At the close of each year, the Associated Landscape Contractors of America present a distinguished award to a company demonstrating exceptional environmental awareness and notable concern for environmental quality. The Landscape Contribution Award, established by ALCA in 1986, annually honors major corporations, municipalities and developers that create landscape awareness through their dedication to high standards of exterior and interior landscaping through the use of professional landscape contractors.
With the close of 2002, ALCA added another company to its winners’ list, which already boasts big-business names such as Walt Disney World, McDonald’s Corporation, Hewlett-Packard and The Opryland Hotel.
The latest addition is The Rouse Company of Columbia, Md.
Columbia, Md., is a 14,000-acre planned community developed by The Rouse Company. With wooded areas, parks, streams and lakes – plus more than 80 miles of pathways – the community has 5,300 acres set aside for permanent open space.
However, this award-winning community is just one of the many impressive projects topping The Rouse Company’s resume, which has been doing business since 1939. The premier real estate development and management company is developing the planned community of Summerlin, Nev., and currently operates approximately 175 retail, office, mixed-use and industrial properties throughout the country.
As befitting an ALCA Landscape Contribution Award winner, landscaping accounts for a sizable chunk of the company’s vision.
“The Rouse Company places landscaping as a top priority in its overall presentation to the public. The seamless blending of unique architecture with water, sculptural and landscape features is a signature of a Rouse property,” noted David Liu of Foliage Design Systems, the Orlando-based landscape firm that nominated Rouse for the award.
As observed by Frank Noto of The Rouse Company, great landscapes are key to the company’s corporate image.
“Our landscapes tend to have a consistency of elements and approach that allow the casual observer to identify with our portfolio,” Noto explained.
Early on, the company adopted three goals forming the basis of its business philosophy: 1) Improve the quality of life in communities where it operates; 2) provide people in the company with opportunities for fulfillment; and 3) produce financial results that will reward those who invest in Rouse.
Landscaping supports the company’s goal to improve quality of life in communities where it operates. And, considering the feedback it receives, Rouse counts itself successful.
“We find that customers, tenants and employees tend to identify with images they find impressive and pleasing, and they are constantly commenting on, and commending us on, our plantings,” Noto acknowledged.
High-quality landscaping also sets the corporation apart from its competitors.
“Landscaping helps to market our properties by providing clues to passersby as to what they will find when they visit,” Noto said. “We use landscaping to herald the changing seasons, to call attention to important holidays, to accentuate or soften architectural elements, and to provided respite from the buzz of daily life.”
The author is Assistant Editor – Internet for Lawn & Landscape magazine and can be reached at aanderson@lawnandlandscape.com.