MANAGING EVERY DROPsavvy marketing practices touting one turfgrass species over another by stating...

www.fisstate.org Fall 2009

MANAGING EVERY DROP:Landscapes, Laws & Licensure

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TABLE OF CONTENTS

Fall 2009

FEATURES

10 Selecting the Right Plant for the Right PlaceThe end-user, whether they are a green industry professional or a gardeningenthusiast, has become thoroughly confused about selecting the right plant for the right place. Learn more in this article.

16 Dispelling Myths: Accurate Information onFlorida’s New Irrigation LawsThis article discusses two Florida legislative bills that will affect how landscape irrigation is practiced statewide.

24 Water Summit Brings Industry TogetherThis year’s FIS summer meeting was a gathering of irrigation industryprofessionals from all over the state. Workshops and panel discussions focusedon the profession’s best practices and trends.

DEPARTMENTS4 PRESIDENT MESSAGE

6 INDUSTRY NEWS

22 MEMBERSHIP

28 SALES & MARKETING

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PresidentMatthew Shreves(251) [email protected]

Vice PresidentMatt Eaton(904) [email protected]

SecretaryKevin Cavaioli(954) 971-7350 ext. [email protected]

TreasurerDale Nimmo(321) 576-0565 ext. [email protected]

Pipeline – Editorial DirectorLisa A. Wright726 Pasadena Avenue SouthSt. Petersburg, FL 33707(727) 343-5600 ext. [email protected]

FIS Advertising Manager/Executive AdministratorJennifer AmarosaP.O. Box 13502Tampa, FL 33681Office (813) 839-4601Fax: (813) [email protected]

Copyright 2009 © Pipel ine Magazine. All rights reserved. Pipeline Magazine is aquarterly publication of the Florida IrrigationSociety, located at P.O. Box 13502, Tampa,FL 33681. FIS is not responsible or liable forany errors, omissions or changes ininformation. Reproduction in whole or part isstrictly prohibited.

FLORIDAIRRIGATIONSOCIETY

PRESIDENT’S WELCOME

Best Regards,

Matthew Shreves

It is said that you can’tstand in the same river twice.While that may be true, whoknows where that water mayhave traveled in the past?There is an estimated326,000,000 cubic miles ofwater on the earth. Other estimates reveal: 3,000cubic miles of water in a gaseous state through-out the atmosphere at any one time; 55,000cubic miles in lakes, rivers and other surfacereservoirs; 2,000,000 cubic miles of subsurfacewater. It has been here since the creation ofearth, and it hasn’t diminished or increasedsince. Matter can neither be created nordestroyed. It is, however, being constantly redis-tributed in the hydrologic cycle. Solar radiationevaporates water from lakes, rivers, seas, andoceans. It also gives life energy to plants causingthem to transpire, which is the releasing of wateras a vapor from the above ground parts of theplant. This evapotranspiration is the subject thatwe as irrigators concern ourselves with most.

Nature’s distribution of water is not alwaysperfect, nor is man’s. It is not a crisis of waterquantity (i.e. water shortage). It is an issue ofwater quality and availability. It is an issue ofhow we manage the distribution of theresource. I do not consider myself an environ-mentalist, but a conservationist. If we are distrib-uting raw ground water or reclaimed water onto plant material in a responsible manner, whatcan be wrong with that? We cannot let theuninformed redefine the discussion, no matterhow passionate they may be. We must not onlyrival there passion, but surpass it. Remember sci-ence and reason is on our side.

Irrigation has been a valued and noble occu-pation since the earliest of civilizations. TheRomans used water not only for sustenance, butalso for quality of life just like modern society.People come to live and visit Florida for its’beauty. We are a substantial and integral part ofthat equation. Don’t let yourself be bullied orswayed by those who do not understand basicphysics or economics. Keep yourself armed withthe facts and continue to represent yourself andyour society admirably.

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CHAPTER & INDUSTRY NEWS

There are those who say that tech-nology will improve our lives. Forthose who love their landscapes in awater-saving world, a new technolo-gy and new law make it possible tohave the landscape you love whilesaving water. And, for some, it couldmean liberationfrom daily irriga-tion restrictions.

