National design survey

Barry Lupton shares data from the recent survey carried out in conjunction with HortiTrends.ie

Sincere thanks to all who took the time to complete the national survey of Ireland’s design and design and build sectors. As anyone in the domain will attest, getting reliable data from design professionals is a difficult task. It is a notoriously secretive profession. Why? There are a variety of potential reasons: our tendency toward business secrecy, fear of competition, and of course, professionals don’t want to reveal their data because to do so would require admitting they are not running a viable business. So thanks again to all.

Less than a hundred professionals completed the survey. This number may seem small, but when viewed in context with the scale of the sector, barriers and awareness of the survey, it still represents a reasonable sample. It is not our intention to provide a detailed insight into the sector. The data and opinions shared here are intended to provide a start point, a talking point and a point of reflection for the wider business community. Some percentages do not total to 100% and this reflects some outlier responses.

LANDSCAPE AND GARDEN DESIGN IN IRELAND

The design of outdoor space for the leisure purposes of the general public is a relatively new phenomenon in Ireland. As such, the profession is still finding its feet, figuring out its identity and trying to find a stable place in the perception of the Irish mind. The profession does not have a firm footing, it lacks historical understanding, appreciation and value in the mind of the Irish population. It has a limited educational base, no recognition or regulation, and the market is saturated by poorly informed, trained and under-experienced designers. Highly trained and experienced designers are in the minority, fighting to differentiate themselves with crowds of horticulturalists who find themselves with little else to do but set themselves up as designers, or contractors, or both.

It’s not all bad. The newness of Irish design affords an opportunity, creativity and an explorative, experimental environment unburdened by centuries of tradition. Irish design is starting to define itself, helped in no small part by Bloom in the Park and other regional events. Designers’ names are becoming familiar, almost household. Their personalities and creations are helping to shape how we see ourselves and what makes us. But the sector remains something of a mystery. We hope the collected data will assist it to evolve into something we can be proud of and ultimately profit from.

INCOME AND QUALIFICATION

Not surprisingly, only 40% of respondents answered questions related to sole incomes and qualifications. Of those that did, 30% said it was their sole income, while 54% said no. 77% said they had a qualification, while 15% said no. Qualification levels were split as follows; 30% certificate, 20% BSc, 30% Masters. Most were attained in the UK, with the rest split between UCD, Trinity, CFE Dundrum and the Botanic Gardens.

Responses in relation to qualification were unsurprising because many people operating in the sector have no formal design qualification. How could they? Unless they trained abroad, they would have had little opportunity to gain a qualification of merit. To move forward, Ireland needs more formalised training. We need to move away from one module insert on basic horticulture courses, towards a holistic approach immersed in design.

The reasons for the low level of sole income operators are pretty straightforward. Landscape and garden design as an independent profession in Ireland simply doesn’t exist, with the exception of a small handful of designers catering for top-tier clients. The rest of the market is saturated by part-timers, hobbyists, the unemployed and horticulturalists trying to figure out what to do. If the design is looked down upon, the lowly horticulturalists is barely visible.

PROFESSIONAL REPRESENTATION

54% said they were members of industry associations, while 31% said they were not. Membership was split between the Irish Landscape Institute (22%), The Garden & Landscape Designers Association (77%) and 20% between the Institute of Horticulture and Royal Institute of Architects of Ireland. It was positive to see such high numbers for association membership, both in terms of the survey and also the wider sector. Professional associations are the key to strengthening our design foundation. They rely on the tireless hard work of volunteers, and personally speaking, I think all designers should be required to be accredited association members. Those professionals – for whatever reasons – who chose not to be, should seriously reconsider their choice.

SERVICE PROVISION

All respondents said they offered a full range of design services from consultation to full detail design, with the exception of planning permissions, with 50% offering this service. No surprise there. Given the level of training, experience required, and the inconsistency of planning requirements between councils, most steer clear. There is an opportunity here and one that will no doubt increase over the coming years.

80% of respondents said they focus on small to medium domestic gardens, while the majority will take on any project with the exception of larger commercial schemes.

17% said they used a form of contract in their work. This is reflective of the sector’s age, market realities and a culture which does not warm to form filling. This will change in the coming years, driven by a need to professionalise, an increasingly litigious landscape and a desire to find more ways to differentiate professional services from cowboys. All designers should be exploring the use of contracts, as a form of protection, and also as a marketing tool.

PROFESSIONAL FEES AND TURNOVER

This has always been the difficult subject for designers. It cuts to the heart of design as a business. I venture if the vast majority of designers compared actual hours spent against profits made, they would be on cents per hour.

Almost half of the respondents work from home, while 23% work from a design office and 30% from a dedicated home office. 10% employ design staff. Again, no mystery with this data. Only larger design operations can really afford to rent or purchase an office. 38% of respondents said they had a turnover of between €10,000 – €20,000, 15% between €20,000 – €30,000 and 10% reported an annual turnover of more than €80,000. The rest were below €10,000. One respondent reported a turnover of more than €300,000, but they did not separate out different parts of their business in that figure.

