Since the 1960's the University of California has researched and extended new and practical techniques on tree pruning, staking, planting, appropriate irrigation, nursery production and water conservation to professionals.

However, science-based cultural practices and new research results have been little used by large landscape maintenance contractors, small business gardeners, and the consumers (who pay for landscape services from either of these two groups). An example is tree staking using single-point, flexible ties.

Although there are many successful educational programs offered by UCCE Farm Advisors and Specialists to the landscape industry (and oftentimes in association with various industry segments), these three mentioned components are rarely in attendance. Reasons for lack of participation and adoption are presumed to be lack of awareness of UCCE resources, the independent and unrestricted nature of the landscape business, an unrealized importance of individual impact and proper landscape horticulture upon the conservation of natural resources in the environment, and the lack of a more aggressive UCCE outreach program. Additionally, many of the residential landscapers/gardeners are small scale, often consisting only of the owner and 1-3 helpers. Since their livelihood depends on servicing as many accounts as possible in a week, they can rarely afford to take time off to attend educational events. Many are also of minority or hispanic ethnicity and language may be a barrier.

The DANR issues most closely allied with this project are "improving efficiency of production", "reducing urban runoff and water contamination with fertilizer and pesticides", "reducing production of green waste and increase use of finished green waste compost in the landscape", and "increase use of new crops that require less resource and energy inputs", and "better implementation of exotic pest management".

PARTICIPANTS: The under-served clientele groups to be targeted in this project are: large landscape maintenance contractors and representative organizations (e.g. California Landscape Contractors Association); small business gardeners and representative associations (e.g. Southern California Gardeners Association); and purchasers of landscape maintenance services in California (e.g. cities & counties, property management companies, and homeowner/condominium associations). ALL segments of the landscape industry will be served by this project.

The landscape workgroup members will be involved as the main authors, educators, researchers, and facilitators along with Master Gardener volunteers and with the support of Spanish Communications Services and DANR Communication Services for publications and radio and TV media.

Qualified academic evaluation professionals at CA State University Fullerton, CA State University San Marcos, or UCLA may provide survey and evaluation services.

The main goal of this project is to show a measurable increase in adoption and use of old and new horticulture research results and to increase the efficiency of extension outreach methods so they result in increased adoption. Additional outcomes include:

Make science-based information and current research results more accessible to more segments of the landscape industry.

Train industry professionals in best management practices, natural resources conservation, low input horticulture, health and safety, and adoption of new research results that promote these desirable outcomes.

Work with state agencies and industry organizations to develop research and education projects, conduct applied research and help disseminate the results so landscape professionals and their customers can adopt them.

Increase the "professionalism and professional image" of the gardening/maintenance professional in the eyes of the public and service purchasers.

Ensure that industry and consumers/clients know what quality landscape maintenance standards are and that they supply or demand quality work when doing business.

Eliminate certain pruning practices, unnecessary pesticide applications and other activities that cause increased safety hazards in the landscape.

Phase I (Year 1): During the initial phase of the project, the workgroup participants will meet with key individuals from the targeted clientele groups to identify and verify the need for education and applied research information in the areas of best management cultural practices in the landscape, water conservation, natural resource conservation through green waste reduction, water reuse and water quality protection, health and safety in the landscape, and other areas of concern.

Workgroup members will review current literature and determine which specific topics need to be created, reviewed and modified, or simply developed into DANR 7000 or 8000 publications (or others if appropriate). Priorities would be established for most topics. The general outreach plan and selected topics would be presented and discussed with the entire workgroup to generate enthusiasm and participation in the outreach program. A goal would be for each workgroup member to address a single topic. The basic outreach plan is to extend information utilizing a method to maximize adoption and impact. For example, publications may be need to be translated into Spanish, used as handouts, manifested on a web site, developed into radio spots (the number one outreach method for the Hispanic market (M. Grajales-Hall, pers. comm.)and/or newspaper columns. However, this plan needs to be refined with a timeline, service agreements, and a budget. Developing the comprehensive outreach plan is the goal of Phase I.

Concurrently, conduct survey research directed at the three target groups (large and small companies that provide landscape services and users/purchasers of landscape services) to answer the following questions: 1. Why are specific research results not being used by the industry? 2. Why are research-based horticulture techniques not incorporated into best management practices and contract specifications that direct the landscape industry? 3. What researchable topics would be most needed by the three groups identified as key players? 4. What educational methods would each group find most useful and effective in aiding adoption of new horticulture techniques? 5. What other ethnic and cultural sensitive methodologies need to be developed?

The survey component of the project would be developed using the following process: a. workgroup members meet to identify specific educational topics to focus survey research on and to select survey organization to work with. b. meet with survey organization representatives to formulate methods within funding limits. c. Meet with industry groups and representatives to gain their input into the project and survey instruments before they are finalized and implemented. d. Conduct survey of industry targeted groups and analyze data for use in developing more effective delivery of horticulture information and adoption of practices.

Phase II (Year 2+): Phase II of the project would involve modifying and executing the comprehensive and detailed outreach plan according to the results obtained from the survey activity. We anticipate that this would entail the following tasks: Write and create the high priority publications, work with Communication Services and Spanish Media Services to review and publish the bulletins. Manifest the information on a web site (probably one that already exists or links to useful UC web sites).

The development and production of new outreach and delivery methods for horticulture research results would be assisted through consultation with industry to help promote this information and solicit matching funds and through negotiation with the broadcast and newspaper media to broadcast and publish these topics.

A final report would be submitted to assess the overall impact of the project and determine if additional years of work are needed. If so, a new DANR landscape workgroup proposal would be submitted that focuses on expanding areas of success and/or improvements needed.

The evaluation plan for this project will entail identifying workgroup members, (advisors, specialists, faculty and staff) who are interested in working with industry groups and individuals to formulate the aspects of an evaluation component of this project.

Once the initial survey research on reasons for non-adoption is completed (with three target groups) and used for development of new educational efforts, the workgroup members will work with known academic evaluation program(s) (UCLA Center for Evaluation, Cal State San Marcos Evaluation Group and/or Cal State Fullerton Survey group) to develop integrated and ongoing evaluation tools to measure adoption and to guide the development of different educational outreach methods that will improve adoption if initial efforts are not successful.

Follow-up evaluations will be needed to determine the actual impacts of the overall project. Specific methods will be developed using the expertise of the survey/evaluation professionals that will be an integral part of this project. On-site visits, telephone interviews, written surveys at educational meetings or mailed to clientele are possible examples to be considered. Three major components of the evaluation will be 1) the initial survey of three target groups to determine why they don't use new research developments, 2) evaluation tools with educational delivery methods to see if new extension efforts are resulting in better adoption, and 3) surveys or other means to measure impact of the project and give direction for future horticulture delivery efforts and research needs.