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Page 1: Saving Water & Making Money...of their revenue from new construction just three years ago now receive 70%, or even more, from maintenance and renovation work. Florida is starting to

www.fisstate.org Spring 2011

Saving Water &Making Money

Page 2: Saving Water & Making Money...of their revenue from new construction just three years ago now receive 70%, or even more, from maintenance and renovation work. Florida is starting to
Page 3: Saving Water & Making Money...of their revenue from new construction just three years ago now receive 70%, or even more, from maintenance and renovation work. Florida is starting to

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TABLE OF CONTENTS

Volume 8, Issue 2: Spring 2011

FEATURES10 Increase Sales with Drip Irrigation

16 Step By Step Guide to Convert Spray Bedsto Water-Saving Dripperlines

24 Professional Credentials: A Step Forward forBusiness Owners & Employees

28 Florida Irrigation Society’s 2011 Florida Water Summit

DEPARTMENTS

4 PRESIDENT MESSAGE

6 INDUSTRY NEWS

9 UPCOMING EVENTS

32 SALES & MARKETING

34 MEMBERSHIP APPLICATION

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4 PIPELINE

PresidentKevin Cavaioli(954) 971-7350 ext. [email protected]

Vice PresidentMatt Eaton(904) [email protected]

SecretaryTom Super(239) [email protected]

TreasurerRandall Heimsoth(386) [email protected]

Pipeline – Editorial DirectorLisa A. WrightWright Publishing Group, Inc.726 Pasadena Avenue SouthSt. Petersburg, FL 33707(727) 343-5600 ext. [email protected]

FIS Advertising Manager/Executive AdministratorJennifer AmarosaP.O. Box 13502Tampa, FL 33681Office (813) 839-4601Fax: (813) [email protected]

Copyright 2011 © Pipel ine Magazine. All rights reserved. Pipeline Magazine is aquarterly publication of the Florida IrrigationSociety, located at P.O. Box 13502, Tampa,FL 33681. FIS is not responsible or liable forany errors, omissions or changes ininformation. Reproduction in whole or part isstrictly prohibited.

PRESIDENT’S WELCOME

Many of the people I speak with in our indus-try have seen a marked increase in their business ascompared to a couple of years ago. Much of this business is theresult of customers paying the price for deferred maintenance aswell as the extended dry weather taking its toll on subpar systemsconstructed during the boom years. Renovating and maintainingexisting projects is big business. Companies that generated mostof their revenue from new construction just three years ago nowreceive 70%, or even more, from maintenance and renovationwork. Florida is starting to grow again. However, as a percentage,new development is relatively small with the exception in areaswith large tracts of vacant land.

It is increasingly difficult to keep built landscapes viable andattractive due to tight budgets, limited water resources and restric-tions on water use. The relatively inexpensive water resourcesthroughout the state have already been claimed and allocated.Going forward, the water management districts are telling us tolook for alternative water supplies that are often expensive orunavailable, and to reduce water consumption.

This presents a great opportunity for everyone in the greenindustry. Consultants, manufacturers, distributors and contractorscan position themselves in the market to gain business retoolingirrigation systems and landscapes. There is still time to be part ofthe movement to do more with less. Better, cheaper and faster(and profitable) has been the mantra of the computer industry foryears. Our industry now has a plethora of relatively inexpensiveproducts and services that allow us to install and update irrigationsystems and landscapes that are water thrifty and manage themwith significantly less labor, energy and petroleum based products.

Change is necessary to stay relevant. Trying new approachesmay mean learning new techniques, pushing ones self and takingchances. The Florida Irrigation Society is here to help you changeand move your business in the direction of growth and profitabili-ty. This edition of the Pipeline is a perfect example of that help.The articles on using and converting irrigation systems to low vol-ume, the article on branding your business to standout from yourcompetition, and the article on the importance of training and cer-tification classes brought to you by the society will help you deter-mine ways to stay relevant in this changing market.

Like many business owners and managers you have probablyhunkered down the past couple of years due to the challengingeconomy. Now is the time to invest in yourself and your businessand to try new approaches for improved customer value. TheFlorida Irrigation Society’s board of directors is working hard toprovide programs and services that will make it easier for you tobe successful.

I invite you to attend the society’s Water Summit the first weekof August at the beautiful Omni ChampionsGate Resort just southof Orlando. Come hear what your colleagues are doing in the mar-ket, meet industry leaders, get first hand explanations of new regu-lations from the officials that create policy, and see what new prod-ucts and services manufacturers and distributors offer.

I invite you to come and get involved in the new direction weare headed in, as an industry and organization. Review the WaterSummit agenda in this issue of the Pipeline and mark your calendar. Ilook forward to seeing you in early August!

Kevin Cavaioli

The Green Industry:Change and Opportunity

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CHAPTER & INDUSTRY NEWS

6 PIPELINE

FNGLA and the South Florida WaterManagement District (SFWMD) crowneda new “Ruling Water Champion” for2011 at the Landscape Challenge onApril 22 at Halpatiokee Park in Stuart, FL.

Congratulations to Pinder’s Nurseryof Palm City and its teammates: TerriPinder, FCHP, Alice Nicholl, FCHP, AnnMarie Gray and Holly McCartney. Thisteam scored highest in a fun, competi-tive and educational demonstration oflandscape management skills thatincorporated Florida-Friendly Best Man-agement Practices. The four areas ofcompetition focused on rightplant/right place, fertilization, irrigationand spill containment.

The Northeast Florida Chapter will host the 3rd Annual “Creek Wars” Fishingtournament on October 15, 2011. A website is being developed specifically for thetournament. The Chapter will soon install an irrigation system at the local extensionoffice in the area as well.