In terms of how designers charge, 17% of respondents said they work on an hourly rate, 25% on a fixed rate and 58% on daily rates. An average fee for a standard 40x15m garden design ranges from, €450-500 (18%), €550-650 (9%), €750-1000 (27%), the rest were made up of respondents who said it was too difficult to comment, and one who had a minimum fee of €1300. A sketch proposal for the same garden was again split across the range with 18% charging €100-200, 9% €200-300, 18% €300-400 and 27% €400-500. Design consultations fees range from free (27%), €100-200 (9%), €400-500 (27%) with the rest split between less than €100 and fees being integrated.

The range of fees and approaches speak to the sector’s immaturity, lack of structure, transparency and general confusion over the financial value of design input. A number of things need to happen If the sector is to evolve professionally: those offering professional level services should charge appropriately and properly audit their input, those part-timers and hobbyists should focus on their hobby and leave the profession alone. Their actions are hurting the sector. Better still, they should do their own personal skills audit and develop new and niche markets, which build on their talents.

Anyone who grasps the complexity of design understands it could never be a free service, so for those offering free services, please stop. You are damaging the whole industry and undermining a shared imperative: to create an environment where landscapes and gardens are truly valued, in terms of both human benefits and financial value.

STRENGTHS, WEAKNESS, AND OPPORTUNITIES

Respondents’ feelings about the sector are unsurprisingly mixed. There is a general sense that it is viewed positively as a creative profession with a personal touch. Respondents also commented on the range, quality and availability of plants, which can be sourced and grown in Ireland. Of the factors undermining the sector, they include the lack of quality TV representation, poor public understanding, contractors offering free services, no differentiation between good and bad design by the public and much of the sector, and of course, charlatans.

“Landscape and design will continue to become environmentally considerate and ecologically sustainable, considering water management, wind management and legacy planting”.

Other less than positive factors included contractors doing design for free, time management, expectations and understanding of what’s involved, and clients simply unwilling to pay. As to how respondents felt things could be moved on, again this was mixed with some stating we need to focus on native planting, ecology and heritage, others saying we need to move away from native species. Most felt we need to professionalise, creating more formalised processes, greater integration between design and build, development of landscape building standards and some new fresh faces representing the sector on TV.

“The trade is going to expand and we will see many more non-Irish businesses coming into the marketplace”.

IRELAND’S DESIGN AND BUILD SECTOR

Originally this survey was intended to focus on design-only services, but the reality of the market is that such a survey would provide limited insight and would not reflect the actual sector.

Design and build is an emergent sector. It is different from pure contracting insofar as it encompasses professional design input. This might sound obvious, but many contractors see themselves as designers, simply because they advise on the location of plants and elements in a space. Those aware of both design and build understand the difference in skills, knowledge and experience required to do both to a professional standard.

INCOME AND QUALIFICATION

Compared with design-only, a higher proportion of design and build respondents (41%) said their business was their sole income, while 38% said it wasn’t. The other 21% were split between people offering maintenance services, educationalists, and curiously, two people in receipt of disability benefits. No surprise there. Generally, the Irish consumer prefers a holistic service. They are often confused, scared and put off landscape serves because they don’t understand how things should happen. Most people in the sector acknowledge that much of the first client communication centres around demystifying the process.

Years in practice were spread evenly between the ranges 1-3, 15-18 and more than 18 years (29%). This tendency toward more years in practice captures our aging sector demographic, something represented across the horticulture sector. Although barriers to entry are low, it’s a tough profession to make a living. There are very few operators
who encourage their children into the sector and it’s not exactly an enticing profession.

64% said they were employers, while 23% said they were not. The rest were split between those using sub-contractors and family members. 78% said they have qualifications or have employed people who have design specific qualifications, while 15% said they did not. This is an interesting figure which raises further questions. Are design and build companies more likely to employ professionally trained designers? Are there more opportunities here for greater integration between the two fields of design and build?

PROFESSIONAL REPRESENTATION

47% of respondents said they were accredited members of a relevant professional association while 38% said they were not. Membership was split between the Association of Landscape Contractors of Ireland (47%), Irish Landscape Institute (9%), Garden and Landscape Designers Association (GLDA) (39%), with the rest (5%), mentioning the Society of Garden Designers, The UK Landscape Institute and GLDA preregistration
membership.

While 50% respondent membership might seem high, it should not be taken as a reflection of the wider industry. Nationally, membership of professional bodies in the landscape construction sector – as a proportion of total companies – is small and remains a perennial problem. Those who said they were not members of a professional body said it was down to a perception that they were perceived as cliquey, protectionist, and that cost-verses-value doesn’t stack up. One respondent noted that they didn’t feel the need to have others judge their work. As mentioned previously, professional associations are the key to increasing professionalism. If you perceive associations as cliquey and protectionist, then get in there and change things from the inside. Whether you’re a long-term operator or new to the trade, get involved, help shape the future of the industry you’re a part of.