The WaterOpti-mizer™ saveswater when prop-erly used. It’s asmart irrigation system that uses sensortechnology to provide landscapes withthe moisture they need, but no more.A new law in Florida, Chapter 373.62allows HOAs, community developmentdistricts and large properties anexemption of irrigation restrictions ifthey use this new technology.

“The market potential for a toollike this that helps residents complywith water restrictions is huge,” saidBroward County NatureScape IrrigationManager Robert Carew. “People canfollow watering restrictions and stilloverwater, but this technology works to

combat thatthrough use of soilmoisture sensors.”

“The FloridaWildlife Federationsupports this tech-nology because we

know that smart conservation prac-tices are critical to protecting thequality of life including the environ-ment and the landscapes we love,”said Florida Wildlife Federation PolicyConsultant Jay Liles.

Visit www.Water-Optimizer.com or call(866) 880-4030 for detailed information.

Technology That Helps You Save Water

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Hunter ReleasesWireless Decoder

Hunter Industriesintroduces the firstwireless decoderprogrammer anddiagnostic tool forthe company’s ICDtwo-wire decodercontrol systems. TheICD Handheld Pro-grammer isdesigned to simplifyinstallation, mainte-nance and diagnos-tics of two-wiredecoder controlledirrigation systems. The ICD-HP canturn stations on and off, measure thecurrent draw, and check the sole-noids, without disconnecting anywires. Visit www.hunterindustries.comfor more information.

US Patents for WaterTechnologies RoseAmong seven categories of water

technologies, more U.S. patents wereissued during 2008 for inventions in the“water purification” category than inany other, according to a recent study.The report, Water Technology U.S.Patent Landscape Annual Report, indi-cates that among 384 water technologypatents issued last year, there were 124patents and 1,958 claims made in the“water purification” category. Otherleading categories were water reclama-tion and treatment (96 patents, 1,534claims) and water conservation (65patents, 1,051 claims). The categorywith the least patent activity was“metering,” with 16 patents and 274claims. Data were also presented forthese other water technology cate-gories: irrigation, desalinization and/ordistillation, and hydro/wave/tidal power.

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Central FL Temporary BoardThe Central Florida Chapter would like to announce its tentative board that will

serve for the rest of this year. The Chapter will vote on new Board members in Jan-uary. The temporary Board or Directors include: President Tom Allen; Vice PresidentJudy Benson; Treasurer Mark Payton; Secretary Eric Sondgeroth; and board mem-bers James Jenkins, Bill Hagen and Tommy Outlaw.

The Tampa Bay Chapter will holdtheir annual Christmas party onDecember 1, 2009 at CDB’s Southside.The Chapter has come up with a planto have educational speakers at themonthly chapter meetings for nextyear. The Chapter is working with theCity of Tampa and trying to set up awater conservation committee tohopefully avoid an irrigation ban likethe one that occurred this year.

‘Give Back toCommunity’

Project UnderwayThe FIS Southwest Florida Chapter is

gearing up for their 1st Annual GiveBack to the Community Project for theCity of Cape Coral. The Chapter will bere-doing the landscaping and irrigationon Yacht Club Median as a way to giveback to the community that supportsthem. The City of Cape Coral has beenvery supportive in their struggles withunlicensed contractors.

Tampa To StartConservationCommittee

Fish For A Cause!“Emma’s Tournament”

To be held November 14, 2009, theFIS Southwest Chapter would like toinvite you toparticipate ina charity fishtournamentat MullockCreek in Ft.Myers. Allproceeds willgo to EmmaFaith Hall tohelp this 7-year-old with ongoing thera-py costs associated with fighting herbrain tumor. Please join us in a day offun and support for Emma to continueher costly therapy programs. PleaseRSVP with Tom Super at 693-5488 orvisit [email protected] is $75; includes lunch and prizes.

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The Palm Beach Chapter is continu-ing its involvement in local irrigationwater management issues. Members ofthe chapter have been educating theTown of Palm Beach’s Civic Associationon new technologies to control andmonitor irrigation sys-tems. The Town of PalmBeach held a waterworkshop to learn moreabout ET controllers andsoil moisture sensors.The town will hold twomore workshops to dis-cuss the topic of irriga-tion water conservation.