NE Fall Fishing Tourney: Be There!

Annual Landscape Challenge Winners

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CHAPTER & INDUSTRY NEWS

www.fisstate.org 7

Save The Date For Emma’s 3rd Annual Fishing Tournament

Emma Faith Hall was diagnosed with a brain tumor at three months of age andhas been fighting the setbacks since. The doctors did not give her much of a chanceand thought she would not make it to the age of one. Today, she is eight years oldand learning to walk, speak and read Braille! Please join us on October 8, 2011 atMullock Creek Marina in Ft. Myers for a fun day and support for Emma to continueher costly therapy programs! For information, visit [email protected].

Southwest Chapter Golf Tournament

On April 30th the Southwest FloridaChapter held their 4th Annual Golf Tour-nament at the Westminister Golf Club inLehigh Acres. With the great support ofover 80- golfers and Sponsors we were

able to raise enough money to helpfund our Scholarship Fund and Legisla-tive Funds, we would like to thank all ofthose that were able to participate andsupport our orgainization.

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CHAPTER & INDUSTRY NEWS

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(772) 569-3810 • (800) 940-3810 (772) 778-5919 FAX

WHOLESALE DISTRIBUTORSTHE TOTAL ONE STOP SUPPLIER FOR ALL YOUR IRRIGATION, WELL, DRAINAGE, WATER TREATMENT, PIPE, VALVE AND

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EUSTIS701 W. ATWATER

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SO. DAYTONA1952 S. RIDGEWOOD

(386) 304-6008

The Florida Irrigation Society TampaBay Chapter held their 16th AnnualGolf Tournament on April 9, 2011 atthe Eagles Golf Course and had 89golfers participate.

Thank you to those “behind thescenes” people who made this such asuccessful event: Jim and Jan Serina forhandling the registration for the event,Dave Marquette and Dave Martin forsitting out on the Hole in One andpassing out peanuts, prizes and sellingraffle tickets, Dera Nolan, Rob Hill,Donna Vento and Brian Werner for

assisting with the sign-in and passingout golf towels, and Jan Serina andDonna Vento for the Hole sponsor pic-tures and team pictures.

There were three $250 cash 50/50drawing winners. The Chapter wouldlike to thank Hunter Industries,Toro/Irritrol, Rain Bird, Ditch Witch ofCentral and South Florida, Jeff David-son, Dave Marquette and Larry Lentzfor their donations and to all the holeand beer cart sponsors. Next year’s17th Annual Golf Tournament will beheld on April 14, 2012.

Tampa Chapter Annual Golf Outing

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UPCOMING EVENTS

July 5Tampa Bay Chapter Meeting

CDB’s Southside, Tampa

July 12Northwest Florida Chapter Meeting

Ed’s Legendary Seafood & Steaks,Niceville

Palm Beach Martin County ChapterMeeting

Duffy’s Sports Grill, North Palm Beach

Volusia Chapter MeetingClubhouse Restaurant, Daytona Beach

July 13Central Florida Chapter MeetingInternational House of Pancakes,

Orlando

July 20Northeast Florida Chapter Meeting

Location TBA

Southwest Florida Chapter MeetingMacDaddy’s, Fort Myers

August 2

Tampa Bay Chapter Meeting

CDB’s Southside, Tampa

August 3

FIS Florida Water Summit

Omni Orlando at ChampionsGate,

Orlando

August 4

FIS Florida Water Summit

Omni Orlando at ChampionsGate,

Orlando

August 5

FIS Florida Water Summit

Omni Orlando at ChampionsGate,

Orlando

August 9

Northwest Florida Chapter Meeting

Ed’s Legendary Seafood & Steaks,

Niceville

Palm Beach Martin County Chapter

Meeting

Duffy’s Sports Grill, North Palm Beach

Volusia Chapter Meeting

Clubhouse Restaurant, Daytona Beach

August 10

Central Florida Chapter Meeting

International House of Pancakes,

Orlando

August 17

Northeast Florida Chapter Meeting

Location TBA

Southwest Florida Chapter Meeting

MacDaddy’s, Fort Myers

JULY 2011

AUGUST 2011

For more information, please visitwww.fisstate.org or call Jennifer

Amarosa at 813-839-4601.

www.fisstate.org 9

The Florida Irrigation Society will host its Annual Winter Meeting,December 2, 2011 at the Historic Dubsdread Golf Course in Orlando.

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An important factor to consideris that water restrictions arebecoming increasingly preva-lent nationwide and more

focus needs to be directed to water effi-ciency and conservation practices.Drought ordinances are being adoptedin many regions as a response to theinsufficient amount of water supplyalong with restricted watering schedulesand, in some cases, irrigation is restrict-ed entirely.

Along with water restrictions, thecost of water is going to be greatlyincreased if it hasn’t been already inyour area. Being proactive by educat-

ing and offering your clients valid solu-tions to these predicaments can easilybe translated to profit. Installing dripirrigation in all non-turf areas is a greatplace to start.

Drip irrigation (aka low volume/microirrigation) when installed correctly cansave up to 60% or more water over con-ventional sprinkler systems. Many otherbenefits that are associated with dripirrigation include eliminating overspray(no more watering sidewalks), no loss ofwater from run-off (due to the slowapplication of water), less weed growth(water is focused on a specific plant’sroot zone unlike typical overheadsprays). All of these factors result in

IRRIGATIONBy Benjamin Raines, DIG Corporation Marketing Manager

Due to the current state of the economy, the landscaping industryis being forced to step back from typical business practices andstart to think outside the box. How can you make your businessmore profitable in a relatively stagnant market and increase sales?Both potential and existing customers are just as effected in thismarket, and it is becoming increasingly more difficult to offer newservices in which they will part with their hard earned money.

increase sales with

DRIP

www.fisstate.org 11

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healthier plants. In addition, waterrestriction laws are typically bypassedwhen drip irrigation is used allowingcustomers to irrigate even on non-watering days. This opens up a greatopportunity to increase sales.

