SUN-DD-01: New Realms of Possibility: Advocating for Landscape Architecture in the New Normal

Sunday, October 12, 2025

2:30 PM – 5:00 PM CT

2.50 PDH, LA CES/non-HSW
Ticket Price: $25 per person

Speaker(s)

Kimberly A. Tryba, ASLA (she/her/hers)

Principal
LILA Studio LLC
NEW YORK, New York
Adam Mekies, ASLA, PLA

Associate Principal
Sherwood Design Engineers
Long Island City, New York
Mindy Cooper, ASLA (she/her/hers)

Principal
dwg
Austin, Texas
Mike Albert, FASLA, AICP

Principal
Design Workshop, Inc.
Basalt, Colorado
Gaylan D. Williams, ASLA, PLA, LEED AP (he/him/his)

Deputy Commissioner of Park Planning and Design
City of Atlanta
New Orleans, Louisiana
Christine Deussen (she/her/hers)

Founder
Deussen Global Communications, Inc.
New York, New York

The practice of landscape architecture is expanding as the needs of our environment, communities, and partners evolve. Especially in times of market uncertainty, advocacy for our role - and having the right partners and strategy in place - becomes more vital than ever to succeed. This immersive, hands-on workshop is designed to aid with crafting “the pitch” - key messaging that identifies who we are as practitioners, what we do, and how we do it differently than anyone else. Attendees will also leave the session with an actionable strategy and resource guide.

Learning Outcomes:

Crafting a project- or category-specific pitch and building relationships are great opportunities for self-reflection, which leads to much more strategic messaging based on affirmation of the expertise and goals of your firm.
Learn how to create a more meaningful and compelling exchange with clients and partners by contextualizing and articulating the specific experience, skills and goals of their firm.
Every pitch - whether for a project, recruitment, or a strategic partnership - is the beginning of a relationship. Learn how a sound business development strategy is about building connections, not always asking for a favor.
Learn how to find their voice, one that reflects the culture of their firm and resonates more sincerely with their clients and partners.
Learn the “mechanics” of storytelling employed by leading landscape architects and other professionals for their specific mode of strategic business development and communications.
Leave the session with an actionable checklist and understanding of possible solutions with direct applications to your own firm’s next steps.