This 'n' Data

Here’s what industry folks have been telling us in recent online polls. Be sure to check www.GardenCenterMagazine.com each week to cast your vote on various pertinent topics.

Jennifer HatalskiYou might not know the name Jennifer Hatalski yet, but we’re betting you will – sooner than later. Hatalski is the manager at Varsity Garden Center in Swoyersville, Pa. Well, she is during her summer vacations. You see, she’s also a full-time student in Boise, Idaho during the fall and spring and returns home during her “off” time to help run the business.

The math majors reading along will immediately recognize two intriguing dynamics at work here. One harkens the proverbial quiz question about a plane traveling 2,400 miles west to east at 600 mph, and the other has to do with statistics. For the number-challenged, we’ll give away the answers: A trip to “Home A” from “Home B” takes roughly four hours and is made as soon as the final, final is turned in. And “less than 1” seems to represent the percentage of 23 year olds managing a garden center this year.

Clearly, Hatalski is special, something the Garden Center staff discovered this summer at the OFA Short Course. We were scheduled to participate in a merchandising contest at the show, but our representative had problems getting to the event and was in jeopardy of missing its start. We were ready to shift into “frantic” mode, because merchandising displays generally have a better chance of winning when someone completes them, but we didn’t even get a chance to break a sweat. A fresh-faced spectator who had dropped by the contest to pick up some pointers said, “I’ll do it if you need me to.”

As it turned out, our contestant arrived just in time, but Hatalski proved that day that she’s cut from the kind of cloth that produces successful industry pros. Here’s a quick look at our favorite newcomer to the scene – in her words.

GC: What’s your garden center background? How did you get into the business?
Jen Hatalski: I've been the manager at Varsity Garden Center for three years now, since I was 20. I've worked there since I was about 10 years old. My mom would take me in to water and mostly help customers to their car with their new summer hanging baskets and plant material. It quickly turned into my summer job and my responsibilities continued to grow. The woman who ran it at that time had moved to another job, and in the same year we also expanded, putting up a large retail greenhouse. This allowed me a wonderful opportunity. I was offered the position to be the new manager of the garden center. I basically juggle two lives, going to school in Boise, Idaho and going back to Pennsylvania to run the business in the summer. 

 
GC: For someone so young, you’ve become quite invested in the business. What philosophy drives you to learn so much, so fast? 
JH: Robert Louis Stevenson once said, "Don't judge each day by the harvest you reap, but by the number of seeds you plant." This industry has many outlets of interest to me. Not only do I love the excitement and hustle of a garden center, but I do enjoy everything from floristry to farming, living walls and green roofs. I have developed a passion for the "green" business at a young age. I take each day as a new adventure and opportunity to learn, explore and continue planting more seeds for my future and for the future of horticulture. 
 

GC: What do you like best about the garden center industry? 
JH: I love that I can work 7 days a week, 12 hour days for 4 months straight and still have a smile on my face. Being around plants really makes me happy. I love to help customers (new and old) with planning projects. If it is a new vision for their yard or sprucing up an old space; I've assisted many in creating a spectacular environment. The best part is that it makes them smile as much as I do!  
 

GC: What do you like least?
JH: Customers that take our product for granted. People really don't know the amount of love, sweat and tears that go into growing our "product." I just hope there is a day when everyone can grow an appreciation for what we do. There are far too many people that look at our natural landscape and take that for granted. They then carry that attitude along with them into the Garden Center and don't acknowledge the hard work, or great product.
 

GC: When we talked at the Short Course you mentioned some goals you have regarding your company. Please share a few of the things you would like to help your store accomplish this year and in the next few years.
JH: Since our expansion three years ago we try our hardest to keep improving with each season. This past year we opened a new small location, which was a big hit! In the next few years I would really love to see the business continue to grow. In a time of economic hardships, I'm lucky to have this garden center to go back to every summer. Being able to open new shops when some places unfortunately have had to close down has been a blessing So of course one of the things I would like to help accomplish is expansion of production and retail; supplying more jobs for those who still continue to look. Like everyone, as time passes I want this store to get bigger and better. I'd like to do more with the surrounding areas by starting beautification projects or community gardens. The most important thing to me is reaching out to the community and helping to educate our customers. Not only the people who have gardened for years as a hobby, but also the newbie gardener my age who doesn't know a geranium from a petunia. If we educate all of these people we will surely get them coming back in for more!
 

GC: You definitely have a “can do” attitude. Where would you like that to take you eventually, career-wise?
JH: Career-wise it is difficult to say where life will take me in five years, but I plan to continue to pursue my Master's Degree in Horticulture. From there, I can do anything. Working with Disney on their creative design at the parks is one aspiration at the top of the list. I see myself owning an extensive growing operation of my own. Whatever it is that will come my way I know that my passion and dedication will follow me wherever I go. 
 

GC: Have you found your relative youth to be an advantage or a disadvantage professionally? Please explain.
JH: I've found there to be both advantages and disadvantages. In talking to other people in the industry the big worry is how to get younger people into the locally owned garden center. I don't think that there is one or five things that can be done to make that happen.What I feel my advantage is that young people need someone to follow and make them aware. I'm at the age where I can be the one to really jump start that awareness. I know I'm not Oprah, but through public education and making gardening fun and trendy where it is transitioning from a hobby or pastime is going to be the niche. 

One of the big disadvantages of being young in the industry is that people sometimes look down upon me. I will be the first to say that I don't know everything, yet. But I would say that I know much more than your average 22 year old person who just likes plants. I am 22 and still working diligently on continuing my education and putting myself in more situations to learn from people and make those lifetime connections.  
 

GC: Do you have any “heroes” or “mentors” in the industry (or out of it, for that matter)? Please share what they’ve taught you.
JH: My mom would be my hero, who plays a huge part in my attitude and work ethic. She has taught me how important hard work is in life and all of the great rewards that it provides you. There are many people I have met who don't know the definition of hard work and thankfully I was taught that at a young age. I'm now starting to realize more and more each day how a tough obstacle that might come my way isn't as big of a deal to me, as it would others. My mom prepared me for all of that and helped me stumble upon my love for Horticulture.
 
My mentors in the industry would be my two professors in my Horticulture program, Leslie Blackburn and John Dodson. They are by far, to this point the best educators ever I've had. Each bring useful real life experiences which I get to learn from and take home with me each day. We have really great discussions about exciting things going on in the industry. The best part is that they get as excited about it as I do!
 

GC: Should someone want to contact you after reading the story, could you please give the best contact information?
JH: VarsityGardenCenter@yahoo.com