The chapter alsohad a joint meetingwith the FNGLA Palm Beach Chapter toreview the newly-revised state statute373.62. FNGLA’s Governmental Affairsdirector, Jim Spratt, explained the

changes made to the statute and how itwill affect irrigation contractors. TheChapter really appreciates the FNGLAfor inviting them to attend the session.

The Chapter would also like toremind our members that the SFWMD

will be adopting theFlorida Water Starprogram and all inter-ested in participatingshould contact theSFWMD for moreinformation. At thenext chapter meet-ing, there will beinformation pertain-ing to the FloridaWater Star program.

The next chapter meeting will be heldat Duffy’s in North Palm Beach at the inter-section of PGA Blvd and US 1. The meet-ing will be held on Nov. 10 at 6:30 pm.

Chapter Educates Town Association

November 3Tampa Bay Chapter Meeting

CDB’s Southside, Tampa

November 10Northwest Florida Chapter Meeting

Perry’s of Niceville LegendarySeafood & Steaks, Niceville

Palm Beach/Martin CountyChapter Meeting

Duffy’s Sports Grill, Palm Beach Gardens

Volusia Chapter MeetingClubhouse Restaurant,

Daytona Beach

November 18Southwest Florida Chapter Meeting

Alligators, Fort Myers

November 20FIS Winter General

Membership MeetingHistoric Dubsdread Golf Course,

Orlando

December 1Tampa Bay Chapter Christmas

Party CDB’s Southside, Tampa

DECEMBER 2009

NOVEMBER 2009

For more information, please visit www.fisstate.org or call Jennifer Amarosa at 813-839-4601

UPCOMING EVENTS For more information, please visit www.fisstate.org or call Jennifer Amarosa at 813-839-4601

www.fisstate.org 9

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Increasing consumption

of water for use in home

lawns and gardens, golf

courses and athletic

fields is creating quite a

ruckus throughout much of Florida.

Ordinances placing square footage

restrictions on turfgrass are being

drafted by county governments and local

municipalities at a dizzying speed,

causing great angst in the green

industry. Similarly, water management

districts are imposing water use

restrictions in an attempt to curtail

outdoor water usage.

Selecting thefor the

Selecting thefor the

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The green industry also hasseen companies withsavvy marketing practicestouting one turfgrass

species over another by stating thatone uses less water when compared toanother. Couple these marketing prac-tices with the incendiary newspaperheadlines, such as “The Devil Grass:Water-Hungry St. Augustinegrass Suck-ing up Fresh Water” and “Thirsty GrassHas Evil Roots”. The end-user, whetherthey are a green industry professionalor a gardening enthusiast, has becomethoroughly confused about selectingthe right plant for the right place.

Great confusion also exists aroundthe terminology used to define aplant’s ability to handle drought condi-tions. For the purpose of clarity,“drought resistance” is the ability of aplant to survive prolonged droughtstress through drought tolerance anddrought avoidance mechanisms.

Drought tolerance occurs when plantseither “escape” the drought through lifecycle modifications such as entering dor-mancy sooner or producing seed forregeneration purposes. Plants may alsotolerate the drought through cellular

level adjustments, making them hardier.Drought avoidance occurs when

plant factors are modified. For exam-ple, certain turfgrass species growdeeper roots or have enhanced rootviability. Both of these factors influencesoil water uptake. Turfgrasses withdeeper roots can mine the water fromgreater soil depths. Additionally, certainplants have the ability to limit orreduce evapotranspiration (ET) allowingthem to avoid drought stress. Factorssuch as shoot density, number of leavesper unit area, and leaf orientation allaffect ET rates. Similarly, leaf widthand leaf extension rate contribute tothe total leaf area. A larger leaf areaequates to a larger evaporative surfaceand generally equates to greater waterusage. When a plant is able to maintainadequate tissue water content, theycan avoid or postpone the stress.

Maybe a better phrase to use whentalking about the influence of drought onturfgrass is “drought response”. Grassesundergo many changes in response todrought and many of these responses gounnoticed but have a profound effect onthe plant’s ability to withstand drought.Some are often very difficult to quantify,

Assessing Drought Response of Turfgrasses

Using a Linear Gradient Irrigation SystemBy Dr. J. Bryan Unruh

e Right Plante Right PlaceRight Plant

e Right Place

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while others are readily observed and eas-ily quantified. With this in mind, and thefact that little or no field research hasdocumented which turfgrass actually per-forms best under drought conditions, weinitiated a project to gain a better under-standing of the drought response of themajor turfgrass species and cultivarsgrown in Florida.

