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120 W. Main St., PO Box 156
The Turf & Ornamental Communicators Association (TOCA) is active on many fronts:
Membership in TOCA is about 170 and TOCA continues to grow in prestige throughout the Green Industry. Dr. Frank Rossi named 2012 TOCA Dr. Frank Rossi, associate professor and extension turfgrass specialist at Cornell University, Ithaca, NY, has been named the 2012 TOCA Environmental Communicator of the Year. The program is sponsored by Project EverGreen.
Dr. Rossi is the 14th recipient of this award, which selects a Green Industry communicator for "outstanding efforts in communicating the benefits of environmental stewardship to a particular audience within the turf and ornamental industry." "Dr. Rossi exemplifies the type of environmental communicator we recognize with this award," said Den Gardner, TOCA executive director. "His writing, video work, ongoing research at Bethpage State Park golf courses and his speaking engagements at turf conferences across the country are a testament to his concern for stewardship of turfgrass and speak to his dedication to the industry and the environment." Rossi acknowledged the honor to be chosen as the TOCA Environmental Communicator of the Year and join such an accomplished group of previous winners. "I have spent the last 22 years of my career committed to a singular purpose: preserving the environment," he said. "All my presentations and hundreds of articles are designed to challenge, motivate and encourage change in management based on scientific research that will preserve and protect environmental quality." Previous winners, from year one to present, include: Dr. Rossi was honored at the 23nd annual TOCA meeting, held in Nashville, TN, May 2-4. We Hit All The By Den Gardner, Executive Director OK, the general consensus? The workshops were great. Blah, blah, blah. OK, so the food was terrific. Blah, blah, blah! The hotel service was splendid, the location convenient. Blah, blah, blah. The exciting plans for moving TOCA to the next level in membership, professional development and other leadership efforts is moving effectively and efficiently. Blah, blah, blah! But what I want to know is this? On Thursday night at the banquet, while assisting Syngenta's Margaret Bell with the distribution of the Gardner Awards, somebody stole --or in simple terms -- ate my red velvet cake. Yikes, the red velvet cake caper! A reward has been set up to find out who had the unmitigated gall to eat my dessert while I toiled away assisting our award-winning writers, photographers, designers and such. It's a sad, sad, sad, sad world. Please let me know if you can help me solve the velvet cake caper. OK, I feel better. The vent is over. Now, on with the re-cap of our 23rd annual meeting. First, thanks to the work of the program committee Lacy Ravencraft, Christina Schave and Chuck Bowen we were inspired for parts of three days the singers not withstanding on Thursday evening. TOCA's theme Hit the Right Notes in Nashville -- succinctly described the tone of the meeting. There was little that was out of tune in terms of our member needs, as noted by our attendees. - How about the end-user panel of lawn, landscape and design contractors? The challenges they face with hiring employees, pricing to value for their customers and the marketing challenges in today's economic environment was enlightening and educational. Thanks to Lee Scheer, L.N. Scheer and Sons Landscape Management, Adam Linnemann, Linnemann Lawn Care & Landscaping and Rusty Skelley, Samara Farms, for appearing on our panel. Thanks to Chuck Bowen and Lacy Ravencraft for putting together the panel. - Ann Wylie of Wylie Communications returned to inform us about how to use online communications to better reach our various audiences. In today's 24/7 hectic communications lifestyle, we learned how to deliver messages succinctly and with impact! - Nicholas Holland, vice president, CentreSource Interactive Agency, gave us a view of literally dozens of time management tools online that can make our jobs more efficient, easier and more manageable. - Jim Becker of EPIC Creative, along with colleague Jeff Litrenta, gave an overview of how to select and use video for commercial or media purposes as important marketing tools to get information to the public. - The Cheekwood Botanical Garden & Museum of Art Tour? As one attendee aptly described the visit: "It was terrific. The horticulturalist really knew what we wanted to know. It was an unforgettable experience." Media Event for Grasshopper To open the TOCA meeting on Tuesday evening was an invitation-only media/board of directors' event hosted by The Grasshopper Company and TOCA member Ray Garvey. TOCA editors and board members