True Professionals case study - International Society of Arboriculture

True Professionals of Arboriculture
Sandy Clark – A Profile in Professionalism
A vicious wind storm in August 2007 damaged thousands of
trees in town. Clark’s fast thinking – including reaching out to
three private contractors and 10 other communities – and the
response of her team led to rapid clean-up and the saving of
numerous trees.
®
International Society of Arboriculture
S
andy Clark chose an alternate
career path to express her love of
trees. Bypassing the commercial side of
arboriculture, she has worked for more than
three decades in the care, maintenance, and
growth of 25,000 street trees and 42 acres of
public grounds in Mount Prospect, Ill.
Clark was hired in 1977 as one of the first
female employees of the Mount Prospect
Public Works Department, as well as its first
forester. Since that time, Clark has been,
in the words of Public Works Director Glen
Andler, “Forester, mentor, leader, creator,
researcher, and defender of trees.”
“That was the worst period of time in my career, and I hope it
never happens again,” she adds. “Twenty-five hundred public
trees were damaged, and thousands more on private property.
We normally don’t pick up branches from private property trees.
We did in this case because there was so much.”
Crews from outside Mount Prospect were briefed to help them
scout for damage and unsafe conditions. The combined efforts
led to all debris being cleared from the street within two weeks.
Sandy Clark teaches a child about caterpillars at a Mount Prospect Public
Works Department open house.
Now she can add 2009 ISA “True Professional of
Arboriculture” award recipient.
An ISA Certified Arborist and Municipal Specialist, the
work Clark and her staff of 11 fellow arborists do each
day are on full display to the 56,000 Mount Prospect
citizens, located 22 miles northwest of Chicago.
Early on, Clark learned the importance of communicating
with residents. It was a lesson learned the hard way.
“I’m big on
our crews’
arborists getting
ISA-certified.
We have
more certified
arborists than
a lot of local
communities.
I think this
helps build
trust among our
residents.”
- Sandy Clark
Clark reaches out to the Mount Prospect community through the Public
Works Department’s annual open house.
“We took down a dead tree that was on public
property,” she recalls. “It had been planted in honor of a
neighbor’s family members who had died. Although they
understood why the tree needed to come down, they
were disappointed they were not notified in advance.
It showed me how passionate people get about their
trees.”
The importance of communication is never far from
Clark’s mind. Her job responsibilities include updating
the village website with tree-related news, issuing news
releases, creating displays on tree care, and teaching
people to care for their trees. Her department also
notifies the public when they are coming to work on or
near their property.
“I was shocked that early in my career, some people
felt they couldn’t trust me because I worked for the
municipality,” she says. “It encouraged me to always stay
enthusiastic and make best use of their tax dollars.”
Clark’s willingness to listen to the public has led to
unprecedented outreach. One of the most successful
examples is an eight-page booklet, “The Trees of Mt.
Prospect.”
“It features color photos of different street trees, a tree
walk map with descriptions of the different species
and whether they’re suitable for planting residentially,”
she explains. “It also discusses how people can go
about getting trees planted in their parkways and other
resources.”
Ten thousand copies of the booklet have been distributed
through the community library, garden clubs, Chamber
of Commerce, and visits to schools when teaching about
urban forests.
Clark’s positive efforts to grow and beautify her
community are the product of both long-range planning
and rapid response to crisis situations.
A one-day program conducted with the Chamber of
Commerce more than a decade ago – “Come Grow with
Us” – continues to reap benefits.
“The goal was to get children, businesses, and politicians
together,” Clark says. “In one day we planted 10,000
daffodil bulbs along a high visibility railroad right-of-way.
Many still come up every year.” Additional beautification
efforts by Clark’s staff led to Mount Prospect receiving
the Lady Bird Johnson Award.
The storm generated more than $1 million in damage, but
Clark’s management and record-keeping allowed the community
to recoup 60% of the funds from the Federal Emergency
Management Agency.
Clark continues to face the challenges of her position head-on.
Working with others to find a solution to Illinois’ Emerald Ash
Borer (EAB) problem, she has testified to state and federal
authorities about its potential damage. Her comprehensive EAB
Management Plan for Mount Prospect was unanimously adopted
by the Village Board.
The August 2007 storm clean-up required a huge effort from Clark’s team.
Previously, she directed an intensive tree disease/insect control
effort, drastically reducing the community’s annual elm loss rate
due to Dutch Elm Disease.
Clark is a former vice president of the Illinois Arborist Association
and her commitment to it and to ISA is evident.
“I’m big on our crews’ arborists getting ISA-certified,” she
proclaims. “We have more Certified Arborists than a lot of local
communities. I think this helps build trust among our residents.
“I’ve also gained so much throughout my career from networking
and attending monthly meetings and educational programming.”
Mount Prospect’s Moehling Park epitomizes Clark’s dedication to
community beautification. Signage like that in the inset photo appear in
the butterfly garden (above) and other areas of the park.
Tactics of a True Professional: What Can Be Learned from Sandy Clark
• Communication is critical. Municipal arborists need to listen to and report back to their residents. Utilize all means of
communication: face-to-face, telephone, printed materials, website, electronic, etc.
