Understanding the Financial Benefits of Firm Ownership (and How to Get There) - 1.25 PDH (LA CES/non-HSW)

Recorded On: 10/11/2025

Financial stability is challenging for many landscape architects. Firm ownership can bring financial success, yet emerging leaders—especially women and minorities—often encounter unclear paths to advancement. Attendees will leave this session understanding pathways to ownership and how to support the next generation of women and minority leaders.

Learning objectives:

Understand the historical forces that have led to undervaluing landscape architectural services, resulting in low fees and salaries throughout the industry.
Define paths to leadership within your firm, including related obstacles such as positional incongruity, unconscious bias, and family-related responsibilities.
Explore the development of leadership skills and qualities, such as financial literacy, emotional intelligence, entrepreneurial mindset, and relationship building.
Learn about the mechanics of ownership transition and hear case studies of others’ experiences with transitioning to firm leadership and ownership..

Rena Klein, FAIA

Senior Partner

CVG

Rena is a nationally recognized expert in small firm practice and the author of The Architect’s Guide to Small Firm Management (Wiley, 2010). With 20 years of experience as the owner of a small design firm, and over 15 years as a consultant and educator, Rena brings a special understanding of design firms managed by entrepreneurial designers. Rena advises all AVEC (formerly named CVG) clients on best practices in finance, operations, organizational design, and ownership transition.

Jennifer L. Orr, ASLA, PLA

Founding Principal

Studio Balcones

A founding principal of Studio Balcones and now an owner of Lionheart, Jennifer brings her playful design sense, extensive plant knowledge, and deep understanding of ecological systems to all her work. Jennifer’s 25 years of experience ranges from city scale green infrastructure projects to intimate residential gardens, urban and rural, public and private. Jennifer enjoys gardening and volleyball, is a mother of two, and loves practicing in her home state of Texas. She received a B.S. in International Affairs/Economics from Georgia Tech - as a scholarship NCAA student athlete - and holds a Masters in Landscape Architecture from PennDesign.