FINDING LANDSCAPE INSPIRATION AT A HOME SHOW
By Howard Jay Supnik
After my recent exhibit at the Fall Home Show in Lancaster, I can tell you that I was surprised and delighted by two discoveries!
Discovery #1: the consumer's interest in the unique. I thought that most people who attend Home Shows look for home builders or products like garage doors and efficient shower-heads. I expected the few who were interested in landscaping to be looking for ideas from an out-of-context sample/display peppered with water features and gnomes. In fact, I was quite surprised that there were so many people who gravitated to my booth which had nothing of the kind. You see, I am a landscape architect. I'm not a contractor/installer who more typically found at a Home Show. Some people were simply curious because I was the only landscape architect at the Show. As an architect I was educated and trained well in the thought process, the design phase, and that it should be given adequate time and discussion when so often it is not. People appreciate this fact. Yes, there were plenty of people browsing my portfolio 'just looking for ideas', but these browsers are typically the ones who don't realize the value that a landscape architect brings to the project both in terms of vision and attention to details such as drainage and construction - things that cannot be found in a photograph or a sketch. It is not as simple as taking what they see in the photograph or sketch and plopping it into their property. I will explain that and sometimes they understand it then and there and sometimes they will understand it later after costly mistakes are made. One common problem is allowing a pool contractor to site the pool without considering all the relationships of pool, deck, fence, and plantings, as pool contractors are usually not trained in site design. Another common problem is trusting a builder to do the most sensible things on the outside of the house, such as siting the driveway, path and even setting the finish floor elevation. Even the best and most experienced builders will admit site design is not their area of expertise. Most of the people I spoke with, though, were highly motivated and looking for solid advice from a professional who would actually save them money in the long run and also displays a sense of aesthetics.
Discovery #2: the exhibitor's respect for the consumer. Most of my projects have come by word-of-mouth references, and I am proud of that - I have been quite spoiled in the strong economy of the past several years. However, landscape is often seen as discretionary spending even though many landscape issues are addressed for health, safety and welfare reasons. So in a tough economy, marketing and exhibiting at Trade Shows made sense. I have been to Home and Trade Shows as a consumer and considered myself fairly educated, but I had the misconception that people were there simply to pick up candy and giveaways. However, I discovered rather quickly that people are indeed interested in products and services - most pay a fee to get into the show and often travel as much as an hour or more to be there. There are two kinds of consumers, those who are focused and looking for a particular product or service, and those who are looking for something unique with an element of surprise. Here was an opportunity to talk to people face-to-face and answer their specific questions and concerns - here are some questions and answers that came up:
What is a Master Plan?
It is the 'big picture', a 'roadmap', and will save you heartache and money in the long run. No matter what size your property is, starting with a plan - a visual, two-dimensional long-term strategy for getting from point A to point B - is essential. It need not be detailed...it doesn't necessarily need specific plantings, materials or construction methods, but it should show areas and relationships, for example house to street, driveway to path, patio to lawn, and planting areas that define outdoor spaces.
What will a Master Plan cost?
The answer will depend on several things: the size of the property and time it will take for design and presentation, the involvement of the client and number of meetings required, and the ability of the client to visualize in plan view or their need for sketches and imagery to assist them. Some presentation techniques are quicker than others and may not need to be rendered in color, so that can reduce the time and ultimate cost of the plan. After the initial consultation and a better sense of what is required, a fee proposal can be developed.
I don't really want a Master Plan, but I need assistance with one area of my property - are you comfortable with a smaller scope of work?
Of course. My mission is to provide good design ideas to projects large and small, and I welcome all requests.
Many of the projects shown at your booth and on your website look like large projects beyond my means - do you offer your services for smaller projects with smaller budgets?
Yes. My projects range from tiny postage-stamp size yards to larger several-acre estates. Design is about good ideas regardless of the size or the budget. Design is such a small fraction of the overall installation costs, yet it is a critical part of the effort: 'It pays to think before you step'.
What season is the best time to begin the planning process?
The myth is that I am less busy during the winter months. Often I will begin in the late fall for a project hoping to be installed in the spring. Projects requiring Township approvals can take even longer, so it's best not to wait!
Other questions and answers are available on my website, but nothing replaces a face-to-face discussion. I discovered Home Shows are more than just 'marketing' - they benefit me as a professional because they provide a chance to develop good relationships and help me to re-define my goals and learn/grow as a business. They allow me to stay in touch with my potential clients and their needs. They also allow me to educate those who don't know the difference between a landscape architect, landscape designer and landscape contractor. I was thrilled that so many consumers were drawn to my booth - maybe the images of beautiful landscapes led them in, but ultimately through conversation, it was about the service I offer: providing unique landscape design for those who desire smart and attractive solutions for their properties. People were also happy to know that I offer hourly consults to full master plans, helping them take their project from vision to reality.
In summary, Home Shows benefit both the motivated consumer as well as the exhibitor. They both need to keep an open mind - consumers should ask a lot of questions, otherwise they may miss out on a fantastic opportunity. Exhibitors need to educate the consumer, potential clients, so they realize the benefits of a good landscape architect. 2009 took a devastating toll on the construction industry, but even more so on the landscape industry. What better time for a landscape architect to learn about marketing! So, I updated my website and started a Fan Page on Facebook. I enjoyed my experience as an exhibitor at the Fall Home Show at the new Lancaster County Convention Center and will be exhibiting at both the Lancaster County Historic Home Show at the end of February and the Spring Home Show at Franklin & Marshall College at the end of March.
Howard Supnik is Principal of Howard Jay Supnik Landscape Architect LLC. Based in Lancaster County, just outside Lancaster, Pennsylvania, he serves primarily Central and Eastern Pennsylvania clientele. He consults with homeowners, developers, architects, engineers, contractors and realtors to help strengthen their visions and elevate their projects to a higher level of aesthetics and a stronger sense of place. His work can be found at www.howardjaysupnik.com and he will be in attendance at the following upcoming shows:
Lancaster Historic Home Show
Lancaster County Convention Center, www.lancasterhistorichomeshow.com
Fri, Feb 26, 6-9 PM (Gala Reception); Sat, Feb 27, 10 AM - 6 PM; Sun Feb 28, 11 AM - 5 PM
Spring Home Show (The Building Industry Association of Lancaster County) Booth #715
F&M College, Alumni Sports & Fitness Center, www.lancasterbuilders.org/spring2010
Fri, Mar 19, 1-8PM; Sat, Mar 20, 10AM - 8PM; Sun, Mar 21, 10 AM - 4 PM
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