• Keep decision makers informed and educated. Funding can come from a number of government agencies. It is up to you to
help them understand your issues, leading to clear decisions that will benefit the citizens.
• Be a presence in your community. Work with garden clubs, chambers of commerce, schools and other organizations.
• Engender trust by seeking to understand the views of important constituents. People appreciate knowledgeable arborists
who share information in a passionate and creative way.
True Professionals of Arboriculture
Gerard Fournier – A Profile in Professionalism
of topics, including tree climbing techniques, chainsaw use and
first aid. Staff members are also reimbursed, in part, for their ISA
membership.
®
International Society of Arboriculture
“Educational opportunities improve morale and attitude,” Fournier
says. “Having a knowledgeable workforce helps when our people
are working directly with customers and it enhances safety.”
W
hat is an arborist? Why does an arborist’s work
matter to a community? Chances are good you
can answer those questions. So can your fellow ISA
members. But what if you asked your neighbors, friends
and potential customers?
Gerard Fournier wants his fellow citizens in Alberta,
Canada to be able to answer those questions. His
unique community outreach, success in educating
his province and encouraging positive tree care and
maintenance led to his receiving a “True Professional of
Arboriculture” award from ISA in 2009.
If you own a radio in Alberta, you can hear Fournier –
owner of For Trees Company, Ltd., in Didsbury – on
a regular basis. Televison? Fournier has been there,
including a profile on the popular “Alberta Primetime.”
Internet? Yep, on the company’s site as well as
Facebook and a daily presence on the community’s
MyDidsbury.ca. Simply put, when people in his area think
about trees, they probably think of Fournier and
For Trees.
Vice president of the Prairie Chapter of ISA and newly
elected president of the Landscape Alberta Nursery
Trades Association (LANTA), Fournier’s foray into the
media began simply enough.
“Educational
opportunities
improve morale
and attitude.
Having a
knowledgeable
workforce helps
when our people
are working
directly with
customers and
it enhances
safety.”
- Gerard Fournier
“I appeared on a radio show as a guest to discuss
tree care,” he notes. “There are a lot of myths and
misinformation out there. When you set things straight on
the radio it gets into people’s consciousness.”
Growing up in a rural climate, Fournier knew how
important radio was to sharing information. He began
using it for the benefit of For Trees with Treevia Bits,
a daily sharing of facts and information concerning
anything and everything in the world of trees.
“Treevia Bits is paid advertising, but it has given us
notoriety with the media,” explains Fournier, who has
more than a quarter-century of professional experience.
“For example, bronze leaf disease has been a problem
locally. The Calgary media has looked to us as their
expert source for information.”
Fournier’s connection to community is hardly limited to
Fournier’s commitment to safety was evident when he spearheaded
the Alberta Arborist Safety Committee that successfully lobbied the
government to change the Workplace Health and Safety legislation
to include tree care operators, a drive that saw him receive an award
from Lansdscape Alberta.
Fournier has spread his professional wings further through additional
efforts with area landscapers.
Gerard Fournier
mass media. For Trees is noted throughout the area
for its one-on-one contact with citizens, as well. For 20
years, Fournier has taught children the importance of
trees to their environment through participation in Arbor
Day in Calgary and visiting area schools. Open tours
of For Trees allows him to explain why certain trees
and plants work better in some yards and illustrates to
customers a variety of options.
Fournier has taken on the role of teacher, as well. He
teaches tree care and planting at local colleges and as
part of a further education program.
“Being an arborist is one of those jobs you don’t hear
much about, so every little bit of promotion helps,” he
reflects. “It’s a mystery profession that the average
person isn’t aware of until a tree falls and hits their
house. We don’t have the recognition that doctors or
veterinarians have, but trees are becoming more and
more important to people. They enhance physical health
through air purification, and psychological well-being.”
Internal communication is also key for Fournier. A
monthly employee newsletter shares industry news,
company news, information on local events, and more.
He understands that the men and women wearing the
For Trees logo are the company’s best ambassadors in
the community, so he strives to give them the tools they
need to be successful.
Employees are encouraged to take training courses
to improve their skills at the company’s expense. For
Trees also pays related costs and fees for employees
who attend conferences and seminars covering a variety
Fournier places a high level of importance on being involved in the
community, and part of that includes volunteering for the Tree Canada
program, where he and his team of foresters plant trees. He also enjoys
educating children about the benefits of trees. Below he poses with a
group of Banff, Alberta 6th graders.
“I am proud to serve as president of LANTA,” he states. “Arborists
should get involved with those who grow trees, otherwise there’s a
disconnect. Most urban tree care companies don’t include nursery
services. I wanted to get back to the land and grow trees from the
seed, grow a superior product that’s more hardy and sturdy.
“Arborists are called on to cut down and remove trees, but how
many companies are replacing those trees and recommending the
best type of tree to flourish in that location? Stay connected and stay
involved in your community – ultimately that’s how you’re going to be
successful.”
From reaching out to the community by sponsoring a booth at local
trade shows to volunteering to mulch Christmas trees for customer
compost, from donating prizes to charity events to helping with local
tree climbing competitions, it’s easy to see why Gerard Fournier and
For Trees is a past recipient of the Small Business of the Year award
from the local Chamber of Commerce. And a “True Professional of
Arboriculture.”
