Contractor Stories
Show project scores big leads & awards
By Tom HatlenAnd the winner of the first ever Residential Porcelain HNA Project Award is …. Pacific Outdoor Living’s installation at the 2017 Pasadena Showcase House of Design. The project also won a 1st place porcelain project award from Belgard.
2017 was the 18th year that Pacific Outdoor Living built a display at the House of Design show. Company President Terry Morrill says, “We typically sell $1 million a year from this show. It's a big marketing event for us.”
Terry says the annual House of Design is typically held at a 10,000 sf residence with a couple acres of land. This house belonged to a member of the Anheuser Busch family.
7 to 12 landscape contractors/landscape designers each renovate a section of the property to market their work to up to 30,000 people who tour the place over the course of the 4-week event. Interior designers remodel rooms in the house.
Unlike a home show, exhibitors don’t pay to be included. Instead, contractors/designers compete to participate. They have to submit a conceptual plan and go thru an interview process. Winners are chosen by a committee. Proceeds from the show support music in the community.
“Including 2018, we’ve been selected 19 years in a row because, number 1, they know that we always complete the project on time, and number 2, they know that it will be spectacular. It's a huge nightmare for them when they have a contractor who for whatever reason doesn’t finish the project.”
Project Profile
2017 Pasadena Showcase House of Design, Pasadena, CA2017 HNA Project Award Winner – Residential Porcelain
Design/build contractor
Pacific Outdoor Living,Sun Valley, CA
Project Designer/Manager
– Terry Morrill
Project value
$130,000Property dimensions
250’x 340’In-house work
Demolition & excavationPavers
Water table installation (CMU)
Water features
Irrigation system
Low voltage lighting
110 & 120 volt electrical
Plantings & sod
Gas line
Work done by others
AwningSteel framework
Table fabrication
Year completed
2017“Plus at the showcase we always try to do something that we haven't done at the show before like porcelain. I love the outdoor plank look. We like to introduce new products, and our suppliers are more interested in donating their latest and greatest too.”
Terry says Belgard donated the Mirage porcelain pavers, and his subcontractors that contributed did their work at cost. Pacific Outdoor’s crews do most of the work.
Working the show
Even with donations from suppliers, Terry says they usually spend about $38,000 on the show annually. “We hire people to be there all the time to answer questions and to capture names of prospective customers. We were the only ones that did that our first year there. Staffing the area was one of the best things that we did early in our business that helped kick start our success. I think we ended up capturing about 1,200 names that first year we were there.”Terry says they compare the cost per sale of each of their marketing efforts. “This show is comparable to pay-per-click and to a home show. It’s far better than post card mailings. But the best thing about this is that we get good leads continually for 4 weeks. And, we still get leads from people that came to the Showcase 15 years ago.
“The PR we get is hard to put a dollar value on. Being seen there all these years has helped us become known as one of the premiere landscape design/build companies in Los Angeles.”
Pacific Outdoor hires temporary staff who are good communicators to serve as their on-site reps. The staffing cost comes to about $7,500 of the total with 2 people on site for 48 hours a week each x $15/hr plus bonuses paid for each lead that turns into a sale.
After the show, they always leave the hardscape, built-in water features and any plants smaller than 1 gallon. This year they also left the table. They recoup a bit of the cost by selling off whatever else they can from the installation. The homeowner bought about $7,000 worth of materials, mostly lights and larger plants. They sold the awning to a customer 50 miles away for $7,500, but it cost about $3,500 for the subcontractor to move and reinstall it.
Once they remove everything they plan to remove, they are required to return the area to at least its original condition.
Terry says, “We always make it look better than we found it.”