The Professional Practice of Landscape Architecture: A Complete Guide to Starting and Running Your Own Firm, Second Edition PDF
Preview The Professional Practice of Landscape Architecture: A Complete Guide to Starting and Running Your Own Firm, Second Edition
P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford iv P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford The Professional Practice of Landscape Architecture A Complete Guide to Starting and Running Your Own Firm Second Edition Walter Rogers JohnWiley&Sons,Inc. i P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford Thisbookisprintedonacid-freepaper.(cid:2)∞ Copyright(cid:2)C 2011byJohnWiley&Sons,Inc.Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey. PublishedsimultaneouslyinCanada. Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyany means,electronic,mechanical,photocopying,recording,scanning,orotherwise,exceptaspermittedunder Section107or108ofthe1976UnitedStatesCopyrightAct,withouteitherthepriorwrittenpermissionofthe Publisher,orauthorizationthroughpaymentoftheappropriateper-copyfeetotheCopyrightClearanceCenter, 222RosewoodDrive,Danvers,MA01923,(978)750-8400,fax(978)646-8600,oronthewebat www.copyright.com.RequeststothePublisherforpermissionshouldbeaddressedtothePermissionsDepartment, JohnWiley&Sons,Inc.,111RiverStreet,Hoboken,NJ07030,(201)748-6011,fax(201)748-6008,oronline atwww.wiley.com/go/permissions. LimitofLiability/DisclaimerofWarranty:Whilethepublisherandtheauthorhaveusedtheirbesteffortsin preparingthisbook,theymakenorepresentationsorwarrantieswithrespecttotheaccuracyorcompletenessofthe contentsofthisbookandspecificallydisclaimanyimpliedwarrantiesofmerchantabilityorfitnessforaparticular purpose.Nowarrantymaybecreatedorextendedbysalesrepresentativesorwrittensalesmaterials.Theadviceand strategiescontainedhereinmaynotbesuitableforyoursituation.Youshouldconsultwithaprofessionalwhere appropriate.Neitherthepublishernortheauthorshallbeliableforanylossofprofitoranyothercommercial damages,includingbutnotlimitedtospecial,incidental,consequential,orotherdamages. Forgeneralinformationaboutourotherproductsandservices,pleasecontactourCustomerCareDepartment withintheUnitedStatesat(800)762-2974,outsidetheUnitedStatesat(317)572-3993orfax(317)572-4002. Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappearsinprintmaynotbe availableinelectronicbooks.FormoreinformationaboutWileyproducts,visitourwebsiteatwww.wiley.com. LibraryofCongressCataloging-in-PublicationData: Rogers,Walter. Theprofessionalpracticeoflandscapearchitecture:acompleteguidetostartingandrunningyourownfirm/ WalterRogers.–2nded. p.cm. Includesindex. ISBN978-0-470-27836-9(hardback),9780470134559(ebk);9780470902370(ebk); 9780470902400(ebk);9780470902424(ebk); 1.Landscapearchitecture–Vocationalguidance. 2.Landscapearchitecture. I.Title. SB469.37.R642011 712.068–dc22 2010019502 PrintedintheUnitedStatesofAmerica 10 9 8 7 6 5 4 3 2 1 ii P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford ToMariaLynnNahmias Thankyouforyourencouragementandsupport. iii P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford iv P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford Contents Introduction vii 1 TheProfessionofLandscapeArchitectureandProfessionalism 1 BriefHistoryoftheProfession 2 ProfessionalCareerTracks 17 ProfessionalLicensure 21 ProfessionalDevelopment 25 ProfessionalSocieties 27 TheInfluenceofTechnologyontheLandscapeArchitectureProfession 43 2 ClientsandProjects 53 WhoAretheLandscapeArchitect’sClients? 53 WhatElementsDeterminetheLandscapeArchitect’sClients? 55 LandscapeArchitectureProjects 58 ArchitecturalandEngineeringClients 148 Public-SectorClients 150 3 CaseStudies 169 HNTBCorporation:LargeMultidisciplinaryA/EFirm 171 LargeLandscapeArchitectureFirms 180 TheAcaciaGroup,Inc.:SmallLandscapeArchitectureFirm 191 ValleyCrestLandscapeDevelopment:LargeIntegrated Design-BuildFirm 203 DenverServiceCenter,NationalParkService:PublicPractice 212 RainBird:CorporatePractice 223 4 Professional-PracticeRelationships 236 Prime-ConsultingRelationships 237 MultipleDirectConsultingRelationships 237 SubconsultingRelationships 238 LandscapeArchitect/OwnerRelationship 238 LandscapeArchitect/AlliedProfessionalRelationship 255 LandscapeArchitect/ContractorRelationship 258 LandscapeArchitect/GeneralPublicRelationship 261 5 Finance 264 SixConsiderationsforRaisingFunds 264 ThreePhasesofFinancingaFirm 266 EquityFinancing 269 DebtFinancing 273 HowLendersEvaluateaLoanRequest 