https://www.hapsagency.com/ PR for landscape architects
Torey Carter-Conneen has served as Chief Executive Officer of the American Society of Landscape Architects (ASLA) since 2020, leading the 16,000-member organization through a period of significant change for both the association and the profession.
In this conversation, Torey joins Michael Todoran to discuss what he has learned about landscape architecture after entering the profession from outside of design, and why curiosity has become central to the way he leads ASLA.
Using ASLA's industry research as a starting point, they explore the business realities facing landscape architecture firms today: building and diversifying backlog, preparing for economic uncertainty, developing stronger relationships with architects and developers, and learning to communicate the economic value of landscape architecture in language clients understand.
The conversation also moves beyond business into leadership itself. Torey and Michael discuss the value of asking questions, the problem with "fake it till you make it," imposter syndrome, and why even highly accomplished leaders continue to question themselves and their work.
They also examine ASLA's role in advocating for licensure, communicating the profession's impact to the public, strengthening community engagement, and connecting landscape architecture to larger conversations around resilience, climate, public health, development, and the everyday places people inhabit.
It is a wide-ranging conversation about leading a profession, running a practice, understanding your audience, and making a stronger case for why landscape architecture matters.
