Summer Family Extravaganza at Embassy Suites Mandalay Bay

Cover: Embassy Suites Mandalay Bay Resort, Oxnard
SAN JOAQUIN VALLEY CHAPTER MAGAZINE
Now available online at www.eldoradocommunicationspublications.info
Now Including
THE NEXT STATE EVENT:
Summer Family Extravaganza at
Embassy Suites Mandalay Bay Resort
in Oxnard
• July 13 –16
• Register Today at
www.CLCA.org/summer
LEGISLATION
CONFERENCE
PHOTO RECAP
See pages 4 & 7
RETURN SERVICE REQUESTED
California Landscape
Contractors Association
San Joaquin Valley Chapter
c/o El Dorado Communications, Inc.
19055 Abdera Street
Rowland Heights, CA 91748
Green Industry Hall of Fame to Induct Eight New Members May 7
• Nelson Colvin has Agreed to be Roasted!
Don’t miss out on this evening
of recognition for the following
Green Industry achievers:
Come celebrate with us as we honor the newest
inductees into The Green Industry
Hall of Fame. The evening will feature a
Delicious Dinner, Great Camaraderie, and…
Robert Cardoza, FASLA – President/CEO
Nuvis Landscape Architecture
A Fun-Filled Roast of Nelson Colvin,
President/CEO, Golden Oak Co-op
& Birch Financial, Inc.
Nelson Colvin – President/CEO
Golden Oak Co-op & Birch Financial, Inc.
Our Master of Ceremonies will be
Lebo Newman
Principal, Coast Landscape, Inc.
Saturday, May 7, 2011, 6 p.m.
The Odyssey Restaurant, 15600 Odyssey Drive
Granada Hills, CA 91344
Dave Davis – Owner, David D. Davis & Associates
Tony LaFetra – President/CEO, RainBird
Nelson Colvin
Roastee
Sharon McGuire – Executive Director
California Landscape Contractors Association
Miles Rosedale – CEO & Managing Director
Monrovia Nursery Company
RSVP and Pay Online at www.GreenIndustryHallOfFame.org
Include the names of those attending in your party and
their dinner selection of prime rib or salmon.
The cost of this unforgettable evening is only $60 per person. Please send checks to:
Green Industry Hall of Fame, 2645 Holmes Ave., Ontario, CA 91761
Burton Sperber, FASLA – Founder,
Chairman & CEO, ValleyCrest Companies
Gary Vallen – Advisor, Vallen Landscape
For more information, please contact: Charles Nunley, Event Chair (626) 676-1505
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2 April 2011 CLCA SJV Grapevine & YC NewScape
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SJV President’s Message
San Joaquin Valley Chapter
2011 Board of Directors
PRESIDENT
Chuck Pote
Ewing Irrigation Products
349 West Bedford
Fresno CA 93711
(559) 906-5129 / (559) 438-0276 (fax)
cpote@ewing1.com
IMMEDIATE PAST PRESIDENT
Jon Robert Alsdorf CLT-C
Jon R. Alsdorf Landscape
Contractor
1010 W. White Bridge Ave.
Fresno, CA 93706-1328
(559) 276-1726
(559) 352-1358 (cell)
(559) 276-2913 (fax)
jralandscape@aol.com
PRESIDENT-ELECT
Michael McKinney
Mow-N-Edge Corp.
4397 N. Valentine Ave.
Fresno, CA 93722
(559) 294-1103
(559) 470-9880 (cell)
(559-348-9109 (fax)
lawnman@psnw.com
TREASURER
Ron Nishinaka
Tree Fresno
776 E. Shaw Ave. #102
Fresno, CA 93710
(559) 221-5556 x103
(559) 221-5559 (fax)
ronn@treefresno.org
SECRETARY
Diane Barra
H&E Nursery
2361 S. Marks
Fresno, CA 93706
(559) 903-6064
dmbarra2@gmail.com
VICE PRESIDENT EDUCATION
Evan Stradey
Granite Hills Landscape
P.O. Box 2847
Clovis CA 93613
(559) 323-9605
VICE PRESIDENT EVENTS/PROGRAMS
Ron Pohndorf
LCIS, Inc.
