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The Channel Islands February 2019Vol. 13 No. 2
The Monthly Magazine of the CLCA–Channel Islands Chapter
Now available online atwww.eldoradocommunicationspublications.info
RSVP NOW!
CI CHAPTER INSTALLATION DINNER TUESDAY, FEBRUARY 19• Story on Page 3
All Around Landscape Supply Landscape Product Expo & BBQ Thursday, February 28• Earl Warren Showgrounds, Santa Barbara • See Page 6
ON THE COVER: GOOD BYE LIS – The Welcome Garden at the 40th Annual Landscape Industry Show, held February 6-7 at the Ontario Convention Center, took on a special meaning as it was announced this year’s LIS Show would be its last. (See Board Chairman’s Message on page 4.)
The Channel Islands Clipper February 2019 3
Channel Islands Chapter2019 Board of Directors
VICE PRESIDENT EVENTS Claudio Sandoval, Jr.
Claudio’s Landscape Innovations (805) 732-5112 cell [email protected]
VICE PRESIDENT PROGRAMS Kyle Hillendahl
Hollywood West Electric (818) 735-0564
SECRETARY Brandon Bogeaus
American Nurseries (818) 222-0440
VICE PRESIDENT RESOURCE MANAGEMENT
OPEN
VICE PRESIDENT MEMBERSHIP OPEN
VICE PRESIDENT LEGISLATION OPEN
EVENTS COMMITTEE CHAIR Jennifer Nelson Snap Fence
(661) 644-9619 [email protected]
MEMBERSHIP COMMITTEE CHAIR Natalie Balyasny
Landscape Contractors Insurance Services (818) 426-0521
EDUCATION COMMITTEE CHAIR Carolina Pratt
BBSI (805) 302-7272
ASSOCIATE MEMBER REP. Chris Chadwick
Coastline Equipment (805) 207-0632 chris.chadwick@
coastlineequipment.com
PRESIDENT Pete Dufau
Dufau Landscape (805) 642-1239
CHAIRMAN OF THE BOARD/TREASURER
John Hernandez 626-965-5015
626-715-1757 cell [email protected]
EDITOR John Hernandez (626) 965-5015
19055 Abdera St. Rowland Heights, CA 91748 [email protected]
FAX (866) 591-5093
ASSOCIATE EDITOR/ART DIRECTOR
Jerry Robin (626) 644-4239 [email protected]
CHANNEL ISLANDS CLIPPER
The Next Event and Contact Numbers
STATE AND LOCAL EVENTS
Feb 14 Nor Cal Landscape and Nursery Show, San Mateo Expo Center
19 CI Installation Dinner, 6:30 p.m., Ottavio’s Italian Restaurant, 1620 Ventura Blvd., Camarillo, CA 93010; Board Meeting prior to event at 5 p.m.
28 All Around Landscape Supply Expo and BBQ, Earl Warren Showgrounds, Santa Barbara; 9:30 a.m. to 3 p.m.
28 SFV Chapter event: Preparing Projects for Judging, BrightView-Calabasas; 6:30 p.m. Channel Islands members invited
March 7 Board Meeting 12 Noon, Lure Fish House, 30970 Russell Ranch Rd., Westlake Village, CA 91362 (818) 651-6611
TBA CI Mixer and Membership Night
Board Meetings are usually held the 1st or 2nd Thursday at 12 noon. Locations, days and times may vary. Dinner meetings vary as well. Check with a Board Member first.
STATE AND LOCAL EVENTSSubject to Change – Check with a Board Member First
www.clcachannelislands.com
CI Chapter Installation Dinner Set for February 19 at Ottavio’s Italian Restaurant in Camarillo
Incoming CI President and Past State President Pete Dufau and his Channel Islands Board will be installed Tuesday, February
19, 6:30 p.m. at Ottavio’s Italian Restaurant, 1620 Ventura Blvd., Camarillo, CA 93010; (805) 482-3810. CI Chapter members and friends, plus our friends from neighboring chapters, are all invited to attend. Cost is $30 per person.
Pete Dufau most recently was serving as VP Resource Management for the Chapter. His election came once the position opened up when Katie Moldenhauer – who had been elected 2019 CI President – withdrew due to her moving out of the area.
Owner of award-winning Dufau Landscape, Pete remains active on the State level of CLCA as well, currently serving as Chair of the California Landscape Water Conservation Foundation, a 501(c) (3) non-profit organization.
