Remembering who our target audience is.

Sarah at Open register had a post about a fall festival near her that is put on by a local garden center. Oh, to have the problem that garden center has. Sarah received a e-mail from Grossman's Country Nursery that said, "In the past, many of you had expressed your apprehension to shop with us during October weekends because of how large our fall festival had become." They are going to change the fall festival so it won't be so busy that you can't shop! So many people with kids in tow gathering pumpkins, bouncing in the bounce house, eating popcorn, and carrying free balloons that mom is just too tired to buy plants or other garden related products. How interesting! The fall festival is so successful that it is affecting business, the wrong way! They are going "'back to our roots’ and will be offering you the very best of what we do ... flowers, plants, garden and home decor that you deserve to enjoy …" I wonder if they are finding out that the age of their target consumer has risen above the child rearing years? Sure, the festival attracts lots of people, with kids. Maybe quite a few grandparents bring their grandkids, too. Its just that you can't expect much shopping to be happening while the kids are running from one event to the other.

Maybe the consumer is more like my wife and I, with the kids grown and almost out of the house. We would be looking for fun stuff to do, but not so much kid stuff. Angela went to Annies Annuals for their fall planting party. Yes, they do have Butterball the Clown doing balloons and face painting, as well a kids coloring table (keeps them in one spot),but the rest is adult oriented. Workshops, a chance to win a shopping spree, and an adult version of "musical chairs", with a $100 gift certificate the prize.

Its important to have kids and their parents involved with the nursery. This can be done with kids garden workshops, and a place for the kids to hang out (at our place this is "The Guacamole Hut"). Never the less this is a great lesson to be learned. Our bread and butter consumer is between the ages of 35 and 65, and active. They don't have to plan for what to do with the kids anymore, and they want to hang out where they're needs are met. People younger than 35, and those over 65 will still find the the garden center a inspiring and fun place to visit in fall, even as we focus on a different age demographic.

So fall is for planting?

We in the nursery industry would love to see more sales in fall. I remember last year reading a post by Amy at Garden Rant titled "Gardeners to Nurseries, Fall is the new Spring". Reading that you would think there are lots of gardeners out there that are just chomping on the bit to start fall planting". Amy even said "So there you go. Fall planting may be best for the garden, but I guess it's just not convenient for the nursery industry." So it was interesting to read this post today by Elisabeth at Garden Rant titled "Searching for Fall", where she says , "I’m totally ready to garden less. I love spending time outside in our current 80-plus October temps (soon to drop, I know), but I’d rather not weed, water, prune, or plant." She continues, "At this point in the year, I’d rather revel in nature than attempt to maintain it."

So there you have it. If you read the post by Amy, and then read the comments and the results of the poll she posted you would think that nurseries are missing the boat by not being stocked to the hilt with plants this time of year. Yet, Elisabeth who is an avid gardener most likely wont be visiting her local garden center this fall.

So which is it? Are you guys telling the horticulture industry to have more plants available for fall planting or not? I think realistically, that if you own a nursery and want to increase fall sales its going to be more a targeted campaign toward consumers like Amy. Mass media most likely won't pan out since most people feel like Elisabeth and will just pass over your ads. Thats why so many nurseries have fall festivals and what not since its these events that bring people in, not the urge to plant.

There are gardeners like Amy and the other commenter's who do want to garden in the fall, but they are in the minority. That's why lots of nurseries start looking empty this time of year. Despite our best wishes most gardeners are tired and really don't want to get to involved after gardening all spring and summer. Even here in California where in many cases fall is actually a better time to plant than spring, we just don't see that much action.

You have to imagine the courage of your local garden center if they do stock a great fall selection, since there is no guarantee that it will sell. Storm moves in, and it starts raining and your stuck with unsold merchandise. There is nothing quite like watching your money going down the drain, since most of these plants will not over winter well enough to be sold next year.

Give it away to grow.

We're getting a 24' x 40' tent with detachable sides to place in the nursery. It will be used for workshops and other events during inclement weather. Like any garden center we are always looking for ways to bring people into the store during less than perfect weather. We had been having the winter workshops in the store, where we would just wheel the display racks out of the way. In our small store it can get crowded with a class and people purchasing so its nice in the summer to have the classes out under the oaks. Yet, just a couple of weeks ago the the Divide Womens Group had to cancel a big party here because of out of season rain. With the tent we will have an option to continue the event and increase our offerings of workshops during the fall and winter. Hands on workshops have proven increasingly popular. It would seem that there is quite an interest by people in the "outside world". I am sure that this is going to increase as more people attempt to focus on the environment. Most folks just don't know that much about nature, but many are eager to learn. Where do you go to learn about these things? It should be our gardens and nursery. We should be the place you can watch, learn, and take part in fruit tree pruning, how to plant vegetables, make a broom, make a hyper-tufa pot, create a bird sanctuary, make a living wreath, etc.

