ASLA SKILL | ED: Business Development, Proposals, and Contracts

  • Register
    • Non-member - $289
    • Member - $189
    • Student Member - $25
    • Associate Member - $129

This innovative learning experience will provide the tools you need to add value to your firm and develop time-tested business development skills which can be used throughout your career. This multi-course virtual learning experience is a career development investment for practitioners looking to build their leadership capacity, add value to their firm, and develop transferable business development skills.

  • Contains 4 Component(s), Includes Credits

    In this panel, two senior landscape architects will share their respective philosophies around business development and engage in a conversation about the importance of generosity, mentorship, openness and their own lived experiences as a basis for any business’s success.

    Rarely do designers study business in school, and yet our profession relies on the cultivation and retention of paying clients, be they private, non-profit or public-sector. In this panel, two senior landscape architects will share their respective philosophies around business development and engage in a conversation about the importance of generosity, mentorship, openness and their own lived experiences as a basis for any business's success.

    Learning Objectives:

    1. Learn from next generation professionals about how to progressively run a design business.
    2. Discuss strategies for scaling up your business and capturing strategic growth opportunities via building a robust network.
    3. Explore policies and processes that support a business's financial health, client relationships, internal mentorship and professional development opportunities.

    Claire Agre, ASLA

    Principal and Co-Founder

    Unknown Studio

    Claire Agre is Cofounder of Unknown Studio Landscape Architecture & Urban Design. Bringing with her a background in oil painting and ecology, she has led design and implementation for a diverse portfolio of projects, including Governors Island Park, Miami Beach Soundscape, Longwood Gardens, Duke University Sculpture Park, The Mount Desert Land and Garden Preserve, and Houston Botanic Garden. Her design and intellectual interests range from the large-scale, long-duration works on coastal resilience, to the wondrous and immersive scale of the garden. Claire holds an MLA from the Harvard University and a degree in Environmental Science from Duke University.

    Lorena Galvão

    Business Development Manager

    SCAPE

    Lorena Galvão is a Business Development Manager at SCAPE, bringing design and project management skills and a background in architecture, urban design and outreach to the firm’s growing business development arm. As an excellent visual and textual communicator, she excels at storytelling in proposals and design competitions. Lorena has worked across Brazil, China, Spain and the U.S. She holds a Master’s in Architecture and Urban Design from Columbia University, a Bachelor in Architecture from IE University and a technical degree in graphic design. At Columbia, she was awarded the Percival and Naomi Goodman Fellowship, the highest grant for graduating students.

    Alexis C. Landes, ASLA

    Managing Principal

    SCAPE LANDSCAPE ARCHITECTURE DPC

    Alexis Landes is a designer, urban planner, and Managing Principal at SCAPE, where she has overseen the firm’s expansion from 12 to 90 staff members within the past eight years. Within SCAPE, she plays a critical role overseeing firm-wide operations, strategy, project management, business development and finances.

    She has also served as Principal-in-Charge of several portfolio-defining projects. Externally, she manages client relationships and firm partnerships, developing tailored design solutions, teams and strategies to meet ever-changing needs. Alexis has taught professional practice courses and presented nationally at numerous conferences discussing collaborative approaches to business management and firm building.

  • Contains 1 Component(s)

    Your LinkedIn profile is your professional storyboard. How does it rank among the rest, and how does it show your full professional story? We will show you how not to be humble about your expertise on LinkedIn. It's time to create your brand megaphone.

    Your LinkedIn profile is your professional storyboard. How does it rank among the rest, and how does it show your full professional story? We will show you how not to be humble about your expertise on LinkedIn. It's time to create your brand megaphone.

    Keith Johnston

    Keith Johnston crushes it when it comes to understanding how technology impacts the modern professional. With more than 20 years experience, he is well known and widely sought after as a resource for technology advice and social media know-how for association professionals worldwide. His goal is to help organizations of all sizes succeed without breaking the budget or the will of the organization and the members they seek to enrich. He has been featured in Associations Now, Convene, Event Solutions, and has appeared on the cover of Midwest Meetings Magazine.
  • Contains 1 Component(s)

    Learn five secrets to make you and your design firm stand out from the crowd and be irresistible to right-fit clients.

    Learn five secrets to make you and your design firm stand out from the crowd and be irresistible to right-fit clients.

    Patricia Matamoros, ASLA, SITES AP, WEDG

    Senior Associate

    Savino & Miller Design Studio

    Patricia Matamoros began her career in architecture and after a few years working in the field, made the decision to return to graduate school and study landscape architecture. She started this degree in Caracas, Venezuela and finished it in Miami while interning at SMDS. Upon graduation she accepted a full-time position at the studio and has since engaged in a number of public and private projects as a project manager and design associate.

