THE NALPEXPERIENCE


Landscape Workshop Highlights the Power of Transparency in Your Business


By Jill Odom


TRANSPARENCY IS ONE OF LANDSCAPE WORKSHOP’S CORE VALUES AND they were also transparent with attendees while hosting the NALP Field Trip held on June 11-12.


The company was open about their


growth and scaling, metrics they monitor and other elements of the business. Marty Grunder with The Grow Group led the exploration of Landscape Workshop’s keys to success. Joey Dobbs started Landscape Work-


shop, based in Birmingham, Alabama, in 1984. McKinney Capital bought the company in 2011. J.T. Price became the


CEO in 2014. At the time, he says it was basically a landscape charity because the company was not making a profit. When the company implemented


Aspire in 2017, they reached $44 million in annual revenue. McKinney Capital told Landscape


Workshop to Carousel Capital in 2020, which allowed them to accelerate their M&A activity drastically. The company is on track to go from $106 million in revenue to $150 million this year. Landscape Workshop serves commer- cial clients throughout the Southeast, with 80% of their revenue coming from maintenance and 20% from install. At the beginning of the event on June


11, Price admitted they don’t have all the answers.


“I’m sure one of our 1,600 employees is doing something we wish they were not,” Price jokes. However, the company is dedicated


to driving the behaviors they want to see by tracking numerous metrics and rewarding their high performers. Land- scape Workshop is focused on home growing their leaders. They offer a clear career path for employees to move up from the field to management positions. “You can’t systems your way out of a poor general manager,” Price says. Part of their transparency is encour-


aging employees to bring attention to problems within the organization. Price says instead of getting mad, their team addresses the issues by figuring out how to fix them. After that day’s sessions, attendees


visited Vulcan Park & Museum, where they enjoyed the local barbecue and networked.


12 The Edge //July/August 2024


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