I have always thought that the most important resource that we as garden centers have is the ability to dispense knowledge in a easy to understand and affable manner. After all, thats why many came to us in the first place. Before the current internet, nursery people we're the garden internet of the time. We were the ultimate resource for gardeners in the area, and we got use to having that ability to command attention. With the internet the nursery person is no longer the ultimate resource on gardening, yet its still the ability to dispense the information in a human and personal way that will keep us in business.

While you can learn to make a hyper-tufa pot via the internet there is nothing like mixing the ingredients and making one for your self. People want a hands on learning experience. I think that we as a garden center shouldn't limit our selves to the topics covered at a workshop. The only generalization would be it involves the natural world. So classes might involve propagating the native plants in the area, or using locally grown grapes in making wine! The idea being to have fun while learning and creating.

It sounds weird but the future of our garden center is in how much information we can give away. The more we enable our neighbors, both local and international to become better gardeners, the greater the pool of potential customers we will have. It's usually the gardening enthusiast that is a garden centers best word of mouth advertisement. We need to help nurture the potential enthusiasts. One way is through increased opportunities for learning new things, or learning old things in new ways. I believe the ability to dispense information in an easy to understand and affable manner is one of the most important attributes of a successful garden center.

Slow day at the nursery

It's cloudy and cold before the approaching storm. Few customers today so I took some photos of the gardens and nursery. We planted a few beds of flowers this year to fill up some space in the sunny part of the nursery. Here the cosmos bed has just about had it. I think we will plant about six or seven beds next year. Finally starting to complete the display beds along the creek. Further up you will encounter the arched willow.

It was like this when we bought the property and we are attempting to slow down the inevitable collapse. Will see if we can get a few more years since it looks so cool.

This is looking across Empire creek to our property on the other side. I want to allow customers over but we don't have a proper bridge yet. We cross an old log that has fallen across.

Looking back toward the vegetable garden, which is where the umbrella is. You can see a bench on the side of the hill. We like to sit here and look back down on the picnic area.

An industry first

According to Franchise Wire, Under the Sun Garden Center in Oklahoma is the first nursery to franchise in the industry. According to the report "Under the Sun started out as Tulsa Flowers in May 1992 in Tulsa at the corner of 41st and Hudson when Owner Craig Bay sold spring flowers from a tent." It continues, " The Company currently has three locations in Tulsa, Okla.; four locations in Oklahoma City; one in Claremore, Okla. and one in Edmond, Okla. Under The Sun’s franchise concept locations are in Edmond and Tulsa." This is certainly the first time I have heard of this. Under the Suns website claims that they have taken the local garden centers knowledge and service and combined it with the mega-stores product selection and self service to create the " industry’s best selection and service, in a relaxing and creative environment." The cost to get in on a franchise runs "between $212,500 to $913,350 and is variant upon location. This includes a franchise fee of $40,000, as well as the necessary build-out, inventory, décor, and startup costs associated with your gardening center."

I am amazed no one has thought of this before in our industry. While its not my cup of tea I can just see all the "I have always wanted to own a nursery" people licking their chops. Franchising seems to be the way for many who want a business, but also desire the perceived security of buying into a supported a system. This will be interesting to watch.

Where is the Target Garden Center?

I found this post about the new Target store in Morgan Hill, CA. According to the author the new store has no garden center. Is Target changing its focus? Morgan Hill, which at one time was rural is now a high-end suburb in the south bay, so its a bit odd they didn't put a garden center in. We'll have to see if this is just a one store change or company wide.

Just Guarantee It!

Just after writing my post on "One Conditional Guarantee" I read this. Bailey Nurseries, grower of "Easy Elegance Roses" has found out that roses "can be a tough sell to the younger crowd who considers gardening to be too much work and too time-consuming." Whats their solution? Offer a "two-year guarantee", above and beyond whatever guarantee the local retailer puts on an Easy Elegance rose. So the thinking is young people who find gardening a lot of work will jump on the new "Easy Elegance Roses" because they are guaranteed. Guaranteed against what? What does it mean that the guarantee is above and beyond the local retailer's guarantee. You get two roses after killing one?

Maybe I am missing the boat here? Guarantees are the way to young peoples hearts? How do I redeem the guarantee? Through the retailer or through the wholesaler? What are they guaranteeing? That you will love the rose? start loving roses? not kill it? change your life? love gardening?