Don’t miss this important kickoff to the Channel Islands Chapter year. It’s a good time to thank the 2018 Board members for their fine work throughout the year, and to show support to Pete Dufau and his 2019 Board as they take on the challenge of providing educational and fun events and programming for members in both Ventura and Santa Barbara Counties.
The Installation Dinner will be preceded by a CI Board Meeting at Ottavio’s at 5 p.m. For more information contact Jennifer Nelson (661) 644-9619, [email protected].
LIFE MEMBER Tom Lucas, Performance Nursery
(310) 925-8075 – [email protected]
The 40th LIS Show is its Last
I just got back from the Landscape Industry Show at the Ontario
Convention Center, where it was announced that, after 40 years, this LIS Show will be its last. Executive Director Sandra Giarde let attendees know at Wednesday night’s LIS reception that the CLCA board of directors is moving towards a new beginning to meet the needs of the green industry that is changing the way its members connect with one another. Following is a press release from Sandra:
CLCA Celebrates 40 years of the Landscape Industry Show and Launches a New Beginning
Ontario, CA – The California Landscape Contractors Association’s board of directors announced today that the Landscape industry Show is celebrating its 40th anniver-sary and moving towards a new beginning.
CLCA President Elizabeth burns shared, “CLCA was founded with the purpose of bringing together the diverse green industry community in California with the aim of fostering education, professionalism and growth. To that goal, the industry is changing. How we connect with each other is changing. And while education is a cornerstone
of the Association, how we learn is changing. CLCA is moving toward a new beginning for this event where it will be more educationally focused, dynamic, foster better connections between the vendors/suppliers with the landscape contractors and best meet the needs of the green industry.”
Over the next several months, CLCA will be formulating the new direction we will be taking.
We invite green industry members to join us on this journey and co-create the future with us. The CLCA board of directors is dedicating tremendous resources to this endeavor and are excited about what the future holds.
Those interested in joining us in this work are encouraged to contact the CLCA office at [email protected].
It’s me again…I had the opportunity to serve on the LIS Committee a couple years ago as Associate Member Director on the State Board. The dedication and hard work, especially from long-time LIS Committee members, was something to behold. As was the transformation from an empty, cold hall, to a bright, beautiful and busy trade show for which we can all be proud. The LIS Committee’s unsung heroes certainly deserve a “Thank You Lunch” or its equivalent for their many years of tireless service to the Association, and to the memory of our beloved LIS Show pioneers. – John
4 February 2019 The Channel Islands Clipper
JOHN R. HERNANDEZ
Channel Islands Chairman of the Board
El Dorado Communications
Board Chairman’s Message
Free Seminars and Film Festival from Ventura WaterWater: Take 1 Film FestivalThursday, March 21, 2019, 6:00 p.m. – 8:00 p.m. Buenaventura Banquet Center, 5882 Olivas Park Drive, Ventura
Ventura Water is pleased to invite all community members to the 7th Annual Water: Take 1 Film Festival. The Water: Take 1 Film Festival presents water-themed short films that showcase critical water issues as well as community efforts in water conservation, resource management, and sustainability. Water: Take 1 tells the stories of innovative leaders that inspire collaboration and bring awareness to the essential life source of water. Free event, space is limited. Please arrive on time to ensure admission.
Integrated Pest Management & Beneficial InsectsSaturday, April 6, 2019, 10:00 a.m. Avenue Adult Center, 550 N Ventura Avenue, Ventura
It’s a bug-eat-bug world. Learn how to control pests with beneficial insects in your landscape.
Water Wise TreesSaturday, May 11, 2019, 10:00 a.m. – 11:30 a.m. City of Ventura Maintenance Yard, 336 Sanjon Road, Ventura
Learn the importance of trees in a water wise landscape. This class will cover the best varieties available plus review tree planting, maintenance, watering tips and more!
Ventura Water, the City of Ventura’s Water Department, is dedicated to serving our beautiful coastal community with quality drinking water and water reclamation services 24 hours a day, 365 days a year. Delivering drinking water from local sources since 1923, cleaning water for more than a century, and preventing storm-water pollution for the past two decades, we support Ventura’s vitality. Our goal is to integrate water management to create long-term health and economic benefits for our community.
