2026 Nursery/Landscape EXPO OWNER'S PLAYBOOK
Why Smart Business Owners Send Their Teams to EXPO
Thank you to our Key Contributing Investment Partners for EXPO’s Education
Henry B. González Convention Center | San Antonio | August 11–13, 2026 If you're a business owner and your team isn't at EXPO this August, your competition's team will be. While your competitors are investing in stronger managers, smarter crews, better systems, and higher-performing employees —you're either building a stronger company…or helping someone else win the market. Growth doesn't happen because the owner works harder. Growth happens because the team gets better.
Better leaders. Better communication. Better systems. Better sales. Better retention. Better decisions. That's what EXPO delivers. This isn't just registration. This is leadership development. This is succession planning. This is margin protection. This is your company’s growth strategy. Because in today's market, the companies that train best win fastest.
Owner's Roadmap: Who to Send + What They Should Attend Every role on your team has a path at EXPO. Use this playbook to build your delegation strategy and maximize your return on every registration dollar.
Each step in this roadmap corresponds to a targeted set of sessions designed to sharpen skills, reduce costs, and drive measurable results across your entire organization.
Step 1: Send Your Managers LEADERSHIP DEVELOPMENT
Must-Attend Sessions on August 11th
Why This Matters
01
Managers either protect profit… or quietly destroy it. EXPO’s education sessions help managers:
How to Build and Update Standard Operating Procedures, Kevin Keim, McFarlin Stanford 02
Managing Change: How to Make Meaningful Change Stick, Kevin Keim, McFarlin Stanford 03
Are You the Problem? Checking Yourself as a Leader, Michael Bosco, McFarlin Stanford
• • • • •
Lead stronger teams Improve accountability Reduce costly mistakes Create operational consistency Drive performance across departments
ROI: Better managers = less owner involvement + stronger execution + healthier margins
04
Creating a Powerful Board of Directors, Chris Psencik and Kevin Keim, McFarlin Stanford
Step 2: Send Your Sales Team REVENUE GROWTH
Revenue growth starts with stronger sales conversations. These targeted sessions will transform how your team sells. Why This Matters Must-Attend Demo Sessions – Aug. 12th • • San Jacinto Environmental Supplies• •
Close bigger projects From Hello to Sold - Nessa Spence,
The Swimming Pool Is the Gateway to the Backyard Project - Kurt Wangenheim, Desjoyaux Pools USA LLC
Designing for Health, Wellness and Biophilia Joe Raboine, Oldcastle APG a CRH Company
Growing Community, Growing Business - Nessa Spence, San Jacinto Environmental Supplies
Upsell premium services Improve customer retention Increase client lifetime value
ROI: Better sales skills = larger tickets + stronger retention + more revenue without more leads
Step 3: Send Your Operations + Field Leaders OPERATIONAL EXCELLENCE
Operational inefficiency kills margins. Equip your field teams with the tools and knowledge to work smarter, not harder.
Managing Water by the Gallon: Diagnosing Irrigation Issues or Smart Irrigation Flow Monitoring and Management Control Tech Stay ahead of water management technology and reduce waste across every job site, with Preston Swor, Hunter Irrigation
Transforming Growing Spaces with Next-Gen Greenhouse Solutions Innovations in Greenhouse technology for the future with Dave Bishop, Next G3N Greenhouses
Identify problems faster and implement smarter control solutions with Josh Heirs, SiteOne Landscape Supply
Let It Roll: Autonomous Cart Demo See the future of field productivity in a live demonstration with Chris Tiesen, Burro
ROI: Better operations = fewer callbacks + stronger efficiency + immediate profit protection
Step 4: Send Your HR + Hiring Leaders TALENT STRATEGY
Why This Matters Bad hires are expensive. Great hires change everything. These sessions help your team build the talent pipeline your company needs to grow. •
Recruit stronger candidates
•
Improve retention
•
Reduce turnover costs
•
Build stronger workplace culture
ROI: Better hiring = stronger crews + lower turnover + long-term profitability
Must-Attend Sessions at the NEW Career Center Tailgate
Employment Branding
TNLA's Hiring Process Toolkit
Growing Great Employees Part 1 + Part 2 NonTraditional Employment Pathways
Step 5: Send Your Future Leaders SUCCESSION PLANNING
Your next branch manager. Your next GM. Your next leadership team. They're already on your payroll. These sessions unlock their potential.
Emerging Leaders Meet Up Strong Roots. Even Stronger Future Connect with peers, share
Tips on How to Write Emails Like a Boss
challenges, and build the network that accelerates careers at the Meet Up Garden.
Grounding future leaders in the values and
Communication skills that elevate
vision that drive lasting company growth
professionalism and improve team-
with Amy Johannesen, Hye Standards, LLC
wide clarity at the Career Center Tailgate
ROI: Leadership development = succession planning + stronger retention + future stability
August 12 Bonus: The Show Floor Is Team Training in Real Time MUST-SEE DEMONSTRATIONS
Live demonstrations help your team see innovation in action, ask better questions, make smarter purchasing decisions, and bring home immediate solutions.
AI Demonstrations
Tree Injection Lab
Lighting Demonstrations
Explore how artificial intelligence is reshaping landscape operations and business management.
Hands-on learning for plant health professionals looking to expand their service offerings.
See the latest in outdoor lighting technology and discover new upsell opportunities for your clients.
Weathermatic Technology Sessions
Growers Meet Retailers Meet Up
Deep-dive into smart water management solutions that reduce costs and improve performance.
Build the supplier relationships that give your business a competitive sourcing advantage.
ROI: Hands-on learning = faster implementation + stronger team confidence + fewer expensive mistakes
The Final Truth Your competitors are sending their teams. The only question is — will yours? They'll come back with better leaders, stronger systems, smarter operations, stronger sales, better retention, and bigger margins.
Better Leaders
Stronger Systems
Managers who protect profit and drive performance across every department.
SOPs, technology, and processes that create consistency and reduce costly errors.
Smarter Operations
Bigger Margins
Field teams that work efficiently, reduce callbacks, and protect your margins.
Better sales, lower turnover, and stronger retention that compound over time.
Sending your team to EXPO costs far less than keeping them undertrained. The companies that invest in people always win. Henry B. González Convention Center | San Antonio | August 11–12, 2026 The Nursery/Landscape EXPO is produced by the Texas Nursery & Landscape Association Make 2026 your strongest year yet—register now for EXPO Education + Demonstrations. For a complete education schedule and to register your team, visit www.nurserylandscapeexpo.org