirt, smudges or damage that could obstruct the view of the driver Clean windows and mirrors often to maintain optimal visibility. Consider keeping a window cleaner in your vehicle stored safely and readily accessible to use when needed. Create a habit of always cleaning the windshield when refueling. • Store material in an orderly manner to keep the vehicle clean and organized. • Separate tools, equipment, and supplies into bins, shelves, or compartments to make it easier find what is needed to complete the task. • Secure all loose items. • Avoid piling objects too high, inside or outside of the vehicle, to ensure the driver can always see clearly. This article was originally posted on the Weekly Safety blog, in the driver safety section, located at https://weeklysafety.com/blog. Weekly Safety is comprised of safety professionals with over 18 years of experience working in industries varying from manufacturing, telecommunications, and heavy construction. They provide access to everything you need to hold successful safety meetings with your team!
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CONGRATULATIONS
to the
WINNING TEAMS Mitch Flemming CUI Services
1
Bryan Gray CUI Services Carl Rolla CUI Services Nick Holmes CUI Services
20th Annual OLA Scholarship Golf Classic
Matt Blynn Blynnscapes Design & Build
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DINNER SPONSOR
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Sponsors
18 | Official Publication of The Ohio Landscape Association
COMMEMORATIVE GIFT
TEE SPONSORS
DOOR PRIZE DONORS
1-800-OHIOCOMP Acme Fence Bigfoot Landscape Supply Brian-Kyles J.F.D. Landscapes, Inc. Lake County Nursery M3 Wealth Management (2 tees) Ohio CAT Oliger Seed Company Schill Grounds Management Three-Z-Supply Turfscape Vizmeg Landscape, Inc. Wolf Creek Company Young Truck Sales, Inc.
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ALL ROADS The Growing Concern | September 2020 | 19
PL ANT OF TH E M ON TH
JIM FUNAI, LIC Cuyahoga Community College Exceptionally hardy, Syringa x hyacinthiflora rewards us with an abundance of exquisitely scented flowers in mid spring, about 7-10 days earlier than common lilacs.
SHELLEY FUNAI, LIC Stan Hywet Hall and Gardens
SYRINGA X HYACINTHIFLORA EARLY FLOWERING LILAC
Creating a hybrid plant is a process that traditionally consists of taking pollen from one plant species and placing it on the stigma of another. The host then has its stamens removed to prevent contamination. If this plant sets seeds, they are planted and their novel traits observed. This process – while simple – is tedious, requiring years of observation and careful record keeping. It’s a process which humans have engaged in for well over 8,000 years though, producing nearly all of the modern vegetable crops we love today. The sweet corn we all enjoy today started its journey over 8,000 years ago as a tiny grass seed that still exists today (teosinte). In the ornamental plant world, there are some true heroes of plant hybridization who have become forgotten as time goes on. That said, their impact continues to grow in our landscapes. One such hybridizer is Frank Skinner (18821967), a Scottish immigrant to Manitoba, Canada. Skinner realized his plant-nerdery in his teens, dedicating his career to creating and discovering plants that would survive the harsh Canadian prairie 150 miles north of North Dakota. He lived in Dropmore, Manitoba, an area that sees around 90 frost free days a year, many days below zero-degree Fahrenheit, and is prone to drought conditions. They also see several months of humidity and 70 to 80 degrees in their short summer.