As financial stewards, our goals are to operate and use resources efficiently, understand and meet the needs of our customers, and protect our infrastructure by investing wisely in maintenance and renewal projects. We believe that true water sustainability – where the needs of the human population and the environment can live in balance – will be achieved only when choices are made collectively to use water efficiently in all ways to restore our watersheds and protect our children’s future.
The Channel Islands Clipper February 2019 5
PRESIDENT Brandon Bogeaus
American Nurseries (818) 222-0440
CHAIRMAN OF THE BOARD/EVENTS
Julio Gomez Coastline Equipment
(805) 485-2106 [email protected]
CLCA Generational Service
NEW MEMBERS EAGER TO HELP – Demonstrating a willingness to help with new ideas and lots of energy wherever needed are LCIS rep and CI Membership
Committee Chair Natalie Balyasny, along with Snap Fence rep and CI Events Committee Chair Jennifer Nelson. Besides helping the CI Chapter, both were installed onto the
San Fernando Valley Chapter board at their Installation Dinner January 24.
FOUR GENERATIONS OF CLCA DEDICATED SERVICE The Rich Angelo and Rene Emeterio families recently attended the San Fernando Valley and Los Angeles/San Gabriel Valley dual chapter Installation Dinner January 24 at
BJ’s in Woodland Hills. Shown are Lauren and Josh Emeterio, Rich and Charlene Angelo, their daughter Wendy Emeterio with husband Rene, and little Remi, Josh and
Lauren’s lovely daughter.
How to Successfully Market a Business to a Local Audience From an article by Rieva Lesonsky in AllBusiness
Do you keep a finger on the pulse of your local economy? If your business depends on a local customer base, it’s important
to stay in tune with what your target market is thinking, doing, and spending. In other words, what’s the local economic outlook?
Start with national measures of the U.S. economy – these can give you a birds-eye view of what’s going on. Here are some key figures to watch:
• Consumer Spending: Consumers spend more freely when they feel good about the economy.
• Consumer Confidence Survey: This poll reflects how optimistic consumers are about the economy.
• Consumer Price Index: As prices rise, consumers have less disposable income to spend.
• Current Employment Statistics: These indicate consumer employment, hours, and wages.
But it’s also essential to drill down to the local level and track what’s going on in your regional and local economy. To monitor the local economic outlook, one of your best tools is simply paying attention.
During the Great Recession, more and more houses emptied out and were taken over by banks. Even the occupied homes became shabbier as consumers pulled in their spending and didn’t invest in home maintenance. Fewer cars were on the road as more people lost their jobs. Since the last recession was disproportionately hard on men, a growing number of dads took over child-care duties, picking up children from school or taking babies for morning walks.
But despite all this, there was opportunity to be had. Resale, consignment, and thrift shopping grew in popularity. Many of these businesses were able to take over abandoned retail space for a song. Consumers turned to DIY for everything from haircuts and manicures to car repair. While salons and automotive businesses suffered, do-it-yourself products were hot. Property managers profited from maintaining unoccupied homes to keep them from being vandalized. Lawn-care companies made money spray-painting the brown lawns of bank-owned homes green to keep up the neigh-borhoods. House flippers profited from snapping up low-priced homes.
Now, 10 years later, as the economy has finally turned around, economic confidence is back. Home improvement is booming, from house painting to major remodeling and construction. New vehicles are popping up everywhere, and you can see such things as empty big-screen TV boxes on trash day.
Local economic outlook indicators to watch for include crowded mall parking lots, UPS and FedEx trucks making deliveries every-where, restaurants are crowded and have long wait times.
Are your neighbors patronizing personal services businesses, such as nail salons or hair salons? How long are lines at the local Starbucks? Are consumers splurging on $5 lattes? Are homes in the community well-maintained? Are homes being upgraded – painted, remodeled, or re-landscaped? Are new businesses opening up, or are for-rent signs proliferating?
By watching these and other signs of the local economic outlook in your community, you’ll know whether consumers are ready to open their wallets, and for what. Then you can take advantage of these trends to benefit your business.
6 February 2019 The Channel Islands Clipper
INCOMING CI PRESIDENT and Past State President Pete Dufau and State President Beth Burns are shown for the last time at the LIS Show. It’s been a good
run, but times have changed.
