Landscape Architect Articles

Tony Crowder's Focus09-28-06 | News

Tony Crowder's Focus

By Karl Bremer, Versa-Lok Retaining Walls

This lakefront wall in Lula, Miss. was designed and installed by Crowder?EUR??,,????'???s Diamond Hardscape & Drainage just this year. The wall allowed for the raised dock to be anchored firmly on shore and controlled the slope down to the sandy beach as well.

Tony Crowder, owner of Diamond Hardscapes & Drainage, a Memphis-based installer of Versa-Lok retaining wall systems, likes to be first. As one of the only African-American-owned retaining-wall companies to hold segmental retaining wall (SRW) certification from the National Concrete Masonry Association (NCMA) and in April he hopes to be the first to receive the NCMA?EUR??,,????'???s ?EUR??,,????'??Train the Trainer?EUR??,,????'?? certification, Crowder also wants to be the first retaining-wall business in Memphis to have all his installers NCMA-certified. After that, he plans to start the first SRW training facility in Memphis.

And later this year, he wants to sponsor the first ?EUR??,,????'??Parade of Walls?EUR??,,????'?? to showcase SRWs in the Memphis area.

Crowder?EUR??,,????'???s enthusiasm about his retaining-wall business is infectious. But he didn?EUR??,,????'???t just develop it overnight. He was first introduced to the masonry business at the age of nine by his father and grandfather.

?EUR??,,????'??You might say I was kind of directed into the trade,?EUR??,,????'?? Crowder laughs. ?EUR??,,????'??My dad was also a specialist in machine operations?EUR??,,????'??+anything with outdoor equipment?EUR??,,????'??+so that was another thing I got exposed to early.?EUR??,,????'??

Crowder uses photos on his trucks as mobile marketing for the business. He?EUR??,,????'???s in the process of going to Toronto to get the certification to Train the Trainers. He?EUR??,,????'???s hoping the local community college will get a curriculum established so he can get it into the college level. That way young people who want to go into the business will be more knowledgeable.

Crowder took a detour from the landscaping business and spent 14 years in the corporate world of human resources and development. Then he hooked up with Len Lawhon of Lawhon Horticultural Spray and Landscape Service.

?EUR??,,????'??I finished a mentoring program with Len and got exposed to all the business aspects of landscaping and went back to school to get all my certifications.?EUR??,,????'?? That experience paid off when he started his own business in 2003. ?EUR??,,????'??Most of my competitors have been in landscaping all their life but have no experience in the corporate world,?EUR??,,????'?? says Crowder. ?EUR??,,????'??I started establishing accounts and relationships with general contractors. I got an opportunity to be with a very large HUD (Housing and Urban Development) project that took a year to complete. We did over 125,000 square feet of block on this project. That?EUR??,,????'???s where I really got exposed to the Versa-Lok line.?EUR??,,????'??

But Crowder admits it wasn?EUR??,,????'???t always easy.

?EUR??,,????'??They were the only company that would give me an opportunity to get into this industry. Nobody wanted to give us a chance.?EUR??,,????'??

Diamond Hardscapes & Drainage has their own lot where they store the equipment. Although Crowder feels it?EUR??,,????'???s better to rent than own for occasional use equipment, they own a back hoe, two skid steer loaders, a truck, a trailer and a block lifter.

Marriage Made in Heaven

Crowder has been working with Brian Thornton, regional manager for the company?EUR??,,????'???s office in Murfreesboro, Tenn., to develop a multifaceted marketing campaign aimed at expanding his residential customer base.

?EUR??,,????'??We?EUR??,,????'???re going to do a top-of-the-line showcase of outdoor displays at one of our office spaces,?EUR??,,????'?? says Crowder. ?EUR??,,????'??We?EUR??,,????'???re going to host quarterly, maybe three times a year, a nice wine-and-cheese deal and let people come touch and feel.?EUR??,,????'?? He?EUR??,,????'???s putting together a direct-mail list for such events now. ?EUR??,,????'??We?EUR??,,????'???ve made contact with the architects, landscape architects and engineers already.?EUR??,,????'??

Crowder also has the Memphis area?EUR??,,????'???s burgeoning executive home market in his sights.

Crowder?EUR??,,????'???s crews are spread out all over the region these days doing restoration and additions, but new developments also require retaining walls. Here the crew is working on an outdoor kitchen addition that is part of a new landscape design.

