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ANNUAL REPORT OF COOPERATIVE REGIONAL PROJECTS
Supported by Allotments of the Regional Research Fund,
Hatch Act, as Amended August 11, 1955
January 1 to December 31, 1994
PROJECT: S-103, TECHNICAL AND ECONOMICAL EFFICIENCIES
OF PRODUCING AND MARKETING LANDSCAPE PLANTS

PROGRESS OF THE WORK AND PRINCIPAL ACCOMPLISHMENTS:
Numerous articles were completed and several manuscripts were initiated as work progress on the three major project objectives: 1) evaluate alternative landscape (environmental) plant production, establishment, and maintenance systems, 2) evaluate the regional competitiveness within the landscape (environmental plant industry), and 3) evaluate the demand for landscape (environmental) plants, materials, and services. The unique multi-disciplinary participation by horticulturists and agricultural economists continues to provide innovative, yet thorough analyses and collaboration. The technical committee also includes representation from many non-Southern state--all possible because of the focus of producing and marketing landscape plants within and across plant hardiness or climatic zones, rather than state or regional boundaries.
Progress is reported under the appropriate project objective:

Objective 1: Evaluate alternative landscape (environmental) plant production, establishment and maintenance systems.

Plant production systems
Plant production research includes the evaluation of the economic feasibility of growing selected tree species to larger sizes (AL). Other researchers are evaluating the economic feasibility of using recycled newsprint as a sphagnum peatmoss substitute (IL).
The closed, insulated pallet system (CIPS) is an innovative plant production system designed to reduce nursery industry problems with water runoff (OR). Research with CIPS has indicated that Phytophthora cinnamomi does not spread from inoculated to noninoculated root pouches. Over 40 genera of plants have grown equally well or better in CIPS compared with open container systems (OCS). Container nursery production is more profitable in CIPS than in OCS. Establishment and maintenance of beneficial microorganisms, such as Trichoderma harzianum is enhanced in CIPS. Water and fertilizer use in CIPS is approximately 90% less than that applied in the overhead irrigated open container systems. There is no fertilizer or irrigation water effluent from CIPS. Plants are more tolerant of saline irrigation water in CIPS.
A manuscript covering the wide variety of available overwintering technologies is in progress (KY, IL, PA).
A subcommittee (KY, AL, SC, NM) is currently revising the manuscript - "Principles, Practices, Physical Requirements and Comparative Cost of Irrigating Nursery Crops."
Cost of production budgets are being prepared for red maples, foster hollies and pin oaks using production and cost data collected from North Carolina nurserymen (NC).
A series of experiments were run to determine the influence of experimental fertilizers on plant growth and quality and container nutrient solution soluble salt content and pH.

Plant establishment techniques
A three-year planting study of 1 1/2 inch caliper red maples in two soil types with planting treatments including hole size (1.5 times root ball, 3 times root ball), hole shape (saucer, straight-sided), and amendment (peat 50/50, none) was completed. Trees grew significantly better in the silt loam location than the loamy sand location. Trees planted in 3x holes were significantly larger in caliper and spread compared to those planted in 1.5 x holes at the end of the first growing season. Tree growth was unaffected by planting hole shape. Backfill amendment improved growth only for trees planted in the loamy sand (DE).
Research in the area of water use includes a study designed to determine water requirements of selected woody species during landscape establishment. A stem flow apparatus is under evaluation as a method of determining water use, especially for plants that are under less than optimum irrigation conditions. A landscape irrigation model based on plant water use is under development (NM).
Performance of red maple cultivars were evaluated in the Southeastern United States. Transplant studies have been conducted with two tree species Acer rubrum 'October Glory' and Quercus phellos to determine the effect of plant size at transplanting on performance. Root control techniques for the urban landscape are being evaluated in a study that began in 1989 and will continue through 1997 (AL).
The manuscript "Requirements and Costs of Establishing and Operating a Landscape Design/Build Firm" was completed (PA), reviewed (LA, NM, FL) and is in press.