When first looking into drip irriga-tion, it can tend to be a little over-whelming since there are manyoptions available to achieve a function-ing drip system. Once you understandthe basic and necessary componentsyou’ll find that assembly and installa-tion are fairly simple.

There are multiple ways to install anefficient, water conserving drip system.For first-time new installations and evenfor retrofitting existing systems, it isimportant to start the system correctlywith a proper head assembly. A dripzone head assembly will include a valvefollowed by a filter then a pressure reg-ulator. Probably the most importantpart of a correctly operating drip sys-tem is the pressure regulator.

Drip systems must have a low-pres-sure range (25-35 psi) or they will notfunction properly. A correct pressurerange can insure that each drip emitter

is producing the gallon per hour (GPH)that it states. Therefore, installation of apressure regulator prior to installation ofa drip system is essential. Systemsinstalled without a pressure regulatorwill result in flow rate inconsistenciesand emitters popping off the mainline.

Starting at the water source, run polytubing throughout the areas that will beirrigated with drip. Poly tubing (avail-

“There are multiple ways

to install efficient, water

conserving drip system.

For first-time installations

and even for retrofitting

existing systems, it is

important to start the

system correctly with a

proper head assembly.”

12 PIPELINE

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able in half-, three-quarter- and one-inch diameters) is considered your pri-mary lateral line with drip irrigation.The poly tubing allows the ability toinsert drip emitters directly into thepoly tubing with a small hand heldpunch or branch off to plants usingone-quarter inch micro tubing. Polytubing can be buried or left on the sur-face depending on your aesthetic pref-erence and can be cut with scissors orpruning shears.

If left in the sun for a few minutes,the poly tubing becomes more pliableand easy to work with. UV inhibitorswithin the poly tubing materials pro-tect it from direct sun exposure sothat its durability is ensured whetheror not you decide to bury it. After thedesired length of poly tubing hasbeen run, close off the end of the lineusing a figure 8-end closure or acompression end cap leaving the endof the poly tubing above ground. Thiswill enable periodic flushing to removedebris from installed drippers.

Point source drip emitters are mostcommonly used in a drip irrigation system.There are many different types of dripemitters available to choose from with

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multiple flow rates, though the most pop-ular are the pressure compensating (PC).PC emitters contain internal diaphragmsthat are self-cleaning and that regulate thespecific flow rate stated. Installing PC emit-ters can be beneficial for long runs anduneven landscapes because they will con-sistently provide an accurate flow rate.

Soil type should be considered wheninstalling drip irrigation. Emitter flowrates should be chosen based on howwell the soil absorbs water. Select drip-per flow rates based upon the site soiltype. With heavier clay soils, use half orone GPH emitters, with lighter, sandysoils, go with 2 or 4 GPH emitters.

Existing sprinkler systems can be easi-ly converted into multi-outlet drip sys-tems. Retrofit drip manifolds mountdirectly onto half-inch risers, in place ofexisting sprinkler heads, and are avail-able in 4 to 12 outlets. Drip manifoldscome with pre-set and adjustable flowrates (1/2-20 GPH) and do not requirean inline pressure regulator if your exist-ing pressure is at or below 60 PSI. Onequarter-inch poly or vinyl micro tubingis used to run from to the drip manifoldto the plant in lengths up to 25 feet.Also used for new installations, dripmanifolds are typically set within plantgroupings and placed below the surfaceinside six-inch valve boxes.

Emitter line (aka dripline) is anothermethod of installing drip irrigation. Drip

emitters come pre-installed within thepoly tubing and are easily rolled outalong the desired area to be irrigated.With multiple flow rates and variousdripper spacing, dripline is an uncompli-cated installation that is perfect for rowplantings and densely planted areas. Thepre-installed drip emitters are self-flush-ing and typically contain two outlets perdrippers in order to minimize clogging.In addition, the dripline is available withpressure compensating drip emitters toensure consistent flow rates.

Drip irrigation systems use compres-sion fittings that require no glue. Ahand punch tool for installing drip emit-ters is the only drip specific tool neces-sary. This makes for simple repairs andmodifications due to changes in the lay-out of your landscape. To change thelocation of a drip emitter, simply pullout the emitter, insert a goof plug, anduse a punch to install in a new location.

Drip irrigation is not just an option tosave water therefore becoming more“green” focused but has the potential tosave your clients money as well. Thismethod of irrigation can become a valu-able sales tool that could allow you topromote your business. All of the incen-tives drip irrigation offers can producefantastic sales opportunities in additionto creating a new strategy to expandand remarket your business.

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As plants mature and spread,they obstruct the originalspray pattern, requiring thatheads be adjusted or raised

above the shrubs and plants, which

can be a hazard. Overspray also con-tributes to run-off and erosion, createsslippery pavements and sends soilamendments, fertilizers and otherchemicals down storm drains.

When these deficiencies are broughtto the attention of a homeowner orproperty manager, the benefits of a lowvolume replacement system become arelatively easy sell, and a lucrative newbusiness niche for irrigation contractors.In addition, a replacement drip systemis easier to maintain and delivers moreuniform coverage, improving the aes-thetics of the landscape.