Tactics of a True Professional: What Can Be Learned from Gerard Fournier
• Utilize media to your advantage. A small financial investment in just one area can improve your status for times when writers
and reporters are looking for an industry expert. When contacted, be sure to thoughtfully present yourself to the public.
• Engender the trust of the public in a variety of ways. Planting a tree on Arbor Day is good, but are you looking for other ways
to be a visible member of your community? Trade shows, community groups, etc., are opportunities to spread your company’s
name.
• Invest in your employees. Give them the tools to succeed and your business will be successful. Additional training, trade show
attendance, and professional association memberships are all means of improving their skills.
• Understand landscaping. Go beyond knowing about basic tree care and maintenance. Are you helping to strategically replace
what gets cut down?
True Professionals of Arboriculture
Edward Hopkins – A Profile in Professionalism
The most challenging part of the filming process, Hopkins admits,
was to act naturally.
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International Society of Arboriculture
W
“How you think you perform and what you see on video is a big
difference,” he says. “It was a challenge to feel comfortable in front
of the camera because video remembers every word you say and
every move you make. The educational video shoots were fun because they were spontaneous and provided creative opportunities.
On the other hand, the scripted dialogs that we did in the studio for
our commercials were harder than I expected them to be.”
hen it comes to generating publicity, thinking
outside the box and utilizing unconventional
marketing methods can be an effective way to help
differentiate a tree care company from its competitors.
Just ask Edward Hopkins – president of Rochester,
New Hampshire’s Urban Tree Service / A Tree Health
Company, Inc. By creating educational videos and
posting them online through outlets like YouTube,
Hopkins has not only promoted his business, but he’s
also made consumers more aware of the importance
of tree care. In 2009, Hopkins’ efforts earned him the
designation of being one of ISA’s first recipients of the
“True Professionals of Arboriculture” award.
Urban Tree Service launched a new marketing plan
in the spring of 2009 that had a strong educational
component. The marketing plan was a collaboration
between Hopkins and his marketing firm and was built
with the assumption that knowledgeable homeowners
are more likely to make better tree care decisions.
A goal of the new marketing direction was to provide customers with a personal connection to their local arborist.
Hopkins’ face was already familiar in the community
thanks to his many volunteering efforts, such as speaking at elementary schools and the University of New
Hampshire’s Thompson School, consulting for Historic
New England and Berwick Academy in Maine, donating
services to historic properties, non-profits, hospices and
nursing homes and coordinating plantings for Arbor Day.
“We wanted
to convey the
fact that it’s not
just about sales
for Urban Tree
Service; there
is a deeper
dedication to
the community
and to the local
landscape.”
- Edward Hopkins
on Urban Tree
Service’s marketing
direction
“We wanted to convey the fact that it’s not just about
sales for Urban Tree Service; there is a deeper
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Sometimes we get moving so fast that we forget to appreciate what’s going on
all around us. Whether you take a short car ride or go to a far-away destination,
traveling is a great time to take in Mother Nature’s handiwork. On a recent crosscountry trip, I had the great fortune to view some of nature’s most impressive
creations, the giant sequoias! If you’ve never witnessed their sheer magnitude, I
can tell you it’s well worth the trip. These photos were taken at Sequoia National
Park in California.
Congrats Ed!
Ed Hopkins,
President
Urban Tree
Service
For an interesting article on redwoods, visit
www.nps.gov/archive/redw/trees.html
Leaves in the
Wind, the company’s seasonal
newsletter, includes articles
and photos,
a glossary of
terms, seasonal
to-do-lists, tree
care schedules
and more. It’s
distributed to
18,000 homes
in and around
Rochester, New
Hampshire.
Hopkins has been pleased with the results, as the videos have
received more than 200 hits on YouTube to date, and the company
has increased the videos’ mileage by creating a continuous loop
DVD for trade shows and similar events. The videos will also be
posted on the company’s Facebook Fan Page once it’s launched.
He expects to create more educational videos in the future.
Edward Hopkins
dedication to the community and to the local landscape,”
Hopkins says.
In addition to being president of the company, Hopkins’
knowledge, personality and passion for arboriculture
made him Urban Tree Service’s ideal spokesperson.
Three videos that featured Hopkins sharing helpful
information with the public were shot in November,
2008 and were posted on the company’s website,
www.urbantreeservice.com, and YouTube in May,
2009. Topics consist of pruning techniques, changing
landscapes and growing young trees.
“The videos were shot at the same time as our television
commercials,” Hopkins explains. “We used actual
customer properties and taped real work in progress.
We identified the problem/solution scenarios and
discussed them as we would do while consulting with a
homeowner. There were no scripts and editing was done
only for the sake of time.”
Urban Tree Service worked with their marketing firm
and a professional production company for filming and
editing. The videos took only 45 minutes to one hour
each to shoot, including camera and sound set up. Each
video runs between 1:25 and 2:04 in length; they were
purposely kept under 2½ minutes to allow for quick
online loading time. Online posting was handled by the
marketing firm.
Urban Tree Service’s three educational videos have received more than
200 hits to date on YouTube. The videos were also put on a continuous
loop DVD for use at trade shows and other events.