1835 N. Fine Ave.
Fresno, CA 93727
(559) 650-3555
(559) 650-3558 (fax)
RPohndorf@lcisinc.com
VICE PRESIDENT MEMBERSHIP
Eric Briner
Briner & Son
Landscape Management
8287 East Olive Ave.
Fresno CA 93727
(559) 453-2539
(559) 298-5067 (fax)
eric@brinerandson.com
VICE PRESIDENT
Jeff Kollenkark
Weed Man
1900 S. Van Ness Ave.
Fresno CA 93721
(559) 266-1624
(559) 790-2963 (cell)
jeff.kollenkark@weedmanusa.com
ASSOCIATE MEMBER REPRESENTATIVE
Sam Perez
Hunter Industries
1940 Diamond St. / San Marcos, CA 92078
(559) 903-7277 (cell) / (559) 271-5560 (fax)
sam.perez@hunterindustries.com
Chapter Website: www.clca-sjv.org
THE NEW GRAPEVINE EDITOR
John Hernandez (626) 965-5015
19055 Abdera St.
Rowland Heights, CA 91748
Email eldoradojrh@yahoo.com
FAX (866) 591-5093
ASSOCIATE EDITOR/
ART DIRECTOR
Jerry Robin
(626) 794-2674
Email jrobin@charter.net
Building Interest with
Informative Programs
O
ne of the keys to a successful Chapter is to
offer programs of interest with informative speakers. Good locations help as well.
Well, our April 20 Chapter meeting at the
Center for Irrigation Technology (CIT) at
Fresno State was a winner in all categories.
CHUCK POTE
SJV Chapter
Special thanks to Ed Norum of CIT for an
President
excellent Power Point presentation on water
Ewing Irrigation
issues, and the tour of the CIT plant. I would
Products
also like to thank everyone who took time out
of their busy schedules to join us at the meeting. Your attendance
and continued Chapter support is greatly appreciated. I would like
to remind everyone who came to our April meeting – and those
who did not – to SAVE WATER!!
If you want to share your ideas about coming events and thoughts
about the direction of the Chapter, plan to attend our Board of
Directors meeting on May 18 at 5 p.m. at Ewing Irrigation,
7530 N. Ingram, Fresno. We would love to hear from you.
For our June General Meeting, I am trying to put together
a meeting at a sod farm. I will have all of the details within
two weeks. If anyone has any suggestions on building Chapter
membership, meeting attendance or meeting subjects, please give
me a call. I’d love to discuss them with you.
In closing, I would like to thank Tom DeLany and Editor John
Hernandez for representing our Chapter at the recent CLCA
Legislative Conference. You’ll see some pictures of them at the
conference in this issue. It’s an annual event that is paid for
entirely by State CLCA (travel and room). Plan to attend next
year. – Chuck 
Irrigation Association Completes
Third Legislative Conference
T
he Irrigation Association recently brought 27 member volunteers to Washington, D.C., for its third annual Legislative
Conference. In support of IA’s mission, attendees visited more
than 40 congressional offices to address lawmakers on the benefits
of efficient irrigation technologies, products and services, and on
the industry’s recommended solutions to national issues. Netafim
USA, SJE-Rhombus Controls and The Toro Company were
sponsors of the event.
“The Legislative Conference is a key component of our IA
IMPACT grassroots program,” said IA Federal Affairs Director
John Farner. “We’re telling our story to lawmakers and senior
government officials, and they’re receiving our expert perspectives
on issues that affect agriculture, golf and landscape irrigation. But
this is just a jumping-off point for conversations that we continue
to have year round between IA members and legislative officials.” 
CLCA SJV Grapevine & YC NewScape April 2011 3
Legislation Legislative
and Waste
Conference ‘Demystifies’ Sacramento
CLCA ASSISTANT EXECUTIVE
DIRECTOR Larry Rohlfes handles introductions
and orientation during Grass Roots training on
Day One of the Legislative Conference held in
Sacramento April 11-12.
PANEL on Grass Roots Personal Victories and
Defeats includes Theresa Sears of OC Fairgrounds
Preservation, Legislation Committee Chair Cathy
Gurney, SFV’s Mickey Strauss, and
State President Bob Wade.
ASSEMBLYMEMBER Kristin M. Olsen
sheds light on the state’s budget negotiations and
the most effective ways to communicate with
legislators, during Grass Roots activities.
NETWORKING during a break in the Day
One schedule are CLCA staff member Stephanie
King, San Diego’s Steve Jacobs, and CLCA
Ambassador Charles Nunley.
STATE ASSEMBLY Principal Consultant Alf
Brandt unravels the complexities of how laws are
proposed and passed, and offers helpful insight
into the workings of state government.
DELTA WATER is the subject of this Grass
Roots evening reception discussion between Past
State President Pete Dufau, Assemblymember Bill
Berryhill, and Yosemite Chapter’s Tim Pflueger.
COZY QUARTERS in the upper room at Frank
Fat’s restaurant adds to the informal atmosphere
at the Grass Roots evening reception and makes
for great networking and one-on-one chats with
legislators.