Cost of production budgets
Production budgets are being prepared for red maple, holly, pin oak and bradford pear (NC).
The following existing publications have been updated (KY) and reviewed (AL, IL, LA, FL):
"Costs of Establishing and Operating Field Nurseries Differentiated by Size of Firm and Species of Plant in U.S.D.A. Climatic Zone Six" in press.
"Costs of Establishing and Operating Container Nurseries Differentiated by Size of Firm and Species of Plant in U.S.D.A. Climatic Zone Six" in review.

Marketing landscape plants
New studies that assess the image of competing retail garden centers within local trade areas are underway. The survey instrument used for primary data collection has been refined based on feedback from previous surveys. It is anticipated that a compilation of consumer perceptions may be extrapolated to provide regional trends regarding customer perceptions of retail garden centers (TX).
A garden center survey of 915 customers that includes types of plants purchased, plants sizes and unit prices was conducted. Researchers are currently summarizing and publishing the data collected from the survey (NC).
A series of publications will include the major plants purchased druing the 1992 spirng marketing season, consumer profiles by plants type and the potential impact of impulse buying (NC).

Business-management research
The perceived and actual economic impact of worker protection standard legislation to the nursery industry is being studied (IL).

Floriculture crop production
Work has begun on the manuscript for a "Costs and Returns of Establishing and Operating a Production Greenhouse" publication (TN, TX, DE, OH, KY, NJ, OR, MS, PA, GA). The publication will provide a menu of facility and cropping alternatives to the reader, from which prospective greenhouse operators will model facilities that meet their current conditions or needs.
Research on geranium production as influenced by irrigation regimes and fertilization methods is being conducted in Alabama to enable growers to develop production systems that maximize growth and quality while minimizing water use and nutrient loss.
Federal Crop Insurance Corporation background reports for bedding plants, cut flowers and cut greens, and potted flowering and foliage plants on industry structure, grower characteristics, marketing, cultivation, harvesting, and management practices, natural perils and prevention methods, disaster assistance payments, scientific name index of crops grown and related information, costs and returns and related supply, demand, price data, and insurance issues are being prepared (DC).
A survey have greenhouse managers has been conducted to determine products produced and the use of various production technologies. These variables might be associated with firm size (TN).

Plant establishment in disturbed areas
Contacts continue between the Bureau of Land Management and the University of Nevada, Reno in the development of research projects to investigate cost and returns of wildflower regeneration on reclaimed mining land.
Research in the adaptability of native grasses for southeastern humid conditions has resulted in the evaluation of Buffalograss (Buchloe dactyloides) cultivars Texoka and Topgun at 23 cm spacing and 23 and 30 cm spacing, respectively. Seedling little bluestem (Schizachyrium scoparium) at 11.2, 27.4 and 48.8 kg plants/ha provided an acceptable stand when measured visually at any of the rates.
Four cultivars of little bluestem (SCS#9029926, Pastura, Aldous and Cimmeron), 'Alamo' switchgrass (Panicum virgatum) and 'Haskell' sideoats grama (Bouteloua curtipendula) were studied. SCS# and 'Aldous' little bluestem cultivars were superior to the other little bluestem cultivars in plant height and coverage. 'Alamo' switchgrass was much taller and thicker than all the other grass cultivars. The sideoats grama was the shortest of the species (SC).

Objective 2: Evaluate the regional competitiveness within the landscape (environmental) plant industry.

