Design Process

THUR-A06: Jack of All Trades or Master of One? Landscape Practice Today

Thursday, September 17, 2026

8:30 AM - 9:45 AM PT

1.50 PDH, LA CES/non-HSW

Speaker(s)

Alex Strader, ASLA, PLA

Director
Andrea Cochran Landscape Architecture
Berkeley, California
Jeremy Martin, ASLA (he/him/his)

Associate Principal - Technical Director
Reed Hilderbrand
Cambridge, Massachusetts
Matthew Paul Cantwell (he/him/his)

Founder and Creative Director
Secret Gardens
Botany, New South Wales

Today’s landscape architects are expected to do it all—or do one thing exceptionally well. This session explores the evolving distinction between generalists and specialists in practice, examining career paths, firm structures, and project delivery models. Join a candid discussion on how diverse skillsets shape design quality, collaboration, and professional growth.

Learning Outcomes:

Evaluate whether your firm is best served by specialized roles or by generalist practitioners who work across all project phases.
Identify project delivery models that integrate horticultural, technical, and design expertise to increase value for clients.
Recognize common organizational challenges—such as role overlap, silos, and knowledge gaps—and apply strategies to improve collaboration from concept design through construction.
Assess your own career goals to determine whether broad generalist experience or focused specialization aligns best with your professional development.