March/April 2013 - California Landscape Contractor`s Association

march/april 2013
the
landscaper
The Official Publication of the Los Angeles/San Gabriel Valley Chapter CLCA
www.clca-lasgv.org
Join Us
Chapter March 21
at the D Dinner Meetin
g
epo
Topic: Obt in Torrance
amacare
(See Pa
g
e 2)
INSIDE this issue:
“Post Cinco de Mayo Golf
Tournament Registration
Form (pg 4)
LIS Highlights (pg 8-9)
and more…
LA/SGV CLCA – The Landscaper
P.O. Box 3699
San Dimas, CA 91773
president’s message
2013 is flying by! My hope is that everyone
has kept busy through the winter and is ready to
welcome spring. We now begin the process of getting
our clients’ properties ready for the new season
with planning and planting their spring gardens. I
personally look forward to seeing all of the gardens I
create start to come to life!
Last month, I had the pleasure of attending CLCA’s
Landscape Industry Show at the LA Convention
Center. I really enjoy the show for several reasons.
First, I get to see lots of fellow contractors and CLCA
colleagues that I don’t often get the opportunity to
see throughout the year. I also meet new people
and make good contacts for the future. Second, I get
to take my crew to the show because it provides
both educational opportunities and fun for all of us.
Third, it’s an enjoyable way to see what’s new in
our industry. My crew and I learn about several new
products that we get to incorporate into our future
landscape projects. I hope everyone else enjoyed this
year’s show as much as I did!
At the Chapter level, we hosted our annual
bowling night on January 17 at Lucky Strike LA Live.
Everyone who attended had a great time and my
hope is that next year we’ll enjoy an even greater
turnout. Our next Chapter event will be on March
21 at the Depot Restaurant in Torrance. You definitely
Upcoming Events
MARCH
21
April
8
MAY
Chapter Dinner Meeting at The Depot
1250 Cabrillo Avenue, Torrance, CA 90501
Board Meeting, Harbor City
6
Board Meeting, San Dimas
7
“Post” Cinco de Mayo Golf Tournament
San Dimas Canyon Golf Course
Find the registration form on page 4
June
3
Board Meeting, Rancho Palos Verdes
20
Chapter Dinner Meeting at The Depot
1250 Cabrillo Avenue, Torrance, CA 90501
July
1
Board Meeting, Altadena.
For the latest events & info,
check out our chapter website
at clca-lasgv.org
2
the l an d s c ap er Brandon Linz
don’t want to miss it! We will have Ashley Hissong,
LCIS Health and Benefits Account Executive, as our
keynote speaker who will educate us on the new
“Obamacare.” This will be a popular event, so please
RSVP as soon as possible. Also, registration is open for
our Post Cinco de Mayo Golf Tournament set for May
7. Please let all of your fellow contractors and vendors
know about this event and get those registration
forms in. Find one on page 4 within this issue of the
Landscaper. Let’s all work together to make this
tournament even more successful than last year!
CHAPTER DINNER MEETING
Learn the requirements for
complying with “Obamacare”
Keynote Speaker: Ashley Hissong, LCIS, Inc.
Where: The Depot Restaurant
1250 Cabrillo Ave., Torrance. When:
Thurs., March 21 @ 6:30 pm
Cost: $45 p.p. (with RSVP); $55 p.p. (at the door)
R.S.V.P.: Beth Burns at 310.977.0500 or [email protected]
Details: Affordable Healthcare Act 2014 requirements for both employers and individuals will be detailed. A supplemental handout (outlining the the “what,” the “how,” and the “who”) will also be provided as a take-away for attendees.
m ar ch/apri l 2013
2013 LA/SGV CHAPTER Board of Directors
President: BRANDON LINZ, Brandon’s Landscapes, Inc.
229 N. Shamrock Ave., Monrovia, CA 91016
626-256-6200 • [email protected]
Treasurer: ELIZABETH BURNS, Zone 24 Landscaping, Inc.
1505 Border Ave., Torrance, CA 90501 • Fax 310-328-2450
310-831-6132 • [email protected]
Chair
JESSICA CENTENO
Centeno’s Landscaping Co., Inc.
