Setting the Standards in Central Queensland - Greenscape Gladstone

2023

Gladstone is a regional city renowned for its major ports, industrial giants like LNG Gas Plants, QAL Alumina Refinery, and the Boyne Smelter, along with the allure of the Great Barrier Reef, it is a unique blend of commerce and natural beauty. In 2008, the thought of becoming a landscaping business director in Gladstone never crossed Jenny Verne's mind while she enjoyed a holiday in Western Australia's picturesque Margaret River, her home at the time. Fate had other plans.

During her stay, the hotel was undergoing extensive renovations, including landscaping, Jenny contemplated enlisting the hotel's landscaper for her beachfront property. Much to her surprise, the landscaper's response was a simple, "No, sorry – I'm moving to Queensland soon." Little did she know that this casual encounter would mark the beginning of a fresh chapter in her life, alongside her future business and life partner, Jason Younger.

Jenny's professional background is in sales and management, and she possesses a natural knack for connecting with people. Her market research revealed a notable scarcity of skilled landscaping trades in the Gladstone area, with the few existing businesses suffering from service and reliability issues. In contrast, Jason is a passionate and skilled landscaper with a keen eye for detail and an unwavering commitment to excellence. Recognising their complementary skills and shared aspirations, they decided to join forces and embark on a new venture: Greenscape Gladstone.

Networking at the local golf club kick-started their journey, gaining 20 maintenance clients and domestic refurbishment projects. By 2011, demand required staff expansion, truck purchases, and equipment investments. They became Landscape Queensland (LQ) members in 2014, solidifying their commitment to the industry.

Jenny acknowledges that one of the primary challenges in the Gladstone business landscape is the transient nature of the town. She explains, "While there are plenty of people earning lots of big dollars, they are either the younger set who want to come and make money and leave, or some of the big players who are brought here by industry making big money but not necessarily deciding to commit to buying or staying in the area. Gladstone certainly isn't Noosa or the Gold Coast!" This impacts staffing options as well “It's difficult to find fit individuals willing to do landscaping work in hot weather, even with competitive pay.” Often, job applicants are from larger industries seeking an easier alternative, mistakenly believing landscaping is less demanding.

Situated approximately 100 kilometers south of Rockhampton, Gladstone falls within a sub-tropical/semi-arid climate due to its location on the Tropic of Capricorn. This unique climate presents both challenges and opportunities for the Greenscape team. Maintenance services can be provided throughout the year, and the region's frequent dry spells make their irrigation services highly sought after.

Jenny and Jason recognised the importance of professional development. In 2010, they enlisted the assistance of a business coach to establish systems, enhance profitability, and develop an online presence. The belief in investing in their team led to their receipt of an LQ Award in 2015 for their Training Advantage Initiative, which included a mentoring program and written company policies to foster the professional growth of their staff. Setting clear goals, both for the business and individual team members, became a priority and was consistently pursued. They collaborated closely with longtime LQ member Liz Smith from Horticultural Training (now deceased and an LQ hall of Fame recipient in 2016) to ensure ongoing skill development for their entire team. Jenny's aspiration has always been to become an "employer of choice," and she firmly believes that the coaching and support they offer their team have paid off, making business ownership more enjoyable.

More recently, Greenscape once again engaged the services of a business coach to help navigate the post-COVID-19 changed business environment. “We didn’t lose any clients during the Covid period which was fortunate, though I did enjoy a general slowing and not working so hard. But after having let go of our office staff I realised I needed a break from doing all the work myself, so now three years down the track we are super focused on systems, team, financials, marketing, sales and a leadership mindset,” Jenny said. “We are very proud to have won the Trades and Services Awards for Best in Business in Gladstone in November 2021. With over 90 other nominees it has been an incredible motivation to keep smashing it out!”

Over the years, Greenscape Gladstone has extended its expertise to encompass commercial projects, LNG gas plants, mine site villages, the prominent Gladstone East Shores precinct as well as schools and daycare centres.

One of Jason’s best sayings is “I’d rather go broke by taking the crew out in the boat fishing all day – than working our butts off to run at a loss.”

Jenny and Jason are now in a position to be able to take holidays and rely on their fantastic staff who have the confidence and knowledge to continue to produce outstanding quality work in their absence.

Jenny offers an interesting take on the future of landscaping. She envisions a shift in the potential influence of AI through the rise of robot mowers. With changing climate patterns, the fate of irrigation systems becomes uncertain. In drought-prone times, some may opt for irrigation to preserve their landscapes, while others may weigh the costs against water restrictions. On the flip side, during floods, the need for irrigation dwindles. Regardless, Jenny holds hope for stable weather patterns and emphasises the industry's need for adaptability. She advocates for promoting the positive environmental and mental health impacts of landscaping, honing leadership skills, and maintaining financial vigilance to ensure businesses' sustainability.

Reflecting on their journey, Jenny recalls in their early days, when defining their client base to their accountant, it was a challenge, with most projects being "one-offs." However, their dedication and top-notch workmanship cultivated a dedicated client following. These loyal clients now trust Greenscape Gladstone implicitly, often foregoing quotes and simply saying, "go and do your magic." This mutual trust is underpinned by the assurance of a Landscape Queensland Contract with every project—a testament to their commitment to professionalism.

Jenny puts Greenscape Gladstone's longevity in the industry down to Jason's unwavering commitment to quality work and Jenny's resolute determination to lead a professional, trustworthy, and reliable team. When asked what advice she might give to any new entrants into the industry Jenny enthused that “you need to learn how to provide the highest standard of work and follow it through on every job, communicate and nurture your clients and employees, charge what you are worth!”

Today, Greenscape Gladstone stands tall with 15 acres of greenery, a fleet of 5 trucks and trailers, and a dedicated team of 10, including the dynamic duo of Jenny and Jason. Their diverse staff composition, now evenly balanced with five females and five males, reflects a positive shift in the business's attitude and dynamics.

In the ever-evolving world of landscaping, Greenscape Gladstone stands as a shining example of how to not just survive but thrive, leaving an indelible mark on the industry and the stunning landscapes of Gladstone.