EAW 2019 – Santa Rosa, CA Agenda

Designed with growing tree care businesses in mind, the Executive Arborist Workshop is the first of its kind in the tree care industry. This two-day event offers a unique opportunity to drill down and focus on how to manage your business’ growth effectively and profitably.

We’ve adopted an adult education model of “show, tell, do.” The morning sessions are the “show and tell,” and the afternoon breakouts are the "do" with a focus on hands-on, practical tasks that you can bring home and implement at the office right away.

See below for a full schedule* of education, led by successful tree care company owners and professional business development speakers, as well as networking opportunities with your peers.

Monday, August 26

10:00 – 2:00 pm Treemasters Walkabout optional with additional fee of $45 (includes lunch), capped at 15 SOLD OUT

4:00 – 6:30 pm Registration

6:00 pm Raise A Pint Fundraiser for Arborist Safety Training Institute (ASTI)

6:30 – 8:00 pm Networking Dinner runs through dinner

Tuesday, August 27

7:00 – 8:00 am Networking Breakfast

  • 8:15 – 9:30 am Leadership: How Do You Show up As a Leader? with Cyrus DeVere, A Plus Tree, Inc.

    • Beliefs manifest behaviors; come explore what drives people to perform at their best. Discover practical methodologies for producing personal breakthroughs, allowing you to lead empowered, connected and with authenticity.

      Cyrus DeVere joined A Plus Tree in 2017. Cyrus has succeeded the late founder, Jeremy Tibbets and has continued the exciting growth path for A Plus Tree. He is an accomplished Chief Executive with 30+ years of success executing expansion and growth plans within the hospitality, retail, apparel & gear industries, and now professional services. He leverages extensive experience in leadership and technology coupled with a proven track record of taking companies from a founder/entrepreneur/startup stage to a professional stage set for growth.

      He has demonstrated proficiency in effectively allocating human capital and managing P&L to grow EBITDA. He is a well-rounded leader with a strong skill set and understanding of Digital and Brand Marketing, Revenue Generation, Scaling Operations, and ability to build work cultures that foster trust and empower diverse workforces to seamlessly grow business.

      He has completed his doctorate studies at Walden University, earned a Master of Science in Business Administration from the University of San Diego, and a Bachelor of Science in Business Management from Arizona State University.

9:30 – 9:45 am Networking Break

  • 9:45 – 11:15 am Marketing Your Company panel with Fred Frey, Vintage Tree Care Inc.; Sam Diserens, Arborwell; and Sandra Reid, The Davey Tree Expert Company

    • Learn what to prioritize and how to maximize marketing funds. Understand the nuances of marketing commercial services. Create a laser-focused marketing message to let potential clients know exactly what your company is all about.

      Vintage Tree Care owner Fred Frey has lived in Sonoma County all his life. His family roots are firmly planted in the county—his daughter marks the 5th generation Frey. Fred grew up around livestock and fruit trees and spent a considerable amount of time cutting trees for firewood with his Dad at his family’s ranch in Kenwood, CA. When he was 19, a family friend who owned a respected tree company in town told Fred to call if he ever needed any work. Fred didn’t dream that there was a full-time profession waiting for him in the tree care industry. Fred has now been doing tree work for 23 years and is passionate about it. Fred has participated in, organized and conducted innumerable tree climbing, tree safety and biology workshops. He works hard to stay on top of all OSHA and ANSI standards, constantly trains with his employees and keeps safety at the top of his priority list.

      Sam Diserens is a design-oriented marketing professional with a Bachelor's degree in Business Marketing from Menlo College. Starting with Arborwell only 2 years ago as a marketing coordinator, Sam has quickly moved up the ranks and now manages the entire marketing department. He brings with him a fresh look at marketing practices and a passion for design.

      Sandra Reid has worked in the green industry at Davey Tree in various capacities for over 30 years. She is currently the vice president of corporate communications and strategic planning. She is the marketing representative on the TCIA Accreditation Council, and is affiliated with numerous local, national, and international organizations.

11:15 – 11:30 am Networking Break

  • 11:30 am – 12:30 pm Adding Consulting to Your Business with Chad Dykstra, Foothill Tree Service

    • Learn what it takes to add consulting to your company's service line offering. From training, credentialing and support services, to delivery of service, we will explore how consulting can be a valuable service line for your business.

      Chad is a second-generation ISA certified arborist with over 20 years of experience in the green industry. He is a member of the ISA, WCISA and ASCA as well as several other local organizations. Foothill Tree Service is a CSLB licensed tree contractor specializing in the practice of residential arboriculture and commercial arboriculture.

12:30 – 1:30 pm Networking Lunch

  • 1:30 – 2:30 pm Breakout Sessions Choose one:

      • Personalized Marketing – Sam Diserens, Arborwell | 1 ISA CEUs
        Marketing materials don’t have to break the bank to look good. Learn what “personalized marketing” is, why it is so important for a growing company, and how to do it on a budget.

      • Marketing for Smaller Businesses – Fred Frey, Vintage Tree Care Inc. | 1 ISA CEUs
        Fred will review his experiences and insights on how smaller business can maximize their marketing efforts and funds with efficient, yet effective marketing.

