|
| ||
Puerto Rico: As the Wednesday night reception at the 20th annual TOCA meeting wound down, suddenly, as if from another space and time, these words musically rang out throughout the TOCA crowd. TOCACABANA LYRICS At the TOCA, Tocacabana (Tocacabana) Our name is TOCA, we're hot as fire At the TOCA, Tocacabana (Tocacabana) Our name is TOCA, we are a great crew At the TOCA, Tocacabana (Tocacabana) Yes, the song may have sounded a lot like Barry Manilow's Copacabana from the 1970s. But with a little help from Little Chicago, that pop band that rocked the night away at the TOCA meeting in Minneapolis last year, 20 years of camaraderie, joy, and music all came together for the 50 or so folks attending the 20th annual meeting in San Juan, Puerto Rico. And thanks to Doug Obermann of PBI/Gordon, if you haven't seen a snippet from the reception, go to YouTube and take a look: http://www.youtube.com/watch?v=OtPlsgDgySI. TOCA's theme for this year Celebrating Deep Roots, Strong Branches, New Heights -- aptly described the mood of the meeting. From the Old San Juan Tour on Wednesday, golf at the resort, the Rainforest Tour called by some attendees the best tour TOCA has ever done, Jim Paluch helping members to work smarter with leaner staffs and tools in today's environment, more insight into social media and pod casting, San Juan was the place to be. All in all, attendees found the 20th annual meeting one to remember. TOCA newcomer Soren Erickson of Padilla Spear Beardsley probably summed it up best in a note sent to the TOCA office after the meeting: "Den -- it was great to see you in San Juan. You and your team did an outstanding job with the conference. I'm already proud to be a TOCA member as the group is so warm and welcoming. Take care and stay in touch! Best, Soren." That pretty much sums it up! Golf, Tour Wednesday Morning Golfers braved the rain at the Rio Mar Country Club in the rain-shortened (for some) annual golf outing. Thanks to the diligence of the team of Lyle Orwig, Matthew Swaim and Den Gardner, their -4 under par score was a winner. It also should be noted they were the only group to finish the tournament. Kudos to the team for garnering first place in the event. For the other three groups refreshments and food helped ease the sting of defeat. Meanwhile, back in Old San Juan TOCA members enjoyed taking a step back in history to the island of Puerto Rico, founded by Christopher Columbus in 1493 with his ship the Santa Maria. The tour climaxed with lunch at the Parrot Café and, despite a little rain, it did not dampen the crowd's enthusiasm for what San Juan was like hundreds of years ago. Professional Development Highlights Highlights of the professional development workshops on Wednesday and Thursday, included: - John Wuebben, CEO of Telegent Media, who spoke of optimizing your web site writing with numerous examples on how to use all the social media to your advantage from a business standpoint. - Kenneth Edward Piner, producer, broadcast and digital media, for the Financial Industry Regulatory Authority, who spoke about the nuts and bolts of pod casting and methods to bring the right information to your particular audience in an education, yet entertaining way. - Jim Paluch, JP Horizons, who presented his workshop on "Working Smarter with Leaner Staffs/Tools in Today's Environment." His inspirational words and exercises throughout Thursday afternoon brought to TOCA members laughter, poignancy, plus key insights and knowledge to take back to their every day work lives. - The El Yunque Rainforest Tour on Thursday morning took members to Yokau Tower to get a breathtaking view of the Rainforest, ocean and harbor; visits to Camitillo trail, and transfers to El Portal. Members saw such things as the world's smallest orchid, all forms of animal life, from miniature frogs to iguanas, a look at the earthen digs where nutrient-enriched mud is used for mud packs at spas and much more. Oh, and by the way, it rained (surprise)! - The afternoon program on Thursday concluded with the business meeting and a stirring closing speech from current president Ed Hiscock, who ended his two-year rein as TOCA board president. Ed noted the many strides being taken by TOCA, including the professional communications standards which will soon be approved by the TOCA board and then put to a vote by TOCA members. Business Meeting Highlights The business meeting followed, where the election of officers was the first piece of business. The group elected to lead TOCA for 2009-2010 included: newly-elected board president Jared Bodnar; Margaret Bell, vice president; Bob West, secretary/treasurer; and the following directors: Debbie Clayton, McGavock Edwards, Felicia Gillham, Jason Schmaderer, Jared Bodnar, Troy Blewett, Ron Hall, Cindy Code, David Cassidy, Eric Schroder, Lacy