were treated to a reception and dinner at the Gaylord Opryland Hotel, where lead groundskeeper Hollis Malone recounted the refurbishing of the property following the devastating floods of May 2010. Golf, Tour Wednesday Morning Golfers braved the heat and humidity and enjoyed a wonderful round of golf at the Gaylord Springs Golf Links. The links-style course brought us all to our knees (well, maybe just my team is there a prize for a double bogey on a scramble hole?). Through it all, the team of Jim Becker, Joel Jackson, Jason De Sarle and Kyle Rubeling came in first. Three teams tied for second, but the scorecard tiebreaker was won by the team of Kevin Stoltman, Chuck Bowen and Owen Towne. Meanwhile, back at Cheekwood, about 15 TOCA members enjoyed the botanical garden and museum, followed by lunch at the Pineapple Room. Other Wednesday Highlights Wednesday's program started with opening remarks from Board President McGavock Edwards and a review of the agenda/program for the two days. TOCA then named Dr. Frank Rossi of Cornell University, Ithaca, NY, as the 2012 TOCA Environmental Communicator of the Year. Rossi was the 14th recipient of this award, sponsored by Project EverGreen. Rossi acknowledged the honor to be chosen as the TOCA Environmental Communicator of the Year and join such an accomplished group of previous winners. "I have spent the last 22 years of my career committed to a singular purpose: preserving the environment," he said. "All my presentations and hundreds of articles are designed to challenge, motivate and encourage change in management based on scientific research that will preserve and protect environmental quality." 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, a consortium of the allied golf associations of Colorado, which created a study on the economic and environmental impact of golf in Colorado, Drs. Larry Stowell and Wendy Gelernter of PACE Turf, Chris Gray, previously of Marvel Golf Club in Kentucky, and Anthony Williams, director of grounds for Stone Mountain Golf Club in Stone Mountain, GA, The opening night reception featured the naming of Margaret Bell of Syngenta as TOCA's fourth Distinguished Service Award winner, joining Owen Towne, Bob Tracinski and me in that group. This was Margaret's last TOCA meeting, as she retired immediately after the meeting. I hope it wasn't something we said. Seriously, Margaret's 12 years on the board as vice president was just one example of her dedication to TOCA and Green Industry communications. She will be sorely missed. Following the presentation, a "roast" was held, highlighting Margaret's career with a series of brief speeches and gifts. What some might note as "unflattering photos" from 20 years ago also were part of the "roast." But most of us have never seen an unflattering photo of Margaret. These would hardly have qualified. "I love you all," she said in accepting the accolades from the 60 or so TOCA members in attendance. "You all mean so much to me. I am completely overwhelmed by all this. Thank you for everything we have done for me over the years." Thursday Activities A full day of terrific professional development followed on Thursday, thanks to Wylie, Holland and Becker. The afternoon program on Thursday concluded with the business meeting and award presentations for our most recent scholarship winner. Highlighting the business meeting agenda was an update on TOCA's Strategic Plan. In the midst of our 23rd year, TOCA plan is moving forward in a systematic manner through its four sections (with board members as the liaison noted): Membership led by Jason Schmaderer Corporate Sponsorships led by Tom Mentzer Professional Development led by Debbie Clayton Communication and Branding led by Cindy Code The major activity by the board this year was around membership. The following goals and tactics have been established for the next year: - The goal is 250 members by the end of 2015. We have 167 members now, meaning 80+ net members must join the organization in the next 3 1/2 years. - The board approved Dan Gardner to lead the membership drive, allocating $2,500 for one year to work with the membership committee (along with communication and branding) to create a sustainable plan to move the membership up to its goal of 250. Gardner will average about a day a week. He will begin about Aug. 1 for one year. - Efforts between May and August will be the creation of positioning and branding statements about TOCA, what it means to be a member and other information to be used internally and externally to promote the organization. A second area of major discussion was the TOCA web site. It will be revamped this year, thanks to volunteer work offered by Associated Advertising and Brian Schoenthaler. Work will begin soon