SMALLER, MORE FLEXIBLE DRIP LINEJust recently, smaller 12mm-wide drip-

perline has entered the market as an alter-native to sprays in bedding areas – and

By David Hammond, Netafim USA, Southeastern Region District Sales Manager

One of the most visible signs of wasteful water use and one ofthe easiest to remedy is a bed or shrub area with overheadsprays throwing water on walkways, driveways, buildings andcars. Converting these spray heads to drip irrigation is apractical way to help clients conserve water while stillmaintaining a beautiful landscape.

Converting spray heads to drip irrigation in ashrub or bedding area is a sustainable solutionto maintaining an attractive landscape whilestill conserving water.

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converting these sites can be a fast, easyand profitable job. Because drip irrigationconserves water, some sites may also beexempt from watering restrictions andbans. (Check local regulations on this.)

Lightweight and easy to handle,12mm tubing is designed to lay flat onthe ground in a single looped pattern

within a 50 square feet to 1,800 squarefeet area. With the addition of a couplefittings, the new on-surface system canbe installed in very little time. And, bypricing the system as an overall project,per zone or on a square foot basis, thisfast and easy switch-out translates intoincreased profits.

Manual flush valve is installed at thefurthest point from the water source.

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The flexibility of lightweight tubinghas also encouraged more creativity ingarden design. Contractors areinstalling 12mm dripperline in raisedplanters, rooftop gardens, green wallsand trellises. The versatile tubing alsoworks well in curved and angled beds,side strips and narrow decorative“channels” that run between hard-scape surfaces.

Clients will also see financial benefits,including lower water costs; reduced lia-bility in high traffic areas; no asphaltdamage from run-off; and less vandalism.

As agronomists often point out, dripirrigation not only saves water, it deliv-ers healthier, more robust plants. That’sbecause drip tubing is designed to irri-gate the landscape at low pressure,with a slow and steady application ofwater to the root zone.

In fact, with drip you can match theamount of water applied to the specificneeds of the plant material. Additional-ly, drip systems are always installedwith pressure regulators, rarely the

case with spray heads. Without pres-sure regulation, spray systems will mistand fog, causing evaporation andlonger run times and wasted water.

With new technical advantages, dripirrigation has been shown to be morethan 90 percent efficient in water use,while spray heads in shrub beds oftenoperate only up to 60 percent efficiency.

NEW DRIPPERLINE FEATURESNew 12mm dripperline is designed

with emitters placed every 6”, 12” or18” inside the tubing. This integraldripperline is easier to handle and lesslikely to be damaged than inline “but-ton type” emitters. Integral dripper-line, especially with pressure compen-sation, is also considered a “profes-sional grade” product.

Dripper flow rates of 0.26, 0.4, 0.6and 0.9 GPH are available. With theselow flow rates, water is applied slowly,evenly and less is required. By applyingwater in this way, the system becomesvery efficient, though you may need to

“The versatile tubingalso works well incurved and angledbeds, side strips

and narrowdecorative

“channels” that run between

hardscape surfaces.”

New 12mm-wide on-surface dripperlineallows more creativity in garden design.

Lightweight and flexible, it can be installedin curved bedding areas, side strips and indecorative “channels” between hardscape.

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irrigate for a longer period to apply thedesired amount.

The actual emitter spacing and flowrates that you use will depend on planttypes and soil conditions. In general, awider spacing and less flow are requiredfor heavier clay soil and drought-toler-ant plants, while higher flow and closerspacing is needed for sandy soil andwater-loving plants. In clay soil, it is bet-ter to design your system around 0.26and 0.4 GPH emitters and adjust thespacing for the desired application rate.

The 12mm tubing is also pressurecompensating and continuously self-flushing. Pressure compensation makescertain that the emitters at the start ofthe line will flow at the same rate as theemitters at the end of the system. Thisguarantees an even, uniform applicationrate throughout the irrigated area. Theself-flushing feature flushes out any dirtand debris that may collect in the line.

Several other benefits to share withhomeowners and property managers arethe “camouflage” and “recycling” prop-erties of 12mm dripperline. Smaller tub-ing disappears into the landscape whencovered with mulch, gravel or ground

Drip manufacturers now provide pre-assembled Control Zone Kits with a pres-sure regulator, valve and filter than canbe installed quickly.

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cover…and recycled materials con-tribute to a sustainable environment.

CONVERTING A SPRAY BED: STEP-BY-STEP

� The first steps in converting a spraybed to on-surface drip irrigation is todetermine the square footage of the area,

the soil type and the system pressure.This will help you figure the flow rate, thespacing and the lateral row spacing ofthe on-surface dripperline. The soil willnot require any special preparation.

� You can often use the same con-troller and valve that were operatingthe spray heads as long as the valve islarge enough for the total GPM of thenew system – and in most cases it willbe as a ¾” or 1” valve is usually morethan you need for smaller zones.

� The existing irrigation lines run-ning to the site can also be utilized aslong as the PVC is large enough for thetotal GPM of the system, which, again,in most cases you will have ¾” or 1”PVC to work with. A friction loss chartcan be helpful to reference if you have alarge zone.

� Existing plants or shrubs canremain in place. On-surface dripperlineis very flexible and you will have a vari-ety of fittings to work with so you canrun the tubing alongside the pre-exist-ing plant material.

On-surface drip linetubing can be loopedaround plants, thenstapled into placebefore being coveredwith mulch.

Small beds or shrubareas can easily beconverted to dripper-line with just one rolland two fittings. Usethe same controller,valve and existingirrigation lines.

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� If you are installing new shrubsand flowers, 1-gallon plants should beput in after the on-surface tubing is inplace. If you are adding larger 5-gallonor 15-gallon plants or boxed trees,however, you would plant them firstand then lay down the looped tubing.

� To start, cap off or remove all ofthe spray sprinkler heads.