Marketing and management practices
Nineteen states from within the project and 5 additional states cooperated to conduct an ornamental plants trade flow survey designed as a follow-up to the 1989 survey. After input from committee members to improve the survey instrument the survey was mailed to certified nurseries in 24 states. Using the Dillman approach (which consists of mail out, follow-up postcard, and remailing the entire package to those who have not responded, within a specified time frame), a response of about 1,350 usable questionnaires was achieved. The responses have been coded into a data base (TN).
Using a landscape/retail nursery firm case as an example, the use of employee empowerment to increase productivity and to assist in managerial control was studied. The firm's objective was to release owner time for design and sales activities, while using empowerment of hired managers to maintain profitability and the firm's image as a high quality supplier of services and plants. In the first year, communication to managers and other employees about empowerment and its responsibilities, combined with insufficient control and a declining economy. led to a deteriorating financial condition for the firm. Subsequently, communications and personnel turnover, combined with budgeting for control, restored profitability. The case illustrated that a management information system must be available as feedback. Then the empowerment concept can allow decision-making to flow toward the point where work takes place (LA).

Interregional competition
As member of ERS/Census Data Users Group (DC), the project will be able to access Ag Census data to obtain special tabulations, conduct statistical analysis, etc.
Initial investigation of expanding the national Computable General Equilibrium model to incorporate the Greenhouse and Nursery Products Sector has begun. The model would allow researchers to investigate possible impacts to the national Greenhouse and Nursery Production Sector from various federal policies and changes in international trade.

Optimal plant mixes
A study was completed which investigated the tax implications resulting from various nursery organizational structures and product mix scenarios. The impact of "holding over" containerized nursery stock for future sale as larger sized plant materials was assessed. From this PhD dissertation, two refereed journal articles have been developed and submitted for review (TX).
An evaluation has been conducted of the feasibility (competitive position) of alternative warm season turfgrass-sod species: bermudagrass, centipedegrass, and zoysiagrass. Analysis are based on budgets developed for south Alabama which would be representative of USDA Plant Hardiness Zone 8. These data were entered into a multiperiod linear programming model to evaluate optimal combinations of grasses to maximize net return over a seven-year planning period. These data were also used to evaluate the feasibility of turfgrass-sod production on an on-going farm operation in this region (AL).

Objective 3: Evaluate the demand for landscape (environmental) plants, materials and service.

, b., and c. Demand for landscape, materials and service.
The size and impact of the nursery/landscape industry is being evaluated with a variety of tactics (NV, GA, NC, TX).
A national data base of number of retail garden centers has been used to estimate population thresholds. This project uses count data procedures for estimation of thresholds. This potentially will produce better results than the ordinary least squares procedures.
Count data procedures have been extended to incorporate dependency between numbers of garden centers and number of other retail shops. These procedures will incorporate retail shop dependency.
A two-year study investigating the size and scope of turfgrass-related industries in Texas is in its second year. This project analyzes the amount of turf and nursery products that are produced in the state, the amounts and value of inputs used in the production/distribution of turfgrass, and the value added to these products as they move through the marketing system. Either an input-output or value added approach will be used to determine the full economic impact of the turfgrass industry in Texas.
A survey of the North Carolina trufgrass industry is currently being conducted to update a 1987 survey.
The importance of the green industry in the United States economy is being investigated for the year 1990. The goal of the study is to describe the relative size of this industry in terms of employment, output, and value added. A similar study has been completed for the Georgia economy. Results indicate that within Georgia production agriculture, the green industry ranked second in terms of employment, third in terms of output (annual gross sales), and third in terms of value added.
The following two publications have been revised to include current data (DC):
Statistical Bulletin 817, Floriculture and Environmental Horticulture Products, a Production and Marketing Statistical Review, 1960-88. Statistical Bulletin 862, Financial Performance of U.S. Floriculture and Environmental Horticulture Farm Businesses, 1987-91.
d. Consumer attitude toward landscape plants.
Two focus groups (homeowners, landscape professionals) were used to study the acceptance of wildflower sod as a landscape product. The reaction of both groups was positive. Homeowners believed the wildflower sod to be an interesting product for relatively small spaces (DE).
The own price and income elasticities of the largest selling plants and shrubs are being estimated. Lesser selling plants will be grouped by general categories to estimate their elasticities (NC).



