San antonio, tx

The ultimate learning experience for landscape professionals,
by landscape professionals.

Join landscape pros from around the country for this one-of-a-kind conference led by award-winning entrepreneur Marty Grunder and The Grow Group, along with some of the most successful leaders in the green industry. You’ll enjoy three days of innovative sessions focused on real-world solutions to the challenges owners and their teams face; a behind-the-scenes tour of Summit Landscape and Design; and a truly inspiring line-up of speakers.

Register for GROW! 2023

Want free tips and tactics for growing your business, along with updates on GROW! 2023, delivered to your inbox every week? Sign up here.

Since attending GROW! 2019 in Denver, the course of my life and my business has changed drastically. I really want to thank all of you for this awesome opportunity.”
— Larry Petretti, Petretti Landscape & Pools, Diamond Springs, CA
Can't wait for next year already. Always love to get together to learn and network. One of the best things in life is to see the growth and success of friends. ”
— Trent Christensen, One Grounds Management, Boise, ID

GROW! 2023 Speakers

Marty Grunder, The Grow Group
Vince Torchia, The Grow Group
Emily Lindley, The Grow Group
Jonathan Peterson, Summit Landscape
Josiah Peterson, Summit Landscape
Taylor Milliken, Milosi
Seth Pflum, Grunder Landscaping
James Cali, McFarlin Stanford
Liz Helton, McFarlin Stanford
Jason New, McFarlin Stanford
Megan Parker
Chris Psencik, McFarlin Stanford
Tommy Cole, McFarlin Stanford
Tracy Wallingford
Jason Cromley, Hidden Creek
Ryan Malone, Malone's Landscape
LeAnn Ostheimer, Lifescape Colorado
Joel Templeton, Summit Landscape
Calvin Bradley, Summit Landscape
Matt Teague, Summit Landscape
Ethan Vaughan, Summit Landscape
Marie Grove, Summit Landscape
Jason Daily, Summit Landscape
Jeremy Garza, Summit Landscape
Josh McDonel, Summit Landscape
Mark Linkletter, Ariens Co
Travis Cleven, Ariens Co
Trevor Koolmees, Vermeer

GROW! 2023 Agenda

We're still finalizing sessions for GROW! 2023, and the agenda below is subject to change. 

If you haven't been to the GROW! Annual Conference before, expect sessions to cover best practices for landscapers in hiring, retaining team members, building strong company cultures, marketing and branding, training team members, managing financial performance, improving the efficiency of crews, and much more.

We are adding sessions and descriptions as they're finalized, and in 2023 we'll have SEVEN breakout sessions running concurrently in each grouping. We'll be announcing a full schedule of sessions and speakers soon!

  Tuesday, February 28, 2023
 11:00 a.m.–1:15 p.m. Name Badge Pick-Up
1:00 p.m. LoneStar Ballroom Opens for Seating
Come on in, find a seat, and enjoy some live music while we wait for the real show to start.
1:30–2:00 p.m. Welcome to GROW! 2023
We have an exciting three days planned for our attendees, and our time together will fly by. Get energized and get ready to GROW!
2:00–2:20 p.m. Break
2:20–3:05 p.m.

Breakout Sessions I

Soft Skills: The Interpersonal Skills Everyone Should Have to Be Successful in Life and Business
Grunder Landscaping has focused on teaching their team members work skills for years, but they recently added soft-skills workshops to their training program. They've found that a little bit of training helps their team to work more cohesively and communicate better with clients. In this session, Marty Grunder will teach the soft skills that he teaches his own team and will give you the tools to lay out your own soft skills workshop for your team.

Efficiency Masters: How Maintenance Companies Streamline Operations
Malone's Landscape in Seattle, WA has the maintenance model figured out.The renewing revenue that comes from maintenance work is appealing to many companies, but being cost-competitive and staying efficient on each visit is important to the company's competitive advantage and profitability. In this session, Ryan Malone and Jason New will share how they manage maintenance services to keep clients happy and also keep the company on track.

