Adrian Martinez, president of New West Landscape Management, Inc. based in Concord, California, was introduced to the landscape business at a young age. His first job was working as a gardener and he quickly learned to love the work as he was constantly surrounded by gardens and open spaces.
Martinez joined New West Landscape Management in 1996. His business ethics and attention to detail earned him a partnership with founder Richard Pacheco in 2008. He became president when Pacheco retired in 2019. Martinez’s goal is to remain relatively small in size so they can be personally available to every one of their clients.
What is your proudest moment in business?
One day, when visiting my daughter Darlene at college, she asked me what dreams I had when I was her age. I thought about it for a while and then told her it was to work for a named corporation. She paused for a minute and replied, “But Dad, you already work for a named corporation. In fact, you’re already managing corporate landscapes!” It was at that moment I took a step back to think. She was right!
This was the day that not only marked the proudest moment in my business but also marked the moment I realized one of the biggest accomplishments in my life.
What is your biggest business challenge today?
My biggest business challenge today is to find and maintain loyal crew members. Everyone has their own dreams and goals that they want to achieve in life, and sometimes it clashes with the overall dreams of the company. We are working to make our employees’ dreams part of our company’s dreams. We already are seeing positive results, and every year we celebrate what we achieve together.
What business worry keeps you up most at night?
My biggest business worry that keeps me up the most at night is the mere thought that the company will not achieve excellence in our jobs. We are always training and working to reach that excellence in regard to our crews, jobs, and finances. But despite our success, sometimes that small worry enters my mind, even if it’s just for a moment.
Who is your business mentor?
My business mentor is Rich Pacheco, my previous boss who trained me and sold his business to me when he retired. I am extremely thankful to him for guiding and mentoring me into becoming the next leader for the company. To this day, I stop by his house every Monday to have a conversation about the business, and he continues to help me when I have questions.
What is your favorite business book?
My favorite business book is “The E Myth” by Michael E. Gerber. I read this book at least three to four times a year. Despite reading it so many times, I always find myself learning something new. I believe every business entrepreneur needs this book, whether it’s in his or her bookcase or Audible library.
What is a great landscape life hack you’d be willing to share?
One of my greatest life hacks that I would be willing to share is to truly enjoy being a landscaper, which includes admiring the work of others. There is nothing more lovely than seeing landscape work everywhere I travel, whether it’s inside or outside the country. I enjoy viewing the work in hotels, airports, parks, buildings, and attraction parks as I believe it shows the creativity that a landscaper leads in every city. I feel especially proud when people stop to take pictures with a landscape we manage or built in the background. I cannot describe how much joy it brings, in addition to a big smile on my face.
What does it mean to you to be a landscape professional?
Being a landscape professional means a lot to me. People call us to help them bring a certain type of outdoor space into their lives. Whether a commercial or residential space, it is used by many people to walk, barbeque, paint, and ultimately enjoy with others. It also allows me to form many new friendships and special connections in the industry. Being a landscaper brought my wife Yolanda into my life, who always supports my dreams and is now a part of the business.
What does it mean to you to be a NALP member?
Being a NALP member is something I’m beyond proud of. It means a lot to realize that we are not alone. Among others, we share many of the same dreams and encourage each other with wisdom and knowledge from our own personal experiences. Thank you NALP for bringing these connections and years of experience together so we can grow and realize our dreams.
In five years, where do you see your business going?
In five years, I see our business maintaining our present customers, but also growing our customer culture. I see us also maintaining our present employees and growing our company’s dreams.
In five years, where will you be as a business owner?
In five years, as a business owner, I hope to have achieved growth in the company and to work with vendors, associations, and cities to mentor a new generation that will occupy our jobs and continue to bring excellence to the landscape business.
This article was published in the July/August issue of the magazine. To read more stories from The Landscape Professional magazine, click here to subscribe to the digital edition.