Home Project Statement Project Participants Annual Reports Meeting Minutes Resources		ANNUAL REPORT OF COOPERATIVE REGIONAL PROJECTS Supported by Allotments of the Regional Research Fund, Hatch Act, as Amended August 11, 1955 January 1 to December 31, 1994 PROJECT: S-103, TECHNICAL AND ECONOMICAL EFFICIENCIES OF PRODUCING AND MARKETING LANDSCAPE PLANTS PROGRESS OF THE WORK AND PRINCIPAL ACCOMPLISHMENTS: Numerous articles were completed and several manuscripts were initiated as work progress on the three major project objectives: 1) evaluate alternative landscape (environmental) plant production, establishment, and maintenance systems, 2) evaluate the regional competitiveness within the landscape (environmental plant industry), and 3) evaluate the demand for landscape (environmental) plants, materials, and services. The unique multi-disciplinary participation by horticulturists and agricultural economists continues to provide innovative, yet thorough analyses and collaboration. The technical committee also includes representation from many non-Southern state--all possible because of the focus of producing and marketing landscape plants within and across plant hardiness or climatic zones, rather than state or regional boundaries. Progress is reported under the appropriate project objective: Objective 1: Evaluate alternative landscape (environmental) plant production, establishment and maintenance systems. Plant production systems Plant production research includes the evaluation of the economic feasibility of growing selected tree species to larger sizes (AL). Other researchers are evaluating the economic feasibility of using recycled newsprint as a sphagnum peatmoss substitute (IL). The closed, insulated pallet system (CIPS) is an innovative plant production system designed to reduce nursery industry problems with water runoff (OR). Research with CIPS has indicated that Phytophthora cinnamomi does not spread from inoculated to noninoculated root pouches. Over 40 genera of plants have grown equally well or better in CIPS compared with open container systems (OCS). Container nursery production is more profitable in CIPS than in OCS. Establishment and maintenance of beneficial microorganisms, such as Trichoderma harzianum is enhanced in CIPS. Water and fertilizer use in CIPS is approximately 90% less than that applied in the overhead irrigated open container systems. There is no fertilizer or irrigation water effluent from CIPS. Plants are more tolerant of saline irrigation water in CIPS. A manuscript covering the wide variety of available overwintering technologies is in progress (KY, IL, PA). A subcommittee (KY, AL, SC, NM) is currently revising the manuscript - "Principles, Practices, Physical Requirements and Comparative Cost of Irrigating Nursery Crops." Cost of production budgets are being prepared for red maples, foster hollies and pin oaks using production and cost data collected from North Carolina nurserymen (NC). A series of experiments were run to determine the influence of experimental fertilizers on plant growth and quality and container nutrient solution soluble salt content and pH. Plant establishment techniques A three-year planting study of 1 1/2 inch caliper red maples in two soil types with planting treatments including hole size (1.5 times root ball, 3 times root ball), hole shape (saucer, straight-sided), and amendment (peat 50/50, none) was completed. Trees grew significantly better in the silt loam location than the loamy sand location. Trees planted in 3x holes were significantly larger in caliper and spread compared to those planted in 1.5 x holes at the end of the first growing season. Tree growth was unaffected by planting hole shape. Backfill amendment improved growth only for trees planted in the loamy sand (DE). Research in the area of water use includes a study designed to determine water requirements of selected woody species during landscape establishment. A stem flow apparatus is under evaluation as a method of determining water use, especially for plants that are under less than optimum irrigation conditions. A landscape irrigation model based on plant water use is under development (NM). Performance of red maple cultivars were evaluated in the Southeastern United States. Transplant studies have been conducted with two tree species Acer rubrum 'October Glory' and Quercus phellos to determine the effect of plant size at transplanting on performance. Root control techniques for the urban landscape are being evaluated in a study that began in 1989 and will continue through 1997 (AL). The manuscript "Requirements and Costs of Establishing and Operating a Landscape Design/Build Firm" was completed (PA), reviewed (LA, NM, FL) and is in press. Cost of production budgets Production budgets are being prepared for red maple, holly, pin