    Patricia is particularly passionate about recovering unused or misused public spaces for community enjoyment, as well as increasing the resilience of coastal cities against sea-level rise.

    Brandon Reed, ASLA

    Chief Visionary Officer/Owner

    Loft Six Four

    As the owner and Chief Visionary Officer of LOFT SIX FOUR Brandon has over 20 years of professional design experience and has a passion for solving problems that architects, developers, and business owners face in creative and transformative ways. Under his direction, LOFT SIX FOUR has become an award-winning and thought-influencing design studio focused on innovating the way we connect architecture and landscape, to the people that inhabit and experience them. Brandon continually focuses on building collaborative relationships with influential contemporary architects, developers, design professionals, and business owners, and investors.
  • Contains 1 Component(s)

    Congratulations, you signed a contract for a new project! Now, how do you maintain a relationship with the client to ensure future work? This express talk will provide an overview of short and long-term strategies for growing your firm operations through relationship management with existing clients, with an emphasis on strategies for small, medium, and emerging firms. Topics will include networking and maintaining relationships with clients at all stages of the process, including proposal pursuits, project administration and oversight, additional services, and post-completion.

    Congratulations, you signed a contract for a new project! Now, how do you maintain a relationship with the client to ensure future work? This express talk will provide an overview of short and long-term strategies for growing your firm operations through relationship management with existing clients, with an emphasis on strategies for small, medium, and emerging firms. Topics will include networking and maintaining relationships with clients at all stages of the process, including proposal pursuits, project administration and oversight, additional services, and post-completion.

    Jenna Jones, ASLA, LEED Green Associate

    Director of Marketing + Communications

    site design group, ltd.

    Jenna Jones is the Director of Marketing and Communications at site design group, ltd. Jenna is trained as a landscape architect with degrees from the University of Minnesota (BED) and University of Michigan (MLA). Her background in marketing communications and landscape architecture with a focus on ecological design has led to a strong passion for exploring the relationship between people and nature. Communication of design and the creative process is an integral part of her day-to-day role, which includes leading the firm’s proposals, communications, and outreach.

    Brad McCauley, ASLA

    Managing Principal

    Site Design Group, Ltd.

    Brad McCauley is the Managing Principal at site design group, ltd., who specializes in construction detailing and contract documentation. Brad’s expertise in construction documentation, detailing, and business operations has led to more carefully crafted, iconic, and well-loved public spaces throughout Chicago and the Midwest. Brad is actively involved in a number of professional and service organizations, including serving as the Vice President of Membership at the American Society of Landscape Architects and a member of the Stewardship Council of The Cultural Landscape Foundation.

    Sarah Boyer, ASLA, LEED AP

    Associate

    Lord Aeck Sargent

    Sarah Boyer is an associate with Lord Aeck Sargent in Atlanta, Georgia. Sarah focuses on higher education projects, specializing in construction detailing and construction administration. Within LAS, she co-leads the Women in Design forum as a part of LAS's approach to sustainability and equity in design and in the workplace. Sarah currently serves as the treasurer for the Georgia Chapter of ASLA and on the Board of Directors of the Chattahoochee National Parks Conservancy.
  • Contains 1 Component(s)

    The session will discuss how community stewardship through tactical urbanism, volunteerism, and pro-bono initiatives can build an authentic foundation to establishing an emerging mission-driven practice.

    The session will discuss how community stewardship through tactical urbanism, volunteerism, and pro-bono initiatives can build an authentic foundation to establishing an emerging mission-driven practice.

    Sahar Teymouri, ASLA

    Landscape Designer

    Design Workshop

    Sahar Teymouri, ASLA, is a landscape designer interested in learning and applying the socio-cultural aspects of design in her work. Her work focuses on utilizing landscape architecture design as a tool to celebrate art, culture, and nature for different projects. She holds a Master of Landscape Architecture from North Carolina State University (2017). Sahar completed her Bachelor of Architecture in Iran (2010) where worked in this field before narrowing down her focus to landscape architecture. She is a recipient of 2019 WxLA scholarship.

    Kimberly Garza, ASLA

    PRINCIPAL

    Atlas Lab Inc.

    Kimberly is Founder and Principal of ATLAS Lab Inc, a woman and minority owned, mission driven landscape architecture, community development and public art studio based in Sacramento, CA. Kimberly is committed to designing, building, and advocating for conscious change in the built environment to make accessible, positive and progressive impacts on communities. She is a landscape architect, artist and educator with fifteen years of experience working with private and public developments across the country. Kimberly holds a Bachelor of Arts in Landscape Architecture from UC Berkeley and Master of Landscape Architecture from the Harvard Graduate School of Design.
  • Contains 1 Component(s)

    Want to start a practice, lead a firm, or take the next step in the profession? In this session you will learn how to translate your design skills into career advancement.