CLCA LOBBYIST Parke Terry addresses a
much larger Day Two group at “Day at the
Capitol” organized by the Construction Industry
Legislative Council. CLCA is one of several
participating organizations.
UNDERGROUND ECONOMY Task Force
rep Catherine Greer awards CSLB’s Chief of
Enforcement David Fogt some lawman props for
his excellent work, and proclaims, “There’s a New
Sheriff in Town.”
HATS OFF to those Chapters that were
represented at the Legislative Conference. Special
kudos go to the San Diego Chapter for their large
entourage at the Sacramento event.
POLITICAL HUMORIST Will Durst
lampoons politicians of all persuasions during the
Day at the Capitol luncheon.
PERSONALLY sharing ideas and concerns with
state legislators is the focus of the conference. Here,
Director of Legislation Shari Collins meets with
Senate Majority Leader Charles M. Calderon.
4 April 2011 CLCA SJV Grapevine & YC NewScape
An Evening to Remember
Nelson Colvin to be ‘Roasted’ at Green Industry Hall of Fame
Induction Dinner May 7
• Sharon McGuire, Gary Vallen and Nelson Colvin Are Among Those Being Inducted
T
he honoring of the newest inductees into the prestigious Green
Industry Hall of Fame on Saturday, May 7, will take on an
additional level of importance and FUN as one if the inductees –
Green Industry legend Nelson Colvin – has agreed to be roasted at
the event. This alone would be well worth the price of a ticket.
• Miles Rosedale – CEO & Managing Director, Monrovia
Nursery Company
• Burton Sperber, FASLA – Founder, Chairman & CEO,
ValleyCrest Companies
• Gary Vallen – Advisor, Vallen Landscape
This unique event will be held on Saturday, May 7,
6 p.m. at The Odyssey Restaurant, 15600 Odyssey Dr., Granada
Hills, CA 91344. Dinner is $60 per person.
The growing list of Sponsors of the event includes: Landscape
Contractors Insurance Services, Golden Oak Co-op, Birch
Financial, Inland Empire Chapter CLCA, San Fernando Valley
Chapter CLCA, Armstrong Garden Centers, Hydro-Scape
Products, Ewing Irrigation Products, Pike Nurseries, Nuvis
Landscape Architecture and Planning, Landscape Architect,
Landscape Contractor, Champion-Arrowhead, Irrigator Technical
Training School, California Association of Nurseries and Garden
Centers, Sylmar High School, California Landscape and Irrigation
Council, Performance Nursery, Wells Fargo Advisors, Association
of Latino Landscape Professionals, and ET Water.
In addition to the fun-filled roast of Nelson, the event will also
feature a delicious dinner, a slide presentation and program book
showcasing the inductees, as well as wit and commentary from
Past State CLCA President Lebo Newman, who will serve as
emcee.
Green Industry achievers to be inducted that evening are:
• Robert Cardoza, FASLA – President/CEO, Nuvis Landscape
Architecture
• Nelson Colvin – President/CEO, Golden Oak Co-op & Birch
Financial, Inc.
• Dave Davis – Owner, David D. Davis & Associates
• Tony LaFetra – President/CEO, RainBird
• Sharon McGuire – Executive Director, California Landscape
Contractors Association
View additional Event Sponsors and make reservations online at:
www.greenindustryhalloffame.org and follow the links for registration. Please RSVP to: richardd@irrigatortech.com. For more
information, please contact Charles Nunley, Event Chair at
(626) 676-1505. 
2011 CLCA State Board of Directors
Seeds for:
Professional Turfgrass
Restoration & Erosion Control
Wildflowers & Landscape
Sportsclub Team Mixes
New Century Blend
Tyler Gillette
533 Hawthorne Place
Livermore, CA 94511
tylerg@pcseed.com
PRESIDENT – Robert Wade CLP, CLIA (949) 494-2130
Wade Landscape, wli2005@gmail.com
PRESIDENT-ELECT – Eric Watanabe (818) 831-1390
Majestic Pools & L/S, Inc., ewooc@aol.com
IMMEDIATE PAST PRESIDENT – Bill Schnetz CLP (760) 591-3453
Schnetz Landscape, Inc., bill@schnetzlandscape.com
SECRETARY-TREASURER – Ted Sandrowski (530) 345-6101
Sandrowski Landscaping, Inc., tedsandCLCA@aol.com
DIRECTOR OF CHAPTER SERVICES – Kevin Fairchild (714) 541-1000
Office: (925) 373-4417 x 1616
Cell: (925) 518-2983
FAX: (925) 373-6855
Illumiscapes, TLC, illumiscapes@sbcglobal.net
DIRECTOR OF COMMUNICATIONS – Chuck Carr (818) 300-0176
Carr Landscape Management, Inc., ccarr@carrlandscape.com
DIRECTOR OF EDUCATION – Steve Jacobs CLP, CLT (760) 945-4321
Nature Designs Landscaping, SteveJ@NatureDesigns.Net
DIRECTOR OF EVENTS – Michael Hertzer (800) 761-9191
Modern Landscaping, Inc., mhertzer@modernlandscapinginc.com
DIRECTOR OF LEGISLATION – Shari Collins (805) 552-9457
We have the widest
selection of LED solutions
for whatever design
you have in mind.
