TOCA Talk Summer 2024

TOCA adds Cheryl Steelberg to its Hall of Fame

The Turf and Ornamental Communicators Association (TOCA) named Cheryl Steelberg, a PR and marketing consultant at Wilson360, as its 2024 TOCA Hall of Fame inductee. A green industry communicator for more than a quarter century, Steelberg started her career in automotive PR for Toyota and worked on the B2B agency side for global clients before shifting to in-house communications.

As the director of public relations for ValleyCrest Landscape Companies from 1996-2008, Steelberg published, wrote and produced the company’s magazine, which was distributed in print to more than 10,000 employees in English and Spanish. She also published an educational newsletter for technical and chemical applicator employees. Additionally, she published an external publication for ValleyCrest’s commercial maintenance clients.

An early adopter of technology, Steelberg designed and wrote ValleyCrest’s first website. Furthermore, she issued hundreds of press releases and developed stories for trade magazines, led publicity and project management for digital innovation projects, such as GreenZebras, and was writing about green roofs, greenfields and sustainability before they were mainstream.

TOCA contributor and advocate

Steelberg served on the TOCA board of directors from 2000 to 2003. One of her TOCA “contributions” was facilitating a rare behind-the-scenes tour of Disney Orlando’s landscape for TOCA members attending the Orlando meeting, as a result of her connection with the Disney Imagineering landscape architect and subsequent visits to contractors’ facilities in cities where TOCA annual meetings were held.

A long-time advocate for TOCA, Steelberg describes TOCA as the best cross-disciplinary peer group for industry communicators. She recommends TOCA for the onboarding and ongoing engagement value it offers green industry communicators and marketers.

As a marketing communications consultant, Steelberg works with multiple landscape CEOs across the country. For Wilson360, she is a strategic communications advisor. Among the first to write and publish a corporate blog, which Steelberg did for the Bruce Wilson & Company (rebranded last year as Wilson 360), she received first place in the TOCA Communications Contest for “outstanding communication in blogging.”

 Accolades from her colleagues

Bruce Wilson, Wilson 360 chairman and founder, nominated Steelberg for the coveted TOCA Hall of Fame honor. “Over her 25-plus years as a green industry communicator, Cheryl has been the ‘voice of the contractor,’ bringing her creativity and thought leadership to the business of our business,” Wilson wrote in the nomination application. “Her advocacy for our industry has led to visibility on local and national broadcast media, B2B print media, lifestyle media and digital media. She has been instrumental in developing communications strategies for crisis management, corporate rebranding and campaigns for mergers and acquisitions.”

Cindy Code, Project EverGreen executive director, wrote, “Cheryl and I started working in the green industry at approximately the same time. From the very beginning, her consummate professionalism and insatiable curiosity made an indelible impression on me, as well as undoubtedly on everyone around her. She consistently excels in any professional endeavor, whether it involves managing a one-on-one interview or presenting to a large group.”

Code added, “Cheryl’s innate public relations skills endeared her to editors and communicators in the lawn and landscape industry. She had a remarkable knack for setting up interviews, effectively communicating revenue projections and translating complex concepts into terms and language that resonated with her peers in the landscape industry. Her ability to bridge the gap between technical jargon and clear, accessible communication is truly outstanding.”

TOCA names 11 Gardner Award winners

Twenty-three contestants submitted 239 entries for the 2024 TOCA Communications Awards contest. Judges awarded first-place awards to 65 entries. Eleven entries sorted themselves to the top as this year’s Gardner Award winners. Here are this year’s most outstanding TOCA Communications Award entries.

For a complete list of award winners, go to: https://www.toca.org/contest-awards/communication-awards.

Here’s a breakdown of the number of winning entries by contestant.

In late 2024, TOCA will open its entry portal for the 2025 TOCA Communications Awards. Next year’s awards contest will include some new categories and a few obsolete categories will be “retired.” Watch your e-mail inbox for the official launch. Entries will be due Feb. 28, 2025. In the meantime, keep track of your potential award-winning work and be ready for next year’s TOCA Communications Awards program and get the recognition you deserve!

How improv comedy can help you and your team brainstorm

A summary of Scott Covelli’s thoughtful and entertaining session at TOCA 2024
By Alyssa Weis, Anthologic

With full bellies and slightly skeptical hearts, TOCA members gathered after lunch for an interactive session that would leave a lasting impact. The goal? Get out of your comfort zone to help generate better ideas with your team. Scott Covelli, a TOCA board member, designed the session by combining his background as the EPIC creative content director and a Fish Sticks Comedy member.