20 | Official Publication of The Ohio Landscape Association
Among many explorations of plant hybrids, perhaps one of the most effective Skinner worked on is a group called the “early flowering lilacs.” He was inspired by Victor Lemoine who made the first cross in France, in 1876. This group of plants are a cross between common lilac (Syringa vulgaris) and broad leaf lilac (Syringa oblata). Several hybridizers worked with plants making these same crosses, including Walter Clarke of San Jose, California, who worked on heat tolerant versions. This wide range of introductions tells us we need to pay close attention to the cultivar we select to be sure it is proven in our region. Interestingly, there are no lilacs native to North America. In this case, S. vulgaris is native to southeastern Europe and S. oblata
is native the to northern regions of China. Both species are interesting in their own respect, but when crossed and selected for superior offspring, the hybrid vigor results in truly worthy landscape lilacs. On average, these plants reach around 10 to 12 feet tall and wide, so they are not a replacement for the smaller ‘Miss Kim’ or ‘Palabin’ lilacs you are used to. Like most lilacs, the hyacinthiflora group should see full sun for best performance and will become leggy and unkempt with increasing shade. Taking traits from both parents, these plants have a very strong “lilac” scent, but will bloom around a week before S. vulgaris cultivars open their blooms. While S. vulgaris struggles with some disease issues S. oblata is more resistant to the most common, powdery mildew. This trait is passed to the x hyacinthifloras as they are relatively pest and disease free. Most people love the ‘Miss Kim’ lilacs and ‘Palabin’ lilacs because they are also mostly pest and disease free (unless planted in wet soils) but they offer no scent. In fact, Lemoine coined the name “hyacinthiflora” upon creating the first crosses because of the resemblance to the blooms of Hyacinth in look and scent. As with all plants, contractors are limited to what they can plant by what is grown. Conversely, nurseries are limited in what they grow by what the contractors ask for. This crazy chicken or egg conundrum can be overcome by both groups working together. Nurseries should offer better suggestions to contractors to expand their plant pallet and contractors should open their minds to the much broader range of plants that can solve their landscape problems.. Some cultivars of Syringa x hyacinthiflora you can find at our Ohio nurseries include: ‘Assessippi’ 1932 Skinner hybrid has single lavender flowers with heavy fragrance. Does not get as leggy as most lilacs. Name comes from the Assessippi Provincial Park near Dropmore, Manitoba. You will notice the “ssippi” which comes from Cree for river, like Mississippi. ‘Betsy Ross’ 1977 Don Egolf hybrid from US National Arboretum has single white flowers covering the plant with good fragrance. This cultivar is proven to handle a wide range of climates and will do great as our climate continues to warm but still have cold winters.
15 6 5 6 c h i l l i c o t h e r o a d chagrin falls | OH | 44022
‘Maiden’s Blush’ 1966 Skinner hybrid with single light pink flowers, decent scent. Often listed as a cultivar of S. vulgaris but continued on page 22 that is not correct.
a r t fo r m n u r s e r i e s .c o m
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The Growing Concern | September 2020 | 21
PL ANT OF TH E M ON TH
continued from page 21 ‘Pocahontas’ 1935 Skinner hybrid whose buds start as maroon purple opening to dark violet single flowers, the color is stunning in the landscape. ‘Royal Purple’ 1965 Skinner hybrid opens to deep purple double flowers with good scent. If pruning is required on any of the early blooming lilacs be sure to accomplish right as they are done blooming. If you wait until our normal pruning sessions in summer, you will likely remove next years flower buds as they set them soon after bloom. Timed right, these plants are very tolerant of aggressive pruning if needed. On the other end of the spectrum is a group of hybrids (Syringa x prestoniae) known as the late blooming lilacs. With some creativity you could build a landscape that has over a month of lilac blooms for that client that just loves lilacs, or the client who doesn’t yet know they do! Jim Funai, PhD. is full-time faculty at Cuyahoga Community College, a NALP accredited associate of applied science in hoticulture degree program. He has a PhD in Landscape Engineering and Forestry and is a Licensed Arborist. Shelley Funai is Grounds Manager at Stan Hywett Hall and Gardens in Akron, Ohio, which offers a historic estate designed by Warren H. Manning and a beautiful manor house museum. She is Landscape Industry Certified in Ornamental Plant Care.
22 | Official Publication of The Ohio Landscape Association
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F EATURE ARTI CLE
HOW TO CHARGE FOR LANDSCAPE DESIGNS A good design is more than a sketch or print out. You and your design team pour blood, sweat and tears into crafting the perfect design for your customers — bringing their pool and landscape wish lists to life. While it may seem like a simple process to homeowners, creating designs that sell takes valuable time and effort. And you want to make sure you’re earning what the designs are worth. For starters, we’ve listed three mistakes to avoid when calculating your fees: • Not charging for designs • Changing the way you calculate fees • Being unclear about revisions
To figure out the best method for you to charge for your skills, we’ve also included five ways that you can calculate your landscape design fee: • • • • •
Hourly rate Flat rate By acre/square foot By minimum project size By percentage of the budget continued on page 26
24 | Official Publication of The Ohio Landscape Association
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F EATURE ARTI CLE continued from page 24
3 MISTAKES TO AVOID
CHARGING AN HOURLY RATE
First, let’s talk about the mistakes landscape designers frequently make when calculating how they’ll charge for landscape designs.
By charging hourly, you guarantee you’ll be paid for all of the time you work. Designers charge anywhere from $50 to $150 an hour, with the majority in the $50 to $75 range, Shilan says.
