By Brian Burton

The much-anticipated turn of the century is certain to bring many exciting opportunities to the landscaping and horticultural industries. However, according to the majority of experts we spoke to, the new millennium with bring with it a number of challenges which will require our undivided attention if the industry wants to reach its full potential.
     What also became apparent when interviewing some of the 90s movers and shakers is the manner in which the horticulture industry pursues these new opportunities (and their challenges) will have a tremendous impact on the future of both the landscape industry itself and the people who earn their living from it.

Looking Back
It is interesting to reflect for a moment on how the industry functioned 100 years ago as it entered the 20th century. By 1900, the industrial revolution was in full swing and there were at least 13 cities around the world with more than one million inhabitants, including London, Berlin, Paris, New York and Chicago, to name a few. At the turn of the century however, these industrial cities lacked much of the infrastructure we take for granted today. For the most part, citizens had no running water, underground sewers, garbage collection, and electricity or pollution controls. Cities (and towns) were noisy, dirty, dark and crowded. In fact, one famous writer of the time referred to Chicago as the "cesspool of the world" after touring the city's waterfront area.
     It was almost 100 years ago that the famous and innovative landscape architect F. L. Olmsted, who had firsthand experience with the effect of uncontrolled urbanization, published Garden Cities in Theory and Practice. This introduced the concept that cities (and the people who lived in them) needed parks, open spaces and greenery to function effectively. Slowly but surely, the recognition of the value and benefits of landscaping and the concept of using a formal approach to design "landscapes" to improve the quality of life began to gain acceptance. This idea, which appeared radical at the time, is almost universally accepted today. However, it is also true today the average people on the street (and/or elected decision-maker) probably undervalues the importance of horticultural and landscape science, and the contribution they make to our environment and our economy. In the year 2000 and in the years beyond - if we work together - the time will be right to permanently alter this perception and establish the true value of the industry's products and services.

Homeowners plan improvements
Change is by no means new to the industry, but most experts we spoke with agreed that the pace of change will accelerate. To begin with, there will be more work available than ever before. A recent survey conducted by CMHC reported that 44 per cent of homeowners are planning improvements to their properties. In addition, a survey by a major bank indicated that as a result of low mortgage rates and a strong economy, more and more young Canadians are planning to buy homes. We also know that demands on the consumers' time and money are creating a society where more and more families spend their leisure time at home in the garden and backyard. We also know that consumers in general are becoming more sophisticated, selective and value-conscious. They also routinely expect a high level of service and personal attention. When properly serviced, however, homeowners are willing to spend. Several contractors we spoke to suggested that the cost of landscaping projects could and will average 10 to 15 per cent of the total property value.

Radical transformation predicted
Most of the professionals we interviewed predicted with a considerable degree of confidence that the landscaping industry will undergo a radical and permanent transformation in the 21st century.
     Several individuals also stressed digitization, environmental legislation and computer technology will also have a significant impact on the industry over the next five years. Most experts agreed we will almost certainly see a tremendous increase in the utilization of computer technology. They will include the use of estimating software, computer imaging, and computer programs in the design and specification of both hard and soft landscaping. These programs give the contractor greater control over design and cost elements and reduce the time involved in producing equations. At the same time, these programs will improve the accuracy of the quotations and can produce concept sketches that make describing the scope of the work to the client a great deal easier. Contractors using these new software programs report that homeowners are impressed with visual presentation and commented that the concept sketch definitely helped sell the job... and close the sale!
     As the cost of undertaking full-scale landscaping project increases, the development of financing programs, which would enable clients to make monthly payments, is another area that will see increased activity.
     Landscape designers also predict an increasing demand for security features which, ideally, can be incorporated into landscaping without being obstructive. Unique landscape features such as outdoor lighting, fountains and ponds will also see increased use in the landscape, confirm designers.

Lighting the way
The use of landscape lighting is becoming more and more popular as homeowners increasingly look to extend their living space to include their gardens and landscaped areas. In particular, the newer fibre optic technology, which produces virtually no heat, UV radiation or electrical circuitry, provides landscapers with a versatile tool to enhance installations and is ideally suited to wet or dry landscape applications.
     This form of lighting resists the effects of rain, snow and freezing temperatures. Sam Ruscicia, of Luminart Lighting Design, Toronto, Ontario, suggested that, "Lighting is an important factor that should be considered during the initial stages of the design phase. The low maintenance and safety features of fibre optic lighting make it ideal for enhancing garden and landscape features."
     Glen Kerr, president of Kerr Lighting in Smith Falls, Ontario and manufacturer of the Paver Light outdoor lighting systems, reports that landscape lighting is extremely popular in the United States (U.S.). In his opinion, there is still a largely untapped market for landscape lighting products here in Canada. "These lighting fixtures are a great way to brighten up walkways and driveways. Newly developed technology allows for installation in existing or residential and commercial applications."