Covelli assured his audience that just because we were going to practice improv, being funny wasn’t the goal. He explained that good improv has three characteristics. First, it must be relatable. Inviting people into a real situation or something in their own life will encourage them to engage with the situation being improvised. Second, improv members need to be curious. Wanting to learn will encourage improv members to listen to the team and respond creatively to the situation that’s been laid out. Finally, commit to the bit. Without commitment, the improv team and audience won’t be able to buy in. With some basic knowledge and rules in hand, it was time to perform!

The first exercise took everyone outside, a physical representation of our need to expand our boundaries to be successful in the afternoon session. TOCA members created a large circle and were asked to jump into the middle – either creating a movement or saying a phrase. The rest of the group would imitate the choice afterward. The goal was to allow whoever was in the center to feel like no matter what choice they made, the rest of the group would back up their ideas 100 percent.

Loosened up and feeling more confident about opening themselves up to a room of their peers, it was time to dive into the improv theory of “Yes, and.” The concept of the response is simple: listen to what your team member presents, agree with the idea and add to it. The room was split up into groups of two. Before the twosomes could “Yes, and” their way to great ideas, Covelli asked the members to do the opposite. One person needed to brainstorm ideas for planning a birthday party, but the other could only respond with “no.” TOCA members commented on how awful it felt to be shot down no matter how amazing their ideas were and that after a while, their will to share ideas dwindled.

Next, the same pairs were asked to plan a different party. This time the person not planning could only respond with “Yes, but.” The person not planning was essentially a “Debbie Downer,” agreeing that’s a good idea while pointing out potential flaws. Afterward, TOCA members shared that many felt like they were “Yes, but” people in their current roles and that it can feel bad to always shut down their co-workers’ big ideas.

Finally, after two rounds of crushing their partner’s big party dreams, it was time to work collaboratively. This time they were tasked with planning a celebration for one TOCA member. The room grew loud as ideas bounced off each pair, with the limits of their combined ideas no longer limited by disapproval. The mood had changed, all because the TOCA members felt heard.

While reflecting, members discussed that there was a time and place for being a “yes, and” person – like an initial brainstorming session – but they acknowledged that it could get the team a bit off track. That led Covelli to help share the benefits of “yes, but” people in the office and how to use it to keep your team motivated – not defeated. He reiterated that the more engaged people are, the more and better ideas they’ll contribute. Additionally, it’s OK to object or level-set with the team as long as it’s solution-based.

The final interactive exercise was called “TOCA Know-It-All.” Four volunteers stood closely together to resemble a four-headed monster. This monster, Covelli explained, knew the answer to whatever question was thrown at it, but each head could only say one word at a time. The four volunteers had no idea what the others would say, so they would have to work together to come up with a complete answer. So, when asked who the best running back in the National Football League was, the volunteers came back with the name of someone who didn’t exist. Other times, like when they were asked how to make pasta, they were able to string together a coherent, but not elaborate recipe. After a few more tries and some laughs, Covelli asked volunteers to describe the experience. They detailed the trust needed to work one word at a time and that it wasn’t about one person coming up with the funniest or best answer; it was about working together to get the win.

Improv teaches you to not be perfect and it teaches you to be present in the moment. Covelli asked that everyone looking to implement these techniques with their co-workers to give each other grace and remember this is all designed to help inspire amazing ideas.

Exploring sustainability: Perspectives in the green industry

By Lindsay Rusczak, G&S Business Communications

Sustainability has increasingly become an important theme in the green industry. At the 2024 TOCA Annual Meeting, panelists Ron Reitz, Leah Withrow, Patrick Parkins and Jeff Jensen shared valuable insights into how sustainability intertwines with people, the planet and profits, and the steps they are taking in their respective fields toward a more resilient and sustainable industry overall.

Ron Reitz is the president of maintenance operations at Enhanced Landscape Management (ELM), a commercial landscape management service based in California and Nevada. Through innovative approaches and a commitment to environmentally responsible practices, Reitz highlighted how lawn care businesses can thrive financially while also being environmental stewards. He shared initiatives that ELM has implemented, ranging from water conservation and increasing the use of electric equipment to advanced practices like resource preservation and waste reduction. He also credited tactics such as customer education and employee safety and retention for driving ELM’s progress toward sustainability.