Safety Training: How to Create a Program Approved by Safety Steve
Vermeer Corporation has safety in mind in everything they do. In this session, learn from Trevor Koolmees how you can create your own safety training program so that your team members are working safely out in the field.

Bad Economies Happen to Good People: How to Survive When Economy Goes Up, Down, or Sideways
In this session, you will learn historically which numbers and measures indicate overall health in the US economy and how to interpret today's news for your business. Led by Jennifer Murray, this session will show you which numbers to focus on in your business and how to thrive whether the economy goes up, down, or sideways.

3:05–3:25 p.m. Break
3:25–4:10 p.m.

Breakout Sessions II

Award-Winners: How Companies Design and Build Beautiful Properties While Scaling
There's no question, these companies do beautiful work. They work on beautiful properties, and they make them even more stunning. In this session, Gene Freeman from Complete Landsculpture and LeAnn Ostheimer from Lifescape Colorado will share how their family-run business has scaled up their design-build work as the company's grown, and what they do to manage their sales and installation process. This panel will be moderated by Tommy Cole.

Warning Signs: Fix Production Issues Before They Become Critical
When economists try to predict what will come next, they look at leading indicators. Numbers that, in the past, have accurately predicted what would come next. In landscaping operations, what are your leading indicators? When you see one start to falter, what can you do to right the ship before your whole season is sunk? In this session, Vince Torchia will outline what metrics can signal issues within your production operations and what to do when you start to see the numbers slip.

An Engaged Team is an Efficient Team: A Case Study on How Summit Landscape & Design Drove Engagement Within their Team
An engaged team is a more productive and stable one, and studies have shown that higher engagement leads to lower turnover. In this session, Megan Parker and Tracy Wallingford will show how Summit Landscape & Design used the Gallup Survey to take feedback directly from the team to improve engagement.

Not Just Order Takers: Sales and Marketing Efforts to Drive Business Growth, No Matter the Economy
The economy has been great for years now, and that may continue, or it may not. Either way, the landscaping companies that continue to get ahead will be the ones that align their sales and marketing efforts, go after the business they want, and communicate well with their ideal clients. In this session, Emily Lindley will share best practices for aligning your sales and marketing efforts to reach your goals for 2023.

Adding Profit Centers to Your Business
Once you have established your business base, our industry has other profit centers that are natural add-ons. Whether it’s tree work, maintenance, construction, or lawn care, this session, led by Chris Psencik and Michael Bosco, will show you how to evaluate and grow new profit centers to expand your existing business and grow your company.

4:10–4:30 p.m. Break
4:30–4:35 p.m. Sponsor Spotlight
4:35–4:55 p.m. Keynote Session
4:55–5:08 p.m. What You'll See Tomorrow at Summit Landscape & Design
Get to know Summit Landscape & Design in this brief preview of what attendees will see and hear on the tour on day 2.
5:08–5:13 p.m. Sponsor Spotlight
5:15–6:15 p.m. Cocktail Reception
Meet new friends over dinner. We'll make reservations at restaurants around town for small groups, sign up in the event app to join one. Each diner pays their own way.
  Wednesday, March 1, 2023
6:30–7:30 a.m. Breakfast
Network with fellow attendees over coffee and breakfast.
6:30 a.m. VIP Buses Leave for Tour of Summit Landscape & Design
This year, VIP ticket holders will head to our company tour early to watch the Summit team's morning rollout and enjoy breakfast onsite. You'll get an even closer look at how this team uses their morning routines to build and sustain company culture.
7:20 a.m. Buses Leave for Tour of Summit Landscape & Design
8:00–11:00 a.m. Company Tour of Summit Landscape & Design
Take a deep dive into Summit Landscape & Design. You'll hear from their leadership during stations devoted to how they handle: marketing, leadership, fleet management, design and maintenance sales, construction and maintenance operations, finance, employee success, and the client experience. We'll visit and tour their facility and see firsthand how they're set up for success and growth.
12:00–1:00 p.m. Lunch at the Hotel
We'll return to the hotel for lunch and afternoon sessions. Network with fellow attendees or take a break to catch up on calls and emails; our lunch hour is flexible!
1:00–1:05 p.m. Sponsor Spotlight
1:05–1:35 p.m. Start, Stop, Keep
Take notes while on the tour! This is your chance to ask any questions that didn't get answered during the tour and provide feedback on what you think the Summit team should start, stop, and keep doing to improve their business.
1:35–2:00 p.m. Keynote Address To Be Announced
2:00–2:20 p.m. Break
2:20–3:05 p.m.