LGIS ConstructionA Linear Gradient Irrigation System

(LGIS) was constructed at the University

of Florida, West Florida Research andEducation Center near Pensacola, FL.The system was modeled after a systemdesigned and installed at Texas A&MUniversity by Dr. Milt Engelke. The LGISis designed as a triple row irrigation sys-tem with the central line having an irri-gation headspacing equal to 33% of thethrow of the irrigation heads.

This spacing allows for considerableoverlapping from head to head andensures uniform distribution of water per-pendicular to the irrigation line. The outertwo rows of irrigation heads were triangu-lated to the central head of the centertrench. The LGIS measures 160’ wide (80’on either side of the center irrigation line)and 750’ in length. The irrigation lineswere aligned according to prevailingwinds to minimize cross winds that influ-ence irrigation uniformity. During theresearch phase, the outer rows of headsare not used. The outer heads were usedonly during the establishment period toensure uniform plot establishment.

Prior to the installation of the irriga-tion system, the topsoil was removed(12” depth) and stockpiled using heavyequipment (Fig. 1). The subgrade waslaser-leveled and shaped to provide 5”drop from the outside inward to ensure

Fig. 2. The subgrade was laser-leveled and shaped to provide 5” drop from the outside inward toensure all surface water flows to the center as evidenced during the rain event.

Fig. 1. Prior to the installation of the irrigationsystem, the topsoil was removed to a depth of12” and stockpiled.

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all surface water flows to the center (Fig.2). After the subgrade was established,the topsoil was replaced, and the finalgrade was established using a laser-level.

Starting the week of September 9,2008, twenty-seven commercially avail-able turf cultivars were planted on 10’ X80’ plots perpendicular to the line of theirrigation heads (Fig. 3). This allows forthe comparative performance of each ofthe grasses under very high water applica-tion (center of the LGIS) to the outeredge which receives no supplemental irri-gation. All of the sod and shipping costswere donated by sod producers fromFlorida, Alabama, Georgia, South Carolinaand Texas. The mammoth logistics effortsof getting all the sod delivered in a timelymanner was facilitated by Ms. BetsyMcGill, Executive Director of the FloridaSod Growers Cooperative.

An additional thirty turfgrass breed-ing lines (African bermudagrass, zoysia-grass, carpetgrass, and centipedegrass)from Dr. Kevin Kenworthy’s programwere plugged on 18” centers (Fig. 4).

Drought conditions early this yearafforded us the opportunity to startcollecting some field data (Fig. 5).Because of seasonal and annual varia-tions in climatic conditions, conclusiveresults from this research will not beavailable for several years.

For more information on this projector others conducted by Dr. J. BryanUnruh, please contact him [email protected].

Fig. 4. Turfgrass breeding lines (Africanbermudagrass, zoysiagrass, carpetgrass, andcentipedegrass) from Dr. Kevin Kenworthy’s pro-gram were plugged on 18” centers on the LGIS.

Fig. 3. Twenty-seven commercially availableturf cultivars were planted on 10’ X 80’ plotsperpendicular to the line of the irrigation heads.

Fig. 5. A dry period in June 2009 allowed forsome initial data collection from the turfgrasscultivars planted on the LGIS.

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By David Wickham, ASLA, FIS, MS

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Among the many bills signed into law in the lastFlorida legislative session, there were two bills thatwill definitely affect how landscape irrigation ispracticed statewide within Florida for at least the

next five, ten or more years. Within this article, I will try todispel much of the misinformation surrounding thesebills/laws, while informing and educating the reader to vari-ous aspects of both bills.

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If anyone wants to read either bill inits final passed/enacted wording, theycan be found at:

For S.B. 494http://laws.flrules.org/files/Ch_2009-199.pdfFor S.B. 2080http://laws.flrules.org/files/Ch_2009-243.pdf

To begin with, there are two generalitems associated with both bills/lawsthat everyone needs to understand:

• Both of these new bills/laws wentinto legal effect on July 1, 2009.