Trade Show News
Landscape Product Expo & BBQ Thursday, February 28• Earl Warren Showgrounds in Santa Barbara is
Site of All Around Landscape Supply’s Yearly Event
Don’t miss the interesting and informative Landscape Product Expo and BBQ put on by All Around Landscape Supply.
The event is set for Thursday, February 28 at the Earl Warren Showgrounds, 3400 Calle Real, Santa Barbara, CA 93105; (805) 687-0766. The event features new product booths from local landscape suppliers and manufacturers, information booths from water companies and local governmental agencies, and can’t miss training classes.
Channel Island Chapter will have an information table at the All Around Expo and BBQ in our effort to reach out to our Santa Barbara area members. So, take the short drive to Santa Barbara, you’ll be happy you did. This is a FREE EVENT.
Fabulous food, fantastic raffle prizes and exclusive Expo-only product offers will also be part of the day’s activities. The fun and educational event is scheduled from 9:30 a.m. to 3 p.m. Don’t miss any of it.
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The Channel Islands Clipper February 2019 7
MEMBERCLCA
Hang out with friends and benefit your business(Dare we say by leaps and bounds?)
clca.org/calendar
Benefit your business by attending your CLCA Chapter events! Building relationships with others in your industry leads to new opportunities, new friends, and new connections that can be valuable to your success. Participating in state and chapter activities is a great way to connect, learn and grow with CLCA.
Industry News
David Kirby Appointed Executive Vice President of TreeTown USA/Village Nurseries/Hines Growers
TreeTown USA CEO Jonathan Saperstein recently announced David Kirby has been
appointed to the position of Executive Vice President of TreeTown USA/Village Nurseries/Hines Growers.
Kirby will report directly to Saperstein in the newly-created position while based at the company’s Western Division headquarters in Orange, California.
His career spanned nearly 30 years, most recently at Azusa-based Monrovia Nursery Company, where he acquired a wide-ranging knowledge of plants and growing conditions. This experience was instrumental in creating successful retail programs throughout the country.
“It’s a tremendous opportunity to join such a great team of experienced industry professionals who have the knowledge, commitment and resources to become the #1 nursery in America,” Kirby said. “With the combined experience in the rewholesale, landscape, mass merchant and IGC retail market segments, TreeTown USA is in the best possible position to develop the right plant mix and customer programs to grow with our changing industry.”
“After an extensive national search, we were fortunate to recruit David Kirby as our new Executive VP,” Saperstein said. “He’ll assume responsibility for a number of key functions including leading our national sales team. David has built an enviable reputa-tion as an extraordinary leader with a thorough knowledge of the nursery business. He will become a key executive in what I consider one of the strongest leadership teams in the industry.”
In conjunction with the Kirby appointment, David House is retiring after 37 years with the company, first as Village Nurseries CEO, then president of the West Coast Division of TreeTown USA.
“I believe the sale of the company to TreeTown USA is the best thing that could have ever happened to Village Nurseries,” House said. “We are now part of a much larger family, one that continues to grow under the leadership of Jonathan Saperstein. While the company continues to grow, it still maintains the same family-like culture we shared at Village which is something everyone should be proud to be a part of. On a more personal note, I am certain that my father, Tom, who started the company and has since passed, is proud of all of our accomplishments and certainly where the company is heading.”
Saperstein commented, “David House’s industry knowledge and proven leadership abilities helped propel Village Nurseries into one of America’s most successful wholesale nurseries
dedicated to landscape professionals. Bringing him into the TreeTown USA family was one of the major factors in acquiring his company. We wish him a wonderful, productive, and stress-free retirement from the nursery industry.”
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Social Media Marketing: 7 Steps to Make It Work for Your Business In AllBusiness Magazine
Social media marketing is important for your business – and it doesn’t have to be overwhelming. Here are seven steps you
should follow to get a grip on your social media marketing.
1. Set goals for your social media presence. Decide on specific, business-related goals – not just “getting more likes.” Do you want to build awareness of your business among a certain target audience? Do you want to get people to go to your website or call your business? Do you want people to actually purchase something because of what they see on social media? Do you want to create stronger relationships with customers? All of those goals and more can be achieved by using social media.
2. Do some reconnaissance. There are lots of social networks out there – but your business doesn’t need to be on all of them. Start by looking at the social media sites your closest competitors have a presence on, and what they’re doing there. Next, dig into research about what types of customers tend to use which social media channels. Pew Research does regular studies on the subject; you can also get the latest news about social channels on Social Media Examiner and Social Media Explorer. Where are your target customers spending their time? You can’t be on every social media site, so you need to identify the ones that matter most to your customer base.
