Designer Profile: New Eden Landscape Architecture

Designer Profile will be a new feature of our website. As we cross paths, I will interview and feature different residential landscape designers and share their responses to a few questions. To start this adventure, the first designer profile is your chairperson. A few people have asked me to introduce myself and I figured this would be a great way to start.

Name: Rosheen Styczinski, FASLA
Company Name: New Eden Landscape Architecture
Where do you live and work: Milwaukee, Wisconsin
Email: neweden@sbcglobal.net
Website: www.newedenlandscape.com


What type of practice do you have?
I am a sole proprietor with a practice that comprises of both residential and commercial clientele. I also focus on the healthcare industry and therapeutic landscapes. My practice is 2 years old, so I am still in the start-up mode. I have been practicing in this area for 25 years with previous experience in urban design and design-build.

How did you become a Fellow in ASLA?
I have served as an ASLA Vice President of Communications in 1999-2001. It was a great experience and a lot of work. I would not trade the experience for anything. A benefit is that I know how ASLA works and who to contact if I need an answer. It is possible for a humble landscape architect in a design-build practice to become a Fellow.

What is your favorite aspect of residential landscape design?
I like the fact that my work affects people's lives. The creative process is energizing but unless it is appreciated and affecting, it is not complete.

What books are you currently reading that you would recommend to LA's?
I am reading The Martha Rules by Martha Stewart. It is a good book about starting a new business. It also is a good conversation piece and she knows what she is talking about.
I also recently started Trading Up by Michael Silverstein and Neil Fiske. It discusses consumer trends that are affecting our industry.

What advice do you have for designers considering the leap to independence as a professional?
I suggest that you do your homework. Read as much as you can and ask yourself some hard questions. Be prepared to not make money for a few years (at least).

What has been your best marketing tool?
Networking has been my best source of work as a new practitioner. I have gotten work from every opportunity. I attend trade shows, belong to professional associations, and volunteered with local business and neighborhood associations. As people get to know you, they will be more comfortable to call and work with you.
I also recommend purchasing a good camera and good photography. I purchased a digital camera and have used it in everything from site analysis to marketing. I remember Jim Van Sweden mentioning it in his interview in Landscape Architecture magazine. The first step to getting published is great pictures, so either have a great camera or hire a good photographer. I have 15 year old pictures that still get published.

Are you more comfortable charging by the hour or lump-sum fees?
I tend to lean toward lump sum quotes. I like to challenge myself to be as profitable as possible. Clients are less likely to question the fees in the end.

What mistakes do you think most residential designers make as businesspeople?
They underestimate the value of a good contract with clients. I have seen some pretty weak documents. You need to protect yourself and invest in some professional advice.

OK, that is enough about me. Next time, I will seek out another interesting designer and ask those probing questions.