• The new laws allude to landscapeirrigation systems utilizing waterconserving devices or switches (rainshut offs and evapotranspiration (ET)systems) that inhibit or interrupt sys-tem operations as only adequatewater conservation instruments, but,they specifically change severalexisting Florida law’s wording forthe utilization/installation of irriga-tion soil moisture sensor systems onirrigation systems.

SENATE BILL 494The following are S.B. 494’s major

changes to Florida Statute 373.62,Water Conservation (which modifies theMay 1, 1991, legal requirement that allnew automatic irrigation systems installa rain shut off device.)

� Perhaps the most interesting andmajor change is, “A licensed contrac-tor who installs or performs work onan automatic landscape irrigationsystem must test for the correctoperation of each inhibiting or inter-rupting device or switch on that sys-tem. If such devices or switches arenot installed in the system or are notin proper operating conditions, thecontractor must install new ones orrepair the existing ones and confirmthat each device or switch is in prop-er operating condition before com-pleting other work on the system.”

� A licensed contractor is nowstatewide defined in these changesas, “An individual who holds a specif-ic irrigation contractor’s licenseissued by a county.”

� If a licensed contractor doesn’t test,install, correct or repair devices andswitches as indicated in #2 abovewithin a reasonable time period,then penalties are to be levied on thelicensed contractor. For the firstoffense, the fee is $50; for the sec-ond offense, $100; and for the thirdand all subsequent offenses, thepenalty is $250. The penalty moniesare to be used to offset the adminis-tration, enforcement and furtherwater conservation activities by thelicensing county/entity.

� The Florida Department of Environ-mental Protection (FDEP) was direct-ed to create a model water conserva-tion ordinance by January 15, 2010,for local governments to use, or, mayadopt and enforce by October 1,2010. (Water management districtswere also directed to concern them-selves with FDEP provisions/docu-ments.) That is, unless the local gov-ernment creates, imposes and adoptsa more stringent water conservationordinance by that date.

� In lieu of landscape irrigation systemshaving an interrupting or inhibitingdevice or switch (rain shut off or Etsystem), a properly installed smartsoil moisture irrigation sensor controlsystem, using multiple soil moisturesensors, with remote monitoring andadjustment capabilities can now beinstalled on landscape irrigation sys-tems. Moreover, these multiple soilmoisture sensor irrigation systems

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with remote monitoring can applyfor a local or water management dis-trict days-of-the-week exemption/variance, with appropriately installedsignage. Plus, that they still need tocomply with any other wateringrestrictions applying to this type ofsoil sensor system.

� A licensed contractor is required tocertify that any soil moisture sensorcontrol systems and remote monitor-ing are installed properly. However,on an annual basis, only a licensedengineer or licensed landscape archi-tect (not a licensed contractor) shallperform an annual maintenancereview of all soil moisture control sys-tems/devices and remote monitoringfor compliance and certifying them

for continuing a days-of-the-weekexemption/variance continuation.

SENATE BILL 2080The following are S.B. 2080 major

changes to Florida Statute 373.185,Local xeriscape ordinances:

� The words “xeriscape and xeriscap-ing” are deleted and replaced withthe wording “Florida-friendly landscape or Florida-friendly land-scaping”.

� Any model Florida-friendly landscap-ing and irrigation ordinances,covenants and restrictions and othertechnical assistance, promulgated bya water management district or alocal government must follow theFDEP “Florida-Friendly LandscapeGuidance Models for Ordinances,

“The new laws allude to landscapeirrigation systems utilizing waterconserving devices or switches

(rain shut offs and evapotranspi-ration (ET) systems) that inhibit

or interrupt system operations asonly adequate water conservationinstruments, but, they specifically

change several existingFlorida law’s wording for the uti-lization/installation of irrigationsoil moisture sensor systems

on irrigation systems.”

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Covenants and Restrictions” manual(www.dep.state.fl.us/water/non-point/docs/nonpoint/ffl-mo-ccr-1-09.pdf), “The Florida Friendly BestManagement Practice for Protectionof Water Resources by the GreenIndustries”(www.dep.state.fl.us/water/non-point/docs/nonpoint/grn-ind-bmp-en-12-2008.pdf) and many other FDEPmaterials and documents. These FDEPmaterials and documents include effi-cient irrigation system standards,guidelines and other water-conserving

practices which have been preparedwith the assistance of the Florida Irri-gation Society and other Florida land-scape and irrigation stakeholders.