If I follow their example I should see a huge influx of new younger customers as long as I guarantee my plants. You see, young people don't try anything new unless they receive a guarantee of results. Never mind that the roses are more disease free and lower maintenance than other roses, or that they are attractive plants. You just got to offer a growers warranty to get their attention.

Why should we stop there. Since young people think gardening is "too much work and too time-consuming" why not offer a gardening warranty? Try gardening for a year, if you find it too much work and too time-consuming just go back to the garden center you bought the supplies from and get your money back. Then you can try cooking. I am sure Emeril will refund your money if his cook wear doesn't help you make the best omelet ever.

The "One Conditional Guarantee"

Josh at In the Country Garden & Gifts made a comment on my post about Plant Guarantees. He said "I, too, think guaranteeing a living item is absurd. One of our local nurseries offers a 1 year guarantee on trees and shrubs or a 20% discount without a guarantee. What is your response when a customer (usually a first time customer, in my experience) asks if your guarantee your plants?" We get asked about plant guarantees by approx. 5% of our customers. There may be others that assume we have some sort of policy but only a small percentage ask. I realize that what they are asking is really, "If I screw up and kill this plant will you give me a new one?" Of course we will, and in addition we will try and figure out why it died and come to a plan of action to prevent any future loss.

I came across this suggestion at Duct Tape Marketing. They mention a One Conditional Guarantee, which is basically what we have been doing all along. Tell the customer "that the only condition the buyer must meet in order to receive a full refund is that they suggest to you ways that you could make the product or service better or more in line with what they wanted or expected." I like it!

We are in a business that attracts people that are generally in a good mood. We don't have the problem that other retail business might have with consumers returns. Most of our customers are like m. sinclair stevens ,who commented at the same post "If any of the nurseries I shop at have a plant guarantee, I am unaware of it. I have lost many plants over the years but it never once popped into my mind that I might be able to take them back and ask for a refund. Even if I now learned that it was a perfectly acceptable practice, I would not do so. I think the idea is appalling. I know I killed the things. Why should I expect someone else to pay. Have we Americans really come to that?" Yes, it has come to that, just check out the return line at The Home Depot on the weekends.

We get taken up on plant guarantees so little that when it does happen it seems like a bigger issue than it is. Just like irate consumers, we see so little of that as compared to so many retail establishments that when it does happen its blown out of proportion to the total number of satisfied consumers. We are invested in your success, as if you fail we may not see you again. So lets figure out how the plant died without pointing fingers, and see if we can be more successful with a replacement. "The One Conditional Guarantee". What do you think?

The picture above was from our weekend "Make a Living Wreath" workshop. The wreaths are made out of succulents and can be placed flat or hung. It was very popular and we'll do it again!

You get what you pay for

I wanted to address Susan's Rant on the bagged soil she bought. One of the areas our nursery excels in is the sale of bagged potting soils, planting mixes, soil conditioners, and mulch. We sell no bulk materials. Everything is bagged. We carry two brands of organics, E.B. Stone and Foxfarm. We decided a long time ago that if we are going to sell these products then they would have to be the best. We also knew that quality costs and our bags represent that. Foxfarm Potting soil costs $12.99 per 1.5 cu.ft. bag. The Foxfarm Planting Mix is $9.99 for a cubic foot. They are by far our most expensive soils. Lets dive into whats in the bag. Foxfarm Potting Soil contains the following, earthworm castings, bat guano, Pacific northwest sea-going fish and crab meal, composted forest humus, sandy loan, and sphagnum peat moss. When you compare this with the ingredients of many potting soils you understand why the bags are priced this way. Results are what counts and our potting soils and amendments provide the results. How discouraging to sell our premium plants and while loading the truck find bags of some cheap potting soil or planting mix in the car. I don't understand why people would buy quality plants only to plant them using bags of composted sawdust, sand, and perlite. These are actually the ingredients in some low ball potting soils sold near here.

Its taken a while but as our customers have gotten to know us and trust our advice they have switched to our soils because they have experienced the benefits first hand. The soil Susan at Garden Rant used at $2.80 a bag can only contain some very inexpensive ingredients, like wood fines and composted leaves. I would rather have had her use our Green all Soil Booster in a 1.5 cu. ft. bag at $5.99 or three for $17. Look what it has that the "top soil" doesn't. Fir bark, chicken manure, mushroom compost, earthworm castings, volcanic pumice stone, bat guano, kelp meal, and feather meal. This explains the cost. Better ingredients equals better results. No composted leaves, the manure type is listed, and no dirt. You need to mix this stuff in the ground, not just throw it on the soil surface.