      • Secrets and Strategies for More Effective Marketing and Communications – Sandra Reid, The Davey Tree Expert Company | 1 ISA CEUs
        Dig into ideas and tools you can use to engage team members and improve your marketing and communications. Review best practices, discuss which techniques and channels work best, and share secrets and strategies that work regardless of company size.

2:30 – 2:45 pm Networking Break

  • 2:45 pm – 3:45 pm Breakout Sessions Choose one:

      • Consulting – Chad Dykstra, Foothill Tree Service: | 1 ISA CEUs
        Learn more about diversifying your business with consulting services in a round table setting.

      • Leadership – Cyrus DeVere, A Plus Tree, Inc. | 1 ISA CEUs
        Cyrus will show you how to lead your company and team in a manner that provides empowerment and connectedness. You will work on personal awareness, unlocking new possibilities for yourself and others. Challenge yourself to think and lead beyond existing limiting beliefs.

      • Accreditation/Apprenticeship – Bob Rouse, TCIA | 1 ISA CEUs
        Learn about both the TCIA Accreditation process and National Guidelines for Arborist Apprenticeship and what would it take to initiate either of these at your company.

6:00 – 7:30 pm Networking Dinner

Wednesday, August 28

7:00 – 8:00 am Networking Breakfast

  • 8:15 – 9:30 am Competency Assessment with Ed Carpenter, North American Training Solutions

    • Join this interactive session to learn proactive tools to measure and address an employee’s skills and knowledge gaps, rather than let accident and incident data drive their decision making.

      Ed Carpenter is team captain of North American Training Solutions Inc. the leading safety training organization for the Tree Care and Green Industries. Ed also leads the NATS organization in its mission to reduce debilitating traumatic and micro traumatic injuries sustained by skilled tradesmen, such as arborists, linemen, and other vertical trades. Ed holds a BS in urban forestry from University of Massachusetts, Amherst and an AS in arboriculture from the Stockbridge School of Agriculture Amherst, MA. He is the president and co-founder of COR Ergonomic Solutions where he worked with his sister Dr. Amanda Carpenter.

      Ed has been working in trees all his life and understands the physical challenges of working and playing in extreme environments. Ed knows all too well, how a single injury can change a worker’s life forever, witnessing from a young age his father’s near death injuries, while working in the woods as a professional timber faller.

9:30 – 9:45 am Networking Break

  • 9:45 – 11:15 am Are You Running Your Business or Is It Running You? with Lisa Manning, Certified EOS Implementer

    • Learn simple, practical tools that you and your leadership team can use immediately to align around the vision for your business, focus on priorities, get clear on issues and gain traction together as a healthier leadership team.

      Lisa’s passion is working with entrepreneurs. She has 30 years of experience as an entrepreneur and business advisor. Over the course of that career she has specialized on successfully turning dozens of businesses around to double digit growth and profitability as well as growing an eight-figure family-owned business. Lisa no longer manages the family business but rather sits on the board and spends all her time guiding other entrepreneurs to so that they too can get what they want out of their business.

  • 11:30 am – 12:30 pm Selling and Working with HOAs with Brandon Elrod, Pacific Coast Arborists

    • What does it take to market, sell and keep homeowner association tree work? How does it differ from residential clients, apartment communities or commercial properties? Learn the ins and outs of this market and whether it makes sense for your business.

      Brandon Elrod is the president of Pacific Coast Arborists & Consultants based in Orange County, CA. He is an ISA Certified Arborist and a multiple award recipient from the Tree Care Industry Association. Brandon is the President of the American Tree Association and is on the technical advisory committee for the arborist curriculum at the Rancho Santiago Community College District. He is a published author and an active volunteer in community tree projects.

12:30 – 1:30 pm Networking Lunch

  • 1:30 – 2:30 pm Get Your Company Involved in Your Local Community with Andy Trotter, West Coast Arborists

    • Learn how to define "community" from your perspective, what's in it for you, and how to get started getting involved in your local community.

      Andy has been with WCA since August of 1982. Prior to that, he had eight years’ experience in the tree care industry. After working as a foreman for eight years, Andy was promoted to field operations manager in March of 1990. As field operations manager, he supervises all the field operations as well as oversees safety, training, nursery and wood recycling facility. He has been an industry leader in many key projects including United Voices for Healthier Communities Great Clean Air Planting Project, Toolkit for Developing Urban Forest Management Plans and the Western Chapter ISA’s annual “Workday” fundraiser.

2:30 – 2:45 pm Networking Break

  • 2:45 – 3:45 pm Breakout Sessions Choose one:

      • How to Get Involved in Your Local Community – Andy Trotter, West Coast Arborists | 1 ISA CEUs
        Create your outreach plan in three steps:

        1. Set goals;
        2. Determine your local opportunities;
        3. Use your smart phone to track your ideas
      • How to Do a Competency Assessment – Ed Carpenter, North American Training Solutions | 1 ISA CEUs
        Learn concepts and proactive tools that any business, large or small, can administer internally or outsource depending on their specific needs.

      • Don’t Let the Business Run You – Lisa Manning, Certified EOS Implementer | 1 ISA CEUs
        Add some tools to your toolbox that will help your business gain traction. You will learn and practice one of the following tools based on a survey:

        1. How to create a 2-page strategic plan;
        2. How to set annual goals and quarterly priorities; or,
        3. How to navigate difficult employees.