“As part of the overall marketing plan, we feel these videos helped
strengthen the bond between Urban Tree Service and the surrounding community, “Hopkins adds. “The videos also helped us delve
into a new medium, work toward reaching out to a younger demographic and helped us enhance our online search engine rankings.”
Another result of Urban Tree Service’s television commercials and
educational videos is that it boosted Hopkins’ credibility with the
local media. Area television and newspaper reporters often look to
him when they need an expert to weigh in on a news-related tree
issue, which further enhances his reputation as a skilled arborist.
Hopkins’ advice for those who might be thinking about incorporating
videos into their educational and marketing messages? “Try your
best to keep the videos natural,” he advises. “Let the landscape
dictate the topics and draw from your personal knowledge on the
subject. Don’t expect to use the videos as a direct sales tool – it
needs to be a much more organic process than that.”
After being relaunched in late 2009, Urban Tree Service’s website
– urbantreeservice.com – was equipped with the company’s educational
videos and commercials in addition to general tree care tips,
explanations of specific tree, shrub and grounds keeping services, news
clips and seasonal topics. The quarterly newsletter is also available for
download in PDF format.
Tactics of a True Professional: What Can Be Learned from Edward Hopkins
• Remember that when creating commercials and videos, you often get what you pay for. While it might cost more to work with a
professional marketing company, the quality of your dialogue and footage can improve exponentially, which means you’ll better
position your company as knowledgeable and professional.
• Select which topics to cover in your videos by addressing problems commonly experienced by customers in your area.
• It helps to rehearse what you want to say, but don’t feel pressured to work off a script. Instead, act natural by taking a more
conversational approach with the dialogue.
• Get the most out of your investment by making videos that can be posted in different locations and used for multiple purposes
(i.e. company website, YouTube, Facebook, trade shows, etc.).
True Professionals of Arboriculture
Dave Leonard – A Profile in Professionalism
®
understanding, and appreciation among the public for urban trees
and to promote the science, technology, and practice of professional
arboriculture.”
International Society of Arboriculture
W
His commitment to the Tour des Trees, Riding for Research program
has helped raise more than $40,000 in education endowment funds.
Leonard is a founding member of the University of Kentucky Arboretum
and has served as a consulting arborist to the University since 1993.
Additional statewide involvement includes membership with the
Kentucky Urban Forest Council, Kentucky Nursery and Landscape
Association, and Central Kentucky Ornamental and Turf Association
hat did it take to be named a 2009 ISA “True
Professional of Arboriculture?” For Dave Leonard
– owner of Dave Leonard Consulting Arborist, Inc., in
Lexington, Ky. – you build a career that includes threeand-a-half decades of experience, an extensive history
of caring for all manner of living things in his community,
20+ years of service to local and national associations,
and a commitment to the next generation of arborists.
For starters.
When it comes to trees, Leonard’s goal was simple.
“I wanted to establish myself as the professional in
town.” He has succeeded, from advising the LexingtonFayette Urban County Tree Board to helping create their
Champion Tree Program, which determines the largest
area tree based on the tree’s circumference, height, and
crown spread. Leonard also helped create the Heritage
Tree Program, which recognizes trees 100- and even
200-years-old.
“I enjoy
teaching.
Looking at the
audience and
seeing that
you’re getting
through to
somebody
makes you
feel good. If
they know the
importance that
trees bring,
then they’re
more likely to
take care of the
ones on their
property.”
- Dave Leonard
His career resume is a blueprint for how to be a
successful arborist; an ISA Certified Tree Worker; an ISA
Board Certified Master Arborist; and a 1989 ISA Gold
Leaf Award recipient.
Early in 2009, an ice storm damaged countless trees
and shrubs in the Lexington area. Leonard was called
on to speak to residents at a public forum, helping them
recognize ice damage and providing information to
consider before pruning.
Leonard’s company focuses on a wide variety of skills
to assist individuals, companies and municipalities.
The goal is to increase and maintain the health of their
customers’ trees by combining current, comprehensive
scientific data with the best tree care technology
available.
A review of their extensive website (www.dlarborist.com)
shows an impressive list of services including tree care,
plant care, fertilization, heritage tree preservation, pest
and disease diagnosis and management, urban wood
recycling and much more.
In an age of instant communication and a seemingly
constant barrage of messaging, Leonard has grown his
Dave Leonard
business the old-fashioned way. “We focus entirely on
word-of-mouth to grow our customer base,” he explains.
“We gain people’s trust and build our image through the
work we do and the staff who do that work.
“We also try to differentiate ourselves by taking care of
the tree below ground and promoting soil health care.”
All of Leonard’s arborists are college graduates and
either ISA certified or are on the path to becoming
certified. Leonard even provides support and guidance
to staff members who are interested in branching out on
their own. Clearly education is important to him.
“I emphasize the importance of continuous education,”
Leonard says. “There are always new things being
discovered. I’m still learning.”
He is a teacher, as well. Leonard will speak to any group,
organization, or school that has an interest in learning
about the benefits and beauty of trees. “I enjoy teaching,”
he adds. “Looking at the audience and seeing that you’re
getting through to somebody makes you feel good. If
they know the importance that trees bring, then they’re
more likely to take care of the ones on their property.”