Not Charging For Designs One of the biggest mistakes a designer or company can make is not charging for their services at all.
When you start to calculate your rate, base it off of all of your experience: training, certifications and years doing design work. For example, Shilan is not a registered landscape architect, but he does have decades of experience in the design/ build industry. He charges $150 an hour for his services.
“If you want to serve a part of the marketplace that values designs and understands what a beautifully built landscape can bring to the table, you have to charge for it,” says Susan Cohan, APLD, principal of Susan Cohan Gardens. “If they aren’t willing to pay for a design, it’s because they don’t value it. Then you have to question if you want to work with the client, or not.” Changing The Way You Calculate Fees Also, don’t change the method you use to calculate fees depending on the project, or what the client wants. “I tell the customer why my process makes the most sense for them,” says Jody Shilan, previously executive director of New Jersey Landscape Contractors Association and editor of fromdesign2build.com. “You’re not going to win over every client, but have your process and stick to it. Don’t bend every time a customer wants something different.” In a multiple-designer office, everyone should bill the same way, Cohan says. Being Unclear About Revisions Another issue that can cause designers serious headaches are revisions. If designs are completed by hand, revisions can be time consuming. That’s why Shilan does not offer revisions as part of the package. If a client wants changes, he will make those at his hourly rate. “Revisions can be the death of these kinds of things,” Shilan says. “Customers keep making revisions, and that is when designers get stuck.” Designers using software can make those revisions more easily, so they could include those in the design contract. However, “revision” can be a broad term – meaning anything from rounding corners on a patio to completely redoing the design – so be sure to specify what you will and won’t do.
“Charge what you’re worth,” Cohan says. “Go online and find out what the standards are. Don’t undercharge just because you think someone isn’t going to pay it.” However, sometimes customers aren’t as comfortable with this approach because they might not be sure how much it will cost overall, Shilan says. “They don’t want to keep it open ended,” he says. “You have to give them some sort of number.” Once you add more projects to your wheelhouse, you’ll be able to give clients a better idea of how many hours you’ll need to work. Cohan uses an hourly rate to calculate her fee, and she starts charging from the minute she gets into her truck to go visit a client. Keeping up with hours can be a little difficult when switching back and forth between clients, so consider using management software to keep track of your time. “Although more cumbersome, charging hourly is probably the most accurate method for billing all the time you work on a project,” Cohan says.
CHARGING A FLAT RATE If you want to give clients an exact fee, use your hourly rate and design costs to create a flat rate. Shilan says he normally factors six to eight hours of design time into the rate. He uses this approach when he is creating a design for a landscape contractor. You can also break up each part of the job, Shilan says. For example, you would charge for the first meeting and site analysis. Then, you would charge a flat fee for a concept plan and so on until you reach the final plan. “This way, customers can stop at any phase if they don’t like you or the ideas, and you get paid for what you did,” Shilan explains continued on page 28
26 | Official Publication of The Ohio Landscape Association
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FEATURE ARTI CLE
continued from page 26
CHARGING BASED ON PERCENT OF BUDGET Perhaps the riskiest option, design fees based off of a percentage of the client’s budget can create a win-or-lose scenario. “The designer could have a windfall because the project is expensive and doesn’t require a lot of their time,” Shilan says. “But most likely, it will be the other way because the designer gets hammered having to spend so much time on site making sure the contractor is doing what they should be doing.” If you go this route, Shilan suggests charging 10 to 20 percent of the budget. So, if the client pays $60,000 and you charge 10 percent, you would make $6,000. You can include site visits in the contract, but be specific: Does a site visit mean five minutes or half of the day?
CHARGING BY ACRE, OR SQUARE FOOT Similar to how taxi drivers charge passengers, Shilan uses an acreage rate to come up with his fee. He breaks down his price points by acre: $1,150 for up to a quarter acre, $1,400 up to a half acre, $1,650 up to threequarter of an acre and $1,900 up to an acre — and $350 per quarter acre after that. Shilan uses the same amounts per acre no matter the property type or location, which shows highend clients he isn’t marking up their price. You’ll need to use past experiences to figure out how much time and effort goes into each project size. You can also do it by square foot. This approach helps because you can tell the client right away what the cost will be…instead of going back to the office,
crunching numbers and possibly losing the client’s interest. You can look at Zillow.com or another real estate website to see how many acres or square feet there are at a site. Structure Studios’ VizTerra and Pool Studio software also allow you to type in a property address and calculate square footage dimensions. It gives perimeters with direct access to high-resolution GIS aerial imagery and elevation data.