Verdant Landscaping, shari@verdantlandscaping.com
DIRECTOR OF MEMBERSHIP – Javier Lesaca (661) 836-0229
Lesaca Landscape Co., xabil@aol.com
DIRECTOR OF RESOURCE MANAGEMENT – Frank Niccoli (650) 592-9440
The Village Gardener, Inc., frank@thevillagegardener.com
ASSOCIATE MEMBER DIR. – Tom Noonan, CID, CLIA (916) 812-5034
Leading the industry in the most
advanced LED technology, Vista
offers a longer lasting solid-state
design available in copper, brass,
aluminum, stainless steel and
composite enclosures to
meet all your project needs.
Ewing Irrigation Products, tnoonan@ewing1.com
CO-DIRECTOR OF CHAPTER PRESIDENTS COUNCIL (North)
Michael Mitchell (916) 501-5393
MJM Lighting, mjm@mjmlighting.com
CO-DIRECTOR OF CHAPTER PRESIDENTS COUNCIL (South)
Rene Emeterio, CLT (805) 823-5603
www.vistapro.com
Call 800-766-8478 for a FREE 12 Volt Series brochure that details everything.
Specialized Landcape Management Service, remeterio@slmlandscape.com
EXECUTIVE DIRECTOR – Sharon McGuire (800) 448-2522
sharonmcguire@clca.org
CLCA SJV Grapevine & YC NewScape April 2011 5
Native Plants Showcased
Village Nurseries Showcases Drought Tolerant Plants
• Helps Recognize California Native Plant Week
V
illage Nurseries, a specialty grower for landscape professionals,
did its part to honor California Native Plant Week, April
16-24, 2011, by announcing the availability of 135 native species
out of a total of 3,000 drought-tolerant plants it offers on its
website at http://www.villagenurseries.com/images/pdf/Village_
Wholesale_Drought_Tolerant_Availability.pdf.
“We are very cognizant of our role in helping protect California’s
native plant heritage by raising awareness about our state’s amazing
diversity of native plants,” Mr. House said. “Both our wholesale
nursery operation and our statewide landscape center can offer
retailers, wholesalers, landscaping contractors, architects and
designers a huge range of species to select from that are naturally
adapted to the environment.”
According to David House, Village Nurseries CEO, native plants
are those species that have evolved within California’s complex
The movement toward water-saving, low-maintenance gardens
patchwork of ecological conditions, such
that utilize more natives is gaining
as climate, soil type, and rainfall. These
momentum. Garden designers are
plants continue to co-evolve with native
getting on the bandwagon, and savvy
animal species that depend upon native
home gardeners are replacing thirsty
plants as familiar sources of food, shelter,
exotics with more appropriate regional
and refuge. As water becomes a more
choices. Forward-thinking horticulturlimited resource, native plants represent
ists are growing and selling hundreds
the quintessential choice for sustainable
of native selections, making the transiand ecologically sound gardening, since
tion easier.
natives are able to flourish with minimal
For the first time ever, the State of
irrigation beyond normal rainfall, and
HEUCHERA ‘OPAL’ and Pacific Coast Iris are among the California has begun honoring its native
require little to no fertilizer, pesticides or
Native Plants featured in this residential garden.
plants by recognizing the third week in
maintenance.
April as California Native Plant Week.
Founded in 1976, Village Nurseries currently has major wholesale
sales offices in Orange and Sacramento, CA and more than 700 acres
under cultivation in growing facilities located strategically throughout
Northern and Southern California. In addition, the nursery has five
specialty Landscape Center locations to serve landscape professionals in
Brentwood, Del Mar, Huntington Beach, Orange, and Sacramento. 
 Organic based fertilizer.
 Combines effectiveness of
Turf Supreme with
NutriPeak organic.
 Affordable, natural turf
nutrition.
 Feed the plant - Feed the soil.
See your local supplier
for Free NutriPeak hat
while supplies last!
