Future Value of the Landscape Services Sector

Transcription

1 EllisonChair.tamu.edu Future Value of the Landscape Services Sector Dr. Charlie Hall, Ellison Chair in International Floriculture Texas A&M University

2 TRADE ASSOCIATIONS Extractive & Manufacturing MINING METAL WORKING TOOLS & MACHINERY Production Marketing TRADE PRESS & PUBLICATIONS Consumption FERTILIZER PLANTS CHEMICAL PLANTS FERTILIZER; PESTICIDES AG COLLEGES; RESEARCH FARMS DIRECT MARKETING Nursery & Greenhouse Firms DISTRIBUTION & LANDSCAPE FIRMS FUNCTIONS Installation Maintenance Storage Transportation Financing Information RETAILING Garden centers Retail nurseries Retail greenhouses Florists Supermarket floral depts. Discount mass merchants Home improvement centers Farm markets Mail order & internet sales OIL WELLS PETROLEUM PRODUCTS PLASTICS MANUFACTURING Wrappings, Containers Packaging materials Labels Irrigation materials INDIRECT MARKETING FIRMS Brokers Landscape contractors Lawn maintenance firms Re-Wholesalers Terminal market firms Cooperatives Auctions FISHERIES PAPER MILLS PRINTED MATERIALS: (Catalogs; signs; packaging) INSTITUTIONAL Schools; Churches Hotels; Resorts Hospitals Restaurants Interior landscapes Malls Corporate landscapes Public buildings Community parks FORESTRY BREEDERS Propagators The Green Industry Complex EXPORTS: Market Area to Market Area Other states Canada Europe IMPORTS: Columbia, The Netherlands, Ecuador, Mexico, Canada, Guatemala, Australia, Israel, England, Costa Rica, Hawaii, Philippines, Japan, China, Africa Mature stage Fragmented/Bipolar Consolidating Shakeout Low ROI Shrink Overleveraged Supply variations Hypercompetitive Innovation treadmill Distribution costs The Financial Sector Regulatory Trade Agreements Trade Barriers & Import Restrictions APHIS/PPQ Patents, Royalties & Copyrights Environmental Protection Pesticide and other chemical regulations End Consumer

3 Demographic Impacts 30% (18-34) 38% (35-44) 47% (45-54) 51% (55+)

4 Demographic effects on housing Four major demographic cohorts will set the housing market in the decades ahead: The Older Baby Boomers The Younger Baby Boomers Generation Y Immigrants The Boomers and Gen Y are ½ of the U.S. population.

5 Implications Housing formation and homeownership rates have slowed, but normalizing. Houses & lots will be smaller, but greener and we are entering a new age of urbanization. There are opportunities to develop products and services to fit changing lifestyles.

6 Walkable suburban town centers

7 and city centers.

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14 What influences customer decisions? Value Relevancy Authenticity QOL Social Well-Being Physical Well-Being Psychological Well-Being Cognitive Well-Being Environmental Well-Being Spiritual Well-Being

15 [Perceived] Value 1. Functional/instrumental value 2. Experiential/hedonic value 3. Symbolic/expressive value 4. Cost/sacrifice value

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17 Relevance

18 Relevance

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20 Authenticity Simply put, being authentic means staying true to who you are, what you do, and who you serve. Personalized (Umpqua) Transparency (Starbucks) Relationship (Anthropologie) Consistency (Apple)

21 MINDSHARE 42% / 25%

22 What are the implications? People want things that enhance the quality of their lives!

23 U.S. Pet expenditures ($billions)

24 Simon Sinek Start With Why

25 We are more than pretty! Economic Benefits Environmental Benefits Health/Well-being Benefits Beautification draws customers & reduces shopping stress Boosts occupancy rates Generates tourism revenue Job creation from increased services demanded Reduced health care costs Increased property values Tax revenue generation Reduced street repairs and maintenance costs Upgrade effects of surrounding areas Revenue from educational programs & special events Carbon sequestration Improved air quality Attracts wildlife and promotes biodiversity Energy cost savings associated with heating / cooling Reduced heat and cold damage Offsets heat islands Reduced noise pollution Reduced soil erosion Reduced storm water runoff Improved water quality Reduced urban glare Effective windbreaks Increased biodiversity Improved concentration and memory retention Enhanced learning capacity Plants generate happiness Reduced stress and depression Health and recreation benefits Accelerates healing process Therapeutic effects of gardening Improves relationships / compassion Improved human performance / energy Medicinal properties Improved mental health Reduced community crime Traffic safety / driver satisfaction

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33 Remediation of air pollution by trees

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44 Remember more Learn better

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47 Safer Drivers

48 Crime Busting Effects

49 Benefits for Gardeners Great Landscapes Save Money Plants Can Make You Healthier Your Community Will Be Better With More Plants Discover What Plants Can Do For You Where You Live, Work, And Play AmericaInBloom.org

50 The Century Oak Tree received the Famous Tree of Texas designation from the Texas Forest Service.

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58 The William McDonough + Partners-designed complex will be a functional showcase of sustainable design elements and cradle-to-cradle-certified building materials.

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60 What are these benefits worth? Monetizing the landscape

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67 If you always do what you ve always done, you ll always get what you ve always gotten!

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