oak and bradford pear (NC). The following existing publications have been updated (KY) and reviewed (AL, IL, LA, FL): "Costs of Establishing and Operating Field Nurseries Differentiated by Size of Firm and Species of Plant in U.S.D.A. Climatic Zone Six" in press. "Costs of Establishing and Operating Container Nurseries Differentiated by Size of Firm and Species of Plant in U.S.D.A. Climatic Zone Six" in review. Marketing landscape plants New studies that assess the image of competing retail garden centers within local trade areas are underway. The survey instrument used for primary data collection has been refined based on feedback from previous surveys. It is anticipated that a compilation of consumer perceptions may be extrapolated to provide regional trends regarding customer perceptions of retail garden centers (TX). A garden center survey of 915 customers that includes types of plants purchased, plants sizes and unit prices was conducted. Researchers are currently summarizing and publishing the data collected from the survey (NC). A series of publications will include the major plants purchased druing the 1992 spirng marketing season, consumer profiles by plants type and the potential impact of impulse buying (NC). Business-management research The perceived and actual economic impact of worker protection standard legislation to the nursery industry is being studied (IL). Floriculture crop production Work has begun on the manuscript for a "Costs and Returns of Establishing and Operating a Production Greenhouse" publication (TN, TX, DE, OH, KY, NJ, OR, MS, PA, GA). The publication will provide a menu of facility and cropping alternatives to the reader, from which prospective greenhouse operators will model facilities that meet their current conditions or needs. Research on geranium production as influenced by irrigation regimes and fertilization methods is being conducted in Alabama to enable growers to develop production systems that maximize growth and quality while minimizing water use and nutrient loss. Federal Crop Insurance Corporation background reports for bedding plants, cut flowers and cut greens, and potted flowering and foliage plants on industry structure, grower characteristics, marketing, cultivation, harvesting, and management practices, natural perils and prevention methods, disaster assistance payments, scientific name index of crops grown and related information, costs and returns and related supply, demand, price data, and insurance issues are being prepared (DC). A survey have greenhouse managers has been conducted to determine products produced and the use of various production technologies. These variables might be associated with firm size (TN). Plant establishment in disturbed areas Contacts continue between the Bureau of Land Management and the University of Nevada, Reno in the development of research projects to investigate cost and returns of wildflower regeneration on reclaimed mining land. Research in the adaptability of native grasses for southeastern humid conditions has resulted in the evaluation of Buffalograss (Buchloe dactyloides) cultivars Texoka and Topgun at 23 cm spacing and 23 and 30 cm spacing, respectively. Seedling little bluestem (Schizachyrium scoparium) at 11.2, 27.4 and 48.8 kg plants/ha provided an acceptable stand when measured visually at any of the rates. Four cultivars of little bluestem (SCS#9029926, Pastura, Aldous and Cimmeron), 'Alamo' switchgrass (Panicum virgatum) and 'Haskell' sideoats grama (Bouteloua curtipendula) were studied. SCS# and 'Aldous' little bluestem cultivars were superior to the other little bluestem cultivars in plant height and coverage. 'Alamo' switchgrass was much taller and thicker than all the other grass cultivars. The sideoats grama was the shortest of the species (SC). Objective 2: Evaluate the regional competitiveness within the landscape (environmental) plant industry. Marketing and management practices Nineteen states from within the project and 5 additional states cooperated to conduct an ornamental plants trade flow survey designed as a follow-up to the 1989 survey. After input from committee members to improve the survey instrument the survey was mailed to certified nurseries in 24 states. Using the Dillman approach (which consists of mail out, follow-up postcard, and remailing the entire package to those who have not responded, within a specified time frame), a response of about 1,350 usable questionnaires was achieved. The responses have been coded into a data base (TN). Using a landscape/retail nursery firm case as an example, the use of employee empowerment to increase productivity and to assist in managerial control was studied. The firm's objective was to release owner time for design and sales activities, while using empowerment of hired managers