©2010 BEST and NutriPeaK are registered trademarks of the J. R. Simplot Company
BILL STURDIVANT
TERRITORY MANAGER
6901 BRADSHAW ROAD, SACRAMENTO, CA 95829
916-364-2952 / FAX 916-366-8817 / CELL 916-871-5358
www.villagenurseries.com / bsturdivant@villagenurseries.com
GROWING GREEN
IN MORE DIRECTIONS!
• Biodegradable Netted Blends
• Six California Native Sod Blends
John Linder (209) 471-4640
www.deltabluegrass.com
#C-27 752734
6 April 2011 CLCA SJV Grapevine & YC NewScape
Continuing
Education – Online
Local Members Prominent at Legislative
Conference
YC VIP Tim Pflueger gets tips on dealing with
legislators during CLCA’s Grass Roots training
in Sacramento.
STATE PRESIDENT Bob Wade chats with
San Joaquin Valley Chapter’s Tom DeLany
during Grass Roots training on Day One of
Legislative Conference April 11-12.
STATEWIDE BRAINTRUST of CI’s Tom
Lucas, SD’s Janet Pozzuoli-Vallen and SJV’s
Tom DeLany bring a wealth of knowledge to the
conference, but they are open to learn even more.
LEGISLATION PROS Tom Lucas, Mickey
Strauss, Shari Collins and Tim Pflueger are
shown at the Grass Roots evening reception
discussing the wealth of information offered by the
day’s speakers.
SEASONED CLCAER Tom DeLany shares
ideas and experiences with first-time attendee
Matthew Davis of the San Fernando Valley
Chapter.
CAPITOL ROTUNDA’S majestic centerpiece
statue is a fitting backdrop for this photo with
YC’s Tim Pflueger and State President Bob Wade.
It’s time to gear up for the season–
And it’s time to do it with VALUE.
Horizon’s Product Days
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Fresno–March 30
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559.431.8007
Merced–April 20
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209.383.3330
irrigation | specialty | landscape | equipment
The Edge You Need
CLCA SJV Grapevine & YC NewScape April 2011 7
Business Sense
Connecting With Your Customers
S
ANGELIA
WOODSIDEBECKSTROM
Angeffects, Inc.
enate Bill 7, signed in Sacramento under
the governance of Arnold Schwarzenegger,
put a water conservation goal in place asking
California to use 20 percent less water by
the year 2020. To comply with this legislative decision, water district offices have been
tasked with the objective of diminishing
their water use by 20 percent. A variety of
programs have been created across the state
to incentivize and motivate all Californians to
lower their water usage.
CLCA members who are current on the latest water management
strategies – aimed at efficiently conserving the use of landscape
water – are not surprised to see water districts ask their customers
to account for and to better manage the amount of water used
outdoors.
In direct contrast to the level of water conservation awareness
within the landscaping industry, is the lack of awareness and
interest among residential water users. Inferior landscape management, substandard irrigation systems, and human error are the
prime issues to correct within the residential segment in order to
achieve the 20 percent water conservation goal. However, many
Californian homeowners are under financial stress right now, and
are not inspired to spend money retrofitting their landscape irrigation systems for ultimate water savings. Therefore, some water
districts are initiating programs to financially penalize “water
hogs.” Irvine Ranch Water District is attaching a fine to the water
bills of those folks who are considered to be exceeding their appro-
By Angelia Woodside Beckstrom, LEED AP
priate landscape water usage level. Moulton Niguel Water District
is preparing to roll out a water-budget-based billing rate program
to customers, which could charge up to $5.25 per gallon to those
homeowners who are flagrantly irresponsible with their landscape
water usage, or to those who unknowingly use too much water
from broken pipes in their irrigation system.
Customer demand for knowledgeable landscape designers and
capable contractors is expected to rise. Financial penalties will
create motivation for homeowners to seek help finding solutions
that will not exceed their newly prescribed water budgets and thus
help them avoid financial penalties. Typical backyard gardeners
will not be able to provide real solutions to land owners that need
professional water management. An authentic qualified landscape
professional designer and contractor will then become a necessity,
not a luxury.
As a designer, a core skill is translating verbal needs into an
actionable plan. You can improve the retrofitting aspect of your
landscape improvement design plans by adding proposed water
savings calculations to them for your clients.
Another way you can help meet the water conservation goal is to
take the initiative to get involved in your chamber of commerce;
be visible and available to them for help in addressing their
landscape water use frustrations.
For details and updates: www.water.ca.gov/wateruseefficiency/sb7/
Seize the Day! – Angelia
Angelia Woodside-Beckstrom can be reached at (949) 768-8710. 