?EUR??,,????'??I?EUR??,,????'???ve got some young developers who are building these million-dollar homes,?EUR??,,????'?? says Crowder. ?EUR??,,????'??No one down here is targeting high-end homes for such things as outdoor kitchens and patio designs.?EUR??,,????'??

Diamond Hardscapes & Drainage also exhibited at their first home show this year.

?EUR??,,????'??Most of the time it?EUR??,,????'???s just landscape companies exhibiting there. We were the only company that was just focusing on retaining walls and what can be done with these blocks.?EUR??,,????'??

Crowder recognizes the value of ongoing training. Once he gets his NCMA ?EUR??,,????'??Train the Trainer?EUR??,,????'?? certification, he wants to help expand the market by establishing a segmental retaining wall training facility in Memphis. And he?EUR??,,????'???s planning to learn landscape design software soon as well.

This double tiered wall (which will be part of the ?EUR??,,????'??Parade of Walls?EUR??,,????'??) was designed to show off plants and lighting. However, the company?EUR??,,????'???s Parade of Walls isn?EUR??,,????'???t actually going to be for marketing. Although it helps his company generate potential customers, it?EUR??,,????'???s a fundraising tool for the Special Olympics. They ask individuals to sponsor a child and give a certain amount of money?EUR??,,????'??+anywhere from $50 to $300?EUR??,,????'??+and they make the contribution to the West Tennessee Special Olympics.

Parade of Walls

Crowder is particularly excited about another project he?EUR??,,????'???s planning which will promote retaining walls.

?EUR??,,????'??There?EUR??,,????'???s a guy (in Michigan) called the Pond Guy. He does a Parade of Ponds, like the Parade of Homes. We want to do a Parade of Walls that would take our selected customers and showcase their walls.?EUR??,,????'?? Funds raised from public tours of the Parade of Walls will benefit the West Tennessee Special Olympics. Crowder has a degree in special education, so he had that impetus to do something for these children.

?EUR??,,????'??I think it will really set us apart from our competition,?EUR??,,????'?? Crowder notes. ?EUR??,,????'??I find crazy things right now are the things that tweak the minds of customers. We?EUR??,,????'???ve got to start being a company that thinks outside the box.?EUR??,,????'??

Restoration of this 1905 home was accomplished by using mosaic blocks and tumbled pavers. The concrete walkway and steps were replaced, along with the addition of raised flowerbeds.

Crowder uses experts when he needs them. There?EUR??,,????'???s a lot of engineering that goes into the work. They have two of the top engineers in the southeast region as consultants, and he has access to them whenever he needs them. Tony also calls on Mike Crittle who has a survey company and has been very helpful getting them up to speed. Also ordinances are not as complicated down there, and Scott Miller takes out all the guess work as far as ordinances are concerned.

Crowder?EUR??,,????'???s background is in brick, block and concrete. Four years ago he became exposed to block walls and went back to school to get his certification in SRW at the University of Chattanooga. He commuted back and forth before doing his internship with Lawhon Landscapes for a year and a half.

His equipment includes a 16-foot enclosed box van, and he uses that for marketing because of the ?EUR??,,????'??signage?EUR??,,????'?? on the sides. Of course, the truck also carries all his tools, such as concrete saws, compactors, levelers and grading equipment. They also have a small 3500 dump truck. He uses a JCB 2500 skid steer loader and a 120 JCB back-hoe. From time to time they have to rent equipment. For large projects he needs a large vibrator or compactor and an additional skid steer. Crowder feels it works better to rent if the need is only occasional. They have their own lot where they store the equipment with a small office. They lease the rest of the office space to others while sharing the lot.

Where does all this motivation come from? ?EUR??,,????'??It was instilled in me from my parents and grandparents. I can do all things through Christ who strengthens me,?EUR??,,????'?? says Crowder?EUR??,,????'??+and apparently it?EUR??,,????'???s working.

?EUR??,,????'??It?EUR??,,????'??? exciting to find a niche that isn?EUR??,,????'???t totally saturated. It?EUR??,,????'???s a great time to be in this industry,?EUR??,,????'?? notes Crowder.

For once, that wouldn?EUR??,,????'???t be a first for Tony Crowder.

Crowder employs five full time installers with one part time person in the office, plus himself as the Knoxville Tenn. crew. Here they are training for the National Masonry and Concrete Association (NCMA) certification. He?EUR??,,????'???s planning for expansion, but is not interested in getting too large. They?EUR??,,????'???ll still be able to expand with just three or four more crew people.