Ravencraft, John Reitman and Helen Stone. Ed Hiscock moves to the position of past president and Bill Klutho leaves the board, having served the organization as a board member, board president and past board chair. Thanks Bill for all your contributions. Other actions announced at the business meeting and passed earlier in the week by the TOCA Board of Directors included: - Because of the recession, TOCA will likely finish in the red for the first time in its 20-year history. Fortunately, TOCA has a rainy day fund of mutual funds and certificates of deposit of approximately $75,000, which will be tapped to make up what will be a shortfall of about $10,000. - The board chose Tucson, Arizona, for the 21st annual meeting. Dates are May 5-7, 2010. - Despite the recession, TOCA had 90 percent of its corporate sponsors renew, some even increasing their sponsorship. Only three companies declined to renew their annual commitment to the organization. TOCA board and staff thank our long-time supporters. The board has been charged with finding one new corporate sponsor for 2010 at a fee of $1,000 or higher. - The TOCA writing, photography and design contests had 401 entries this year, a slight decrease from last year and still the fourth most entries in its history. TOCA board commented that this was an excellent response from members, especially in light of the recession. The board will continue to review the contest each year to provide the best opportunities for its members to be rewarded for their writing, photographic and design skills. - The Green Industry and Equipment Expo breakfast reception is scheduled for Friday, Oct. 30, 7:30 a.m. in Louisville. Bayer is the sponsor of this breakfast. - The GCSAA Breakfast reception at the Golf Industry Show (GIS) is changing days because of the new format for the show, which includes a two-day trade show instead of three. The TOCA breakfast will be Wednesday, Feb. 10, in San Diego. Details to come. - Syngenta introduced Matt Swaim of North Carolina State University as its Grower of Tomorrow award winner. As part of this award, Swaim will intern with Syngenta and his first order of business was attending the annual TOCA meeting. This is an annual program by Syngenta. - The board agreed to continue its contribution to Project EverGreen, although it cut its cash contribution in half, from $5,000 to $2,500. This national alliance of end-user associations, companies and Green Industry suppliers educates and inform consumers about the benefits of well-maintained green spaces. TOCA publications and agencies donated $250,000 of space and pro bono services to Project EverGreen in 2008-2009. - For the fifth time, TOCA will have a printed directory, courtesy of New Holland. The directory will be mailed in the late fall, after new and renewal memberships are received in the office for 2010. It will be sent to all members. Members will be asked to remove the contents from the 2009 directory and replace it in their three-ring binder with the new contents. It contains the association's membership, Bylaws and constitution and other important information about the association. - The special committee formed to create TOCA Professional Communications Standards will provide its final document to the board of directors this summer. Then, the document will be sent to all members for approval. McGavock Edwards, as chair, and Ed Hiscock, who took the lead from the editorial side of the ledger, were the major drivers of this effort to put some form and substance regarding the relationship between editors and marketers. TOCA Scholarship Winner The 2009 TOCA Scholarship Winner attended this year's meeting. Jennie Love, a student at Longwood Gardens School of Horticulture in Pennsylvania, will graduate in the spring of 2010. She has won a number of awards and her communications experience is extensive. She has her own blog www.pgjennielove.wordpress.com. She also has an extensive photography portfolio and an eight-year track record in publications management, marketing and outreach for various organizations. Jennie was one of eight applicants vying for this year's award. The scholarship program is sponsored by GIE Media, Golf Course Management magazine, Moose River Media, M2 Media 360, TurfNet.com and Randall-Reilly Environmental Communicator of the Year The 2009 TOCA Environmental Communicator of the Year award, sponsored by Project EverGreen, was presented to Drs. Larry Stowell and Wendy Gelernter of PACE Turf. The TOCA Environmental Communicator of the Year award is given annually to an active green industry member for outstanding efforts in communicating the benefits of environmental stewardship to a particular audience within the turf and ornamental industry. The winner must be a TOCA member or nominated by a TOCA member. Drs. Stowell