Scott Fay keeps his irrigation and landscaping brands separate.
When Treasure Coast began in 1996, it started as an irrigation company. But six years ago, Treasure Coast owner Scott Fay had the opportunity to purchase Rood Landscape, a well-known brand in Florida. Fay had built Treasure Coast by purchasing distressed irrigation companies and morphing them into a single brand. But he had different plans for Rood. The result was the development of two additional brands that blend well with the overall mission of Fay’s business model.
Prior to Roy Rood’s exit from the company he founded, Rood Landscape was a thriving and successful company. But when it was turned over to the employees, it began to head toward bankruptcy. That’s when Fay came into the picture. “Rood already had such a big and wholesome brand that we wanted to keep it separate,” Fay says of purchasing the company but not morphing it into the Treasure Coast brand as he had with other purchased businesses. “Rood is an old and unbelievable brand here in Florida and Roy Rood, who passed away at age 92, has become a legend in this region. That’s not something we wanted to change.”
Adding Rood Landscape did change the overall brand lineup for Fay. In addition to Treasure Coast Irrigation, Fay made Rood Landscape an affiliate company that retained its landscape identity. For clients that needed both landscaping and irrigation, Fay formed a third brand – TCI Rood. “Rood did come with its own irrigation department but that is something Treasure Coast already does tremendously well so we wanted to keep irrigation separate,” Fay explains. “If someone wants both full-service landscaping and irrigation, they would get that service under the TCI Rood brand which is a blending of Treasure Coast and Rood Landscape.”
Having the separate brands has also worked well in continuing some of the subcontracted work that Treasure Coast has received over the years. “Treasure Coast works for other landscape companies and as long as we show up in a Treasure Coast truck, it’s not a problem,” Fay explains. “They know we’re connected to Rood Landscape but it’s not a conflict if we show up as Treasure Coast. Therefore trucks are either Treasure Coast or Rood.”
Since adding Rood to the lineup of 12 other companies Fay has bought (he calls Rood “lucky number 13), he says it has been a unique opportunity. Having a full-service landscape company has fit in so well with his other ventures. “We can cross market and it’s very symbiotic,” Fay says. “Each company has its own leadership but we’re all in the same building and very much work together. We’ve enjoyed blending the brands while also keeping them individualized.”