� No deed restriction, covenant and/orlocal government ordinance, may pro-hibit or be enforced so as to prohibitany property owner from implementinga Florida-friendly landscape (or efficientirrigation system) on his or her property.

There are numerous other minorirrigation bill/law items that you, astrue FIS irrigation professionals, mayneed to be concerned with. However,the above is meant to dispel much ofthe misinformation concerning thesebills/laws. Take this information andcitations to your local municipal orcounty government and/or watermanagement district to assure theirproper implementation. Should any-one need more information, clarifica-tion, etc., contact me through theFlorida Irrigation Society.

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MEMBERSHIP

Our strategy moving for-ward in 2010 will requireyou and your chapter’sinvolvement and influ-

ence. Many things have been accom-plished this year. We have completedthe certification exam for Florida WaterStar through St. John’s River Water Man-agement District. The Tampa Bay chap-ter successfully rallied support to endthe outdoor water ban imposed by theCity Council and they graciously spon-sored the outstanding new FIS website.The Southwest Chapter continues to

influence Sarasota County’s LandscapeOrdinance. The Palm Beach-MartinCounty chapter is working with theFNGLA in their education efforts to writea scheduling module for their certifica-tion program and, along with theTampa Bay Chapter, they are workingon new technician and higher leveltraining programs for the FIS. The bud-ding Northwest chapter continues totake root. Our colleagues in CentralFlorida are doing a great job to reinvigo-rate their chapter. The Northeast Chap-ter continues to thrive, advocate, com-

Involvement& Influence:Involvement& Influence:FIS Needs Everyone’s Participation

By Matthew Shreves, FIS President

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MEMBERSHIP

www.fisstate.org 23

municate and teach us how to have fundoing it. I am proud of what you haveaccomplished and the many contribu-tions each of you have made to theSociety this year. That is why I wouldlike to propose an action plan for thechapters this year.

Going forward, we need the treasur-er’s report from the individual chapters.This is required reporting of the State’sfinancials as a part of our tax recordsand maintaining our non-profit status.

One of our most prosperous chaptersis the Dade-Broward chapter. The FISneeds your help tore-energize thischapter. If you haveany influence oracquaintances thatare willing to showleadership andinvolvement inthose countiesplease enlist them.

Our educationefforts throughoutthe state continueto evolve. We needyour help in thisarena as well. As aprofessional, please solicit your Boardmember and submit your educationtopics and questions. All questions andtraining need be submitted to the edu-cation committee in order to be validat-ed. This will help members throughoutthe state and add to cohesion amongthe chapters and the value of member-ship. We are also sending out an all callfor a member or group of members whocan assist us with Spanish translation.Our goal is to offer different levels of irri-gation training and trouble shooting inSpanish. We are also interested in teach-ing basic job site Spanish. Beyond thetechnician level, it has been suggested,rightfully, we develop a Nursery Irriga-tion Design curriculum.

We are working on goals and objec-tives in small groups as well. In process

is development of a PDF file thatexplains the rewrite of Florida Statute373.62 to homeowners. This is therecently passed Senate Bill 494 thatrequires irrigation contractors to checkthe rain sensor or soil moisture sensor’sefficacy before any other work is per-formed. Further, it requires the propertyowner to repair or replace a non-work-ing sensor in a reasonable time. Mem-bers will then be able to print it on aleave behind card or on their invoices.We will also need your help in promot-ing this message as a public service

campaign throughfunding and personalcontact to all stake-holders including thewater purveyorsthemselves.

The FIS has joinedthe EPA WaterSenseprogram as a promo-tional partner. Whilewe diverge with theEPA WaterSense onsome of their policies,it is agreed that itwould be of morevalue to influence the

discussion from the inside. By now you are aware that we have

begun the licensing effort anew. A sur-vey has been circulated to compile yourdirect input on the legislation. Theresults from the survey will be publishedat the Winter Meeting on November 20,and again in the next issue of Pipeline.While our political action fund remainsunderfunded, the Board has agreed thepolitical climate is ripe. It is the consen-sus of the Board that if we do not pushthis legislation forward, we will be subju-gated by a bill introduced adversarial toour position. At the conclusion of theWinter Meeting’s general session, around table discussion will be held.These are a couple of avenues to makeyour opinions heard. Your input isdesired, this is your Society.

