ASLA Annual Meeting & EXPO
Fort Lauderdale, Florida
Oct. 7 - 10, 2005

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Monday, October 10
8:30 am-9:30 am

G1
Recruit and Retain Star Employees
Introductory

This is an age of great uncertainty in the design industry. CEOs, principals, project managers, and human resource managers alike understand that their firm's biggest asset is their staff. An organization's success rides on how well it can find, hire, and retain the best people. Discover where firms often go wrong in the hiring process and learn to apply solid marketing principals to recruitment and retention efforts to improve hiring results. In addition, find out what retention techniques keep star employees on board and productive.

Learning Outcomes

1. Attendees wil learn the common hiring hurdles in the landscape architecture industry.
2. Learn how to apply solid marketing principles for better recruitment results.
3. Identify and fill the future needs of the firm as well as understand what goes into long-term recruitment and retention planning.
4. Learn what retention techniques keep star employees on board and productive.

Lori Oakes-Coyne, ZweigWhite

G2
A New Paradigm of Park Design: Economically Sustainable Parks
Intermediate

There is a new movement afoot in the public sector that could have important consequences for landscape architects everywhere. Public agencies are turning to the idea of economically sustainable parks as a way of providing future amenities without taking on new costs. This session illustrates a new approach to design that has been embraced in New York City with some intriguing consequences for how landscape architects go about the design of new park facilities.

Learning Outcomes

1. Learn about planning and design of economically sustainable parks.
2. Learn how to apply Integrated Maintenance Planning into the Design Process
3. Develop an understanding of how to predict project life cycle costs through the use of project specific multivariate projective modeling.

Andrew R. Lavallee, ASLA, CSI, Mathews Nielsen Landscape Architects, PC.

G3
Pushing the Environlope
Advanced

What is the quadruple bottom line approach? Find out how landscape architects and planners are using the fourth bottom line (spiritual) around the globe and pushing the ecotourism planning and ecolodge design environlope through two case studies—“Virunga Ecotourism Development Plan” in Central Africa and “Crosswaters Ecolodge” in Southern China. Two metaphysical approaches to site planning and design will be presented: a modern one—“Six Senses”—and an age-old approach–“Feng Shui.”

Learning Outcomes

1. Know the Importance of the fourth bottom line (Spiritual) in the planning and design process.
2. Learn how to use age-old spiritual spatial principles in modern day projects.
3. Gain an understanding of pro-poor tourism and how ecotourism projects are being used as a way to alleviate poverty in less developed countries.

Hitesh S. Mehta, ASLA, EDSA.

G4
The Chattahoochee Hill Country Model Sustainable Village: Balancing Growth and Rural Preservation
Intermediate

The 40,000-acre Chattahoochee Hill Country is the last remaining agricultural land in the Atlanta metropolitan area. Identified as one of the nation's most fertile and productive landscapes threatened by development, the city’s Community Master Plan and Model Sustainable Village Plan accommodate future growth while preserving the area's rural character. This award-winning, community-driven effort, coupled with innovative planning techniques, forms the basis for a sustainable prototype for comprehensive plans locally, regionally, and nationally.

Learning Outcomes

1. Learn how sustainable development practices can coexist with both preservation and development.
2. Discover an alternative development pattern to conventional sprawl.
3. Understand the complexities of balancing growth and rural preservation in the eyes of the local residents.

Kerry Blind, FASLA, Ecos Environmental Design; Shannon G. Kettering, ASLA, AICP, Ecos Environmental Design, Inc.

G5
Managing Landscape Character in Coastal Communities: Cape Cod
Intermediate

While cultural landscapes are increasingly valued across the country, they remain elusive and difficult to define in terms that inform effective planning and design. This session will present a method for defining the landscape character of Cape Cod, Massachusetts, through analysis of land use trends, spatial organization, and landscape history. The approach includes significant public participation and community outreach that contributes to planning, design, and management decisions.

Learning Outcomes

1. Learn methods for defining landscape character.
2. Learn how to involve local citizens in defining landscape character.
3. Learning how to put cultural landscape research into action to protect landscape character.

Jack Ahern, PhD, FASLA, University of Massachusetts; Ethan Carr, ASLA, University of Massachusetts; Margaret Coffin Brown, ASLA, Olmsted Center for Landscape Preservation.

G6
CEO Roundtable: A Reality Check for Young Practitioners
Introductory

Barbara Faga, FASLA, will moderate this panel of young landscape architects at the beginning of their careers. The discussion will focus on challenges and issues these young professionals have faced upon entering the profession. Key topics to be explored include whether their expectations have been met, if their studies adequately prepared them for their professional life, the types of training they have received on the job, and what advice they would give to students and other young professionals entering the workforce.

Learning Outcomes

1. Most common misconceptions on the part of young practitioners as they enter the workforce.
2. Minimum professional and skill requirements for entry level landscape architect associates at the top firms.
3. What should young professionals entering the workforce expect at different size and types of firms.

Panelists: Barbara Faga, FASLA, EDAW, moderator.

G7
Stop Under-Pricing Your Services!
Advanced

Landscape architects chronically underestimate the value they provide and the fees that clients are willing to pay. If you are keeping your fees low because you are afraid of losing clients, you don't understand the concept of 'strategic pricing.' This session will provide you with an Excel spreadsheet to let you price strategically to maximize profits, not volume.

Learning Outcomes

1. Understand how ASLA members are currently underpricing their services.
2. Learn how to raise fees -- even in a highly competitive market.
3. Receive an Excel tool which will assist in pricing landscape architecture services appropriately.

David Burstein, PE, PSMJ Resources, Inc.

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