to maintain profitability and the firm's image as a high quality supplier of services and plants. In the first year, communication to managers and other employees about empowerment and its responsibilities, combined with insufficient control and a declining economy. led to a deteriorating financial condition for the firm. Subsequently, communications and personnel turnover, combined with budgeting for control, restored profitability. The case illustrated that a management information system must be available as feedback. Then the empowerment concept can allow decision-making to flow toward the point where work takes place (LA). Interregional competition As member of ERS/Census Data Users Group (DC), the project will be able to access Ag Census data to obtain special tabulations, conduct statistical analysis, etc. Initial investigation of expanding the national Computable General Equilibrium model to incorporate the Greenhouse and Nursery Products Sector has begun. The model would allow researchers to investigate possible impacts to the national Greenhouse and Nursery Production Sector from various federal policies and changes in international trade. Optimal plant mixes A study was completed which investigated the tax implications resulting from various nursery organizational structures and product mix scenarios. The impact of "holding over" containerized nursery stock for future sale as larger sized plant materials was assessed. From this PhD dissertation, two refereed journal articles have been developed and submitted for review (TX). An evaluation has been conducted of the feasibility (competitive position) of alternative warm season turfgrass-sod species: bermudagrass, centipedegrass, and zoysiagrass. Analysis are based on budgets developed for south Alabama which would be representative of USDA Plant Hardiness Zone 8. These data were entered into a multiperiod linear programming model to evaluate optimal combinations of grasses to maximize net return over a seven-year planning period. These data were also used to evaluate the feasibility of turfgrass-sod production on an on-going farm operation in this region (AL). Objective 3: Evaluate the demand for landscape (environmental) plants, materials and service. , b., and c. Demand for landscape, materials and service. The size and impact of the nursery/landscape industry is being evaluated with a variety of tactics (NV, GA, NC, TX). A national data base of number of retail garden centers has been used to estimate population thresholds. This project uses count data procedures for estimation of thresholds. This potentially will produce better results than the ordinary least squares procedures. Count data procedures have been extended to incorporate dependency between numbers of garden centers and number of other retail shops. These procedures will incorporate retail shop dependency. A two-year study investigating the size and scope of turfgrass-related industries in Texas is in its second year. This project analyzes the amount of turf and nursery products that are produced in the state, the amounts and value of inputs used in the production/distribution of turfgrass, and the value added to these products as they move through the marketing system. Either an input-output or value added approach will be used to determine the full economic impact of the turfgrass industry in Texas. A survey of the North Carolina trufgrass industry is currently being conducted to update a 1987 survey. The importance of the green industry in the United States economy is being investigated for the year 1990. The goal of the study is to describe the relative size of this industry in terms of employment, output, and value added. A similar study has been completed for the Georgia economy. Results indicate that within Georgia production agriculture, the green industry ranked second in terms of employment, third in terms of output (annual gross sales), and third in terms of value added. The following two publications have been revised to include current data (DC): Statistical Bulletin 817, Floriculture and Environmental Horticulture Products, a Production and Marketing Statistical Review, 1960-88. Statistical Bulletin 862, Financial Performance of U.S. Floriculture and Environmental Horticulture Farm Businesses, 1987-91. d. Consumer attitude toward landscape plants. Two focus groups (homeowners, landscape professionals) were used to study the acceptance of wildflower sod as a landscape product. The reaction of both groups was positive. Homeowners believed the wildflower sod to be an interesting product for relatively small spaces (DE). The own price and income elasticities of the largest selling plants and shrubs are being estimated. Lesser selling plants will be grouped by general categories to estimate their elasticities (NC).