17514 S. Figueroa St., Gardena, CA 90248
310-768-4089 • Fax 310-719-7147
[email protected]
V.P. Membership
DAN DVORAK
Landscape Contractors Insurance Services
1835 N. Fine Ave., Fresno, CA 93727
818-772-2121 • Fax 818-772-2221
[email protected]
V.P. Events
ERNIE BELTRAN
Ernie Beltran Irr. & Land Maintenance
P.O. Box 1492, Culver City, CA 90232
310-261-8137 • Fax 661-942-4518
[email protected]
Secretary
DAN GROMER
Dan Gromer Landscaping
1201 E. Magnis St., Arcadia, CA 91007
626-447-9067 • Fax 323-349-0881
[email protected]
V.P. Public Relations
Edward Wallace
Midwest Landscaping
562-755-9914
[email protected]
Director
MIKE FORSBERG
Forsberg Landscape & Maintenance
P.O. Box 342, Harbor City, CA 90710
310-534-5058 • Fax 310-534-8540
[email protected]
Associate Member Rep.
JUAN GUTIERREZ
Landscape Warehouse
1673 E. Walnut St., Pasadena, CA 91106
626-792-3319 • Fax 626-792-4757
[email protected]
Director, Ambassador at Large
CHARLES NUNLEY
Lakshmi Landscape Co.
P.O. Box 6265, Altadena, CA 91003-6265
626-791-4886 • Fax 209-593-0603
[email protected]
3054 Stevely Ave., Long Beach, CA 90808
V.P. Communications
BARBARA D. ALVAREZ
Alvarez Landscape & Maintenance
P.O. Box 3699, San Dimas, CA 91773
626-917-1614 • Fax 626-917-2611
[email protected]
President - Frank Niccoli
The Village Gardener
[email protected]
2013 STATE Board of Directors
President-Elect - Chuck Carr
ValleyCrest Landscape Maintenance
[email protected]
Dir. of Chapter Services
Richard Sheffield
Antioch Nursery L/S & Tree Srvc.
[email protected]
Immediate Past President
Eric Watanabe
Majestic Pools & Landscapes
[email protected]
Dir. of Communications
Jessica Centeno
Centeno’s Landscaping Co., Inc.
[email protected]
Secretary/Treasurer
Ted Sandrowski
Sandrowski Landscaping
[email protected]
Dir. of Education - Stephen Jacobs
Nature Designs Landscaping
[email protected]
Dir. of Legislation - Peter Dufau, CLT
Dufau Lanscape
[email protected]
Dir. of Membership - Javier Lesaca
Lesaca Landscape Company
[email protected]
Dir. of Resource Mgmt.
Tom Noonan
Ewing Irrigation Products
[email protected]
Dir. of Events - Eric Briner
Briner & Son Landscape Mgmt.
[email protected]
Co-Dir. of Chapter
Presidents Council (North)
Aaron Huxley
Hunter Industries/FX Luminaire
[email protected]
Co-Dir. of Chapter
Presidents Council (South)
Steve Beckstrom
Tierra Verde Landscape
[email protected]
Bowling at
e
im
T
n
u
F
We Had a
January 17!
n
o
e
iv
L
A
L
ucky Strike
L
...
sed It
s
i
M
u
o
Y
e
s
In Ca
Bowling night attendees fuel up on appetizers
and drinks before the games begin!
Ray Garcia en
joys
Beltran and a laugh with VP Event
VP Membersh
s
ip Dan DvorakErnie
.
LA/SGV Chapter members and friends enjoy a fun-filled night
of bowling at Lucky Strike LA Live on January 17.
Chapter Ambassador Charles
Nunley is ready to “strike!”
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Chapter Board members Juan Gutierrez and
Ernie Beltran join FX Lighting rep David Oborn in
making their best “game faces.”
3
4
the l an d s c ap er m ar ch/apri l 2013
Lincoln on Immigration?
By Peter Dufau, State Director of Legislation
It is surprising that with the
success of the movie “Lincoln” and
the again proposed comprehensive
immigration reform talks beginning
in congress, that we hear so little
about a correlation to the father
of the Republican Party, President
Abraham Lincoln. So, as another of
his birthdays has come and gone
(February 12), let us look at where
he might have stood on the issue.