Attracting skilled workers will be important
The industry, across the board, will have to do some serious promotion of the benefits of working in the landscape trades to attract intelligent and enthusiastic workers in the future. The landscape trades make up a relatively small percentage of the total construction trade's work force, and this problem is one that the entire industry faces.
     David R. Smith, technical director for the Interlocking Concrete Pavement Institute, foresees an industry where formal certification of skills and knowledge will be vital for success in the landscaping industry. "The proper installation of ICPs and retaining walls requires foremen and installation crews to have a working knowledge of soils, compaction techniques, edge constraints, aggregates, sands and segmental concrete products. In addition, workers need to know the basics regarding the tools of the trade, on-site safety, and estimating. In addition, landscape professionals will benefit from keeping up-to-date with new developments in the industry.(1)
     As a result of this shortage of landscape workers, the industry will also see an increased use of specialized tools and mechanized equipment to improve productivity and profit. Steve Jones, president of Pave Tech Inc., a company which distributes a wide range of specialized landscaping tools and mechanized equipment, reports that the trend is already well established. "This trend will increase and accelerate in the coming years. The labour saving tools and machines have already proven cost-effective. They maximize your productivity, and when it comes down to the bottom line…it shows."
     In the future, strategic planning and marketing will become more and more important. Experts in the development of marketing plans recommend you review your firm's strengths and weaknesses on a regular basis and "tailor" your sales and marketing activities accordingly. Several landscape contractors also mentioned the importance of increased attention to management and management skills in the area of profit, project planning and management, customers and work crews.

Consumers want style
Frank Pacitto, vice-president of Best Way Stone Ltd., in Woodbridge looks ahead and sees a consumer who will expect a wide range of choices in landscape products. According to Mr. Pacitto, a 26-year veteran in the landscape industry, "Consumers want style and sophistication. For producers and contractors, this means offering more colours, textures and shapes." Mr. Pacitto also stressed the importance of proper installation and ensuring that installers have the training they need to do the job correctly. "A satisfied customer is probably the most effective advertising tool you will ever find, he confirms John McCoy, vice-president of Brooklin Concrete, is convinced the development and marketing of new and innovative products is very important to the industry. "The home is becoming, more than ever, your castle. The consumer is becoming more and more sophisticated," Mr. McCoy explained. "Landscape contractors who pay close attention to new products can gain a distinct competitive advantage," he says, referring to one product Brooklin Concrete currently markets, which complements both their interlocking pavers and retaining wall systems.

Cultivate your customers
Marius Ois, a landscape architect and the principal of Marius Ois & Associates Inc. of Toronto, suggests that the industry should expand to work together with other similar disciplines. Mr. Ois feels that closer co-operation between these different yet closely related trades, (for example, arborists, maintenance and soil preparation) could greatly benefit the industry as a whole, as opposed to each smaller trade trying to "do its own thing." Becoming aware of a "united goal," specifically customer satisfaction, will be an important objective in the 21st century.
     Another responsibility for the industry in the future will be to "cultivate their customers." Mr. Ois suggests firms should keep in contact with customers after completion, rather than just leaving them on their own. Where a roof can easily be left alone for 10 years, landscaping requires regular maintenance, and that maintenance can be done easily by the same people who installed the landscape. Another aspect of keeping the consumer happy will be to ensure that quality is kept to a high standard. In other words, hire skilled and qualified workers to perform the installation and maintenance projects. Consumers need to be made aware that landscaping has an extremely positive impact on the value of a home. Investing $10,000 in the installation and maintenance of a high-quality landscape project can increase the value of a property by $20,000 or more.
     Jim Barnett, vice-president of sales for Pavestone PLUS of Cambridge, Ontario, believes the growth of independent garden centres and chains has created a huge do-it-yourself market, which will continue to flourish in the areas of paving stones, retaining wall units, and patio garden products.
     Mr. Barnett also believes one of the key elements for sustaining growth in the market is to better educate customers about the installation process. "Improved support literature, how-to seminars at store level, support of organizations like the Interlocking Concrete Paver Institute, and their contractor training program are some of the ways in which progressive producers try to improve the knowledge of their customers," he stressed. "As paving stones become more available at affordable prices and from better-trained contractors, product use will grow. Eventually, regional demands will increase for more and more different options-usually upscale. It is then that post-production treatments of the products kick in. Things like surface treatments, factory aging (tumbled), and new sizes and shapes develop quickly to satisfy this new appetite for 'something different'."
     Mr. Barnett sees the rapidly growing market as a strong motivation for the development of new and better products. "Ideally, these products will be better alternatives to non-concrete landscaping materials, thus increasing the market again. A good example of this is how pre-cast garden and retaining walls have displaced pressure-treated lumber and railroad ties in the construction of walls. As our industry evolves and matures, it becomes more and more obvious that we should work together to ensure control over where and how our products are used," he states.

Conclusion
In many ways the landscaping industry is in a position to design its own destiny in the new millennium, and the industry may be in much better shape than we realize. What is needed most in the future is a commitment to take the necessary steps to increase the recognition of the value of the landscape industry and its contribution to the environment, the economy and the quality of life.

About the author:
Brian Burton is a frequent contributor to Landscape Trades and Horticulture Review and has published numerous articles on design and installation of hardscaping systems.

(1) The Interlocking Concrete Pavement Institute (PO Box 23053, 55 Ontario St., Milton, Ontario, L9T 2M0) has a membership category for contractors and offers certification programs on a regular basis.