280 TradeCredit 285 Summary—Planning,Action,Adjustment 287 v P1:OTA/XYZ P2:ABC FM JWBT351-Rogers August6,2010 16:49 PrinterName:CourierWestford vi Contents 6 Accounting 292 TheLandscapeArchitectasFinancialManager 292 FinancialAccountingInformation 294 FinancialManagementInformation 306 FinancialAccountingSystems 314 RecordingFinancialInformation—ElementaryAccounting 317 SelectinganAccountant 319 AccountingSoftware 319 OverviewofAccounting:SixIntegratedComponents 321 7 BusinessAdministrationandRecordKeeping 324 JobNumber—TheKeytoOfficeAdministration 325 TimeKeeping 327 FilingandRecordsManagement 329 LandscapeArchitectureOfficeFilesandRecordsManagement 339 Vacations,Holidays,andSickLeaveorPaidTimeOff 345 ProductInformationFiles,TechnicalResources,andCodeInformation 362 PayrollAdministration 364 Employer’sTaxAdministration 365 TaxStatusofNonwagePaymentstoEmployees 369 8 Marketing 373 TheStrategicPlan 374 TheMarketingPlan 378 MarketingToolsandthePromotionMix 380 TheMarketingPayoff 395 MarketExpansion—EnteringNewMarkets 402 TheMarketingStaff 406 9 Contracts 410 ContractBasics 411 ContractswithClients—ProfessionalServicesContractFormats 413 TheElementsofaProfessionalServicesContractwithaClient 423 EmploymentAgreements 444 NegotiatingaContract 446 ImportantElementsandUsefulContractClauses 459 10 ProjectManagement 471 WhatIsProjectManagement? 471 Planning,Scoping,andOrganizingtheProject 472 SettingUpTrackingSystems 476 TrackingaProjectandDevelopingStrategiesWhenaProjectIsOver BudgetorOffSchedule 483 SelectingandOrganizingStaff 489 DirectingandMotivatingProjectStaff 492 ServingtheClientandDevelopingaFriendlyRelationship 493 ProvidingTechnicalSupervisionfortheProjectStaff 494 TakingPartinPerformanceReviewsofTechnicalStaff 500 ManagingConstructionObservationServices 503 Summary 504 11 BusinessandPersonnelLaw 508 TheLegalEnvironmentofProfessionalPractice 508 Discrimination 531 ProtectingtheGeneralPublic,theEnvironment,andtheConsumer 536 Index 543 P1:OTA/XYZ P2:ABC intro JWBT351-Rogers August5,2010 17:42 PrinterName: CourierWestford Introduction I n 1968 I was in the last semester of my under- ablefortheprofessional-practicecoursestaughtin graduatestudiesinlandscapearchitectureatthe most college landscape architecture curriculums. University of Massachusetts, soon to graduate with Second,overtheyearsofoperatingmyprivateprac- a B.S. degree. One of my courses in that final tice,Ihaddevelopedagreatnumberofusefultools semesteratUMasswascalledProfessionalPractice. and techniques that might be of value if passed on Myrecollectionaboutthecourseisthattherewasno toaspiringlandscapearchitects. assigned textbook. The required readings were an WhenIwasincollege,Ihadaburningdesireto assemblyofsectionsofbooksandphotocopiedar- know what it would be like working in a landscape ticlesaboutwritingare´sume´ andlookingforajob. architectureoffice,butIdidn’tfindoutuntilIgot The course was taught by the only faculty member myfirstjobinalandscapearchitecturefirm.Even whowasapracticinglandscapearchitectworkingin then,Iwasawareofonlyafractionoftheintricacies atraditionallyorientedofficeonsiteplanningand of what went into the daily operations of the firm. designprojects.IthinkIgotaBinthecourse,and Thisbooktellsthestoryofthewiderangeofstrategic Ididwriteare´sume´. considerations involved in developing, operating, Two years later, after graduating with an and managing a private practice. I intended this M.L.A.,Itookapositiononthefacultyofthefirst booktobeacompendiumoftheprofessionalprac- ofthreeuniversitiesIwouldteachatuntil1981.At ticeoflandscapearchitecture,andIhavewrittenit eachuniversity,aprofessional-practicecoursesim- withthefollowinggroupsinmind: ilar to the one I took in my last semester at UMass was a part of the curriculum and was taught in the lastsemester.Atextbookwasstillnotavailable,and ■ Faculty teaching professional-practice and reading materials were still a collection of parts of studio courses that simulate the office en- booksandphotocopiedarticles. vironment. After my teaching career, I launched a private ■ Students taking professional-practice and practice.TheofficeIstarted,andwhereIstillprac- studiocourses. tice, flourished through the 1980s. The practice ■ Aspiring graduates who want to know about grew to include five partners and twenty-five pro- the many facets of owning, developing, ad- fessional, technical, and support staff. The size of ministering,andmanagingaprivatepractice. thefirmrequiredustodevelopadministrativeand ■ Studentsandgraduateswhoaresearchingfor managementpracticesthatallowedthefirmtorun the landscape architecture career path most smoothlyandeffectively. suitedtotheiraimsandpersonalities. Theideaforthisbookgrewoutofthetwocor- ■ Graduateswhowishtostartaprivatepractice nerstones evident in the foregoing brief history andcanbenefitfromthemethodsandtech- of my professional life in landscape architecture. niques I have developed and used effectively First, I realized in the early 1990s that a single- foralmosttwodecadesofprivatepractice. source textbook on the development, operation, ■ Long-time practitioners who may benefit administration,andmanagementofaprofessional fromthemethodsandtechniquesIhavede- landscape architecture practice was still not avail- velopedandused. vii P1:OTA/XYZ P2:ABC intro JWBT351-Rogers August5,2010 17:42 PrinterName: CourierWestford viii The Professional Practice of Landscape Architecture ■ Allied professionals who may benefit from ■ Publicpractice themethodsandtechniquesIhavedeveloped ■ Academicpractice and used. (There are many similarities in ■ Corporatepractice practicing architecture, engineering, plan- ■ Specialtypractice ning, and other environmental design pro- fessions.) For the aspiring landscape architect, select- ing a career track is an important decision that ThefirsteditionofTheProfessionalPracticeofLand- should receive a great deal of personal reflection scapeArchitecturewaspublishedin1997.In2007,Iwas andresearchofthevariousopportunitiesavailable. asked to write a second edition. Besides updating Matching one’s professional career goals with fi- thematerialthatmadeupthefirstedition,twosig- nancialopportunities,professionalgrowthpoten- nificant changes occurred between the last decade tial,andpersonalaimsisoneoftheimportantde- ofthetwentiethcenturyandthefirstdecadeofthe cisionsmadeatthestartofone’sprofessionalcareer twenty-firstcentury.Thefirsthasbeentechnologi- andoftenatotherpointsthroughoutone’sprofes- caladvancementandtheintegrationofthepractice sionallife.Professionaldevelopmentopportunities of landscape architecture with software programs arediscussedasalong-term,lifelongpursuit.Pro- used in professional practice. The second is the fessionaldevelopmentopportunitiesareoneofthe Internet—theWorldWideWeb.So,Ihavedevoted considerationsinselectingacareerpathandanini- a section in Chapter 1 to technology, software and tial employer, and in making subsequent employ- the Web, and I have updated all of the chapters mentdecisionsthroughoutaprofessional’scareer. based on the influence of the Internet and how Chapter1alsodiscussestheconceptofprofession- digital technology has shaped the profession since alism. themid-1990s. Chapter1providesanoverviewofprofessional Ihopeyouwillfindwisdom,honesty,integrity, registration,theLandscapeArchitectureRegistra- andhelpfulmethodsandtechniquesinthesepages. tionExam(LARE),andprofessionalsocieties.The Ihopeyouwillenjoyreadingthisbookasmuchas chapter concludes with the topic of professional Ienjoyedwritingit. ethicsandvalues.TheCodeofProfessionalEthics Here’s a brief summary of what you’ll find in andtheCodeofEnvironmentalEthicsoftheAmer- eachchapter. ican Society of Landscape Architects are included attheendofthechapter. Inaddition,Chapter1includesanoverviewof Chapter 1: The Profession technologyandhowithasshapedlandscapearchi- tecture in the last decade of the twentieth century of Landscape Architecture andthefirstdecadeofthetwenty-firstcentury. and Professionalism A definition of the profession of landscape archi- Chapter 2: Clients and tectureandabriefhistoricaloverviewarethecoreof Projects thefirstchapter.Eighterasofprofessionalpractice are discussed: the early park-planning era, estate design, city planning, the urban growth era, Cali- Chapter 2 discusses the landscape architect’s fornia and growth in the West, the environmental clients. The first part of the chapter focuses on era,internationalpractice,andthetechnologyera. thetwobroadcategoriesofclients,publicandpri- Chapter 1 also describes the following profes- vate,anddescribesthepostures,opportunities,and sionalcareertracks: conditionsrelatedtodevelopingaclientmix. A large part of the chapter discusses 12 cate- ■ Privatepractice—design gories of projects typically carried out for private ■ Privatepractice—design-build clients.UsedbytheAmericanSocietyofLandscape
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