and Gelernter, founders of PACE Turf in San Diego, have been recognized for their "pioneering efforts" in turf research. PACE is a membership information service that provides extensive free public services including the PACE Turf Super Journal (an online turf research publication) and turf management guidelines. According to Felicia Gillham, TOCA member who nominated them for the award, the couple increase environmental stewardship on turf in three ways: 1) via research, then identify effective strategies for turf management that reduce pesticide inputs while maintaining turf quality; 2) by translating science into practical turf recommendations, and 3) by distributing this information through teaching, contributions to trade journals and electronically through their website and email service. Here's what a couple users of PACE information have to say about them. "They apply common sense to all the complicated research data and snake oil remedies flying around in the turf business, so I can make decisions based on real science explained to me simply by PACE Turf," says Steve Bruton, director of construction and agronomy, Sheshan Golf Group, Shanghai, China. Adds Mike Hathaway, golf course superintendent, The Bridges at Rancho Santa Fe, Rancho Sante Fe, CA: "It's a complicated business from time to time. Often there are so many things going on. It's not that we don't where to look for information. But I rely on Wendy and Larry to cut to the chase." Stowell and Gelernter are the 11th recipients of the award. Previous winners of the award include Mark Welterlen, Grounds Maintenance magazine; Bill Love, W.R. Love Golf Architecture; Tim Doppel, Atwood Lawncare, Inc.; Doug Fender, Turf Producers International; Allen James, RISE; Ron Dodson, Audubon International; Jeff Gullickson, Spokane Country Club, Spokane, Wash.; Kevin Trotta, Grounds Manager & Turfgrass IPM Specialist, North Rockland Central School District, Cornwall, N.., Helen Stone, publisher of Southwest Trees & Turf and President of Stone Peak Services, and a consortium of the allied golf associations of Colorado, which created a study on the economic and environmental impact of golf in Colorado. Syngenta Awards Banquet The Syngenta Awards Banquet was another raucous affair, with excellent food and drink, surrounded by a slide show commemorating the 20th anniversary of TOCA in words and pictures. Thanks to the leadership of McGavock Edwards, Tracy Lathan and Evie Hornak of The Catevo Group, a masterful job was accomplished on the awards program. Special thanks to Evie, who coordinated much of the work for the presentation behind the scenes. And McGavock and Tracy led the way as emcees of the event. Thanks to The Catevo Group for also publishing the annual meeting program. During the evening, Ed Hiscock and Cindy Code were recognized as past presidents attending the San Juan meeting with a special ex-presidents gift. And Shirley Bachmeier, who helped plan nearly a dozen of TOCA's 20 meetings, was recognized at the meeting for her years of work for the organization. So, the 2009 TOCA annual meeting is history. Den Gardner wants to especially thank Barb Ulschmid for her tireless preparation work prior to and during the meeting. TOCA thanks all of its sponsors for making the meeting possible. And a big thanks to all those members who, despite the severity of the recession and downtown in the Green Industry, showed their loyalty to the organization and attended the meeting. And remember, TOCA meetings always look to the future. While we enjoy the camaraderie, appreciate the personal networking time you can't get done at other trade shows, and enhance your professional skills through our workshops and be recognized for your communications skills through our contests, TOCA will always be about our family of editorial and marketing professionals. A little dysfunctional, but isn't every family? So, we leave you with the TOCAcabana chorus one more time: At the TOCA, Tocacabana (Tocacabana) See you next year in Tucson! To view a photo album from the meeting click here. Ex-TOCA Presidents What being part of TOCA meant to me by Bob Tracinski Being a part of TOCA meant that I could spend quality time with the editors of the most important publications in the industry. After years of talking to editors on the phone and visiting them in their offices, usually under the pressure of deadlines or focused on business, I could look forward each year to a weekend of fun and fellowship, building relationships and friendships. In the TOCA annual meeting I learned more about editors than I could have any other way. I discovered that they have wonderful talents for music, for humor, for story telling, and for enjoying life. I learned that they have had interesting experiences and often come from unusual backgrounds. I