to update the web site. In addition, a Facebook page was created at the meeting by Jon Kiger of TurfNet and Laura Ory of Ewing. And our twitter account was very active during the meeting by many of our members. Business meeting highlights included: 1. Election and re-election of the board. They include: McGavock Edwards, re-elected board president; Jason Schmaderer, elected vice president; Lacy Ravencraft, re-elected secretary-treasurer; and Jared Bodnar, who remains past president. Those elected new directors are Jeff Cull, Dan Jacobs and Larry Aylward. Those re-elected to the board include Linda Frerichs, Linda Beattie, Scott Hollister, Chuck Bowen, Brian Schoenthaler, Debbie Clayton, Jason Schmaderer, Cindy Code, Felicia Gillham, John Reitman, Christina Schave, and Tom Mentzer. 2. TOCA's annual revenue for 2011 will be approximately $111,000, with expenses estimated at about $105,000. In addition, TOCA maintains a healthy investment portfolio of approximately $83,500. 3. The 2013 meeting will be in Portland, OR, May 7-9, at the Embassy Suites Hotel downtown. TOCA celebrates 25 years in 2014. Our meeting planners are looking at several cities for that meeting: Fort Lauderdale, New Orleans, Philadelphia, New York City or a Midwestern city. 4. The TOCA writing, photography, design and new media contests had 406 entries, up from 318 entries last year. A likely record number of entries. The board is also looking at revising some of the categories for the future. 5. The GCSAA Breakfast reception at the Golf Industry Show (GIS) in 2013 will be in San Diego on Feb. 6. 6. The Green Industry and Equipment Expo breakfast reception is scheduled for Friday, Oct. 26, 7:30 a.m., in Louisville. Bayer is the sponsor of this breakfast. 7. The board agreed to continue its contribution to Project EverGreen, at the $2,500 level. 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 $150,000 of space and pro bono services to Project EverGreen in 2011. 8. TOCA moved to an online directory in 2011, thanks to sponsorship from Bobcat. The directory comes out in December of each year. It contains the association's membership, Bylaws and constitution and other important information about the association. There may be some changes for 2013, with the directory being handled by Randall-Reilly and Jeff Cull through the company's sponsorship. 9. The 2012 Publishers' Scholarship winner is Kari Weis of the University of Missouri. She will graduate in May 2014 with a degree in plant science and ag journalism. Her goal is to combine her plant science and journalism degrees with a job in the media someday. 10. TOCA is continuing its mentoring program, being led by Debbie Clayton and Felicia Gillham. Thus far, these are the TOCA mentors: Larry Aylward, Dan Jacobs, Billy R. Sims, Steve Trusty, McGavock Edwards, Polly Moter, Jason Schmaderer and Den Gardner. Please contact the TOCA office if you want to become a mentor or want to be mentored by one of these seasoned communicators. Syngenta Awards Banquet To close out the 2012 meeting, the Syngenta Awards Banquet was another raucous affair, with excellent food and drink, surrounded by a slide show commemorating this year's award winners. Thanks to the leadership of Christina Schave of Two Rivers Marketing and McGavock Edwards of IMRE Communications, a masterful job was accomplished on the awards program. Thanks to Barb in the office for publishing the annual meeting program. The evening's festivities ended with the annual sing-along, led by guitarist Gregg Wartgow. Thanks to Gregg for not only excellence in his acoustic guitar skills, but listening to a dozen TOCA members attempt to sing hit songs of the '60s and '70s sometimes even in key. So, the 2012 TOCA annual meeting is history. I want to especially thank Barb for her tireless preparation work prior to and during the meeting. I also want to thank his evil twin Dan for assisting with logistics. TOCA thanks all of its sponsors for making the meeting possible. 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? 2012 TOCA Communications Contest and The 7th Annual TOCA International Communications Awards Contest Results See Awards page Weis Selected as 2012 TOCA Scholarship Winner Kari Lynn Weis, a sophomore at the University of Missouri-Columbia, is the 2012 recipient of the TOCA Scholarship Program. The program is supported by GIE Media, Inc., Golf Course Management, Green Media, Moose River Media and Total Landscape Care. Weis is majoring in Science and Agricultural Journalism and Plant Science. Her current GPA is 3.61. Check out the new TOCA promotional video
here!
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Dr. Rossi also is a contributor to TurfNetTV, providing
regular video segments, writes the "Frankly Speaking" blog on
