Independents and workshops
Jodee commented in the last post about holding workshops or classes through the summer for beginning gardeners. I think classes or workshops are a great idea for the garden center. There are a lot of people who find gardening interesting but don’t know how to begin. Yes, there is all sorts of information on the internet but many people would rather connect and learn from people in the garden. The problem with the internet is there is too much info, and often not localized enough.
The only problem with summer classes is the competition with other activities that pop up. I have found that once school gets out in June the attendance seems to drop. Just because the attendance drops does not mean you can’t hold classes that will be beneficial for the gardener and nursery. We will be holding our drip irrigation class in two weeks. By then people will be dealing with the chore of watering their gardens and looking for more efficient ways to water. I think people will respond to most classes if the subject matter is important enough to them.
We’ve had classes that where very well attended, and classes where NOBODY showed up. The important thing is to just do them and try to make changes that will attract more people next time. Workshops are a great way to connect with the community and gain customers. Often the same people who attend the workshops end up enthused and purchase goods turning a slower day into a more profitable one.
We had a class last week on using native plants for fire protection. Fire is our biggest threat here in the foothills and the proper landscaping can mean the difference between saving or loosing ones home. The class was put on by our native plant wholesale partners, Lotus Valley Natives. A couple of weeks earlier we had Carolyn Singer who authored the book Deer in My Garden speak. The Divide Garden Club and guests showed up and everyone enjoyed her talk. Right as she started we lost power to the workshop building. Oh well, run extension cords and get the coffee machines back up and running! We have had it rain on classes, had the wrong date posted, no one show up, too many show up, etc. The main thing is to just keep doing them.
Become indispensable to your community. If all we do is carry the same things that the local box stores carry then we are doomed. Find the areas they are not addressing and build a niche. Become the local information center for all things horticultural. There is a real need out there for information presented in a friendly atmosphere. Most people who are developing an interest in gardening are also aware there is so much to learn. They will embrace a place that provides that information on a regular basis. Many also like the idea that we are a smaller operation that really appreciates their patronage. Their hard earned money can make a difference they can see, both at their homes and your store.
I agree with you. And being an independent means that the workshops, presentations, classes, parties, etc. can be a real expression of your own personality. We will always be better positioned to connect with people on a human level that the big boxes can, even if they too had gardening classes. I think the schedule should be predicable enough that people just show up on class day, because they’re in the habit.
you do have a good point;
‘If all we do is carry the same things that the local box stores carry then we are doomed.’
i know i havent driven a long distance to a big box store for an item. but i do i have driven, quite a ways to an independant for something i needed – your store included. even though we are in the same county. from diamond springs to garden valley is a trek; but worth it.
garry
Trey,
Do you have a fee for your classes, or are they free? We haven’t done one in several years, but when we did, we found that when we didn’t charge, the class was often attended by, let’s say, people not of the Gen X or Y demographic — more like Gen E (for Eden, bless their hearts), and sales wouldn’t be generated. If we did have a fee, we thought it limited attendance. But honestly, our promotional efforts were perhaps less than they needed to be.
My feeling is that there should be some sort of charge, but that the attendee should leave feeling it was worth it (i.e., provide an excellent program, refreshments, handouts, maybe a discount on themed items, etc.)
We also struggled with timing of events: I believe after hours is probably best, as that is when most working people are available to attend, and the presenter (if a staff member) isn’t taken away from assisting customers during the day. But if in the evening, which one? weeknight? May conflict with child care, dinner prep, family time, etc. Weekend? More social events are likely to happen then.
Anyway, how do you (and others) do it?
one of my goals on my website is to publicize the classes in Southern California, perhap via Twitter!
The local “Master Gardeners” would be mighty POed if we did workshops. Territorial, are they. Which is actually okay…besides customers and regular nursery chores, it’s time for landscaping, softwoods, liner production and waaaay too much field work. Just not enough hours in the day.
And yeah, the few garden club/MG programs we’ve hosted in the past were mostly attended by folks over 60. They didn’t generate any sales and they totally disrupted our normal routine.