also met colleagues in other organizations and got to know my counterparts among competitors, non-competitors, and associations. This broadened my horizons and helped me gain a greater understanding of the extent of the turf and ornamental industry, its key issues and concerns. This in turn led me to join some of the leading grounds care associations and create opportunities for my company to support projects that are important to grounds care professionals. The TOCA annual meeting provided a learning experience through helpful panel discussions that gave me insights into the frustrations of editors and how best to work with them, seminars that opened my eyes to new media and new communication techniques, and lectures that helped sharpen my writing skills. It was a great privilege to be a founding member of TOCA and to serve on the board and as president. The fun times we had at annual meetings are some of the fondest memories I have of business life. I remember singing the lead in "The Duke of Earl" at a karaoke bar with all of TOCA joining in the chorus. I remember late evenings in hotel lobbies listening to TOCA people playing guitar and singing. I remember the joking and the kidding during the meetings and the light-hearted banter. I hope all of those kinds of things are still a part of TOCA's annual meetings. I hope it's still a time to let down your hair and just have fun. Congratulations on 20 years of meeting the needs of editors and public relations professionals. I'm glad to have been around for the first 12.
Jerry Roche, First TOCA President: Twenty years? I didn't think the organization would last this long without me around to keep you on the straight and narrow! (Ho-ho-and-ho!) FYI, I'm currently freelance-editing "Elearning!" and "Government Elearning!" magazines, which is just enough to keep me busy, but not too much to infringe upon my semi-retirement. "The Armageddon Chronicles" was published in late 2007; if I didn't send you a free copy, let me know. As for TOCA, I reiterate what I said at the 2006 meeting: TOCA will always hold a very special place in my heart. As a reluctant first president and a long-time member of the Board of Directors, I was amazed, time and time again, at the enthusiasm of everyone involved with the organization, from managers, to directors, to an extremely helpful and dedicated membership. Over the course of 17 years, TOCA provided me with more benefits than any organization I've ever belonged to, especially in terms of inspiration and new friends. I hope this annual meeting finds you all healthy, happy and prosperous. And I wish TOCA another 20 years of success. Attached is a fairly recent photo (summer 2007), per your request. Missing you guys always, Jerry Roche
Smith, Ron [Ron.Smith@penton.com] Ron Smith What did TOCA mean to me? When I joined TOCA, Farm Press Publications was in the process of launching its first turf and ornamental publication, Southern Turf Management, so membership gave me an opportunity to learn a lot (not enough but a lot) about the turf and landscape industry. That's the official, work-related answer to what TOCA meant. The best, however, was getting to know the people in the turf and landscape media. Den, Bob Tracinski, Jose, Cindy, Lois, and many others I can't name without taking a lot of time to pore over old records and I'm way too lazy to do that, provided more than a few chuckles and a lot of encouragement. I think I was the third TOCA president (could have been second or fourth. Math is not my forte.) and am probably still the only one to lose the president's gavel, misplaced, actually (well left in a bar following a board meeting, which typically took place in a bar). I've belonged to several organizations in my career but I didn't get as much pleasure, information or inspiration from any of them as I did from TOCA. Other members inspired me to make our publications better. A good time was had by me. Best of luck on the 20th annual meeting. Ron Smith, Editor P.S. from Ron Pat Jones, with the Golf course Superintendents Association, arranged for a golf outing at our annual meeting in Raleigh. Now, I'm not much of a golfer, but even a duffer like me can tell a well-manicured course from a ragged one. This one was a bit on the ragged side, bare spots, big divot marks, etc. Consequently, in my opening remarks at the business session the following morning, I thanked the folks who had volunteered for various functions at the meeting and singled out Pat for special recognition. As I recall, I think I mentioned that as a Southern gentlemen it would be beneath me to cast aspersions on anyone's efforts and to be politically correct suggested that the golf course was not rundown, but merely "vegetatively challenged." I think Pat may have forgiven me after five years or so.