� Connect to the water source.Drip irrigation can be connected to ahose bib or one of the nipples that thesprinklers heads were previously con-nected to by using a combo “T” thatreduces from threads to insert. Typical-ly most contractors begin by connect-ing the drip system straight after thevalve, filter, pressure regulator combo.In retrofit applications, though, exist-ing sidewalks and other hardscapesmay not allow this, therefore connect-ing to the existing PVC lateralsthrough one of the before mentionednipples is an easy alternative. Also thefilter and pressure regulator do nothave to be right next to the valve.

They can be farther down stream aslong as they are installed in a valvebox before you start your tubing run.

Next, choose the appropriately-sized pressure regulator. Typically aregulator with a range from 20 to 45psi will work fine. The higher the psion the regulator the more tubing youcan install. Then connect a valve, filterand pressure regulator kit before thetubing. Drip manufacturers now pro-vide pre-assembled Control Zone Kitswith a pressure regulator, valve and fil-ter that can be installed quickly with-out guesswork.

Connect the drip line with acombo “T”. After it is connected, start-

“The first steps inconverting a spraybed to on-surfacedrip irrigation is to

determine the squarefootage of the area,the soil type and thesystem pressure.”

Designed to lay flat on theground,12mm-wide dripperline installsin a single looped pattern within a 50sq ft to 1,800 sq ft area.

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ing at the “T,” loop the drip tubingaround the plants or bed using evenlyspaced rows 16 to 24” apart. Use fit-tings to add rows and keep the outsiderows about 2” to 4” away from edgesof the hardscape or adjacent plantersthat are on another valve or zone. Com-plete the looping and return the tubingback to the “T.” Note: Manufacturersoften show a typical system layout onthe drip tubing labels. The labels illus-trate what a loop design looks like andcan help you determine how much tub-ing you will need to cover the squarefootage and how long to run the con-troller for each valve.

�� Secure the tubing to the ground.Drip line staples should be placed every3’ to 5’. If the soil is soft the staples canbe pushed in by hand. Otherwise, use ahammer, rubber mallet or a smoothrock to anchor the staples into hardersoil. Use staples that are curved at thetop so they do not pinch the tubing.

�� Add a manual flush valve. Amanual flush valve will need to beinstalled in the middle of the loopedsystem at the location farthest from

the water source and towards thelowest point. Its function is to periodi-cally clean or flush the system; how-ever, it only needs to be flushed a fewtimes a year.

�� Test the system. Before cover-ing the tubing with mulch, turn on thewater and time how long it takes forthe soil to become saturated and forwater to move from one lateral line tothe next. Make sure there are no leaksat your connections.

�� Cover with mulch. Once youhave turned on the system and testedthe connections, you can cover the driptubing with mulch or ground cover ifdesired. When covered with mulch, on-surface drip tubing disappears into thelandscape, yet is still easily accessible.

�� Maintenance. Most contractorsfind it is a good idea is to flush the sys-tem during routine servicing when youclean the filter. This should be sched-uled once a quarter. If the site is on citywater and you are using a manufactur-er’s disk filters, it will be rare that anydirt and debris gets past them!

Small beds or shrub areas can be converted to 12mm dripperline withjust one roll of tubing and two fittings.

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The benefits of investing in improv-ing your company’s professionalstatus can sometimes be elusive,especially when there are eco-

nomic pressures like those that exist intoday’s business climate. The decisioncan often seem to hinge on the prover-bial “chicken or egg” perspective ofinvesting now to increase profitabilitylater or waiting until times get betterbefore investing.

Here in Florida, waiting for some out-side condition to improve in order toadvance your company financially is prob-ably a good choice if you believe that thebest place for your savings is under yourmattress. Taking control over your compa-ny’s financial future by proactively actingnow is clearly the best choice for mostbusinesses and industry professionals.

Whether you are an owner of a busi-ness trying to gain an advantage in yourmarketplace or an employee looking toincrease your value to your employer,one of the best ways to get started is towork on elevating your professional sta-tus. This goes beyond just taking cours-es. This means obtaining a professionalcredential to show your accomplishmentto the world in a tangible form.

In the irrigation industry, professionalcredentials are either a certification or alicense. Since there is not yet a Floridastate irrigation contractor license, thebest credentials are the nationally recog-nized certifications established by theIrrigation Association (IA).

Holding a current IA certification hasdirect and tangible benefits to a companyor employee as a professional credential.IA certification carries with it the ability to:

• Separate yourself or your companyfrom the rest of the competition in away that increases value and there-fore increases profitability.

• Hold a professional credential thathas national recognition as well asFlorida implications.

• Qualify to install irrigation for specif-ic Florida entities requiring IA certifi-cation (Toho Water Authority,Miami-Dade School District, etc.)

• Become an EPA WaterSense® Partner.

• Obtain the critical knowledge need-ed for meeting the future FloridaWater StarSM program requirements.

By Kurt Thompson, K. Thompson & Associates, LLC

continued on page 26

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www.fisstate.org 25

In the irrigation industry, there areseven certifications established by theIrrigation Association that are nationallyrecognized. The Florida Irrigation Society,like many of the state irrigation tradeassociations, is a proud affiliate associa-tion of the IA and works closely withthem on issues that affect all irrigationbusinesses in Florida.

The IA certifications are Certified Land-scape Irrigation Auditor (CLIA), CertifiedIrrigation Contractor(CIC), Certified Irriga-tion Designer – Resi-dential (CID-R), Certi-fied Irrigation Design-er – Commercial (CID-C), Certified IrrigationDesigner - Golf Irriga-tion (CID-G), CertifiedGolf Irrigation Auditor(CGIA), and CertifiedWater ConservationManager – Landscape(CWCM-L).