At one Montessori School event, Leonard assisted
600 students in a tree planting, making sure everyone
participated and got their hands on a shovel.
His commitment to all things tree related in Kentucky
is well known. Since 1984, Leonard has served on the
board of directors for the Kentucky Arborists Association,
whose mission is to “stimulate a greater interest,
Leonard’s commitment to volunteer service is hardly limited to his
home commonwealth. At the national level, he was active on the ISA
board throughout the 1980s and 1990s, and has served
13 years as an ISA certification committee member, even
helping ISA design its first certification exam.
In 2010, Leonard and three other friends incorporated the
Lexington Tree Foundation – a non-profit organization that
will provide community-wide education for all ages regarding
the benefits of trees and their proper care. LTF believes that
trees are an important community resource to be preserved,
protected, maintained, and replaced for future generations.
Asked to sum up his career as an arborist, Leonard
concludes, “I can’t bleed green, but this is as close as I can
get.”
Above right, Leonard poses with his bicycle after an ISA
Tour Des Trees race. He has participated in the event since
1996, raising more than $3,000 each year (more than $40,000
to date) for the ISA education endowment.
At right, Leonard inspects tree roots with Dr. Bonnie
Appleton at the Kentucky Arborists Association’s 2009
annual conference.
Tactics of a True Professional: What Can Be Learned from Dave Leonard
• Professional development is important. Continue the proactive education of yourself and your staff through certification and
other means. More information and improved technology can only help grow your business and serve your customers.
• Become an advocate of arboriculture. Make yourself available outside the office, so civic leaders learn to view you as the
expert you are. Speak to schools and area groups about tree care and maintenance.
• Maximize your association involvement. There are local, state, national and international organizations to choose from. Select
those that are right for you, but be more than “just a member.” Be an active participant.
• Cultivate a professional image. Assess everything from employee wardrobe to cleanliness of equipment to the design of your
company’s collateral. These cosmetic details can enhance your perception in the community and enhance your word-of-mouth
appeal.
True Professionals of Arboriculture
Harold Spiegel – A Profile in Professionalism
in Texas to earn accreditation and remains the only independently
owned tree care company in North Texas to be accredited.
Staff members were also charged with creating a Code of Conduct.
Their result – called CHOICES – is on display throughout the
company grounds. CHOICES stands for Change, Honesty,
Ownership, Investment, Consideration, Execution and Service. It is
a declaration everyone at Preservation is expected to maintain and
uphold.
H
arold Spiegel, owner of Preservation Tree
Services in Dallas, has made exceptional efforts
in encouraging the development and professionalism
of his employees. These efforts, combined with his
unique contributions in blending together the worlds of
art and arboriculture, are just a few reasons Spiegel’s
work helped him earn recognition as a 2009 ISA “True
Professional of Arboriculture.”
“We wanted our employees to use whatever resources were available
to create this program,” Spiegel says. “Each employee recognizes its
importance. I’m very proud of them for creating it.”
Spiegel also encourages his team to serve their community, even
providing paid time off to volunteer for organizations such as Habitat
for Humanity and other low-income housing development programs.
Several years ago an area non-profit group, La Reunion,
was planning to bring an artist’s residency program to
the Dallas area. Spiegel was so instrumental in offering
them his ideas on tree preservation at the heavily
wooded site that they invited him to serve on their
advisory board.
When La Reunion was faced with preserving healthy
trees and clearing out dead trees on their site, Spiegel
suggested a tree carving event that would give the trees
a new life, shine a media spotlight on the organization,
and energize the artists. An annual open house and
reception has now been held for three years, and the
“art trees” have a starring role in the event’s tours and
presentations.
“Just like you
treat your
customers with
respect, you
need to treat the
people in your
organization
with respect. It’s
the best way you
can retain your
customers and
the best way to
retain staff.”
- Harold Spiegel
During the tree carving, artists shape trees that Spiegel
has determined to be dead, unhealthy or non-native to
the area into long-term decomposing installations. Artists
use their skills on trees tagged and approved for banding
- a technique where the bark is removed one hand width
around the trunk of the tree, thus inhibiting growth.
Based in part on the success of these events, La
Reunion’s residency program is well on its way to
housing its first contingent of artists in new and
traditional media on its 35-acre site. (see video of
Harold Spiegel and the La Reunion site at http://www.
dallasnews.com/video/index.html?nvid=329316&shu=1)
Spiegel’s passion for the environment goes far beyond
tree art. He has served a number of roles – including
chairman of the board – for Texas Discovery Gardens,
the state’s first organic public garden. He was recently
called upon to head the construction committee, which
led to the creation and opening of a much-anticipated
Butterfly House and Insectarium.
Above: Education and community involvement rank highly in Spiegel’s
list of priorities. Here Preservation Tree’s Chad Simmons explains proper
tree-planting techniques to a group of elementary school students. Below:
The English and Spanish versions of CHOICES – the Preservation Tree
Services Code of Conduct. Each employee was encouraged to participate in
its creation.
“Just like you treat your customers with respect, you need to treat
the people in your organization with respect. It’s the best way
you can retain your customers and the best way to retain staff.”
