Nothing irks me more when I visit a wholesale landscape distributor and find very expensive, and oftentimes rare and unique plant material, displayed like items at a discount department store: rowed out like soldiers, piled high and deep, and nary a hint that you are standing among precious treasures. And when I ask how that category is selling, I’m usually told that it has been slow, that the turnover is poor, and they usually only sell when discounted. Sound familiar?
Well, let me ask a couple more questions. Would Tiffany’s display its rarest gems in a hash table? Does a museum pack its works of art like sardines? Then why do so many nurseries treat their specimens like commodities?
I imagine a lot of us were taught the basics of good plant displays -- straight rows, blocking, spacing, facing off, categorizing and the like. But we were never taught the exceptions to the rule as when displaying specimen plant material.
What is specimen material?
What is specimen plant material? Let’s agree for our purposes that a specimen plant is one usually used as a focal point in a landscape and is not easily available. It has highly desirable characteristics, such as shape, topiary, color, flower or leaf. It is deserving of a high price tag. At night, it is a plant you would focus a beam of light on.
I don’t consider myself a true plantsman, but I know a great plant when I see one. Or do I? By failing to properly display these rare gems, many of your customers will fail to recognize their true value, and worse, overlook the opportunity to use it in their landscape designs.
Over the years, I have worked with nursery managers to modify and reconstruct many displays so that customers could see the true value in the specimens that were stocked. From that experience, I have identified nine critical elements that go into creating effective, visually striking, display techniques for rare and unusual plants. The idea here is to treat your specimen plants as if they were objects d’art. Figuratively, put them on a display pedestal, hang them on the wall, and enclose them in glass.
9 elements to consider
Here are the 9 design elements to think about when designing your specimen gallery.
1. Location and size. Select a location with good visibility that makes a dramatic statement for when customers enter your site. If you can, locate the specimen gallery in a high-traffic area, with exposure to foot traffic on two or more sides if possible. The size of the display should allow your initial seasonal purchase to fit without crowding.
2. Background. The backdrop to your display is very important. Clear distinction between the specimen gallery and the rest of the property is desired. When locating the specimen gallery on a property border, consider some type of fencing or screening, especially if there is an unsightly vista in the frame.
3. Texture. The secret to really setting off this collection lies in the proper use of textures. Textures are found in the tier materials, pathways and bedding. Base your selections on your particular layout, local aesthetics and space availability.
4. Tiers. It is very important to frame and scale your collection using tiers, elevation changes or steps to raise plant groups to different levels. This will help you to achieve proportionate perspective in your collection. The materials used can vary, according to preferences and availability.
5. Paths. This is essential to an effective presentation. Walkways and paths draw your customers into the specimen gallery. They welcome visitors and urge them to wander. The materials used should contrast in texture, color and form. Your choice of mulch, gravel, brick or even turf will determine the overall look you’re trying to capture. The bed areas and can be set up in a variety of ways.
6. Presentation. Display your collection as someone would see them in an arboretum, instead of using the common method of blocking plants. A great way to lay out your specimen gallery is to use separate groupings or by mixing plants together in a theme.
7. Treatment. Your rare art collection has special needs. To maximize profitability, you must meticulously upkeep the displays and use hand-watering and gentle handling. Special plants need special treatment.
8. Signage. Use arboretum-type signage and tags for best effect. Since these are not commodity products, they need to be priced and signed in a way to present a high-end image. Remember those little silver tags or markers at the arboretum? Add one to your plant to increase your selling price.
9. Package. Finally, when practical, transplant your specimens into cedar plant boxes or other suitable containers that give the plant a special look. If the original package has become shop worn, this becomes even more valuable.
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- Bud Eskola
Bud Eskola is president, Next Level Consulting Co., (203) 430-4250; aje111@sbcglobal.net.