EPA WaterSense® ProgramBecoming a WaterSense® Partner is

important for irrigation contractors inFlorida for a number of reasons. Manynational and regional builders and devel-opers want to have their projects desig-nated with the WaterSense® label to addvalue as environmentally responsible. Inorder for a project to be EPA WaterSenselabeled, it must be designed andinstalled by WaterSense® Partners, usingWaterSense labeled products (as theproduct labeling process evolves). Also,the home must have an irrigation auditperformed by a WaterSense partner.

This could provide significant opportu-nities for contractors who are WaterSense®

Partners. To become a WaterSense® Part-ner, a contractor or specifier must obtainand keep current one certification fromthe Irrigation Association or otherWaterSense® labeled certification program.All IA certifications (except the CWCM-L)are recognized by the EPA as WaterSense®

Labeled Certifications.

Florida Water StarSM ProgramFlorida Water StarSM is primarily a vol-

untary certification program for newand existing residential and commercialdevelopments that encourages waterefficiency in household appliances,plumbing fixtures, irrigation systems,and landscapes.

The Toho Water Authority in CentralFlorida requires builders to secure Flori-da Water StarSM certification for all new

projects. A propertyusing a Water StarSMAuthorized Providerfor the design andinstallation can earnadditional pointstowards the qualifica-tion. Additionally, IAcertified individualswill be farther alongin the knowledge andunderstanding of theprinciples behindWater StarSM criteria.

Certified Landscape Irrigation Auditor

In considering which of the IA certifica-tions with which to start, the landscapeirrigation auditor (CLIA) certification hasproven to be the best. Not only will youlearn how and why plants use water, howthe soil stores it and the elements thataffect distributing water uniformly andhow to measure it, you will also learn howto turn this knowledge into business activ-ities that can increase your profitability.

Whether they had been in the indus-try three years or 30 years, past studentshave said how much they have benefit-ed from this knowledge. The optionalexam review training course is a terrificlearning opportunity for any professionalwho sets up or manages an irrigationsystem, whether they intend to take acertification exam or not.

All testing for IA certification is man-aged by an independent professional test-ing company. It is now done electronical-ly and is referred to as “online testing”.No longer will you have to conform to a

“Whether they had beenin the industry three

years or 30 years, paststudents have said

how much they havebenefited from

this knowledge.”

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26 PIPELINE

predetermined testing schedule and haveto travel to some distant location. In Flori-da, virtually every community or technicalcollege has a testing center where youmay take any IA certification exam.

And the exam date is set to your indi-vidual schedule. So you can now take asmuch time as you need after taking anexam review training course before youtake the exam and schedule the exam ata community college closest to you.

The process for becoming a certifiedirrigation auditor is simple and easy:� Register for the exam review training

course with the Florida IrrigationSociety (The course is optional, buthighly recommended). You DO NOThave to apply to the IA certificationprogram or register for the exam inorder to attend the review course.

� Order the training manual and beginreviewing prior to attending thetraining course.

� Apply to the program and register forexam with the IA. If you’re an IAMember, register online. For FIS mem-bers, download paper form (to get IAmember pricing), complete and returnto the IA with a copy of your FISmember certificate for validation.

� Once you have been approved forthe program, the IA will send youinformation for selecting the actualsite and to set a specific date for tak-ing the exam electronically.

� After passing the exam, perform therequired practical field audits (veri-fied by an existing CLIA) and submitthe paperwork to the IA.

� Receive your certificate and certifica-tion number.

� Maintain your certification by com-pleting and submitting the continu-ing education units (CEU’s) for thespecific IA certification.

FIS Membership GivesEducational Options

A terrific way to reduce the cost ofacquiring an IA certification is by becom-

ing an FIS member. All FIS membersreceive special IA Member pricing thatgives substantial discounts on reviewcourses, manuals and other educationalmaterials, exam fees, and continuingeducation courses. It is typical to save$250 to $350 just in getting one certifi-cate. An FIS membership will continue topay for itself through savings on otherFIS-sponsored education and events. Italso supports the FIS in representing youand the irrigation industry in Tallahasseeand in front of local water regulators.

You do not have to be a member ofeither the IA or the FIS to become a Certi-fied Landscape Irrigation Auditor. The IAdoes require an annual certification feebased on the number of certifications youhold. With the fee, you are listed on the IAnational database where your customersmay find you, the IA sends verification tothe EPA WaterSense® Partner program thatyou meet their requirements for certifica-tion, and they record and process the CEUpoint needed to maintain the certification.

An exam review training course forthe CLIA program is scheduled in con-junction with this year’s FIS SummerMeeting near Orlando in ChampionsGate Resort, in August. This is a two-daytraining session that includes actual fieldaudits and is loaded with practicalexamples. The course is being taught byone of the industry’s leading profession-al trainers and the original IA auditortraining instructor, Kurt Thompson.

Registration for this review course isnow open. Go to www.fisstate.org for allof the details and registration forms. Youcan order the training manual at the timeyou sign up for the course and receive it intime to review before coming to the class.

The time to make an investment inyourself or your company is now. Donot let another year go by without tak-ing control of your own future!

For answers to specific questions regarding thisor any IA certification, contact [email protected] or 703-536-7080; for WaterSense®contact www.epa.gov/watersense; for FloridaWater StarSM contact www.fisstate.org. Youcan also contact author Kurt Thompson withquestions at [email protected] orby calling 850-637-6650.

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1. EPA WaterSense®

The EPA program is fast becoming recognizedby agencies all across the United States as thebenchmark for products and serviceproviders. There exists a high potential forlocal agencies to adopt EPA guidelines astheir own. IA Certification is one way tobecome an EPA WaterSense® Partner.