SERVICE PROVISION AND FEES

All respondent said they offered all services, but as with design-only, 50% offered planning permissions. 50% also said they used forms of contract, 30% said they did not, and 10% said contracts put people off so they’re avoided. The 50% use figure is far higher than that of the design only providers (17%) and probably reflects the more complex nature of holistic services and the bigger risks involved. More detailed analysis and dissemination of the forms and procedures used would be worthwhile for the wider sector.

In terms of fee structure, 16% said they charge an hourly rate, 41% a fixed fee and 35% integrated all costs into one price. 77% said they were registered for VAT, while 19% said they were not. Again, we have a mixed bag of approaches and in the interests of assisting the public, it might be worth moving toward a more straightforward, transparent pricing structure.

The gardens being built by design and build companies range from €5-10,000 (32%), €10,000-20,000 (30%), less than €5,000 (10%). The rest were spread across the ranges from €5-150,000. Respondents noted that it was a difficult thing to pin down, but a fair average for an Irish garden was €15,000.

An average design fee for a 40x15m garden ranged from 40% (€350-500), 26% (€500- 750), 16% (€750-1000) and 6% (€1-1500), others said they charge approximately €250 or it was too variable to comment. The majority, at 60%, would charge €250-350 for a sketch of the same garden, while 7% said they would charge less than €100. Given the range of fees, and that represented by design-only services, it’s no wonder the public is confused. There is serious work to be done on addressing design fees, and making it clear to people what they are paying for and why. I suspect that comparing the design input from providers would be enlightening. The associations need to do far more to articulate what the public will get for investing in a design service. And this should extend far beyond the hard products such as drawings and into the complex benefits, professional designers
can offer.

85% of respondents charge for mileage, 6% said they did not, while the rest do charge, but over a certain range. Of those that do, the average rate was 75 cents per km.

STRENGTHS, WEAKNESSES, AND OPPORTUNITIES

Design and build respondents would seem to have a more negative view than design-only operators with several stating they are restricted by the limited availability of materials, the closed nature of the Irish mind to design and build, weather and seasonality, administrative burdens and finding reliable staff. All familiar and reasonable points. Design-only operators often work on their own with very little paperwork, infrastructure, staff responsibilities and overheads. Design and build is a far more challenging business model.

Respondents also noted the public seems to think that all landscape contractors will work for cash, a factor which needs immediate attention. The low entry point nonexistent regulation of the sector means its blighted by cowboys operating for cash only, with no insurance or any of the other overheads of legitimate businesses. Efforts of the ALCI to have landscape works included in the VAT return scheme were successful, but the scheme seems to have lost impetus. Other factors holding the sector back include: include paving suppliers eroding design value with their cheap or free ‘design’ services, qualified designers supporting such services, contractors offering free services, lack of regulation, and cash flow.

There are positives. Respondents felt that designers were bringing a new sense of enthusiasm to the sector and that Ireland is waking up to the value of landscapes. The emergence of public gardening events and social media are all helping to positively shape perceptions.

As for the future, respondents said they would like to see increased recognition, a legitimate and independent regulation body, increased incentives, more media promotion, accreditation being a requirement, lists of registered and approved contractors like that in related building fields, common forms of contracts, and greater collaboration between the various stakeholders. One respondent noted, ‘The GLDA is starting to move forward again, but the industry remains splintered. Landscapers must learn to engage and respect designers and their position in the food chain. They should not be giving free and misrepresented back-of-fag-packet designs’.

SHARED THOUGHTS ON BLOOM

Both sets of respondents were asked about their opinion on participating in Bloom. Both groups shared similar responses. On the positive side respondents noted that it was excellent for your CV, but that all involved have to work hard to capitalise on media exposure. One respondent noted that they participated for two years, with no measurable return in year one. It took the second year to gain a return on their investment. On why they had not exhibited or not returned, respondents noted that existing demand on time, particularly at that time of year, was simply too great; there is too much focus on designers; costs being too high and having to put up personal savings to realise gardens. One respondent noted that Bloom gardens are too temporary and do not reflect realities.

OUR SECTOR

However, you choose to interpret the data featured here, or the opinions shared, there are a number of basic assumptions we can all agree on:

● There is a very small market for design only services, a limited market for design and build services, but both of these areas have huge potential for growth if handled intelligently.
● There is a huge disparity between the level of fees charged and the services offered. If this issue isn’t tackled it will continue to hold the sector back.
● People are spending far more on gardens now than they did ten years ago.
● The lack of regulation is hurting public perception, undermining quality, reducing profits and leaving the sector open to abuse by charlatans.
● Membership of professional bodies is increasing, but much more work should be done to encourage more professionals to participate.
● Industry ignorance about design and its value needs to be addressed. The GLDA needs to do more.
● Free services hurt everyone. Bloom represents a risk, but as our national show it is imperative we get behind it.
● More work needs to be done to strengthen our design education base. Everyone needs to start charging appropriately.
● There is a need for greater transparency, professionalism and formalised processes and procedures.
● The sector needs to get behind garden orientated media and promote that which places the sector in an appropriate light.
● Everyone has a role in addressing problems with public perception.

This feature will be shared via Hortitrends.com and we’d love to have your feedback and comments. ✽