CHARGING A MINIMUM BY PROJECT SIZE Sometimes a client will ask you to split up the project, designing either the front or backyard, instead of creating a master plan for both at one time. If that’s the case, Shilan suggests charging 75 percent of the entire space’s design fee. “It’s not a 50-percent proposition because the majority of the work is in the beginning,” he says. You could start out by charging $300 to $400 for the backyard and $250 for the front. If you take this approach, be sure to think about future plans the homeowner may have for his or her landscape. You wouldn’t want to install a paver driveway in the front, only to tear it up later when a client decides they want a pool in the back.
DESIGNS NEED TO BACK UP YOUR FEE No matter which method you use to calculate your fees, you need to make sure you can create designs that will wow and sell customers. Odds are, your landscape and pool clients will want to see what their yards could look like in real life. Consider 3D swimming pool and landscape design software that allows you to do that and more. You’ll be able to create stunning designs, allowing you to charge more for your work. You can even share your designs with videos, setting you apart from your competitors.
This article was originally posted on the Structure Studios web blog, in the business section, located at https://blog.structurestudios.com/business. Since 1999, Structure Studios has focused on one goal: improving lives through 3D experiences. From creating visually stunning designs, to sharing experiences, to achieving outstanding results, they help people use 3D to share ideas that make a meaningful difference.
28 | Official Publication of The Ohio Landscape Association
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The Growing Concern | September 2020 | 29
D I RECTI ON S
CHANGES ARE COMING Last month, I talked about a couple of our signature events and the changes we needed to make in order to hold them in person. Given Covid-19 doesn’t seem to be going anywhere anytime soon; we’ve begun taking inventory of our fall/winter events, so that we may reimagine them in a way that provides the same quality you are used to. This has always been our #1 goal and that will not change! This fall/winter, one of the biggest changes we will be making is to our evening meetings schedule. Because social distancing has eliminated our ability to hold large-scale, in-person networking events, the OLA Programs committee has secured a few nationally-recognized presenters – with track records for being top consultants in our industry – to speak with us via webinar. November 19th, Mike Rory (GIS Systems) will present “Developing Your Strategic Business Model: A Roadmap for Success.” Mike founded GroundMasters, in Cincinnati, growing it to serve over 1,200 commercial clients in the region. He then sold the business to a national provider. Mike knows what it takes to build a profitable, successful company and is happy to share his knowledge with us. This event will include the OLA’s Annual Meeting. January 21st, Kevin Kehoe (Long-time industry consultant and Founder of Aspire Software) will discuss 3 Key Performance Indicators (KPIs) that drive net profit (in addition to your standard financials), how to improve each KPI, and what owners and managers should be keeping an eye on. While it is certainly a deviation from the norm, we are excited that – in using a virtual format – geographic barriers are taken away and members from every corner of the state will be able attend. These meetings continue to be no-cost to members ($30 for non-members), and will take place starting at 3pm, to accommodate everyone’s access to technology and valuable personal time. Hands-on training clinics and other educational events present obstacles, as well. Fear not. We are working on solutions to
30 | Official Publication of The Ohio Landscape Association
SANDY MUNLEY
Executive Director The Ohio Landscape Association
holding these types of education. We believe some events, such as the OLA Pruning Clinic, may become a hybrid class, including a webinar for the classroom learning portion of the event, followed by an assigned hands-on training date (small groups). We will provide more information as it becomes available. Finally, the OLA will be flipping the switch, this month, on our new website and association management software. This platform will provide a more seamless process for event registration, dues renewal, etc., and will allow you to edit your own profile and login information, in addition to many other benefits. We will be sending out dues renewal using this new system, so expect to receive an email with your dues invoice. While these changes are meant to keep us all connected as an organization and make things easier for you, we certainly understand it will take some getting used to. Please know, Rick and I are here to help you through it all. If you are not comfortable accessing online services, we will be happy to register you for webinars, educational events, and process dues renewal by credit card payments – or mailed in checks – as we always have. Just like you, we have been challenged to change the way we do business during this pandemic. While we may be forced to do things differently, you can be assured that serving you is our top priority and we hope that you have continue to find value in belonging. If there is anything you need – we are only a phone call away – and cannot wait until we get to see you in person, on a regular basis, again!
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