Trim and Win in Business
• Because You Can’t Score a Goal on Crutches By Jose Robles, Owner, Landscape Warehouse
P
laying soccer has taught me many great lessons, several that I
can apply in business. Among these lessons is the importance
of teamwork, practicing to keep your eyes on the ball, and making
sure that each of your team members knows what the goal is…and
is working toward it.
Something else that playing soccer has taught me, is that if you
want to win consistently, you have to play by the rules. Even
though it may seem like a good idea to dabble in the grey area of
rule adherence, doing so in soccer may only get you a penalty, and
you could still win the game. But in business, if you get caught
doing something you shouldn’t…you could lose it all…including
the business! Because of this economic downturn, I’ve seen people
trimming corners where they shouldn’t be…just asking for trouble.
They need to know that there is a better way. And that way is
what I call “Trim to Win.”
This approach to business and life was brought home to me
recently as I tore my knee up, of course, playing soccer. I learned
to live with the pain, even forgetting about it on many occasions…
but it never went away and IT LIMITED MY MOBILITY AND
MY ABILITY. Likewise, in business we may have an employee
who is a real pain to us, a truck that is a gas guzzler or is always
8 April 2011 CLCA SJV Grapevine & YC NewScape
breaking down, the layout of our store or our office procedures
may not the most efficient, or we have a client or customer who is
a constant complainer…(this list can go on and on).
The sad part is that many times we learn to live with that pain
rather than doing something about it. Ridiculous! Get your
business back to optimum performance or you may not survive in
today’s economy. It’s time to trim away that employee who can’t
get with the program, trade that truck in for one that’s reliable and
gets better mileage, redesign your business to be more efficient in
all areas, and dump that client that you can never please.
You’ve been putting off these changes long enough. You don’t
want the same results as last year, do you? So do a little surgery
on your business…you and your business will be better for it. It’s
time to Trim to Win.
What about my bum knee? Well, I finally decided to do
something about it, and last week went in for an arthroscopic
procedure. A couple of small holes, some TRIMMING of the
cartilage that was causing the pain, and I was told I’ll soon be
“back in the game” with my bionic knee and suffering no pain.
Life is good. – Jose 
Designer’s Corner
What Is So Special About Your Business?
A
re you having trouble finding enough customers who can
afford to do business with you? Blaming the economy is convenient, but it doesn’t explain why our clients aren’t having the same
problem. Is the economy different in your city? Probably not.
Perhaps you aren’t communicating what is special about your
business.
Are you often getting beat up on price? This is probably because
your prospects don’t see the difference between you and your
competitors. The smart homeowners and commercial customers
know that it’s competitive out there, so they work pretty hard to
get the best price. What about the other, less-educated buyers?
What are they doing to make their choices? In the absence of
seeing any visible difference between your landscaping company
and another one, they discriminate based upon the only tangible
difference: price.
Have you ever thought about how to elevate your company (and
yourself) to a position of notable superiority over competitors?
In order to rise like cream to the top and stand out among the
competition in a crowded market, you must offer a unique
advantage and a distinctive benefit. We call this your unique
selling proposition (USP).
Do you have a unique selling proposition? Do you have one that’s
strong and compelling? What is it?
Developing and communicating a clear and remarkable difference is one of the most important things you can do to make your
company’s marketing message stand out. You can start to identify
your difference by finding out what your customer’s experience is
like when working with your landscaping company.
We coach our clients to develop powerful, unique selling propositions using several innovative strategies. Following these strategies,
we coach our clients to step outside the box, anticipate change,
understand the different USPs, and then select a hybrid of several
USPs or adopt a USP that takes a preemptive approach to positioning and communicating their uniqueness.
The preemptive approach is my favorite! Jay Abraham gives a great
example of the preemptive USP when he describes Schlitz Beer’s
USP in his book, Getting Everything You Can Out of All You’ve
Got. A smart consultant helped them to develop their USP by
probing what was unique about their brewing process. The consul-
tant focused on the water filtration process
that led them to opine on the fact that they
harvested the water from artesian water over
100’ deep in the ground. While this wasn’t
completely unique, no other beer bottler was
telling this same story. So, by making that
their story, they used a preemptive storytelling approach: beating others to the punch
of telling people about their features.
JONATHAN
GOLDHILL
CEO
The Goldhill Group
Contact me for details on how to identify
the compelling difference in your business.
Get the edge you need now and watch your sales and marketing
skyrocket. The USP is the mother lode you need to get ahead in
business. Don’t miss out by being like everyone else.
Don’t try to be better ... Try to be different!