Harold Spiegel
“The Gardens are within the Texas state fair grounds,”
Spiegel explains. “Our employees volunteer for various
opportunities throughout the year, including climbing
expos and helping with a zip line for kids.”
His desire to touch all aspects of the community includes
reaching out to young people to fire their excitement
about the environment. This enthusiasm has been
demonstrated through treasure hunts with environmental
clues, presentations on the importance of trees to
our world to elementary school children, providing
tree sections for study to environmental clubs, and
presentations on arboriculture as a field of collegiate
study and professional career pursuit.
Preservation Tree Services has succeeded in making a
positive impact on its customers and community since its
founding in 1995. But as Spiegel recognized early, the
company’s success comes from having a well-trained
and dedicated staff.
When an accreditation program was first launched by
the Tree Care Industry Association (TCIA), Spiegel
challenged staff to accomplish each component of
the program. Preservation was the second company
Staff members are also expected to be ambassadors for the
company, for tree care and for preservation. They use an array of
outlets to reach and teach, including the company website, garden
clubs, preservation societies, e-mail, direct mail, neighborhood
meetings, the media, and simply meeting and interacting with
neighbors who come out to watch staff work.
As with any good businessperson, the future – and future generation
of workers – is never far from Spiegel’s mind.
“After graduating from college, I learned how much I didn’t know
when I started working,” he reflects. He’s taking that experience to
help young arborists by hiring recent grads and giving them on-thejob training.
Tactics of a True Professional: What Can Be Learned from Harold Spiegel
• Be a part of your community. Do the research needed and see where you and your staff can become active in local events,
programs, and organizations.
• Tend to your staff, not just your trees. Do your employees feel a sense of ownership in the success of the company? Are they
comfortable making suggestions? Give them responsibilities outside the standard job description and watch their loyalty grow.
• Grow the future. Whether it is speaking to a classroom of fifth graders or teaching a course at a local college, share your passion
for arboriculture with students and help them recognize the important, dynamic, and fun careers that await them in this field.
• Your website is a living thing. Continue to update the site with fresh information, links, news, and information to keep customers
and potential customers coming back.
True Professionals of Arboriculture
Dennis Swartzell – A Profile in Professionalism
Southern Nevada Arborist Group (SNAG), which was created by a
group of concerned arborists that wanted to improve the image of
the tree industry in the region. Their objective was to provide a venue
for those interested in tree care to interact with colleagues, share
experiences, provide educational seminars to the Green Industry and
perform tree-related community service.
®
International Society of Arboriculture
A
s the first Certified Arborist in the city of Las Vegas
and the first Board-Certified Master Arborist in
Nevada, Dennis Swartzell has long made it his priority
to advance the Green Industry through education and
promotion, making him an ideal recipient of one of ISA’s
“True Professional” awards in 2009.
“Dennis is without question one of the most well
respected horticulturists and arborists in southern
Nevada,” says colleague Russ Thompson. “He is a soft
spoken, knowledgeable professional who only speaks
when he feel s he can make a worthwhile contribution.
However, when he does speak, the local industry pays
attention to what he has to say. His integrity is an intrical
part of who he is, which makes his contributions all the
more valuable.”
Swartzell has experience in a diverse range of Green
Industry professions – his favorite of which centers
around education. In 1982 he left a position with the
Albany, Ga. Parks Department to become the director
of grounds at the University of Nevada – Las Vegas
(UNLV). He held the role for 20 years and served as
an adjunct faculty member at the College of Southern
Nevada for 11 of them. There he developed and taught
courses in plant pests and diseases, plant identification,
greenhouse management and his personal favorite –
arboriculture.
“While winning
an award like
this was never
something I set
out to achieve,
it’s an honor to
be recognized
for my accomplishments, but
more importantly
it helps to place
a spotlight on
the profession of
tree care.”
- Dennis Swartzell
Swartzell pursued and achieved certification in 1986
after being asked to develop the college’s arboriculture
course. Nearly 25 years later, Las Vegas has about 60
certified arborists, and Swartzell played a role in many of
those certifications.
“With a background in greenhouse management, I was
tentative about creating a sound tree care course for
the college until I gained the comprehensive training I
needed to complete the certification process,” he says.
“They say you don’t really learn anything until you’ve
taught it, and I really believe that. I found the teaching
experience to be very rewarding, especially knowing that
quite a few of my students went on to become certified
arborists in the community.”
One of Swartzell’s biggest contributions during his time
at UNLV was bringing the campus-wide arboretum to life.
With the help of volunteers, students and staff, Swartzell
created a demonstration garden where new plant
materials were tested to see if they could do well in the
desert climate. With the project gaining steam, Swartzell
also created a link with the Master Gardener program
“Our members include government workers, private contractors and
consultants, educators, nursery people and occasional members of the
public,” Swartzell explains. “We welcome professionals and dedicated
tree friends who are interested in promoting the proper selection,
planting, care and maintenance of all types of trees. We embrace the
concepts of the ISA and promote sound and safe tree care.”
Dennis Swartzell
through the University Extension in which area hobbyists
and volunteers gained knowledge and experience, and
the arboretum received free labor.
