From The Publisher March 1996 If you have been following this column over the past couple of months you have noticed that I've announced my Unofficial Campaign to head the ASLA. A recap shows what is today and what would be me at the helm. (Remember, I don't really want the job. Rather, I want the person with the job to think beyond than the present status quo.) ASLA Membership What is: - A little more than 11,000 What would be: - Well over 50,000 LAM Distribution What is: - 11,000 ASLA Members, + 17,000 consumers, hobbyist and unspecified professionals. (Total 28,000) What would be: - 50,000 ASLA Members and RLA's, + 450,000 of the most wealthy Americans in 1,000 cities nationwide. (Total 500,000) Natural Disasters What is: - No official response What would be: - Regional members whose responsibility is to contact local media and targeted officials with a Landscape Architectural solution for proper redevelopment. Answering Public Information Requests What is: Undetermined What would be: A beautiful, image conscience corporate-report-style, state-of-the-profession mailer highlighting the benefits of hiring a landscape architect along with pertinent contact info and statistics giving definition and relevance to the profession. National Exposure What is: One documented national TV mention. What would be: Multiple national exposures through the Natural Disaster Assistance Team; Major National Sponsorship of a Susan B. Komen Race-for-the-Cure type event; the Elevation of Frederick Law Olmsted to a status equal to or higher than that of that "Wright" fellow (site: Central Park; the Yosemite report . . .); And Public Service TV commercials similar to those sponsored by the National Recreation & Park Association (NRPA), National Spa & Pool Institute (NSPI) and the Golf Course Superintendents Association (GCSAA). The Next Step . . . The next thing I would do as your EVP would be to become an exhibitor at trade shows across the country. (***Hooray and adulations to the ASLA for actually taking out booth at the CLCA show in California. This is a great first step! Unfortunately they were there more to sell ads in the LAM magazine than they were to sell Landscape Architects to prospective clients) What I would do have the local chapters exhibit at Home and Garden Shows to promote the hiring of Landscape Architects and then as a national entity exhibit at the CSI Show, the NAHB Show and seek out shows that have as attendees those people who hire and cut the checks to Landscape Architects. Again, the association/society is supposed to promote the profession and get more work for you. . more work for you . . . more work for you . . . On Another Note Registration in California has not been "Officially Sunsetted" as reported last month, instead it has only been officially recommended to be sunsetted. This recommendation comes from a governor appointed committee established solely to make such recommendations. While this step does not make the actual sunset official, it is only one step from actual passage (approval of the recommendation by a legislative body who are waiting for the recommendation). In effect unless we can convince the body that the recommendation is wrong, the next step is sunset. Right in Line with this . . . An active, concerned and legitimate Landscape Architect, with committed allies, has taken the first steps to develop a Political Action Committee (PAC) to fight for licensure. It needs to be said that this PAC is absolutely independent of LASN, the ASLA, the IRLA or any other official body, although LASN has pledged its support and has donated $500.00 to the PAC. If you wish to participate or find out more they ask that you start by faxing your business card to LASN @ 714-979-3543. LASN will forward your card to the PAC coordinator. So . . . The Trick is to get more work for Landscape Architects. This needs to be the main goal of the ASLA. Anything else is a lack of focus and a waste of your dues! VOTE FOR GROWTH!!!