While
the
abolitionist
movement to end slavery was
a provincial moral motivator
for Lincoln, keeping the Union
together was equally a paramount
objective. What past presidents
and congress have accomplished
since the Reagan Immigration
Amnesty
program
is…more
amnesty. For every opportunity
since, they have had to draft and
pass a solution to a great problem.
Our representatives and executive
branch have failed America on its
immigration policy. The United
States can be viewed as a divided
country, with illegal aliens living a
very different experience than that
of its citizens. This divide hurts
both the undocumented alien and
the country that is hosting them.
For the law breaker, they begin
with the knowledge that they are
in fact, not here legally. With that,
they assume a fake identity and
automatically relegate themselves
to a shadow society. No person,
or country, is better off under this
scenario, yet our failure is to address
the problem with essentially more
amnesty and it perpetuates the
problem. It is a moral dilemma not
unlike slavery, and the evil trident
insnares and cuts both ways!
Beyond ethics, a 20 million
member strong separate society
presents many actual problems.
Lack of true identity is the devil’s
workshop for fraud and criminal
ambiguity! It provides the ability
to work under one name, or no
name if hiding in the underground
economy, and at the same time
draw from social services intended
for the needy. While it may seem
easy to blame the undocumented,
we can only blame ourselves for our
bureaucratic apathy. Furthermore,
what about the citizen homeowner
who employs an illegal nanny,
housekeeper, gardener or care
provider under the table? All those
involved are part of the cheating
and promotion of stereotypes.
Unlike slavery, there are also many
unscrupulous fiscal advantages to
hiding from the burden of taxes.
While Washington has always
understood the problem, their
solutions have been mired in
political motivations. This is best
illustrated by the fact that, postelection, it is now priority number
one, while just months ago, we
never heard anyone seriously
debate the issue in a campaign.
Republicans have been handcuffed
by the party hard line on rule of
law, in that law breakers should be
punished. Well, if you drive down
the freeway, you know when the
speed limit is practiced. When the
law is enforced. It has not been
collectively enforced for so long
that it is ignored. Furthermore, we
have written laws that make it near
impossible for employers, social
workers, care providers, educators
and many more to discern who is
and who is not a legal resident.
Which introduces the Democrats!
Their dilemma is much more
complicated for a Union controlled
party. Votes yes, but lower wages
no! Their path to citizenship is a path
to union membership and political
power via votes. The denial of a
workable guest worker program
will be the leg of “comprehensive
immigration reform” that they
want to pull out from under the
proposal. While much press has
been painted on the Republicans
for blocking immigration reform, it
is the Democrats who now have a
problem with the “comprehensive”
part. The Republicans will be
tempted to compromise by settling
on an agreement for agricultural
workers, but the problem of our
labor needs extends to our hotels,
construction sites, restaurants,
factories, landscapes, and most
entry level work.
So, how would Abraham
Lincoln bring our nation together
on immigration? He would no
doubt start with reminding us
of our moral obligation, not only
to immigrants, but to who we
are as a nation. He would ask
how we should live together, yet
allow some be considered and
allowed to be different, privileged
and cursed at the same time. He
would demand the equality of our
fellow man like our forefathers
shared experience as immigrants.
Would he not, remind us that our
differences are not greater than the
need to do what is right, to not get
in the way of divine providence,
that God’s purpose is somewhat
different from the purpose of
either party?!
We should remind ourselves,
how much more difficult the task
was before his administration and
the Republicans. To forever end
slavery, pass the 13th amendment,
fight and win a civil war, while at
the same time bring us together
again as one nation, under God,
indivisible, with liberty and justice
for ALL!
Respectfully, Peter Dufau
President, Dufau Landscape
Need a Product or Service? Call our Advertisers First!
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Netafim Techline® Features Low 0.26 GPH
Emitter Flow Rate for Dense Soils
Netafim Techline® professional
products,
including
Techline®,
Techline® CV, Techline® RW and
Techline® EZ, now feature low 0.26
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water absorption in dense clay soils.