Cindy Code TOCA at Twenty Twenty years ago, when I was one of a handful of people privileged enough to participate in the launch of TOCA, I never dreamed the organization would be as vital and essential as it's become. TOCA keeps us, as communicators, grounded, focused, relevant and challenged to do our jobs with the utmost professionalism. Selfishly, part of me hoped it would remain an intimate group of editors covering the ins and outs of the green industry, but realistically I knew to remain robust the group needed to expand. Indeed, TOCA has swelled to more than 200 members, beyond my wildest dreams. And continue to grow it must to keep our charter legacy alive. Today, TOCA in many ways, represents family. A dedicated group of individuals who set their differences aside for a few days to celebrate and appreciate the growth of our industry, the individuals within it and the spirit of professional communications. No matter the venue, a well-crafted communications piece is priceless. Congratulations to TOCA and our fearless leader Den on its 20th anniversary.
Steve Trusty Dear TOCA Members I first heard about TOCA right after the initial meeting. I got involved right away and have not missed a meeting since. I have always felt that the TOCA meeting was my most important meeting of the year. I have made many contacts and developed many relationships both business and personal because of TOCA. Once Suz (my wife and business partner) attended her first meeting she also realized how important and fun they are. I was honored to serve as President in 1999 and 2000. It is great to be a has-been. As I recall, one of my goals was to help TOCA grow to over 100 members. We made that goal during my second year and look how we have grown since. I am so pleased that you are all a part of TOCA. Unfortunately we can not attend this special 20th Anniversary meeting because of our granddaughter's piano solo with her High School orchestra. We do have priorities and have finally learned to make family second on our list, just above business and the fun of the TOCA meeting. Have a great time in Puerto Rico and we look forward to seeing you next time. Steve Trusty
Pat Jones As a founding member and the only president to (sort of) serve two terms, I send you greetings on the illustrious 20th anniversary of the Turf & Ornamental Communicators Association. I hope you're enjoying the white-sand beaches, azure Caribbean waters, fabulous Puerto Rican hospitality and plentiful rum drinks while I pound away at the keyboard of an aging and temperamental laptop here in dreary Cleveland, Ohio. I can only conclude that you bastards have too much time and too many frequent flier miles on your hands. Yet, I salute you for your commitment to an organization which is very dear to me. TOCA has been a unifying influence and a gathering point that has led to so many important milestones in our industry (not the least of which was my impeachment during my first presidential term in 1991but I digress). It seems like just yesterday that Den invited a handful of us to meet, attend a Twins game (which sucked because you couldn't smoke a cigar at the Metrodome in the People's Republic of Minneapolis) and form this organization to break down the walls between corporate representatives, agency people and editors. We did thatyet we've accomplished so much moremost notably serious liver damage for the majority of regular annual meeting attendees. But seriously folks TOCA has thrived because its mission remains vital: the association builds bonds that build our industry. In conclusion, have fun and make sure to have a couple of mojitos on me. Feel free to bill them to Cindy Code's room number. After all, even in my absence, certain TOCA traditions must be maintained.