“I am proud of what you haveaccomplished and the many

contributions each of youhave made to the Society thisyear. That is why I would liketo propose an action plan for

the chapters this year.”

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The FIS’s Florida Water Summit washeld July 15-17, 2009 at the Orlan-do Omni Resort at Champions-Gate. The event started off with a

FIS-sponsored Irrigation Association CICCourse that was taught by Kurt Thomp-son. There was an exhibitor and FISBoard reception held for all attendees.Afterward, a 9-hole mini golf tourna-ment was held.

On Friday, the main conference washeld. Ed Klass, who is the Irrigation Asso-ciation Chair for the Contractor CommonInterest Group and past president of theGeorgia Green Industry Association, wasthe keynote speaker. He shared hisempowering ideas to challenges regard-

ing watering restrictions within the irriga-tion industry. There were numerous edu-cational sessions, including Florida Regu-latory & Legislative issues, industry tech-nology (where various manufacturersspoke regarding new technology avail-able and the benefits of these items),contractor panel discussion (where princi-pal contractors and landscape irrigationmanagers discuss market opportunitiesand challenges in the industry), and con-verting to low volume session.

The event was wrapped up with abehind-the-scenes tour of the water-sav-ing landscape and irrigation techniquesemployed by SeaWorld’s horticulturistsat the park’s newest attraction “Manta”.

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The Florida Irrigation Society would like to thank all of our exhibitorsand sponsors:

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NEW FEATURES & INFORMATION ONLINE AT WWW.FISSTATE .ORG

� To register, go to www.fisstate.org andnavigate to your chapter’s page (listed onthe left) and then click on the link on thechapter page to go to the blog.

� At the right bottom of the blog page, youwill see a link named New User Regis-tration. Click that link, it will take you toa login page. You will type in yourdesired User ID and email address, andthen click register.

� You will receive a confirmation email thatcontains your password. (If you do notreceive this email, please check yourspam folder. If you have still not receivedit, contact the FIS webmaster.)

� Once logged in, visit your dashboard,where you can edit your account andwrite posts. From there, you can updateyour profile, change your password andparticipate in the blog.

� At your dashboard, go to the left menuunder Posts and click the Add New but-ton. This will allow you to type a blogentry that will appear on the blog page.

� In order to comment on someone else’spost, visit the main blog page and clickon the Comments button below the post.Your comment will not appear on themain page. Other users will only be ableto read it by clicking on Comments.

Take a minute to explore the new features and information that is nowavailable. One specific feature introduced is the ability to blog with othermembers of FIS. This tool will allow you to discuss important codechanges and irrigation practices, read or make important announcementsand get the very latest on what is happening with your chapter!

BECOME A CHAPTER BLOGGER!BECOME A CHAPTER BLOGGER!

B L O G G I N G I N S T R U C T I O N S :

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SALES & MARKETING

28 PIPELINE

grow your revenue by

SELLING MOREto EXISTINGACCOUNTS

SELLING MOREto EXISTINGACCOUNTS

By Jeff Carowitz, Strategic Force Marketing

PlineFall09 10/20/09 10:25 AM

www.fisstate.org 29

There’s no doubt that the fightto attract new business isintense. Companies are alreadyreporting their competitors are

taking aggressive measures to capturenew accounts. So why not focus on thegreat customers already on your list?They know you, like you and trust you.

The excellent rapport you have withyour long-term customers means youcan focus on selling new products andservices rather than first having to sellyourself. Getting the appointment iseasy. And, they’re typically happy to lis-ten to what you have to recommend.

In recent years, marketing schoolshave promoted a newconcept to measurethe value of ongoingrelationships. Called“lifetime value of acustomer”, thismethod calculates thelong-term stream ofincome delivered bythe loyalty and con-tinued purchases ofexisting clients. Stud-ies with repeat buyersrevealed that thelonger a customerstuck with a particularservice provider, the more profitable theaccount became.

Seems obvious doesn’t it? Yet manycompanies ignore the value of long-termaccounts. They fail to have a plan tonurture their best clients and maintaintheir loyalty.