2. Florida Water StarSM

Florida Water StarSM is a voluntary certificationprogram for new and existing residential andcommercial developments that encourageswater efficiency in household appliances,plumbing fixtures, irrigation systems, and land-scapes. A property using a Water StarSM Author-ized Provider for the design and installation canearn additional points towards the qualification.IA certified individuals will be farther along inthe knowledge and understanding of the princi-ples behind Water StarSM criteria.

3. Save $$$ With A Special RateFIS members pay the IA member rate for theprogram applications, the review classes andthe exams. The savings range from $250 to$350! Becoming IA certified involves a coupleof steps: Complete the IA program applica-tion so the IA can verify your credentialsrequired to become certified, and IA registra-tion form to take the exam. Sign up for areview class with the FIS to prepare for theexam. All three are available to FIS membersat the IA membership rate.

4. Florida Agencies Now RequireIA CertificationA growing list of city, county and stateorganizations are requiring or preferring thatcontractors have an IA certification to performwork for their agency, such as Miami-DadeCounty Schools and Toho Water Authority.With the pressure to conserve water resources,the list is sure to grow quickly.

5. Become “Green” Through WaterResource ConservationPeople throughout the state of Florida areturning their support to companies who are

part of the solution to environmentalconcerns. IA Certification proves that youare doing your part.

6. Makes You More Valuable to an Employeror Customer Competition is tough enough because of theeconomy. Whether as an individual or acompany, every advantage is needed to be asuccess today. IA Certification provides youremployer or customer a verifiable means tojudge you as a credentialed professional.

7. National RecognitionMany states outside Florida require or givepreferred standing to contractors with IAcertifications. In states such as North Carolinaand New Jersey, contractors with the IAcertifications were allowed “grandfather”status that waived the exam when obtainingthe newly required state irrigator’s license.

8. Florida Has Reached Its Water LimitThe Florida state water management districtshave a limit to the amount of water that canbe used. As the population continuesgrowing, water conservation is no longervoluntary. Installing and managing irrigationwill not be a casual career much longer. It willbe limited to credentialed professionals.

9. Invest in Your EmployeesWhat better way to retain and inspire youremployees that to invest in their professionaldevelopment? You would invest in a newpiece of equipment if you thought it wouldimprove your company. Employee develop-ment improves your company.

10. Work Smarter - You Have The TimeEven though it seems that the businessclimate forces you to work more hours justto keep up, less business allows time toacquire the tools to work smarter. IA certifi-cation is the tool that enhances you or yourcompany, which opens doors that mightotherwise be closed.

TOP 10 REASONS TO BECOMEIA CERTIFIED IN FLORIDA

www.fisstate.org 27

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The Florida Irrigation Society willhold their 2011 Florida WaterSummit at the Omni OrlandoResort at ChampionsGate on

Wednesday, August 3, 2011 to Friday,August 5, 2011. The FIS has been ableto obtain a special room rate of$109.00 per night for attendees, andthe resort and parking fee will waivedfor guests staying at the resort. Makeyour reservation today by calling 1-800-THE-OMNI as this rate is only

guaranteed until July 1, 2011 and thenumber of rooms is limited.

The 2011 Florida Water Summitconference will begin on Wednesday,August 3, 2011 with the IrrigationAssociation Certified Irrigation Auditor(CLIA) Review Course, which will bethe first of two 8 class days. The Certi-fied Irrigation Auditor (CLIA) ReviewCourse will assist candidates secure aprofessional credential that is national-ly recognized and qualifies them tobid work for specific Florida entitiesthat require IA certification, becomean EPA WaterSense® Partner, andobtain critical knowledge needed formeeting the future Florida Water Starprogram requirements. In addition, onWednesday, August 3, 2011 a Land-scape Irrigation Rules and RegulationsCourse will be held for Contractorsand Landscape Architects that wish togain further knowledge of Landscape

28 PIPELINE

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www.fisstate.org 29

Irrigation Rules and Regulations asapplied through Regional, State, andNational Rules and Regulations. Thiscourse has been approved by VolusiaCounty for CEU’s aswell as the Board ofLandscape Archi-tects for 2 CEC’s forLaws and Rules and2 optional CEC’s(Florida IrrigationSociety Provider#PVD71, Course #0008892). Later inthe afternoon theFlorida IrrigationSociety Board of Directors will hold aspecial Irrigation Contractor LicensingWorkshop. This workshop will assistthe Executive Board as well as thesteering Committee in our endeavorto achieve Statewide Irrigation Con-tractor Licensing.

Thursday’s schedule will offer a con-tinuation of the Irrigation AssociationCertified Irrigation Auditor (CLIA) ReviewCourse, and a Two Wire Controller Instal-

lation and Main-tenance Classoffered by PaigeElectric. For thosewishing to seekout an adventur-ous day there willbe a fund raisingGolf Tournamentthat is cospon-sored by theFlorida Irrigation

Society Central Florida Chapter. This GolfTournament will be held on the NationalCourse at ChampionsGate, and a bal-ance of the proceeds will assist in oureffort to obtain Statewide Irrigation Con-tractor Licensing and with other Govern-mental Affairs issues. An Exhibitor Recep-

O M N I O R L A N D O R E S O R T AT C H A M P I O N S G AT E A U G U S T 3 - 5

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30 PIPELINE

tion will be held in the afternoon and isthe perfect opportunity to learn firsthandabout new products on display by theexhibitors and to meet the new mem-bers of the FIS Board of Directors as wellas our membership.