3. Get attention with images. Graphics, photos, and videos attract more attention on social media than plain text posts. No matter what type of business you run, find a way to add visuals to your posts. That’s easier for some businesses than others – if you own a pet grooming business, posting photos of your adorable clients is sure to attract eyeballs. But even an IT consultant could share photos or videos of their happy clients, infographics about tech topics, or creative stock photos to spice up their posts.
4. Build community. Social media isn’t just about promoting your business – in fact, being overly promotional will turn followers off. Instead, aim to start a conversation that gets people talking about your business, sharing your posts and engaging online. You can create a sense of community by asking your followers questions, holding contests, or conducting surveys.
5. Invest in social media advertising. It’s not your imagination: it has gotten more difficult to get attention on social media with organic posts. You will have greater success if you spend some money on social media advertising. The good news is social media advertising is very affordable and allows you to specifically target customer audiences down to the smallest detail. For example, you could run a Facebook ad and choose to show it only to people who share similar characteristics, interests, and social media habits with your existing customers, making these viewers more likely to buy what you sell.
6. Get help. Social media apps to help you manage your business’s social media presence, such as Hootsuite, Buffer, and Sprout Social, can take a lot of the hassles of social media off your hands. Using these apps allows you to see all your social media interactions in one place so you don’t have to keep logging in and out of different social networks. They can also provide analytics tools, suggest the best times to post, and more. In addition, keep up on social media trends and news.
7. Assess your results. It’s easy to get so caught up in the fun of social media that you lose sight of that original goal you set. Don’t. All social media tools have analytics that business owners can use to see which posts are performing best and other key performance indicators. Check them on a regular basis to see if your social media efforts are working. It’s easy to change course as long as you pay attention to the feedback that analytics can give you.
Despite the frustrations they sometimes feel about social media, small and midsize businesses aren’t giving up on it. A whopping 86% plan to spend the same as, or more than, than they did on social media last year in the coming year.
21st Century Marketing
8 February 2019 The Channel Islands Clipper
The Channel Islands Clipper February 2019 9
Professionalism
What Being a ‘Professional’ Means By SportsTurf Magazine
SportsTurf asked some prominent STMA members on what being “professional” means to them. Here’s what they said:
“Being professional is doing the right thing when nobody is looking.” – Allen Johnson, CSFM, Green Bay Packers
“Professionalism is really how you act and portray yourself to your peers, colleagues, and bystanders. Professionalism is always making yourself better, whether it be by continuing education, following protocols and directions, helping or directing others in daily duties, meeting deadlines, etc. It is always giving it your best effort. A professional never slacks off but rather is always trying to look two steps ahead and gather resources to solve a problem. Professionals find the best way at the time to tackle problems.” – Jeremy Driscoll, St. Marks (DE) High School
“Being a professional is a lot about how you carry yourself and interact with others. One of the best ways to earn respect is to display professionalism. If you carry yourself in a professional manner, others are more inclined to take you seriously. You may be an expert in the field but if you cannot interact well with others or present yourself in a way others can trust or believe, you may not be considered professional. Being a professional is being knowl-edgeable, confident, well spoken, well mannered, well groomed, humble, a good communicator and setting an example for others.” – James Bergdoll, CSFM, City of Chattanooga, TN
“Professionalism is something that comes from within; it is made up of your attitude and actions, coupled with the skills and competency you have obtained throughout your career. Sports turf managers combine their education and proven experience to develop a specialized knowledge of their craft. Professionals continue to grow and push their accountability and learning beyond just their comfort zones to become an integral part of their companies and industry.” – Boyd Montgomery, CSE, CSFM, The Toro Company
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10 February 2019 The Channel Islands Clipper
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CLCA Advantage ..................................................................... 7
CLCA Insurance Solutions ...............................................9, 11
Coastline Equipment ............................................. 9, Back Cover
Cragoe Pest Services .................................................................. 3
El Dorado Communications ...................................................10
Gro-Power ..............................................................................11
Kellogg Garden Products .........................................................10
Landscape Contractors Insurance Services ....................2, 6, 10
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The Channel Islands Clipper February 2019 11
Advertising Index
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