Before becoming the Principal Undergardener, your
humble correspondent had a day job in technology, specializing in an arcane
subject called ‘corporate development’.
While the hours were frequently long, the job had some noticeably good
perks. One of them was an annual trip in
late October to a financial conference sponsored by the American Electronics
Association.
There, technology companies and institutional
investors (many of them Masters Of The Universe) got together on what could be
fairly described as a ‘level playing field’.
We all had breakfast and lunch together but, in the morning and
afternoon, companies told their stories in a more formal setting. There were perhaps 150 presenting companies
trying to get the attention of roughly 400 institutional investors.
Brokerage firms, too, were seeking attention. The usual suspects plied companies and
institutional investors alike with lavish dinners every night. One small firm, though, hit on a more novel
approach. Still building name
recognition and lacking the ‘pull’ of the banking giants, the brokerage firm
set out a Ben & Jerry’s cart on the hotel’s plaza, where they handed out
ice cream cones. Senior managers of the
brokerage firm used the thirty seconds or so that it took to scoop a cone to give
what has come to be called an ‘elevator pitch’; a concise summary of their
qualifications.
The genius of the cart was that there was always a
line. Even Masters Of The Universe who
made zillions of dollars a year could not resist the lure of a free scoop of
New York Super Chunk Fudge.
I began going to the conference (initially held in
Monterey, then moved to San Diego) in the mid-1980s. Like everyone, I lined up for ice cream. Then, in the mid-1990s, the cart was missing. I asked the conference director what had
happened. “They decided it wasn’t sufficiently dignified,” I was told. Having grown in size and stature, they now
held a dinner, just like the big boys.
“Well,” I asked, “could a company sponsor the cart?” The conference director thought for several
long moments. “I don’t see why not,” was the final reply.
The next year, I was back at the conference with a
four-day lease on a Ben & Jerry’s cart and twenty tubs of super-premium ice
cream. All I needed was someone to help
scoop.
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Think globally, act locally. 'Plant America' became 'Plant Massachusetts' (Double-click for a larger view) |
My boss was the Chairman and CEO of the company. He thought my idea was a stroke of
genius. He also had no intention of
scooping ice cream (he claimed a bad back).
The company’s CFO also went to the conference. He was slightly more game for the project,
but claimed to be tongue-tied.
Which left my wife, Betty, as the assistant
scooper. And, because I was making
presentations eight times a day on two of those days, Betty was frequently the main scooper.
Our respective spouses had frequently accompanied us
on the trip. Betty would take off with
the others to see gardens or historic sights, have lunch, and join us just in
time for dinner. When I first broached
my problem with Betty, she said something to the effect that I ought to have
worked out the fine details before I leased the cart. But she agreed. And, for three years, she more or less
willingly scooped ice cream; even the rock-hard Chunky Monkey. Also for the record, she was superb. Our sessions were held to standing-room-only
audiences.
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I spent a day cutting apart tablecloths |
I tell this story because of what took place in our
home over the past five days. On
Wednesday, June 7, Betty chaired her final meeting as President of the Garden
Club Federation of Massachusetts (GCFM).
Present to install the new GCFM President was Nancy Hargroves, the
President of National Garden Clubs, Inc.; herself also newly installed.
National Presidents hit the ground running. President Hargroves’ theme for the next two
years is ‘Plant America’ with a focus on horticulture and gardening.
The problem with all this was 30 table centerpieces.
Traditionally, GCFM annual meetings show off the considerable talents of floral
designers, and taking home one of the centerpieces is a big deal. Floral design, by definition, deals with cut
flowers. You can’t exactly ‘Plant
America’ with cut flowers (most of which were grown in South America).
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A dianthus with its flag |
So Betty hit on an idea. Instead of cut flower centerpieces, she would
use plants. There would be nine plants
for each table so that each attendee could take home (and plant) an annual,
perennial, or vegetable. To meet a tight
budget, Betty went to a wholesale nursery with the employee of a friend and,
two hours later, hundreds of plants were in our garage.
The plants needed a flag. Betty decided the idea of ‘Plant America’
could be made more forceful by having a ‘Plant Massachusetts’ flag. My first job was to design and have printed
such a flag, which sounds easier than it is.
An area print shop turned around the flags, printed on glossy paper, in
a few hours. Next, the flags had to be
mounted on flagpoles, which ended up being bamboo skewers. On Sunday morning, four members of the
Medfield Garden Club, Betty, and I set up an assembly line that turned out 300
flags in about three hours.
But now the pots of plants needed covers. Fortunately, Betty had saved 20 gingham
tablecloths from a long-ago event. I
spent most of Monday cutting the tablecloths into squares. On Tuesday, while Betty purchased more plants
(due to higher than expected attendance), I loaded as many plants, cloth
squares, and flagpoles as would fit into a Prius and began ferrying them 45
miles to the conference center where the annual meeting would be held. On Tuesday evening (after dinner with President
Hargroves), Betty, her good friend who deserves a halo, and I began placing the
squares on the plants, securing them with a rubber band, and then fluffing the
squares to look more decorative. The
flags were then affixed to the finished pots.
This took until nearly midnight.
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The centertpieces (red arrows), with Betty (in pink) presenting an award |
On Wednesday morning, the final covers were affixed to
the final pots and everything was placed on carts. While 250 garden club members networked
before lunch, the carts were wheeled in and the plants decoratively arrayed on
tables. When the attendees filed in for
lunch, there were the 30 tables, each festooned with colorfully-bibbed plants
bearing ‘Plant Massachusetts’ flags. It
all looked effortless.
Five days of helping Betty get ready for a meeting
doesn’t fully atone for those years of scooping ice cream. But helping her last meeting be a success was
a pleasure I won’t soon forget.