Jonathan Goldhill, The Growth Coach, teaches owners, managers and
sales people in construction and service businesses in lead generation
and lead conversion strategies as well as methods to build better teams.
Jonathan can be reached at Jon@TheGrowthCoachLA.com,
(818) 716-8826, or www.TheGrowthCoachLA.com 
Yosemite Chapter
2011 Board of Directors
PRESIDENT
Michelle Brown
Normac Irrigation
1125 Carver Rd., Modesto, CA
209-577-3832
mbrown@normac1.com
V.P. MEMBERSHIP/
IMMEDIATE PAST PRESIDENT
Howard Sutton
Sutton’s Landscape
& Maintenance
P.O. Box, 664 Manteca, CA 95336
209-824-1640 fax 209-824-1641
Cell 209-244-3500
howard.sutton2@verizon.net
SECRETARY
Lori Wolf
4290 Kansas Ave.
Modesto, CA 95358
Res 209-578-0898
Cell 209-479-8030
lori_wolf52@yahoo.com
TREASURER
Frank Quaresma
Live Oak Landscape
3342 McDonald Ave.
Modesto, CA 95358
209-577-1341 fax 209-575-0468
THE NEWSCAPE EDITOR
John Hernandez
626-965-5015 19055 Abdera St.
Rowland Heights, CA 91748
E-mail eldoradojrh@yahoo.com
Fax 866-591-5093
PRESIDENT ELECT
Tim Pflueger
Pflueger Design
209-883-9118
pflueg@pfluegerdesign.ws
V.P. EVENTS
George Schaaf
Life Member
209-529-5591
cell 209-479-2660
A.M.O. REP
Gary Hendrix
Normac Irrigation
1125 Carver Rd.
Modesto, CA
209-577-3832
ghendrix@normac1.com
ASSOCIATE EDITOR/
ART DIRECTOR
Jerry Robin
626-794-2674
E-mail jrobin@charter.net
CLCA SJV Grapevine & YC NewScape April 2011 9
State
YC
President’s
CLCA News
Message
Summer Activities Just Around the Corner
D
MICHELLE
BROWN
Yosemite Chapter
President
Normac Irrigation
on’t miss our next Board of Directors
meeting set for 5 p.m. on May 4 at
Normac. We will be discussing summer activities, including the CLCA Summer Family
Extravaganza set for July 13-16 at Mandalay
Bay in Oxnard, CA. For those of you who
can make it down there, it will combine a
little business and a lot of vacationing time
where you can take the whole family.
Also this summer is our annual RainBird
Demo Day on Tuesday, June 7 from
9 a.m. to 1 p.m. This event will be held at Rainbow Fields near
Riverbank, 3800 Claribel Rd., Modesto; (209) 869-4242. This is a
FREE event hosted by Normac. A delicious BBQ will be provided
for all attendees. More details next month.
Finally, we tip our hats to President-Elect Tim Pflueger for being
our representative at the recent CLCA Legislative Conference in
Sacramento. If anyone can speak their mind to our State politicians, it’s Tim.
If you have any ideas or concerns you would like to share
regarding CLCA or business in general, give me a call. – Michelle 
Modern Guest-Worker Program Needed
I
s it time for a new Guest-Worker program in the U.S.? Several
experts on the subject of immigration think so. The idea of a
guest worker program is not new to this country. Guest workers
were brought it to help with the war effort during World War I.
Many were deported during the Great Depression. However, the
program was reactivated during World War II when farm workers
were in short supply.
In 1942, the United States and Mexico enacted the Emergency
Farm Labor Importation Program, a federal effort better known
as the Bracero Program. This informal agreement between the
two nations created a legal guest-worker program that allowed
Mexicans to do agricultural work in the United States as part of
the war effort.
The Bracero Program was formalized in 1951 in federal law
(P.L. 78), as an amendment to the Agriculture Act of 1949. The
amendment stated that no Bracero worker could fill a job sought
by a U.S. citizen, and employers had to certify that this was the
case. By 1954, however, large numbers of Bracero workers were
taking jobs from U.S. citizens on railroads and in construction and
factories. In response, President Dwight Eisenhower ordered the
deportation of these workers.
In 1956, farm labor unions began to organize Bracero workers,
with Ernesto Galarza leading the way. In 1962, Arizona-born
Cesar Chavez co-founded the National Farm Workers Association
(NFWA), which later became the United Farm Workers (UFW)
union. Farm worker unions owe their creation and growth to the
Bracero program.
In addition to legal Bracero workers, millions of undocumented
Mexican workers were crossing the border illegally to take jobs
with low wages and no benefits. As a result, President John F.