Breakout Sessions III

Quality Matters: What Residential Clients Expect from a High-Quality Landscape Professional
If your unique value proposition is all about quality work: this session is for you! In a panel moderated by Marty Grunder of The Grow Group and Grunder Landscaping Co., you'll hear from key leaders from successful landscaping companies around the country. They'll share the quality standards they hold their team to for residential work and how they train their teams to deliver on every job they do.

Follow the Recipe: How to Create a Business Plan that Will Set Your Company Up for Future Success

Stair Stepping Growth: How to Know When It's Time for Your Next Hire
Many companies have worked hard and managed rapid growth over the past few years, leaving many asking, "When should I hire a general manager? A salesperson? An HR expert?" In this session, Vince Torchia will boil down the metrics you should be watching to know when it's time to hire the next salesperson or operations manager and to add in-house talent to manage HR, Accounting, or Marketing. You'll leave with a clearer understanding of whether it's time to hire or whether you should wait a bit longer.

Fluent in Finance: How to Read and Understand Financial Statements
Understanding what key financial statements, like your profit and loss statement, are telling you is critically important both for owners and for landscape leaders. In this session, Liz Helton and Tommy Cole will break down the key financial statements you should know how to read, what to look for, and what the numbers mean for your business. By the end, you'll have a better understanding of your financial statements and how to use the information in them to make business decisions.

We're still finalizing our agenda, but more session titles and descriptions will be coming soon. Have an idea for a breakout session you'd like to see? Fill out this form to let us know!

3:05–3:25 p.m. Break
3:25–3:30 p.m. Sponsor Spotlight
3:30–3:40 p.m. Year in Review
Hear from past GROW! hosts about what the past year has held for their business. They'll share the progress they've made since we toured their facility, and what they've learned as they've implemented changes. 
3:40–3:55 p.m. It's a Surprise!
GROW! is about more than learning - it's also about having fun with the friends you make when we're all together. We'll have a fun surprise to keep you laughing and entertained, you'll have to join us to see what it is!
3:55–4:05 p.m. Where We're Headed: GROW! 2024
Be the first to know where GROW! 2024 will be held and get to know next year's tour host. 
4:05–4:50 p.m. Bless the Broken Road: Mistakes and Lessons Learned over Nearly 40 Years in Landscaping
As Grunder Landscaping Co. approaches its year in business, Marty Grunder has reflected on all of the mistakes they’ve made along the way. You may have heard him joke before that if we were to hold an event to talk about all of his failures, it would be a 3-year course. Well, consider this session the 45-minute preview of that course, filled with funny stories (like when they cut down the wrong trees for a client...twice), practical advice, and things he wishes he had learned sooner. All throughout, he’ll share what he’s learned and how you can apply those lessons to your own company as you prepare to face 2023.
4:50–4:55 p.m. Sponsor Spotlight
4:55–6:00 p.m. Cocktail Reception
Connect with fellow attendees, event speakers, sponsors, and the Summit Landscape team over drinks. 
Meet new friends over dinner. We'll make reservations at restaurants around town for small groups; sign up in the event app to join one. Each diner pays their own way. These dinners are a great way to meet new people!
6:30–8:00 p.m. Evening in the Ivy
Join Marty Grunder, the Summit Team, and other event VIPs at an exclusive after-hours event just for VIP ticket holders. Heavy hors d'oeuvres will be served alongside an open bar. 
  Thursday, March 2, 2023
7:00–7:45 a.m. Breakfast
7:45–7:50 a.m. Sponsor Spotlight
7:50–8:00 a.m. Welcome Back & The Day Ahead
8:00–8:20 a.m. Break
8:20–9:05 a.m.