David Cassidy The Importance of being TOCA One of the first things I did when took over as editor of Turf magazine was join TOCA. What I expected was a typical, industry trade organization; a group of people who took themselves and their importance in the universe way too seriously; obligation that was just another part of the job. What I found was a group of amazing individuals who had created what should define a trade organization-a place where you can meet your industry peers in a neutral, non-competitive way for the purpose of advancing your knowledge and skills, while building relationships and camaraderie within the profession. Oh, and while you're at it, it's perfectly acceptable to have a little fun, too. In my almost 30 years in magazine publishing, I have been involved in many different industries. In my experience, the communication side of he Green Industry is unique in that I feel I have made several friends -not just business acquaintances or colleagues but actual friends-over the years, and TOCA is the reason for this. TOCA creates an attitude and atmosphere that nurtures its members and brings them together. The reason why TOCA is so special is apparent within the first few hours of your first annual meeting-Den Gardner. It's not only the hard work that he and his associates put into the running of TOCA. It is Den's outgoing, sincere and open personality that is indelibly stamped upon the face of the organization and I believe it is the prime reason why TOCA is such a special group. I've been a member for 13 years, and I have many, many special memories of TOCA events. Singing to the lions in the San Diego Zoo; standing in front of the Green Monster at Fenway Park, and hearing one of the last of the old, grounds managers tell us his tales; a speech by Bill Veck that I still try to remember and from which I still try to take advice; singing "T-O-C-A" (to the tune of the Village People's YMCA) with the board members at the 10th annual meeting; the genuine concern and caring I received from so many TOCA members when my daughter was born premature and when my father passed away; the honor of getting to sing with Den's band, Little Chicago, at the Minneapolis annual meeting; these are just a few of dozens of memories of TOCA I carry with me. Somewhere along the line (actually, it was the Boston annual meeting; the one where we got 'thrown out" of the hotel bar) I became TOCA's unofficial "after the annual meeting sing a-long accompanist." Those who know me well know how important music is to me. I will always be honored that the members of TOCA allowed me the privilege of sharing that important part of my life with all of you. David G. Cassidy
Ed Hiscock What TOCA means to me My years as a TOCA member have brought me business contacts and access, certainly, but longtime friends as well. Going to the meetings over the years, discussing/cussing about the issues of the day and having shared experiences at cities all over the country draw TOCA members together. My favorite moment? Fenway Park, with one of the last of the old-school, grizzled grounds managers. A TOCA member (you know who you are) asked him about the "soil profile." The old veteran looked at the member for a moment, shook his head, and asked, "You mean the dirt?" Ed Hiscock Editor-in-Chief, Golf Course Management The 2009 TOCA contest winners are posted within the Contest section. TOCA Scholarship Program In 2009 TOCA awarded one $2,500 scholarship to Jennie Love of Lockwood Gardens School of Horticulture in Pennsylvania. College students pursuing a degree in green industry communications, or a related field, (e.g., horticulture, turf management) are encouraged to apply. TOCA is composed of editors, writers, photographers, public relations/advertising practitioners and others involved in green industry communications. The TOCA Publisher's Scholarship is sponsored by GIE Media, Inc., TurfNet.com, M2MEDIA360, Randall-Reilly (Total Landscape Care magazine), Moose River Media and Golf Course Superintendent magazine Please help us spread the word about this program to students at your school. Information on the 2010 program will be available this fall. The application deadline is March 1, 2010. If you have any questions, feel free to contact me at (952) 758-6340. Thank you for your help. Den Gardner, TOCA Executive Director
The Turf & Ornamental Communicators Association (TOCA) is active on many fronts:
Membership in TOCA is about 200 and TOCA continues to grow in prestige throughout the Green Industry. Check out the new TOCA promotional video
here! Download the TOCA Membership Flyer Here! TOCA's
involvement at PLANET's Day of Remembrance Want More Info on TOCA Internet Site? Information on our site and how to advertise with a banner or full-page ad is simple. Just see our Sponsor Page for information. Or call Den Gardner, executive director, at: 952/758-6340 or email Den at Toca association@aol.com. He'll be glad to get you more information. Want to Join TOCA? TOCA is growing every day, with approximately 215 members. If you want to join us, see the Contact Us Page for membership information. TOCA is currently renewing members and looking for new members for 2008-09.
Please go to the Contact Us section of our website for an application blank.
You can send a check or use your credit card. TOCA now accepts American
Express as well as VISA and MASTERCARD. Check out one of our top sponsors,
WHAT WE DO
| ABOUT US |
CALENDAR | CONTESTS
For problems with this web site contact our webmaster |
Gold Sponsor
Silver Sponsors
Bronze Sponsors
Green Sponsors
OPEI Publisher Sponors
Golf Course |
