Marketing / Business Development

Education Session - Panel Format

SAT-B10 - The Business of Landscape Architecture

Saturday, October 21
2:30 PM - 4:00 PM

1.5 PDH, LA CES/non-HSW, AIA/non-HSW, AICP, FL

The design business has changed in many ways over the past 50 years. Economic downturns and pressure to “feed the machine” have placed firms in difficult situations. This session features diverse owners offering authentic dialogue regarding the business of design for small, medium, and large firms.

Learning Objectives:

Kona A. Gray

EDSA, Inc.

Kona has practiced on a global stage for 25 years, providing inspiration and enhancing professional awareness. His portfolio ranges from large-scale planning to detailed site design, with emphasis on communities, urban parks, hospitality and campus environments. Blending sensitivity and context with creative design solutions, Kona unites a client’s vision with his vanguard viewpoint producing designs with purpose and presence. Currently, he is designing projects in Florida, Georgia, Virginia, Puerto Rico, The Bahamas, China, Dubai(UAE), Egypt, India, Morocco, Saudi Arabia, and St. Lucia. A registered Landscape Architect, Kona earned a Bachelor of Landscape Architecture from the University of Georgia.


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Jennifer Guthrie

Founding Principal- Gustafson Guthrie Nichol

Jennifer Guthrie is a founding partner of Gustafson Guthrie Nichol. Her work ranges broadly, encompassing urban districts of green streets and mixed-use housing, public squares, rooftop gardens, urban farms, and cultural institutions. Jennifer’s clients have included the Smithsonian Institution, the Nu Skin Corporation, and the Department of State, as well as major universities and developers. She is a Fellow of the American Society of Landscape Architects, President of the Landscape Architectural Foundation Board, and serves on the CEO Roundtable.


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Joy Kuebler

Joy Kuebler Landscape Architect, PC

Past President NY Upstate ASLA, and President of Joy Kuebler Landscape Architect, PC an award winning firm with work focusing on the human experience in the landscape. In 2007 Joy was named “40 under 40” by Business First, as well as the 2016 Ellen Shipman Distinguished Private Practitioner by the NYUASLA Chapter. Her firm has been recognized as a Buffalo Fast Track Company and one of Key Banks’ Most Innovative Small Businesses. Joy received a B.S. from Cornell University, and is a graduate of the Center for Entrepreneurial Leadership programs with the University at Buffalo’s School of Management.


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Doug Smith

EDSA., Inc.

Doug Smith serves as President at EDSA, the award-winning international full-service planning, landscape architecture and urban design firm. In his role, Smith provides organizational leadership and direction for more than 125 employees, as well as to oversee individual projects and a studio design team within EDSA. This enables him to maintain a hands-on, day-to-day understanding of the challenges facing diverse communities, his colleagues and the profession itself. With 29 years in practice, Smith’s portfolio includes successful projects throughout the world, active involvement in numerous industry organizations, and leadership in multi-disciplinary educational design seminars.


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SAT-B10 - The Business of Landscape Architecture

Session Guide

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