Breakout Session IV

Q&A with the Summit Team
This is your chance: any questions you had for the Summit Landscape & Design team that weren't answered during the tour or during our Start, Stop, Keep session can be answered here. Their leadership team will be available to take your questions.

Don't Take the Monkey! How to Coach Your Team Members To Problem Solve
Empowering leaders to grow their skillsets and encouraging team members to problem solve is one of the many ways that great leaders create more leaders. In this session, Megan Parker and Tracy Wallingford will share tactics leaders can use to encourage their direct reports to take control of their own "Monkeys" with open-ended questions like "What do you think is our best option?"

Time Management for Landscape Pros
Manage your time more effectively and establish a rhythm within your team that will make everyone more productive and efficient. In this session, Jason New and Jim Cali will walk through how leaders can improve communication and run efficient meetings to give everyone more time back in their days.

Business Law: How The Law Affects Your Team, Family, and Company
Business need to stay in compliance with all the laws that impact them to stay in business. In this session, Vince Torchia will break business law down for you in an easy-to-understand way. He'll outline how the law affects your team, family, and company. 

Cash Flow: Where it Went, How to Get More
Cash is the lifeblood of your business. While having cash is great, access to more cash is even better. In this session, Jennifer Murray will show you how to analyze your primary cash contributors, how you spend cash over the year, and how you can ultimately have more cash when needed.

We're still finalizing our agenda, and more session titles and descriptions will be coming soon. Have an idea for a breakout session you'd like to see? Fill out this form to let us know!

9:05–9:20 a.m. Break
9:20–10:05 a.m.

Breakout Sessions V

Keep Gas in the Car! How Sales Professionals Can Close More Sales, Even If Demand Wanes
Sales are to your business what gas is to a car, it can't run without it. In this session, fan-favorite sales teachers Marty Grunder and Chris Psencik will share the strategies, tactics, and tips they rely on to sell even when demand declines. As landscape professionals who were selling in 2008, they've seen economic downturns before and helped their companies weather the storm.

Modern Workforces: How to Create a Workplace Where Everyone Wants to Work
GROW! 2023 Host Summit Landscape & Design has intentionally built a company culture where everyone feels valued and welcome. In this session, owners Jonathan and Josiah Peterson will share their philosophy on managing their team and what they do to nurture their fun-loving and inclusive company culture.

Buying and Selling: What to Do and Not Do In Acquisitions
Whether you're a buyer or a seller, navigating acquisitions can be tricky. In this session, Vince Torchia will outline what companies can do to avoid common pitfalls and ensure a successful acquisition. 

On Camera: How Video Content Can Build Your Social Media Presence
This session will lead attendees through the different social media platforms, and the importance of using video content to grow your business. You’ll leave the session with a content calendar to assist in planning your own engaging video posts for various social channels. Mark Linkletter, Manager, Business Development for AriensCo along with Travis Cleven, Social Media Specialist will introduce you to ways that AriensCo utilizes video content to engage prospects and customers.

We're still finalizing our agenda, and more session titles and descriptions will be coming soon. Have an idea for a breakout session you'd like to see? Fill out this form to let us know!

10:05–10:25 a.m. Break
10:25-10:35 a.m Sponsor Raffles: Must be Present to Win!
Our sponsors bring lots of goodies with them. Throughout the event, enter for a chance to win their giveaway items. We'll raffle them off at the end, must be present to win!
10:35–11:00 a.m. Closing Keynote
As you head back home, prioritize the changes you want to make based on the time we've spent together. In this session, Marty Grunder will share his takeaways from this year's event and will give you clear next steps to take to improve your business as you head on home.

