From The Publisher August 1996 Passing thoughts and notes of interest . . . . * September is right around the corner and that means that LASN will again be a sponsor at the Susan B. Komen "Race for the Cure" in our own sunny Newport Beach. There is still time to participate. Last year we had about 30 team members and every one who signs up for the 5K run (walk, crawl, whatever you like) gets a bunch of gifts as well as a free LASN T-Shirt. It's fun, it's sun, its good for the soul so join us at the beach on September 22. For more information contact Kimberley Layne at 714-979-5276. * If you look at the "LASN Interactive" card on pages 11 and 12 you'll notice that there is a call for volunteers to become a part of the new "Emergency Response Team" formed from the "Forum Meetings". Rick Sanders, RLA is heading the team and is looking for RLA Landscape Architects to provide expert opinion in the event of natural disasters such as fires, flooding, landslides, earthquakes, wind related incidents, and other, yet to be identified opportunities. When a newsworthy incident inevitably happens this team will respond with landscape architectural ideas to prevent future damage. ??Chairman of the Board of Supervisors?? In Corona, California, Baxter Miller is heading this task force and is also looking for volunteers and information. If you want to be a part of the "Tree" again let him know by either calling, faxing, writing, or E-mailing LASN and we will forward the information to Mr. Miller. * Is anybody going to the ASLA Show in LA? We've hardly heard a word about it. LA is not such a bad place and the convention center is right downtown, so if you do happen to make it be sure to stop by booth #. We'll be glad to see you. *Not that it doesn't make for great editorial, but I'm getting concerned that the Society is again stuck in a vicious cycle of stagnation hovering around 10,000 members, thinking that enhanced service is achieved by credit card discounts, failing to reach the public and failing to stave off licensure attacks . . . * The other day, a respected Landscape Architect said to me "I know that we're bad marketers . . ." You've all heard the story . . . . What struck me was that this individual happened to be one of the "Kings of Marketing" and through his firm and guidance many more LA's have mastered the subject. I personally know of so many Landscape Architects and Firms who are great marketers, it made me wonder . . . why is ASLA having such problems communicating and swaying public opinion. The profession looks to the Society for action in this area but the Society's Marketing arm seems to think they are doing the job by selling seminars at the convention, providing a magazine, and getting UPS to give you a discount. Which is all fine and well, but what the profession really needs is for the Society to sell the profession to the public to get more work and more recognition for the members. Heck even the magazine goes to the consumer newsstand, but for some reason the ASLA continually omits this information when pitching the publication. It is not something to be ashamed of, even if it only sells about 2,000 an issue. A lot of those people end up subscribing and passing it around to their neighbors. This should be the direction of the ASLA and its communication efforts. Get to the Public!!! The more public recognition, the more demand for plans, the more demand for LA's, the more LA's. The more LA's, the more members, the more support, the more efforts to reach the public, the more public recognition . . . . * As many of you know, I have been running an unofficial campaign to break the old mold and point the ASLA in the direction of growth and prosperity. Well . . . in the next issue I'll be giving you all a chance to vote on the issues . . . . So, whether your one of the many who have been sending letters to support, flat out disagree or land somewhere in between . . . here is a recap of the LASN platform. Show this to your friends and get them all to vote. I'll print the outcome, whatever it may be, as the results come in: (By the way, the survey ballot will also be available at the ASLA Show.) LASN believes that the ASLA should spend greater energy reaching the general public. LASN believes that the ASLA should focus on developing practice act legislation in every state. LASN believes that the ASLA should work with the professional trade magazines to help promote their efforts. LASN believes that the public supports Landscape Architects. LASN believes that the profession has the potential to be one the strongest participants in development around the world. Remember the ballot will appear in next month's issue. So . . . . make an impact on the profession and cast your vote, and while you're at it get your colleges to vote as well. The more voices, the more impact, . . . . you get the picture. Have a great month! The EarthMan X Try ending it right here P.S. - Look at the survey card on page 13 in this issue for information on becoming a part of the "Emergency Response Team" being developed from the "Forum" of Landscape Architects who have been meeting to discuss the issues at a local Caltrans facility. You'd think that especially in an election year the National ASLA would be focused on gaining new members, getting to the public, better communications and be working with the media to further themselves in these directions, but what do we see . . . . it's more of the S.O.S. , moving our booth, leaving us off exhibitor lists, generally poor marketing information hitting the publication, etc. . . . The thing is, I don't believe that it is Dalton (EVP James Dalton) who is initiating these attacks, but somehow they seem to have gotten the Marketing Arm tied up to the Magazine Arm and, when one or the other begins to experience difficulty, out comes the old let's-blame-it-on-LASN attitude. (I thought all that old administration's garbage had been thrown out?!?)