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SPECIAL FEATURE Jerry Grossi Owner and COO of Arborlawn Jerry Grossi is unique. He is the only person to have served as president of the Professional Lawn Care Association of America (PLCAA) and the Professional Landcare Network (PLANET).* This distinction is just one example among many of Grossi's dedication to the Green Industry and the leadership role he has embraced throughout his career. "I'm hoping that I have been most influential in this industry by sharing whatever knowledge or information that I have with others," he said."And whatever leadership abilities I have,I have been able to share them with the industry and promote our industry in a way that will add professionalism.I'm gung ho about professionalizing our industry,and making it so that we are recognized as those who add value to our industry and add value to people's lives." Grossi served as PLCAA president in 2000,and president of PLANET during the 2011-2012 term. According to Grossi,during the PLCAA period,the biggest challenges he faced were legislative and regulatory issues, and those are many of the same issues that continue today. "At PLANET, I came at a unique time when our industry was flourishing, and then we got into a period where the economy weighed us down," he said."We've had a lot of challenges to keep our members — and the industry — fresh and current and moving forward." Grossi said the difference between the two eras is that the industry is now a lot more sophisticated. "We are much more process oriented," he said."Our industry is becoming more complex. Our businesses are becoming more complex. What you were able to do 10 to 20 years ago, you are not able to do today.You have to be a much better businessperson.You have to have a lot more knowledge today to succeed." Taking the lead Grossi's leadership was also instrumental in the agreement between PLANET and the Outdoor Power Equipment Institute (OPEI) to merge PLANET's Green Industry Conference and Expo (GIC/GIE) with OPEI's International Lawn, Garden & Power Equipment Expo (EXPO) to form GIE+EXPO. According to Grossi, the biggest challenge in forming the partnership to create GIE+EXPO was the organizations themselves. "They were both independent with respect to having their own shows," he said."PLANET and OPEI each had ownership,and they were proud of what they put together as their own show. It was their branding, their time to shine, their time to show to the industry and the public what they have to offer.We first had to overcome having to share a show rather than own a show.That was a big hurdle." Another challenge was the fact that combining shows increased the size of the event (which is now the ninth largest trade show in the country). Because of that size, and because of the format (having an outdoor and indoor demonstration area at the same time), the show has become pigeon-holed into Louisville, Ky., said Grossi. 14 Arbor Age / January/February 2013 "We're limited on where we can take the show, because of its size and the model we have built," he added."Not that we can't offer a lot, but there is one item we can't offer and that is the rotation [to different cities]." Despite the challenges, the combined event has been a success."Even in the toughest times, we are still growing the show," he said."This year, attendance was up dramatically. For PLANET, attendance was up 20 to 40 percent.There was a similar number for some of our other partners, such as Hardscape North America, and dealer and distributor attendance was up. So, whichever stakeholder was involved, there has been good growth. I think we have the right combination here. I think it's a real showcase for the industry." With regard to the future of the show, Grossi said it must continue to offer the "wow" factor. "We have to continue to make it a 'wow' show," he said."It has to be exciting every year.We have to continue to keep the show fresh.We have to keep our exhibitors and suppliers bringing new products, and be innovative in showing those off.We have to keep our education up to date and timely.We have to keep the show exciting, so those people who are coming back year after year have something different to see every year.And we are somewhat handicapped because we are going to be in Louisville, and we are contracted there several years out. So we have to do it by making the show exciting rather than trying to change it by adding different venues." In addition to his efforts regarding GIE+EXPO, Grossi has also taken the lead in driving irrigation as a specialty group within PLANET. "One of the big issues for the future is water," said Grossi."It is a critical issue not only for certain parts of the country, but for regulatory agencies.Those water issues are not going to go away. Being involved with those issues is important for PLANET and our industry." According to Grossi, more than half of PLANET's members are involved in the irrigation market — servicing, installing, or controlling irrigation systems. "So there was a real need for PLANET to set up a way to get involved with the regulatory committees to control water for the future and be sure our story is told; but also to educate our members on the good use of water and help them from a business sense in their landscaping and irrigation businesses," he said."It just made a lot of sense for PLANET to get involved with water management and irrigation." Early influences Grossi has been an influential leader in the Green Industry at the local, state and national levels for several decades. But he did not start his career in the lawn care, landscape or irrigation markets. After graduating from Michigan State University, Grossi and his business partner, Ed Dudgeon, went into the property care business, handling janitorial sales, as well as managing and maintaining condominium projects. "We dealt with some landscaping and irrigation folks,and our difficulty getting good contractors turned us into contractors ourselves," said Grossi."Back in the mid-1970s, we started doing landscaping work and landscape management work." In the 1990s, the company dropped out of the full-service landscape maintenance business and focused on lawn care and irrigation businesses, and also transitioned more from the commercial market to the residential www.arborage.com