Techline is the only dripline
product that offers a wide range of
flow rates to accommodate irrigation
requirements for clay, loam and sandy
soil conditions. Techline flow rates
include: 0.26, 0.4, 0.6 and 0.9 GPH.
Because of the dense structure
of clay, it absorbs water at a much
slower rate than loam or sandy soil.
Clay typically absorbs water at 0.10”
6
the l an d s c ap er to 0.20” per hour, while loam and
sandy soils absorb water at a faster
rate, generally 1.25” to 2.00” per hour.
Installing Techline with a 0.26
GPH flow rate allows the irrigation to
percolate through the clay slowly and
efficiently for distribution out to the
root zones, resulting in more precise
coverage and less waste.
Netafim’s broad range of emitter
flow rates is among the many advanced
features available with Techline. The
product line also includes a builtin check valve to prevent low head
drainage; pressure compensation for
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clogging; and a physical root barrier
that prevents root intrusion without
reliance on chemicals.
Techline professional dripline
is used to efficiently irrigate trees,
shrubs, turf and flower beds
in
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residential
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manufactured from recycled material
and qualify for LEED credits. Techline
is also recyclable when its
productive life is over.
Techline and Techline
CV are designed for use
on all turf and landscape
applications. Techline RW
is installed with reclaimed
water and Techline EZ
is
used
in
on-surface
drip systems.
Netafim USA is based in
Fresno, CA, and is a global
leader in the development
and manufacture of low
volume irrigation systems
for landscape, turf and
agriculture. Netafim offers an
extensive range of irrigation
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landscapes,
including
Techline
tubing,
filters,
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and valves, point-source
emitters, hydrometers and
other products for complete
dripline system installations.
m ar ch/apri l 2013
Multiply Your Efforts
By Angelia Woodside-Beckstrom, C27, LEED AP
My ears are a bit in shock this
morning after hearing a lecture
last night presented by highly
successful real estate investor
Bruce Norris. In his lecture, Bruce
said with an enormous amount of
graphs and charts that Southern
California is entering a new
upswing in home values. He added
that properties, both residential
and commercial, are going to be in
higher demand. This news foretells
a coming demand in landscape
work to be done on properties of
all kinds… for real estate investors,
landlords, property managers,
commercial developers and more.
Thankfully, CLCA members in
general should be in an excellent
position to take advantage of the
coming business increase – BUT
will you personally be in a place
to receive and complete more
business? In the 70s, landscape
contractors answered the phone
to get more work. However in the
years 2013, 2014 and 2015, it will
take more than simply answering
the phone, especially when
specialized
requirements
and
demands in landscaping return
due to AB1881 and the Model
Water
Efficient
Landscape
Ordinance (MWELO).
Just as a landscape architect/
designer is dependent upon the
landscape contractor to bring
their plans to reality, so also is the
landscape contractor dependent
upon the landscape architect/
designer to provide a plan and
roadmap for their workmanship
to occur. Often optimistic and
enterprising, landscape contractor
business operators choose to
provide the design process to the
installation/build side of their
business. In the youth of their
business, many can do both design
and installation pretty well for a
while. However, when demand
rises for the landscape contractor,
the inevitable day will come when
he will realize that he “can’t do it
all” any more, and will be forced to
downsize OR to multiply his efforts
by adding to his team to meet
increased demand.
Initiating and building strong
client relations, within a boundless
spectrum of personalities that
comprise his client base, is
another challenge for the oneperson design/build firm.
It
requires a lot of effort to ensure
each “individual” client is heard
and answered day after day, year
after year. Delivering a completed
project that is personalized to the
client’s wishes every time, must
be a solid aim for all licensed
landscape business operators.
Furthermore, the engagement of
a professional landscape designer/
architect on a sub-contract basis
is an excellent way to help your
business grow branches to support
a larger canopy of clients…which
gets more projects built and brings
in more revenue.
Here’s an example of how it
could work:
• The client often relishes in the
“dreaming” stage where their
design concept is conceived.
• Subcontracting a professional
landscape designer/architect for
this phase responsibly relieves
you, the landscape contractor,
of this important task, and will
enable you to service more
clients and build more projects.
• This also grants the client a fresh
set of eyes and ears to receive
the brainstorming information
during the conceptual phase of
the design process.