As the head groundskeeper of Reno Aces, Leah Withrow keeps sustainability at the forefront of her day-to-day practices within the ballpark and with her team. She highlighted her proactive approach to sustainability in the ballpark, noting the importance of cultural practices, limiting outside contaminants and resources as a privately owned ballpark. Withrow also emphasized the importance of fostering the next generation of turf management professionals. She believes that raising awareness and increasing access to the industry for students and young professionals are ways we can better sustain the industry.

With 17 years of experience in the turfgrass industry, Patrick Parkins, superintendent of TPC Las Vegas, knows the importance of sustainability in the industry from a people and an agronomic perspective. During his presentation, Parkins discussed why programs like First Tee and the PGA Junior League are important opportunities to introduce younger people to the science of turfgrass and to the industry overall. On the agronomic front, he shared resources such as the GCSAA Best Management Practices as guidelines that he follows to run a sustainable golf course. Lastly, Parkins highlighted the innovative technology piloted at his course to promote water savings. Within the last year, TPC Las Vegas has installed drip irrigation and hydroponic tees – experiencing 70 to 80 percent water savings.

Jeff Jensen, GCSAA southwest field staff representative, addressed sustainability challenges in the legislative and regulatory spheres, including water availability, land use conflicts and wildlife habitat protection. He highlighted recent actions at the federal and state levels, emphasizing the importance of the GCSAA Best Management Practices in reducing costs, enhancing customer satisfaction and improving the industry’s image. Jensen also shared his optimism for the golf industry’s future, driven by investments in facility upgrades, strong leadership and turf research advancements.

The panelists fielded a variety of questions from the audience during their presentations and stayed after the session to delve deeper into their topics and offer further insights to attendees.

A living in landscaping

Bruce Wilson sheds light on his decades-long career at TOCA
By Jimmy Miller, GIE Media

Against his father’s advice, Bruce Wilson started a career in the horticultural industry 50 years ago and never looked back.

During a Q&A session moderated by Cindy Code, TOCA Hall of Fame member, Wilson explained to TOCA attendees how his illustrious role in the green industry began. While he mowed grass for extra money in high school, Wilson’s dad made it clear that he didn’t believe there was a career in landscaping. Never mind the fact Wilson often worked late just to ensure all his lawns had been mowed; his father just wanted him to do something more traditional or, in his opinion, practical.

“I just knew I loved being outside,” Wilson said. “I loved the fresh air. I loved the smell of grass.”

Wilson walked attendees through his experience in the green industry, explaining everything from the gas shortage in the 1970s to how he saw his mentor, Joe Marsh, lead what he called the most professional company at the time. Marsh wore a suit and tie to work every day and pulled in $1 million in revenue, a significant milestone – especially considering the era.

Wilson also recounted when Marsh sold that company to ValleyCrest and how he found out he’d be taking over its maintenance division (Environmental Care) when Marsh eventually retired. Burt Sperber, the founder and CEO of ValleyCrest, called Wilson over to him at a team dinner and handed him a box of business cards. Wilson’s name and “president” were both on them. He’d been promoted over people with much more tenure, but he had also led a remarkably profitable division.

Wilson sat next to Marsh for the rest of the meal and asked when he was retiring. Marsh replied, “right after dinner.”

“I was promoted above a bunch of people who had a lot more tenure than I did,” Wilson said. “I was smart enough to know, ‘Run with this.’ This was like a life-changing time for me.”

Wilson’s career is well documented, but the accolades include a 30-year run with ValleyCrest and the success of his own consulting firm. He was named the National Association of Landscape Professionals’ 2021 Lifetime Leadership Award winner.

Wilson didn’t rehash his career achievements during his TOCA session, though; instead, he answered attendees’ questions on ways he’s seen the industry change and what advice he could offer any emerging leader today. For instance, he explained that he once read, “The Fifth Discipline,” by Peter Senge, during downtime on jury duty. He passed that book along to his team to empower them to think like managers.

“It’s not an easy book to read,” he said. “It’s long, it’s kind of dry, but it’s full of good stuff.”

Wilson also encouraged attendees to visit their local Toastmasters meeting, which helped him grow more confident in his public speaking. “I was so afraid of walking in front of all these people and freezing,” he said. “I’m an introvert, so it was very uncomfortable for me.”

And, Wilson told attendees why he thinks he’s had a successful run at consulting. The secret’s not in his experience – it’s in his ability to listen first, speak second.

“I don’t say much,” Wilson said, “but when I do say something, it counts.”