    Want to start a practice, lead a firm, or take the next step in the profession? In this session you will learn how to translate your design skills into career advancement.

    Nina Chase, ASLA

    Principal and Co-Founder

    Merritt Chase

    Nina Chase is the co-founder and Principal of Merritt Chase, a Pittsburgh-based landscape architecture and urban design firm dedicated to planning and designing meaningful public spaces. The firm works locally and has been recognized nationally for their public space designs, placemaking initiatives, and research. Formerly of Sasaki in Boston and the non-profit Riverlife in Pittsburgh, Nina is an adjunct faculty member at Carnegie Mellon’s School of Architecture and Board Emeritus of the Landscape Architecture Foundation.

    Nate Byro, ASLA

    Landscape Architect

    RDG Planning & Design

  • Contains 1 Component(s)

    Landscape architectural practices are often driven by great passion. This session will examine how emerging practitioners can translate their passion into research and new practice models. The presentation will share examples of creative business development strategies that advance practice and create added value for clients and community groups.

    Landscape architectural practices are often driven by great passion. This session will examine how emerging practitioners can translate their passion into research and new practice models. The presentation will share examples of creative business development strategies that advance practice and create added value for clients and community groups.

    Diana Fernandez, ASLA

    Deputy Chief of Urban Design

    Boston Planning and Development Agency

    As Deputy Chief of Urban Design, Diana Fernandez Bibeau will elevate the importance of urban design, and champion the transformative power of sustainable and walkable communities for all ages and abilities. Fernandez works to strategically transform existing BPDA urban design processes to promote predictability and quality for both the community members and the development industry. With over a decade of private practice experience, Diana has built a design portfolio that reassesses the policies that have perpetuated race, gender, environmental and socioeconomic inequality, and created design methodologies that can respond to and correct them.

    Adriana Hernandez Aguirre, Associate ASLA

    Landscape Designer

    Coleman and Associates

    Growing up in Mexico, Adriana Hernandez Aguirre pursued a bachelor’s degree in landscape architecture at Texas A&M University. As a Student Chapter President in 2018, a 2019 National Olmsted Scholar Finalist, and 2020-2021 ASLA National Student Representative, Adriana has developed a passion for landscape architecture, advocacy, and climate action. In 2020, Adriana joined Coleman & Associates Landscape Architecture Firm in Austin, Texas. Similarly, Adriana is a member of the workshop GND Superstudio, a team of emerging professionals interested in the intersection of policy, community, design activism, and resilient landscapes. Adriana also conducts independent research on Las Colonias in Laredo, Texas.
  • Contains 4 Component(s), Includes Credits

    In this session three marketing professionals will share approaches to building client relationships, explain ways to think outside the “sales process,” provide tips to differentiate your firm, and of course, communicate how to craft and arrange thoughtful proposals.

    Having a mission-based practice requires not only finding and winning projects, but using all the tools at your disposal to align your firm?s mission to the right project and client. This holistic effort requires strategy, persistence, and organization. Meet three marketing professionals who are helping their firms put mission into practice through winning great work. In this session they will share approaches to building client relationships, explain ways to think outside the ?sales process,? provide tips to differentiate your firm, and of course, communicate how to craft and arrange thoughtful proposals.

    Learning Objectives:

    1. Understand the importance of a mission-aligned marketing approach and implement new skills into your existing yearly marketing plan.
    2. Adopt a holistic way of thinking when it comes to the business development procurement process and proposal building.
    3. Learn three different approaches to creating winning proposals.
    4. Develop best practices around business development, client management, and marketing - both in building proposals and beyond.

    Chris Hepner

    Director of Marketing and Business Development

    CMG Landscape Architecture

    Chris is the Director of Marketing and Business Development at CMG Landscape Architecture. As a communications professional with experience working within the fields of urban design, Chris holds an interest and focus on where ecological research and design strategies intersect within marketing and communication conversations. Chris oversees and manages all tasks within CMG’s Marketing Team – overseeing and directing all marketing efforts, including coordinating with CMG Leadership groups to implement business development initiatives and strategies. His role includes strategy generation, marketing objectives, research (trends, service areas and gaps, CRM, messaging and market positioning), leads and pursuit generation, and network development.