Kennedy terminated the Bracero Program in 1964, because it was
holding down wages, impacting working conditions, and denying
jobs to U.S. citizens.
In its place, the Immigration and Nationality Act of 1965 (INA)
opened wider the door to legal immigrants from developing
countries. An unintended consequence was a new wave of undocu10 April 2011 CLCA SJV Grapevine & YC NewScape
Submitted by Mickey Strauss from an Article by James Walsh
mented immigrants. They preceded the mass illegal migrations
that resulted from Ronald Reagan’s amnesty provisions in the
1986 Immigration Reform and Control Act (IRCA) and that
continue today.
Despite the problems related to the Bracero Program, a 21st
century guest-worker program might alleviate the current immigration crisis. Such a program might function like this:
Workers in other countries would be able to apply for a guestworker visa through the U.S. Consulate offices in their homeland.
Workers residing in the United States illegally would be allowed
to apply to the U.S. Department of State for a guest-worker visa,
after paying a fine for their previous illegal entry, which would
not be held against them. Background checks and health screening
would be part of the application process.
A guest-worker application would be matched with an employer
application of need. The employer would state that guest workers
were needed in positions left empty by U.S. citizens. Guestworker visa holders who were laid off would be required to return
to their homelands to await further work assignments. Seasonal
farm workers with a visa could divide their time between their
homeland and the United States.
The U.S. employer would pay at least a minimum wage, maintain
required health insurance for the job, pay worker compensation
premiums, and deduct appropriate taxes. Guest workers would
have the same workplace legal remedies as domestic workers.
Guest-worker visas would be renewable, and the renewal process
would be streamlined. Criminal activity by a guest worker would
result in cancellation of the visa.
A new-guest worker program would be humanitarian, as it would
eliminate the risks of illegal border crossings, including inhumane
treatment at the hands of the drug and alien smugglers known as
coyotes. It would not offer blanket amnesty or a pathway to citizenship.
Guest workers wishing to apply for legal permanent resident status
would begin by learning English and taking their place in line. 
Advertising Information/Index
State CLCA News
Call Our Advertisers First!
A-G Sod Farms............................................................ 11
Best/Simplot................................................................... 6
JOHN R. HERNANDEZ
Birch Equipment Finance............................................... 2
Publisher / CEO
CLCA – 2011 SFX......................................... Back Cover
19055 Abdera Street / Rowland Heights, CA 91748
tel 626.965.5015 / cell 626.715.1757 / fax 866.591.5093
eldoradojrh@yahoo.com
Delta Bluegrass Company............................................... 6
El Dorado Communications, Inc................................... 11
ET Water.................................................................... 11
Ewing Irrigation Products............................... Back Cover
Horizon......................................................................... 7
Landscape Contractors Insurance Services...................... 11
Pacific Coast Seed.......................................................... 5
NORMAC Irrigation and Landscape Supplies................. 2
Tri-State Materials........................................................ 9
Village Nurseries............................................. Back Cover
Vista Professional Outdoor Lighting................................ 5
West Coast Turf.............................................. Back Cover
TO ADVERTISE in this magazine, contact
Editor John R. Hernandez at (626) 965-5015
Lifetime Members
of the CLCA
YOSEMITE CHAPTER
JACK COVER
JONNIE GALLOWAY
GEORGE SCHAAF
FRANK QUARESMA
Deadline for stories and advertising materials:
15th of the month prior to publication.
All advertising is to be Paid in Advance. Prorated for Year.
Technical Information: Supply ads as PDF, TIFF or JPG files (300
dpi min.) formatted for MAC or PC. Ads received outside of size
requirements may be reformatted or cropped to fit as required.
Please make checks payable to El Dorado Communications,
Inc., and mail to: Editor John R. Hernandez, 19055 Abdera St.,
Rowland Heights, CA 91748-2202. All ads must be prepaid
unless otherwise arranged. Phone (626) 965-5015, Fax (866)
591-5093.
Growers
G r o w e r s of
o f Quality
Q u a li ty Sod
S o d Since
S i n c e 1969
19 6 9
Hablamos Español en la oficina!
Intelligent Water Management
jgonzalez@agsod.com
Contact: Juan Gonzalez
(209) 810-3992
12750 Guard Rd.
Lodi, CA 95242
Phone: (209) 333-8026
Fax: (209) 333-8634
www.etwater.com
Contact: Andrew Bolt 209-404-1746
E-mail: abolt@etwater.com
CLCA SJV Grapevine & YC NewScape April 2011 11
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12 April 2011 CLCA SJV Grapevine & YC NewScape