Friday’s conference will begin with acontinental breakfast with the Exhibitorsthat will be followed by the Florida Irri-gation Society Members Business Meet-ing. The schedule for the remainder of

the day will be full of information youneed to know from water conservationapplications to emerging regulations.

For further information and questionsabout any of the scheduled classes, golftournament, becoming an exhibitor orevent pricing, please contact JenniferAmarosa at 1-800-441-5341. Watch forRegistration information coming soon inyour mail.

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SALES & MARKETING

32 PIPELINE

By Jeff Carowitz,Strategic Force Marketing

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SALES & MARKETING

www.fisstate.org 33

How do you make your companystand-out in a crowded field oflook-alike competitors? Whyshould somebody choose you or

pay extra for the value you bring? Thirty years ago, the book Position-

ing: The Battle for Your Mind was pub-lished and quickly became a marketingclassic. As we face a landscape industrymarketplace often characterized by toomany suppliers chasing too few cus-tomers, it’s time to revisit the book’ssimple but powerful lessons.

The authors put forth a compellingconcept: a brand must take a uniqueposition in a prospect’s mind. It muststand for somethingto rise above thenoise of a crowdedmarketplace andlook-alike competi-tors. At its core,positioning is imagebuilding around abrand’s uniquevalue to a customer.

By owning aspecific messageor reputation, acompany’s brandcreates an immedi-ate connectionwith customers.Well-positioned brands are distinctfrom others in their marketspace andare magnetic to specific buyers. Theystand out as unique and compelling.Tiffany is luxury. Apple is innovative.Volvo is safety.

The Stanley Black and Decker Com-pany makes power tools. They havepositioned their bright yellow DeWaltline as “contractor grade” while posi-tioning their orange Black and Deckerbrand for “homeowner do-it-your-selfers”. There’s a clear difference inaudience, message, packaging, priceand value!

Building a powerful position requirestwo important aspects: 1) deciding on

what your brand uniquely stands for(your message/position) and 2) commu-nicating your message clearly, succinctlyand repeatedly to customers andprospects. If you want to succeed incapturing “share of mind”, you can’t doone without the other.

Positioning strategy begins with ana-lyzing where you stand versus yourcompetitors. What makes you differentfrom them? What aspects or features ofyour products or services provideunmatched value? What steps do youtake to provide a higher level of serviceto clients? What’s memorable aboutworking with your company? What sur-prises or delights your customers in

unique ways thatstand apart?

Focus on thedifferences that aremost valued bycustomers. Clientsdon’t care if yourdelivery trucks arered or blue, butthey really carewhether you’re ontime and bringingthe right stuff.

The secondaspect is how youcommunicate yourposition and deliv-

er on its promise. Do your website,printed material and other marketingtools clearly communicate your position?Does your image match with the mes-sage you seek to project? If you boastabout good service, do you actually pro-vide it? Is the message you’re deliveringconsistently building your reputation?

If your customers think that everyoneis the same and price should be the onlydeterminant, it may be time to leveragethe power of positioning.

Jeff Carowitz leads a landscape industry marketing

agency. Network with him on LinkedIn or e-mail

comments to [email protected]

“POSITIONING STRATEGYBEGINS WITH ANALYZING

WHERE YOU STANDVERSUS YOUR

COMPETITORS. WHATMAKES YOU DIFFERENT

FROM THEM?”

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APPLICATION FOR 2011 MEMBERSHIP Company: ______________________________________________ Phone: ____________________

Address: __________________________________________________ Fax: ____________________

City/State/Zip: __________________________________________ E-Mail: ____________________

Person to be designated as Voting Representative: ________________________________________

Name/Company of FIS Member Sponsor: ______________________________________________

MEMBERSHIP CATEGORY DUES AMOUNT ENCLOSED

A. Manufacturer $330 _______________

B. Distributor, Dealer, Mfg. Rep. $275 _______________

C. Contractor $200 _______________

D. Consultant, P.E., L.A. $200 _______________

E. Irrigation System Operator $200 _______________

TOTAL AMOUNT ENCLOSED $ _______________

THE FIS ALSO HAS MEMBERSHIP CATEGORIES FOR SUPPORTING, ASSOCIATE,TECHNICAL, AND STUDENT MEMBERS. IF YOU FEEL THAT ONE OF THESE CATEGORIESIS APPROPRIATE FOR YOU PLEASE CONTACT THE FIS AT (800) 441-5341.

PLEASE MARK THE APPROPRIATE CLASSIFICATION(S) FOR YOUR MEMBERSHIP

Have you or your company ever been a member of the FIS before? ________________________

If so, when and how was the membership listed? ________________________________________

Are you a member of an FIS Chapter? If so, please name chapter. __________________________

If application for membership is accepted, the undersigned agrees to comply with the bylaws andminimum standards and specifications of the Florida Irrigation Society.

_________________________________________ _________________________________________Signature of Applicant/Date Signature of Sponsor/Date

Return with check to: FIS, P.O. Box 13502, Tampa, FL 33681

As a membership benefit, FIS will publish licensed contractor members (from counties thatrequire testing) in the Membership Directory and on our Web Site (www.fisstate.org). Ifyour business is located in a county that requires an irrigation contractor license throughtesting and you wish to be included in this listing, please provide us with your licensenumber and county.

LICENSE #_________________________________ COUNTY______________________________

1. Installer of irrigation systems2. Dealer in irrigation equipment3. Distributor in irrigation equipment4. Irrigation system design only5. Manufacturer6. Manufacturer’s Rep7. Well Driller8. Registered Professional Engineer

9. Registered Landscape Architect10. Certified IA Designer11. Operator of irrigation systems12. Certified Water Evaluator13. List Other Certifications:

________________________________________________________________________________

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