Accelerating a client through
the design process, so that billing
can begin, is not an acceptable
or professional practice for our
industry. The important actions
that take place in the design phase
of all projects are those that happen
in the mind of the client such as:
• Securing their commitment to
pay for all of the project
• Solidifying the client’s trust in
your ability to deliver what they
want for the money they
are spending
• Establishing an open and
communicative relationship with
the client who now feels they
are heard
• Preparing the mindset of the
client to embrace their new
outdoor environment when
it’s completed and all the
crew is gone.
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Long lasting client satisfaction will
deliver client referrals and a strong
client testimonial.
When interviewing the client
about their desired landscape,
it is imperative not to push your
own building agenda for the
property. This often negates the
personal opinions of the client and
dismisses the client’s opportunity
to be heard. In order to conceive a
conceptual design for a client that
is personalized, the client’s wants
and wishes need to be voiced,
documented and worked into the
plan concept. Our focus must be
to deliver an outdoor surrounding
that inspires the client emotionally,
resulting in a feeling of “complete
landscape satisfaction.”
Lastly, another benefit of
subcontracting
a
professional
landscape designer/architect is that
they maintain a high awareness
of new plant materials and style
trends that evolve in outdoor
fashion. Yes – there are outdoor
fashion trends to be mindful of as
the conceptual plan takes place.
Today, while business is
manageable, I urge you to work on
your business processes to craft a
professional “client roadmap” that
will guide them through the phases
of the project. The roadmap would
take them from engagement, to
the design phase, to the build
phase, and then to the end phase
when you retrieve the testimonial.
Multiply your efforts and team
up with others, like a landscape
designer/architect, who will enable
you to grow your business and have
happy clients. Not to mention, as
your demand rises, the option of
working with more designers will
also bring a wider flavor of design
styles to your repertoire of building
skills.
Seize the day – the sun is
coming over the horizon! – Angelia
Angelia Woodside-Beckstrom can be
reached by calling 949.768.8710.
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’s 2013
A
C
L
C
s from
w
Highlight e Industry Sho
p
Landsca in Los Angeles!
4
Feb. 13-1
8
the l an d s c ap er m ar ch/apri l 2013
More highlights &
LA/SGV Chapter
Members at LIS
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Client Retention: How Many Clients Can You Afford to Lose?
By Jay McDowell, Action Coach of OC
According to the Harvard Business Review, 67
percent of customers who choose a new supplier said
they were satisfied with their former supplier! On an
average, most U.S. companies lose half their customer
base every five years. So why would customers who are
satisfied stop doing business with you? Well consider
this: Customers go where they are wanted and stay
where they are appreciated.
Varying estimates place the cost of acquiring new
customers at six to ten times more than selling to
existing customers. Losing customers can drastically
affect your company’s reputation, credibility, referrals,
sales, and profitability. Listed below are seven ways to
retain your valued customers.
1. Never assume you know what customers want...
ask them! Customer surveys are a great tool for
understanding customer needs and identifying
innovative ways to solve their problems or exceed
their expectations.
2. Measure and reward customer satisfaction.
If customer satisfaction is really a priority in your
business, demonstrate this to your team. Develop a
method to measure it, set goals for improvement and
reward the team when the goal is accomplished.
LA/SGV LANDSCAPER 2013 ADVERTISING RATES
Advertise TODAY in the LA/SGV Landscaper. Reach the C-27
landscape contractors you are looking for in your service area.
Ad Size
Rate 1x
Business Card (Color).................... $ 90
1/4 Page (Color)........................... $ 150
1/2 Page (Color) .......................... $ 250
Full Page (Color) - Back Cover ....... $ 450
Full Page (Color) - Inside Page ....... $ 400
3. When you hire people to interact with your
customers, make sure they possess good customer
service skills like trust, empathy, flexibility and
verbal communication proficiency. Each customer
contact with your team is an opportunity to build your
reputation or destroy it.
4. Say “Thank You.” Sounds obvious, but consider
this...when was the last time you received a thankyou note from a company you do business with? This
simple strategy can really make an impact and says
a lot about your company and the value you place
on customers.
