Panel: Getting the most out of your industry associations
Panel: Getting the most out of your industry associations
By Emily Combs
How can professionals in the landscaping, sports field and golf course industries get the most out of their industry associations? Representatives of NALP, SFMA and GCSAA gave us a glimpse of the many opportunities their associations offer members and sponsors.
Lisa Stryker, National Association of Landscape Professionals
Lisa Stryker is the vice president of marketing & communications for the National Association of Landscape Professionals (NALP). NALP is a nonprofit that represents landscape contractor companies. The organization currently has more than 3,000 contractor company members, representing about 200,000 employees.
NALP has five pillars that ground its programming:
- Advocate relentlessly
- Educate industry professionals
- Expand the workforce
- Promote the industry
- Set the highest standards
From those pillars, NALP offers a range of opportunities for landscape contractors and communicators.
A new opportunity this year is the ELEVATE national conference and expo, formerly LANDSCAPES and GIE. This year’s conference will be in Orlando, Fla., Sept. 18-21, and then move to a different location each year. The event will provide education and networking for landscape professionals, with attendance expected to be as high as 1,500.
The advocacy pillar focus is on the gas-to-electric transition, H-2B program and pesticide issues. NALP has a grassroots advocacy campaign called Voices for Healthy Green Spaces that advocates for “industry policy interests and concerns at all levels of government,” according to its website. Stryker said the campaign is for “anybody who has a stake in keeping their green spaces well maintained” to join. Membership is free and members receive approachable, localized information about regulations that could affect them. The goal is to encourage individual members to advocate in their areas.
NALP also provides opportunities for green industry professionals to give back to their communities. From the annual Renewal & Remembrance project at Arlington National Cemetery to the National Collegiate Landscape Competition to the NALP Foundation for research and scholarships, volunteers can help meet needs that are near to their communities and their passions.
NALP publications include a weekly newsletter, print and digital magazine, and customizable financial benchmark study. These publications offer web advertising, limited e-mail marketing, retargeting ads, content series and “bespoke” custom-sponsored content. Another sponsorship opportunity is the NAVIGATE business coaching program, which pairs industry professionals with mentors from non-competing markets.
Stryker described NALP events as the “cornerstone of how members get engaged.” There are also seats for suppliers and agencies on NALP committees, councils and even board of directors.
Whitney Webber, Sports Field Managers Association
Whitney Webber is the sales and marketing manager for the Sports Field Management Association (SFMA). SFMA is a professional association for people who manage outdoor sports fields. Since its founding in 1981, SFMA has grown to more than 2,700 members.
SFMA helps sports field managers prepare beautiful and safe field surfaces. It provides a peer network for professionals to share information and best practices, learning from each other along the way. At the core of SFMA is the goal of using scientifically sound maintenance practices to keep fields healthy, athletes safe and the environment unharmed. The association offers opportunities for individual members and commercial companies.
Member programs include awards for the Field of the Year and Sports Field Manager of the Year. Certifications are one of the most valuable opportunities for members. Members can earn the Certified Sports Field Manager title to set themselves apart in the industry. SFMA also offers an Environmental Facility Certification to distinguish facilities that use environmental best practices. The association recently published an environmental best management practices guide to help facilities become more sustainable.
Continuing education is another valuable resource for members. The annual SFMA conference and exhibition hosts around 1,600 attendees who network and grow their industry knowledge. The conference will be in Salt Lake City, next January. In addition to in-person events, The Institute is a digital “knowledge center” that houses webinars, educational bulletins and training programs.
SFMA prioritizes the education of future sports field leaders by offering grants through its SAFE Foundation. Additionally, SFMA created a Sports Field Management 101 course designed to prepare high school students for a career in the industry.
Programs specific to commercial companies include the Innovative Awards and conference sponsorship opportunities. A new option is to sponsor a virtual facility tour, in which a company showcases a customer’s facility in a virtual format. Other opportunities include retargeting and advertising via web or social media.
Shelia Finney, Golf Course Superintendents Association of America
Shelia Finney is the senior director in member programs for the Golf Course Superintendents Association of America (GCSAA). She has been a member of GCSAA for 32 years, with 25 years of experience as a superintendent in Tennessee. Finney described GCSAA as a professional association “for everybody who works on the golf course.” The association’s membership, which exceeds 19,000, includes superintendents, assistant superintendents, equipment managers, other course crew, general managers, students and vendors. GCSAA represents members in 78 countries.
The association is all about connection – helping members connect to development opportunities, industry representatives and information. To achieve that goal, GSCAA uses various communication channels.
A newer offering is the GCSAA Now mobile app, which uses geofencing to connect members to others in their area. GCSAA also publishes the Golf Course Management magazine in print and online. The magazine has become a staple for superintendents and their crews. Another media outlet is the GCSAA Podcast, which connects members to relevant industry content in audio form.
Professional development is core to GCSAA, with a certificate series and monthly webinars. Members also enjoy the benefits of the GCSAA affinity program, receiving discounts on goods and services, such as tires and rental cars. Another valuable resource for members is the best management practices manual, which is unique to each state’s regulations and customizable to each golf course.
GCSAA also has a government advocacy arm that works to protect golf courses from legislation that would hurt their business. The program provides information to help grassroots ambassadors connect with their legislators and lobby for legislation that benefits golf courses.
GCSAA offers scholarships and grants to support members and those pursuing a career in the industry. Grants are available to help superintendents attend the GCSAA Conference and Trade Show, as well as other GCSAA events. The Rounds for Research program is a golf auction that helps local chapters raise money for research and education in their state. GCSAA also hosts the Collegiate Turf Bowl Competition at its annual conference and trade show.
To connect with younger students, GCSAA launched the First Green program, which is a STEM (science, technology, engineering and math) education field trip to a golf course. The superintendent collaborates with the teacher to connect a classroom concept to the course. Ultimately, the program introduces students to golf course management careers.
Ladies Leading Turf is a group for women in the industry to connect and learn together. It is open to women in any position in the industry. GCSAA also has 24 task forces that work on initiatives throughout the association, including a Diversity, Equity and Inclusion Advisory Council.
All GCSAA programs are open to sponsorship from industry partners. Finney ended her presentation by comparing an association membership with a gym membership, saying, “If you don’t go, it ain’t gonna happen.” Membership is only as valuable to members as they make it by taking advantage of everything the association offers.