“We had lots of plant failures, but also many successes,”
Swartzell says. “The demonstration garden increased the
number of species adaptable for growth in the desert and
we shared the findings with local nurseries. They, in turn,
were able to increase the diversity of plants they offered
for sale to the public.”
The challenge faced by the fledgling arboretum, which
became known as the “Emerald in the Desert”, was
to get the message out to the outside community. So,
Swartzell reached out to colleagues who had media
relationships. He invited people like Linn Mills, a mentor,
renowned gardener and local newspaper columnist, to
join the arboretum board.
“Linn’s help was instrumental,” Swartzell says. “The
arboretum benefited from his expertise and the publicity
he generated, and he got some good topics for his
newspaper column.”
Communication through the arboretum helped educate
people about trees with an emphasis on what they
provide to a desert community and the importance of
sustaining them through proper maintenance. Swartzell
says the most popular education tool was the free
tours offered to the entire community. Topics included
species selection and the importance of diversity, and
demonstrations were given on shade trees, palm trees
and pruning issues. Printed brochures were developed
to allow citizens to follow self-guided tours on their own
time, and a unique pressed plant kiosk was developed
in the Museum of Natural History to display the various
plants in the demonstration garden so people could find
their favorite selections by matching flower color.
In 1994, Swartzell became a charter member of the
SNAG has conducted numerous community service projects, with
the most recent taking place in a low-income housing development
where a park was refurbished with new trees, shrubs and irrigation.
The organization partnered with local landscape contractor Schilling
Horticulture and sought donated materials to perform the makeover in
a single day.
“It was a pretty neat experience,” Swartzell adds. “We’ve also done
similar landscaping and tree planting projects at several women and
children shelters, a disabled veteran residential community, a campus
for the cognitively challenged and once for the widow of a colleague
who passed away unexpectedly.”
Swartzell retired from UNLV as Emeritus Director of Landscape,
Grounds and Arboretum in 2002 after 20 years of service. Upon
leaving the university, he became the marketing director for a regional
nursery in Arizona where he developed numerous publications,
including a comprehensive catalog, scores of technical bulletins and
a programmed newsletter. Last year he and his business partner of
25 years, John Smith, decided to devote full-time effort to the firm of
Horticulture Consultants, Inc.
Swartzell cites writing for Southwest Trees and Turf as one of his
most gratifying experiences. A regional Green Industry trade paper
published by Helen Stone, Swartzell started writing monthly articles
Educating others has always been an important focus of Swartzell’s.
Here he demostrates proper pruning practices.
on specific plants 13 years ago, but eventually took over the column
of mentor and fellow writer Eric Johnson of Palm Desert, Calif. after
he passed away.
“Being recognized as one of ISA’s True Professionals is a very
humbling experience, especially considering how many professionals
are out there in the industry that deserve this recognition,” Swartzell
concludes. “Throughout my career, I’ve strived to learn about new
concepts in the Green Industry, share that knowledge with others
and always treat people with the courtesy and respect they deserve.
While winning an award like this was never something I set out to
achieve, it’s an honor to be recognized for my accomplishments, but
more importantly it helps to place a spotlight on the profession of tree
care.”
Tactics of a True Professional: What Can Be Learned from Dennis Swartzell
• Give back to the community – coordinate efforts to beautify specific areas of your environment (parks, schools, churches,
libraries, historical landmarks, etc.). This can help raise your standing within the local community.
• Be an educator – dedicate time to teaching others. Help the general public learn about the importance of arboriculture in their
everyday lives by teaching a class, serving as a guest speaker or simply creating materials (pamphlets/brochures) that help share
positive messages.
• Reach out to the media – if you have a special cause that is worthy of media coverage, bring it to their attention. Be proactive in
talking with reporters and publication editors to get them interested in your issues.
• Become a leader – if you find your local arboricultural community is void of a leading voice, become that voice and rally others to
your cause. Becoming an agent of change often means having enough support to do so.
• Contribute where you can – everyone has their own unique skill-sets. For example, if you like to write, get involved writing a local
garden column or submit frequent letters to the editor of your local newspaper of trade magazine.
True Professionals of Arboriculture
Philip van Wassenaer – A Profile in Professionalism
“Removal has not been warranted for 75 percent of the trees I’ve
been asked to make a recommendation on,” van Wassenaer explains. “Saving those trees has been gratifying, but just as important
has been identifying the 25 percent that were hazardous. Due to
location and liability, you can’t keep every tree. Never lose sight of the
fact that removing trees is justified when the situation warrants it.”
I
t did not take long for Philip van Wassenaer to adjust
his career path and point himself onto a course that led
to, among other things, becoming a recipient of a 2009
ISA “True Professional of Arboriculture” award.
He clearly communicates the methodologies used in his
consultations, and strongly supports his assessments and possible
alternatives through clear application of scientific and research-based
principles.
Photo by Rob Beintema, courtesy of The Mississauga News
While he was a university student progressing toward his
degree in Environmental Studies from the University of
Toronto – an “ecology degree” as van Wassenaer refers
to it – his parents hired an arborist to look at some trees.
After van Wassenaer spent some time talking to the
arborist, he was hired the next day.