We realize that the majority of people will never spend the money on amendments priced like this, but that's one reason why so many seem frustrated with their gardening results.

The Art of Running a Small Garden Center or Nursery

I created a web page a year or so ago called The Art of Running a Small Garden Center or Nursery. I had read Tony Avent's book "So you want to start a nursery" and found it interesting, yet it seemed to be the only resource for someone thinking of starting a small nursery. In addition it was written by someone who is a grower and only opens the nursery once in a while for retail. I wanted to create a dynamic resource that could change as new ideas emerge from the perspective of a small retail garden center . Originally I started the web site just for fun and kind of updated when I felt inclined to check it out. We'll I checked it out a month or two ago and noticed it was getting quite a bit of interest. So its time to put a little focus back into the project. Head on over and let me know what you think. While your there you can rate the site or leave a little blurb at the bottom.

Please let me know if you are a garden center professional, horticultural professional, or involved in the nursery trade or allied businesses and think you should be included. I updated some of it today but know I have missed people. If you are in the trade and are new to the internet or blogging scene the more your sites are seen in different locations the better. Let me know if you want to be included on the page.

Check out some of the other web pages or lenses as they are called. The gardening section might interest you . You can also build a lens yourself on just about any subject.

New garden center coffee maker

With all the talk about garden center cafes (all the comments from that post we're lost in the move from Blogger to Wordpress. Such a shame as it was one of my most commented on posts) one wonders how one could provide a good cup of coffee or other hot drink without having to hire someone to make it and serve it. On the recommendation of Sherwood Greenhouses in Regina, Saskatchewan I bought a Tassimo Coffee Maker. We brought it home to try it and I immediately threw the old coffee bean grinder out. This machine has completely changed our morning coffee routine. Super easy to clean this maker uses T-Pods which are pre-filled with coffee, hot chocolate, tea, etc. Place the T-Pod into the maker with the bar code facing down. The maker reads the bar code and heats the water just right for your particular drink. You can even make espresso, latte, or cappuccino. The quality of the coffee is better than when we we're grinding our own beans. Plus the machine makes just one cup at a time, so no waste. It also makes the cup usually within one minute!

We are going to buy another one and put it in the gift shop for the customers. Maybe request a dollar per cup that they can leave in a jar. This machine will be self-serve on the honor system. We'll see how it holds up under nursery use but so far we have been very pleased with the one at home. The quality of the coffee was so important, as I don't want to serve "industrial" coffee which we nursery people are famous for.

After we have used it for awhile in the store I'll post on the results.

Plant guarantees?

Went shopping yesterday and stopped at Best Buy electronics. After having to flag down an associate who was doing his best to ignore me I was turned over to another associate who couldn't or wouldn't look me in the eye. Frustrated I left for Circut City. Asking an associate where the I-pods we're he said they we're right behind me, without ever looking up from a video game he was playing. Then after asking if they had them in all the colors pictured behind the glass I was told they we're samples and had been out of them, and had been for a while. Finally I left for the Apple Store! I was immediately approached by one of their "geniuses", yes thats what they call them. I got quick service and even paid for it while the clerk used a hand held device to swipe my credit card. I never had to go to the counter. This is truly a method for facilitating faster service in the garden center. Imagine if we could go outside, write the customer up and give them a receipt without having to go to the cashier. I asked if I could bring the I-pod back if needed and was told sure, as long as it is withing fourteen days! Even if the package is not-opened you only get 14 days to return it, after that its yours. If you return the product with the package opened they charge a 10% return fee. Well, I bought it anyway since no one else had it. I use a PC, not a Mac. I imagine that Apple can get away with this return policy since 'Mac heads" are so loyal to the brand. If they don't except the return policy they will have to change their lives and use the dreaded PC. No silly return policy is going make them switch. Apple has a small, when compared to total computer users, group of very dedicated customers.

I think nurseries blew it when about twenty years ago they jumped on the one year guarantee for plants. They did this of course to respond to the box stores who were advertising this incredible new policy. We got so nervous about this that it seems everyone in the business started offering plant guarantees. Let me see, an un-open package of electronics can only be returned without penalty in 14 days yet we guarantee our living plants for a year or more. Forget to water them, bring them back. Suppose to be deer resistant but your deer ate them, bring them back. We may still have consumers who think there plants are under guarantee from the last century.

Do I think we should go back to not offering guarantees? No, its to late and besides I think Apple is screwing up with their policy. They should allow you to bring the electronics back in the un-opened box anytime for a exchange or full refund. Instead of guaranteeing plants for one year why not just offer customer satisfaction. When someone brings a plant back I ask them how we can insure their satisfaction. Sometimes they just want a new plant and some help figuring out what happened. Other times they have said they would take a new plant at half price, or just want information on how to care for the plant. If they say they would take a plant at half price I would give them the plant free. Lets offer customer satisfaction instead of a plant "guarantee".

