CNGA Looseleaf Dec 2018 Jan 2019

New Customers Desiring Drought-tolerant Plants Levi Heidrich has been one of the co-owners at Heidrich's Colorado Tree Farm Nursery LLC since 2002. When Colorado Springs implemented water restrictions due to drought, he was impressed at how Colorado Springs Utilities reached out to green industry representatives like himself. As part of a stakeholder group determining how to implement the restrictions, he and others whose livelihoods depended on water had a voice and contributed to lessening the impact on their businesses. “I think it’s just great anytime our industry and stakeholders in our industry can come together for a common goal and tackle issues, rather than doing it on our own,” Heidrich said. The utility’s Homebuyers Program, launched in 2018, was another example of cooperation that is beneficial to both the water provider and businesses. He appreciated the initiative shown by the utility in reaching out to local plant retailers to get them involved, and being asked to help craft the waterwise tree and shrub lists. “It was a cool process, because all of us had input as to what plants to have on there. We were able to keep plants off that we couldn’t get, and order plants we knew made the list,” he said. “It was a great way to promote waterwise landscapes that efficiently use the resource we all covet so deeply, even those plants that are not as popular as some of the staples.” That was the biggest benefit for Heidrich’s: “promoting plants we always want to sell, but unfortunately are not hot items; getting the word out that those plants can be drought tolerant as well as assets to landscapes,” he said. The other major benefit was exposure to new customers from all parts of the city, and getting new faces through the door. Though not as many people as expected took advantage of it this year, he is optimistic for its second year. Unlike some coupon programs, where customers tend to spend just the amount that is discounted, most customers with these certificates did spend more money. “One spent less, but that customer has a small home so does not have space for more plants,” he said. A couple of customers returned to shop again, and he is confident he will see more come back. “As they get more into their yards and landscapes, they now have a place and people they are familiar with,” he explained. Similar to the water provider, a goal with the new customers is to establish long-term relationships. So, Heidrich’s collects contact information when possible. It’s not only useful for following up with communications and promotions, but is a way to warranty the purchases. The May start of the program, which was later than planned, was a bit of a challenge for the nursery. Already in the midst of busy season, finding time to train employees on the program logistics was a struggle as the first few customers with certificates were coming in. “Now that we’ve gone through it, next year we’ll get it dialed in,” he said. “I hope it gets steam and keeps going. We will do more on our website to promo it, and encourage people to come to us if their certificates are not used yet. It’s a good program—it saves money for the customer, promotes private independent garden centers, and conserves water. It’s win- win all the way around.” 14 colorad o nga.org LooseLeaf December 2018/January 2019 A class being taught at Colorado Springs Utilities Heidrich’s Colorado Tree Farm Nursery