Following graduation in 1992, he opened his own tree
care service, but it was upon earning his graduate
degree several years later in Forest Conservation that
van Wassenaer’s career path became clear.
“That second degree included a business focus,” he
says. “It allowed me to combine my science perspective
and tree knowledge to begin making a real difference.”
Through his involvement in the American Society of
Consulting Arborists, van Wassenaer made contact with
colleagues in Germany in 2001 who were working with
tree statistics and tree pulling instruments. With annual
trips to Europe, and an apprenticeship approach, van
Wassenaer gained a better understanding of what they
were doing in Germany and added the new methods to
his firm’s repertoire.
“I hope our
work is helping
to advance the
profession and
the tree industry
as a whole.
We base our
work on sound
science and
knowledge.”
- Philip van
Wassenaer
Today, the business van Wassenaer began in 2003,
Urban Forest Innovations, Inc., is no longer a tree care
service. Rather, he and his staff of three are self-proclaimed “urban foresters with no jurisdiction,” consulting
for customers in North America and Europe. And the college student who was an accomplished rock climber now
criss-crosses two continents and has even appeared
before Ontario’s Superior Court. There he aided in attempts to save trees he and others felt did not need to be
removed and were not hazardous to their environment.
Van Wassenaer helps improve the general public’s perception of
arborists by providing opportunities for his employees to attend
professional conferences and seminars related to arboriculture
as well as urban forestry research, science, and management. By
developing relationships with urban foresters, planners, municipal
staff, researchers, and other arborists, van Wassenaer helps
demonstrate how arborists can impact the broader community
beyond their immediate clientele.
that’s always viewing things analytically.
He is also actively involved with his alma mater’s Faculty of Forestry,
making regular presentations to students. Additionally, he undertakes
a variety of speaking engagements, promoting conservation
arboriculture, the application of proper arboricultural techniques, and
other topics to various audiences.
He’s been a pioneer of sorts, using new equipment to
determine a tree’s strength, willing to try new things and
add them to his toolbox if they work. “That’s the only way
to advance the industry’s skill sets,” he says.
Fostering sound relationships between arborists and municipalities
is also a passion of van Wassenaer’s. He has worked directly with
municipalities, assisting them with plans to help determine how they
will manage and care for their trees over the next 20 to 30 years.
As a consulting arborist, he works closely with clients
to help them understand the importance of trees,
their proper care, and the professionalism of today’s
Certified Arborists. During consultations, van Wassenaer
empowers his clients to make informed decisions by
presenting impartial, unbiased, and accurate facts about
trees, tree pests and diseases, and tree risk assessment
and mitigation.
He was a director for 10 years and is a past President of the Ontario
Urban Forest Council and co-chaired the 5th Canadian Urban
Forest Conference. A vice-chair of the City of Mississauga’s Urban
Forest Management Advisory Committee, van Wassenaer was
also a founding member of the Ontario Heritage Tree Alliance. He
Philip van Wassenaer
Urban Forest Innovations performs tree risk assessment,
tree pulling tests, and sonic tomography diagnosing. “I
hope our work is helping to advance the profession and
the tree industry as a whole,” van Wassenaer states.
“We base our work on sound science and knowledge.”
When the City of Toronto Forestry Department
condemned a damaged tree on resident Jeff Jarmain’s
property, and several of his appeals had failed, Jarmain
contacted van Wassenaer to inspect the tree. On the day
of the Ontario Superior Court hearing, van Wassenaer
appeared in person to make the recommendation – later
approved by the department – that the tree, though aging
and in need of care, should be saved.
The draw of science is never far from van Wassenaer’s
mind, but it is difficult to spend time on research. As a
private consultant he spends most of his time working. A
scientist at heart, van Wassenaer has an inquiring mind
“I can’t compliment Philip’s work enough,” Jarmain
says. “Even if he had recommended the tree should
be destroyed, I would have had it cut down with no
reservations because I trust his professional judgement.”
Top: van Wassenaer performs a PiCUS assessment 300 feet up in the
canopy of a California coast redwood (Sequoia sempervirens). Bottom:
A bio-control vaccine that safeguards trees from Dutch elm disease has
become an important part of van Wassenaer’s toolbox. Delivering the
vaccine through injection enables him to ensure direct uptake by specific
trees and effectively reach the current annual ring – all while using the
smallest amount of vaccine possible.
has received numerous awards, including the City of Mississauga
Civic Award, the ISA Canadian Research Trust Jack Kimmel Award
for creating a mature elm inventory of Ontario, and a University of
Toronto Fellowship for academic merit.
Tactics of a True Professional: What Can Be Learned from Philip van Wassenaer
• Don’t ever feel limited by the boundaries of your city, community, or even your country. There are arboriculture improvements
happening every day, all around the world. Be open to learning and incorporate what works for you and your customers.
• Check your perceptions at the door. Every customer and every tree are always unique. Gather the facts and let them lead you to
a recommendation.
• Keep asking questions. Sometimes it is necessary to continue your investigation of a situation to truly get down, quite literally, to
the root of the problem.
• Promotion is more than advertising or a press release. Consider volunteering to speak at the local university, or sit on a
committee and advise a municipal board. If you can properly educate, train, and position yourself as an expert in your field, you will
ultimately be recognized as one.