Great nurseries and garden centers have a core customer base like Apple does. The customers will work with the nursery since they have vested interest in seeing the garden center stay open the next year. Let the box stores continue with their plant "guarantees" since the odds of their plants failing are a lot higher than a well run garden center. This only works for exceptional garden centers though! The rest will continue to think that plant "guarantees" are the way to customer loyalty.

Plant craziness at The State Fair.

While I was writing the last post on our Nurseryman holiday I caught a bit of the television Monica was watching. The news cast was from The California State Fair where they we're giving a 80% discount on all the plants that are used at the fair. These are containerized plants in one gallon and larger. There was quite a line of people waiting early in the morning to score on these plants. The reporter would walk along and ask the people in line what they we're waiting to buy. I think just about everyone she asked said they didn't care what they got. Sun, shade, perennial, houseplant, winter harder or not. The fun part was watching everyone run around like chickens with their heads cut off. A mother with a 6' tall ficus in one hand and three kids in tow, a lady running through the crowd hitting people unintentionally with her agapanthus flowers, etc. There is something unseemly about people running with plants. Not as dangerous as running with scissors, but still weird. The thing that got me was most didn't have a clue as to the needs of the plants. Thats not important. What's important is the plants we're cheap! Score now and figure out where to plant them later. No thought to the aesthetics of the garden. I wonder how these peoples yards will look when they are done? You don't have to wonder though, just travel through almost any new subdivision in the greater Sacramento region. You come across these people and their yards everywhere.

There seem to be two types of garden shoppers. Ones like the people at the fair where buying something on special is most important. It doesn't really mater if they need the items, just so long as they got a deal. I would imagine most of those people also frequent the box stores on a regular basis. The other type of garden shopper seems more interested in planting for beauty, aesthetics, or the shear joy of it. If the plants are on sale great, but thats not the sole reason to buy. Not to many of those in line at The State Fair.

Scenes like that remind me that we want to focus our attention on the second type of consumer. They are much more likely to remain loyal to a business and care for their plants once they leave the nursery. Trying to appeal to the people that wait in line at the state fair would never work. They are the ones most likely to show up a year later and want their money back because the plants they bought died. "Nobody told me it couldn't take the cold in winter", or one of my favorites, "It did well for the first year but now it dead. You do guarantee your plants don't you?"

Nurseryman's holiday

I take Monday's off every week so having Labor Day off is routine. One thing these Monday holidays remind me off is how much I dislike having the same day off as everyone else. When I have taken weekdays off for most of my career you get use to having places you visit to your self. Fortunately everyone was heading home as we headed up the hill to Loon Lake. We have been having a mini-heatwave of late so heading up to 7000' elevation sounded nice. To get there from the nursery you drive through our neighboring town, Georgetown. This community has the interesting habit of allowing parking in the middle of the street. After the town burned down for the third time in the 1800's the community made the main street extra wide to prevent the spread of fires. You drive right through town on main street and head "up the hill" into the mountains. It takes about 40 minutes if you don't stop to admire the view.

Monica and I set up our Kelty sun shade, which is now over 20 years old and flake out. We did enjoy this bottle of pinot noir rose from Francis Coppola. I normally don't drink Rose, but the bottle was just so cool and it is the afternoon. The wine is great for picnics and the bottle will look great as a retro candle holder.

Loon Lake is at the edge of The Desolation Wilderness and is a classic Sierra Granite Alpine lake. It is one of the sources of of water for the garden center and is so clear underwater you can see quite a distance when swimming. The water was cool but not cold. It had the feel of late summer and was truly relaxing.

Anti-spam and lost comments

When you comment on this new Wordpress blog for the first time it will ask me to approve your comment. Once its approved for the first time you shouldn't have to have approval for comments after that. Its is a anti-spam measure. I am glad we have it as we have already caught 12 spam messages that I was able to delete before posting. Now that those e-mail address are listed as spam they shouldn't be able to get through. Also I lost a couple of comments in the move. One was from mmw over at Two Gardens concerning my post on Randall Graham and Bonny Doon Vineyards. Actually I still have the comment in my e-mail folder but when we made the move from Blogger to Wordpress it was gone from the post. Just want to make sure it wasn't removed by mmw. If it wasn't intentionally removed I would love to comment on what was said. It had to do with money going to marketing and not product quality. Randall Graham recently addressed that issue!