EDITOR'S FOCUS: Change that Makes Sense

The Associated Landscapers of America (ALCA) and the Professional Lawn Care Association of America (PLCAA) become a new association on January 1, 2005. Following overwhelming approval – more than 90 percent for the merger among those who voted – the two association boards held separate and joint meetings in Scottsdale, Ariz., the end of September.

I’ve been told the big question was how the two boards would get along in terms of chemistry. Working together during the Legislative Days in Washington, DC, or at the GIE Show is like dating. Merger is more like marriage. According to a number of sources the big question turned out to be a non-issue.

Two associations walked into the building, and one walked out, reports Kurt Kluznik, president of ALCA. In just three days the boards hammered out a mission statement, a 2005-2006 plan and a budget. That’s an impressive accomplishment for any organization to accomplish in three days. The key was that as the two dug deeper into their goals there was more synergy than expected.

One reason for the synergy is that regulation and the battle for a positive image with the public are unifying factors for lawn and landscape companies. Our own readership research, done in August for our October State of the Industry Report, shows that regardless of their specialty, companies tend to be involved in a range of services. For example, 10 percent to 20 percent of lawn care companies also mow and do construction-related work. Almost 60 percent of companies that primarily do construction also mow and half do fertilization and weed control.

To help assimilate the lawn care membership, the new association will add a lawn care group to the three that existed within ALCA – interior business, maintenance and design/build. Both associations’ certification programs will be combined. And all education will reflect the more diverse membership. Already the content has been modified for the ALCA Executive Forum, to be held February 10-13 in Puerto Rico – the meeting at which the new board will officially be introduced.

Two facts are important for the green industry.

First, anticipated budget savings due to the elimination of duplicate overhead puts more on the 2005 "to do" list. Both associations have had long wish lists that were not possible due to revenue limitations.

Second, the new association will have a total of more than 4,000 members. Greater representation is important not only as a lobbying factor, but it also means the new association can speak with one clear voice. As one board member said, "We want to be the voice of the green industry."

One remaining action is to come up with a new name. To make sure that fits for the long term an outside consulting firm has been hired to do the research and legal actions necessary for trademark protection.

The other significant task is to find an executive leader. Debra Holder, who has served ALCA for 25 years, announced her retirement in October. Holder will remain as a consultant for at least the remainder of 2004. Gary Clayton, executive vice president of PLCAA, has also decided not to seek the leadership position in order to remain in the Atlanta area. Clayton says he plans to remain active in the green industry and the new association.

The creation of a new association is an exciting opportunity for the green industry. And it comes at an opportune time.