Travel information


Our host hotel this year is the Grand Hyatt San Antonio Riverwalk. You can make reservations within our room block for the discounted rate of $249 per night online. Make hotel reservations early to stay onsite with us, this hotel block will sell out. The discounted rate is available on a first-come, first-served basis and expires on February 7, 2023.

In addition to our host hotel, we have set up overflow hotel blocks at neighboring properties. While we recommend staying onsite for the best experience, if the Grand Hyatt is booked or you'd prefer to stay with a different hotel chain, you can make reservations by clicking the links below:

Hilton Palacio Del Rio Hotel ($239-289 per night)
Block Expires February 7, 2023
5-minute walk to the host hotel

Westin Riverwalk ($249-$269 per night)
Block Expires January 27, 2023
8-minute walk to the host hotel

Marriott Riverwalk San Antonio ($265 per night)
Block Expires February 7, 2023
1-minute walk to the host hotel
Some attendees have had trouble with the link for this block. If that's the case, please call (888) 627-8396 and mention The Grow Group or the GROW Conference to get our rate. 

La Quinta Hotel ($179 per night)
Block Expires February 6, 2023
5-minute walk to the host hotel

The Menger Hotel ($189 per night)
Block Expires February 6, 2023
6-minute walk to the host hotel

Fairfield by Marriott ($139 per night)
Block Expires February 7, 2023
10-minute walk to the host hotel

The nearest airport is the San Antonio International Airport (SAT), which is a 9-minute ride from our host hotel. There are Ubers, Lyfts, and car services available.

You may also be able to find more direct or cheaper flight options to the Austin-Bergstrom Airport (AUS), which is just an hour's drive from our host hotel. 



All registration types include all educational sessions, the company tour, breakfast and lunch on Wednesday, and breakfast on Thursday. Hotel, travel, and other meals are not included in the registration fee.

ACEs and their team members receive a special rate. Please e-mail for details.

Teams of three or more receive 15% off. Click “Have a Code?” and enter the code GROW3ORMORE to redeem.

Teams of seven or more receive 20% off. Click “Have a Code?” and enter the code GROW7ORMORE to redeem. 20% discount applies only to Standard Registrations and cannot be combined with other discounts.


GROW! VIPs get special treatment the entire time we're in San Antonio! As usual, GROW! VIPs will get reserved front-of-the-room seating, a special gift, and a ticket to the exclusive VIP dinner on Wednesday evening with fellow VIPs, the Summit Landscape & Design Team, and The Grow Group team. In addition, this year VIP ticket holders will head to our company tour early to watch the Summit team's morning rollout and enjoy breakfast onsite. You'll get an even closer look at how this team uses their morning routines to build and sustain their company culture.

VIP tickets are limited and will sell out!



If you need to pay for your registration in installments, please email and we’ll try to accommodate you. You’ll need to provide a credit card number that we can process automatically on agreed-upon dates, and you must pay the entire balance before the event.



All cancellations must be received by e-mail at, we cannot process cancellations over the phone. If you cancel your registration before September 1, 2022, you will receive a full refund. If you cancel after September 1, but more than 30 days before GROW! 2023, we will refund your money minus a processing fee of $125 per registration; alternatively, you may opt to have your registration fee credited to your account and redeem it for another Grow Group offering. No refunds or credits will be issued for registrations canceled within 30 days of the event. You may transfer registrations to a substitute participant up until 5 business days of the event. No refunds, credits, or additional transfers for a transferred registration. Credits must be uses within 18 months of their issue date.



The GROW! Annual Conference is a community event for the landscaping industry, and we carefully select and limit event sponsors to maintain this environment. Companies who sell products to the landscaping industry and attend the event as individuals, not as sponsors, may not use this event to solicit business. We reserve the right to cancel ticket purchases for any non-landscaping company at any time for any reason and will ask any individuals found violating this policy to leave the event. If you have questions about this policy or would like to learn more about sponsoring the event, e-mail us at


Thank you GROW! Sponsors




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