5. Stay connected with your customers by phone, mail
or email. While the frequency may vary, every customer
should receive a “touch” at least once per quarter.
6. Make valuable customers feel more appreciated
than prospects. While new customers are critical to
growth, make sure current customers get some VIP
treatment. Programs, offers or specials just for current
customers work well.
7. Look for opportunities to sell multiple products
or services to your existing customers to create the
perception of a one-stop solution provider. Research
shows this builds loyalty and retention. It’s also a great
way to increase revenue and profit!
Finally, make customer service everyone’s
responsibility, especially in a small business where
team members wear many hats. Train your team on
customer service. From the receptionist to the delivery
driver, your team will make an impression. The kind of
impression they make is up to you.
Jay McDowell, a CLCA Orange County Chapter
member, can be reached by calling (949) 713-2030.
Inserts – Full Run
1x
(8 ½” x 11”) .................................$375
Business Card: 1/4 Page: 1/2 Page horizontal:
1/2 Page vertical: 1/3 Page: Full Page:
Ad Sizes – Width x Height
3 1/2” x 2”
3 5/8” x 4 5/8”
7 1/2” x 4 5/8”
3 5/8” x 9 1/2”
3 3/8” x 6 1/8”
8 1/2” x 11” + 1/4” bleed
For more information regarding advertising,
contact Bronwyn Miller at 949.466.1222 or via email
at [email protected] and request
The Landscaper Advertiser’s Media Kit.
Articles submitted are subject to approval and modification. Chapter
or Editor are not liable for misprints or errors, and do not necessarily
agree with opinions expressed in byline articles.
Benefits of CLCA Membership
• Local & State
Magazines
• Group Insurance
• Awards
• Political Advocacy
• Networking
• Certification
• Education
• Expert Advice Program
• And More
The Landscaper is the official publication of the Los Angeles/San Gabriel Valley Chapter of the CLCA. It is published by Eyescapes. Opinions expressed within the context of this
publication are not necessarily those of the CLCA or its members.
The Landscaper is designed and printed by Eyescapes, 36419 Bay Hill Drive, Beaumont, CA 92223. Email: [email protected], phone: 949.466.1222.
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t he l an d s c ap er m ar ch/apri l 2013
CLCA Adopts Code of Ethics and New Member Category
CLCA is pleased to announce a new code of ethics
and the establishment of a new Premier Membership
category, which requires continuing education and
participation in CLCA activities. The code of ethics
and the Premier Membership category were voted in
at the General Membership Meeting as part of their
State Convention in November of last year. Beginning
in 2013, CLCA members will be required to
abide by a new code of ethics.
These requirements are:
Professionalism: Maintain required
licensing, insurance and ongoing education.
Values: Honesty, integrity and respect for
the environment.
Committed to: Customer satisfaction and
excellence in craftsmanship.
“We believe adopting a code of ethics and a
Premier Membership Category sets expectations for
our members, industry and the general public about
what it means to be a CLCA Member and why someone
should consider joining or hiring a CLCA Member. We
want to set the bar higher, so that members accept the
code of ethics as a minimum standard for membership.
Also, the public wants to know if members are
licensed and if they have the training and minimum
requirements to do the job. In addition, the Premier
Membership category was established for those who
want to take it up a notch and reach for a higher level of
excellence by maintaining participation and education
requirements,” said new CLCA President
Frank Niccoli of The Village Gardener in San
Carlos. “Premier Membership is a great
opportunity for members to distinguish
themselves within the industry and to
their customers.”
“We are moving forward to an exciting
new time in our Association’s history,” said
2012 President Eric Watanabe. “We hope that
others in the industry who are not currently
members will take a moment to review what our
organization has to offer and to join us in leading
our industry and future generations forward by
becoming CLCA members. Through innovative
programs and industry specific benefits like CLCA’s
Water Management Certification Program, certification
testing, CEU opportunities, legislation, HR and Legal
Hotlines, scholarships and more, we are working hard
to provide our members with the tools and resources
they need to stay ahead. However, it is the dedication
and commitment of our members and the industry that
will help us shape the future of California’s landscape
industry. In these uncertain economic times, we all
need to work together to define that future.”
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