    Whitney Tidd, ASLA

    Marketing & Business Development Manager

    Dix.Hite + Partners

    Whitney began her career in television, working as a communication and marketing professional for almost 10 years. Wanting to blend her love of communication with her passion for urban spaces, art, and science, she pursued a career in landscape architecture, earning an MLA, becoming licensed, and practicing for around 5 years. Her career took another turn when she took on the role of Marketing and Business Development Manager for Dix.Hite. Her background in communication and marketing, and training as a landscape architect, give her a unique perspective on design and storytelling within the profession.

    Elsa Mark-Ng

    Studio Manager

    Agency Landscape + Planning

    Elsa is the Studio Manager at Agency Landscape + Planning, where she assists the studio with office, business and marketing support and leads communication and social media. Elsa is a recent honors graduate of Oberlin College's Environmental Studies program with interests in urban planning and design, landscape architecture, art history, the visual arts, and urban sustainability. At Oberlin College, Elsa did research on how public environmental art can increase a community’s sense of place.
  • Contains 1 Component(s)

    The pricing of professional services is a crucial aspect for every landscape professionals to understand. It allows the professional the ability to document what is involved to perform the expected services. It also gives the client the ability to understand the scope and magnitude of the effort. Accurate scoping and pricing can lead to a successful outcome, satisfied clients, and valued professionals. This session is intended to provide a brief overview of elements that come into play when providing fees for a project.

    The pricing of professional services is a crucial aspect for every landscape professionals to understand. It allows the professional the ability to document what is involved to perform the expected services. It also gives the client the ability to understand the scope and magnitude of the effort. Accurate scoping and pricing can lead to a successful outcome, satisfied clients, and valued professionals. This session is intended to provide a brief overview of elements that come into play when providing fees for a project.

    Aida Curtis, ASLA

    Principal

    Curtis + Rogers Design Studio

    Aida Curtis has over 35 of experience as a landscape architect, arborist, certified landscape inspector and leader of her firm Curtis + Rogers Design Studio. Leading the Hispanic/Woman-owned landscape architecture firm in South Florida has allowed her to create sustainable spaces that are economically and socially inclusive. Aida’s portfolio includes award-winning transportation, recreational, institutional and civic projects. She serves on the American Society of Landscape Architects National Climate Action Committee and lectures on landscape architecture’s ability to address climate change. Her commitment to environmental stewardship, sustainable development and resilient landscapes has benefitted hundreds of municipal, transportation and other civic projects.

    Sahar Teymouri, ASLA

    Landscape Designer

    Design Workshop

    Sahar Teymouri, ASLA, is a landscape designer interested in learning and applying the socio-cultural aspects of design in her work. Her work focuses on utilizing landscape architecture design as a tool to celebrate art, culture, and nature for different projects. She holds a Master of Landscape Architecture from North Carolina State University (2017). Sahar completed her Bachelor of Architecture in Iran (2010) where worked in this field before narrowing down her focus to landscape architecture. She is a recipient of 2019 WxLA scholarship.

  • Contains 1 Component(s)

    Green infrastructure can be simple or quite complex. Developing the correct mix of designers to respond to the specific needs of a project is critical to its success. This session explores how landscape architects are leading diverse project teams to plan and design green infrastructure projects at a variety of project scales.

    Green infrastructure can be simple or quite complex. Developing the correct mix of designers to respond to the specific needs of a project is critical to its success. This session explores how landscape architects are leading diverse project teams to plan and design green infrastructure projects at a variety of project scales.

    Kevin Perry, FASLA

    Principal

    Urban Rain Design, Inc.

    Kevin is a an internationally recognized leader in successfully integrating green infrastructure with high-quality urban design. For nearly two decades, Kevin has worked on over 100 green infrastructure projects throughout United States within the public, private, and academic sectors. As a Senior Landscape Architect with Toole Design, Kevin is advancing the effort to intertwine green infrastructure within innovative multimodal streetscape design throughout the west coast and nationally. Kevin also founded the concept of Tactical Green Infrastructure, a unique design-build process using student and community volunteers to rapidly implement simple, low-cost, and beautiful green infrastructure projects within the public realm.

    Sarah Boyer, ASLA, LEED AP

    Associate

    Lord Aeck Sargent

    Sarah Boyer is an associate with Lord Aeck Sargent in Atlanta, Georgia. Sarah focuses on higher education projects, specializing in construction detailing and construction administration. Within LAS, she co-leads the Women in Design forum as a part of LAS's approach to sustainability and equity in design and in the workplace. Sarah currently serves as the treasurer for the Georgia Chapter of ASLA and on the Board of Directors of the Chattahoochee National Parks Conservancy.