I often do survey research to help myclients understand why customers stopbuying from them. A typical answer isneglect. Customers feel their business wasbeing taken for granted. Nobody broughtthem new ideas or new products thatmight be helpful to them. Their relation-ship with a key owner or manager had dis-appeared, leaving them with no one tohandle their concerns. Such neglect leadsto lost opportunities. In fact, the customer

churn that results drives unnecessary addi-tional costs to find replacement customers.

When you recognize the value of long-term accounts and put in place process-es and programs that ensure they receivegood service, new opportunities open upto enhance the relationship.

Identify high-impact landscapeimprovements to coax additionalspending from your current accounts.Smart ideas include smart controllers,drip irrigation conversions, landscapelighting, bowl-style water features, andmore. Improvements that createinstant appeal sell better than thosewith hidden benefits.

It’s a mistake tothink that all of yourcustomers arepinched by a tougheconomy. There aremany that will con-tinue to make discre-tionary purchasesregardless of the eco-nomic situation. Forexample, many eld-erly Americans liveon fixed incomes,but the paymentsfrom annuities, pen-sions and social secu-

rity still add up to substantial sums. Myneighbor, whose husband enjoyed a sub-stantial bonus this year from the oilindustry, just invested in over $20K inlandscape improvements. Identify thecustomers on your list that have the abil-ity to continue to spend.

Focus in on a target list of a dozenkey accounts that need to hear morefrom you in the weeks ahead. Then con-tact each one with information and pric-ing on things you know they need. Goget some orders!

Jeff Carowitz is a leading consultant to thegreen industry. He can be reached [email protected] or 760-532-7034

“Your largest sales

opportunity maybe with the

customers youalready know.”

SALES & MARKETING

PlineFall09 10/20/09 10:25 AM

FLORIDA IRRIGATION SOCIETY, INC.APPLICATION FOR 2009 MEMBERSHIP

Company: ______________________________________________ Phone: ____________________

Address: __________________________________________________ Fax: ____________________

City/State/Zip: __________________________________________ E-Mail: ____________________

Person to be designated as Voting Representative: ________________________________________

Name/Company of FIS Member Sponsor: ______________________________________________

MEMBERSHIP CATEGORY DUES AMOUNT ENCLOSED

A. Manufacturer $330 _______________

B. Distributor, Dealer, Mfg. Rep. $275 _______________

C. Contractor $200 _______________

D. Consultant, P.E., L.A. $200 _______________

E. Irrigation System Operator $200 _______________

TOTAL AMOUNT ENCLOSED $ _______________

THE FIS ALSO HAS MEMBERSHIP CATEGORIES FOR SUPPORTING, ASSOCIATE,TECHNICAL, AND STUDENT MEMBERS. IF YOU FEEL THAT ONE OF THESE CATEGORIESIS APPROPRIATE FOR YOU PLEASE CONTACT THE FIS AT (800) 441-5341.

PLEASE MARK THE APPROPRIATE CLASSIFICATION(S) FOR YOUR MEMBERSHIP

Have you or your company ever been a member of the FIS before? ________________________

If so, when and how was the membership listed? ________________________________________

Are you a member of an FIS Chapter? If so, please name chapter. __________________________

If application for membership is accepted, the undersigned agrees to comply with the bylaws andminimum standards and specifications of the Florida Irrigation Society.

_________________________________________ _________________________________________Signature of Applicant/Date Signature of Sponsor/Date

Return with check to: FIS, P.O. Box 13502, Tampa, FL 33681

As a membership benefit, FIS will publish licensed contractor members (from counties thatrequire testing) in the Membership Directory and on our Web Site (www.fisstate.org). Ifyour business is located in a county that requires an irrigation contractor license throughtesting and you wish to be included in this listing, please provide us with your licensenumber and county.

LICENSE #_________________________________ COUNTY______________________________

1. Installer of irrigation systems2. Dealer in irrigation equipment3. Distributor in irrigation equipment4. Irrigation system design only5. Manufacturer6. Manufacturer’s Rep7. Well Driller8. Registered Professional Engineer

9. Registered Landscape Architect10. Certified IA Designer11. Operator of irrigation systems12. Certified Water Evaluator13. List Other Certifications:

________________________________________

________________________________________

30 PIPELINE

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