Reelhorn challenges his staff to continually educate themselves, and he sends them to events throughout the year. Look for the
“I enjoy putting a quality team of employees together, motivating them and seeing how much more they can do together than they could individually,” he said. “I love overhearing them speak about their passion for their work, or hearing them brainstorm an idea that will improve our business.”
Assembling a knowledgeable staff of experts tops Reelhorn’s list of business strategies. Regular classes are held onsite for staff to become a California Certified Nursery Professional (CCN Pro).
“We’re one of only a handful of California Certified Nurseries in which more than 50 percent of the sales staff has attained CCN Pro status,” he said.
And the team members learn from each other. Employees submit ideas each month to the Idea Bank. Ideas that are implemented earn points that are cashed in for prizes.
“Some of the best ideas come from the front lines in every division of the nursery,” he said.
Reelhorn strives to make a difference in his nursery community through networking, letter writing, visits to legislative leaders and staying involved with ANLA.
He’s impressed with an industry where growers share information with a competitor.
Customers count
Belmont customers are kept in the education loop through the annual Fall Invitational. On day one, Belmont’s garden center customers are ferried to the nursery on a limo-bus, fed and given tours either individually or in pairs. Customers also attend educational seminars led by industry experts who discuss new trends, merchandising and strategies. Belmont also introduces its new plants for the following year. It’s a good time to get customers to pre-book the new items along with other specialty plants, Reelhorn said.
Day two is geared toward the landscape professional -- contractors, architects, designers, arborists, municipalities and other public entities. Attendees receive nursery tours, attend seminars geared specifically to their business, learn about new and underused plants and eat.
“It’s a fun day that is very rewarding and exceptionally well-received by our customers,” he said.
Plant profile
Belmont Nursery grows containerized trees, shrubs and perennials, specializing in wholesale and landscape distribution.
Signature products include Pistacia chinensis ‘Keith Davey’ (a male clone with vivid fall color), Lagerstroemia Dynamite, Red Rocket and Pink Velour and a variety of Japanese maples and deciduous magnolias.
Belmont recently acquired Swift Ranch Nursery, an 80-plus-year-old nursery founded by William Henderson in 1925 as Henderson Experimental Gardens.
“The nursery contains a collection of rare and unusual magnolias, dwarf conifers, Japanese maples and bamboo,” Reelhorn said.
Job perks
Belmont’s production supervisors use handheld PDAs to track inventory in the field.
“They do inventory transfers, dumps, ready date changes and comment changes on the fly,” he said. “New this year will be work list reports generated through the handhelds.”
Although the nursery industry is battling tough issues like finding a legal work force, Reelhorn still loves his job.
“I love when a new, worthy plant comes along, and we are one of the first to offer it in our region,” he said. “I love that my wife Connie is in the business with me, and that she has become a very good CFO and nursery salesman even though she has a background in banking.”
For more:
Founded: By Vic and Ruby Palmer in the early 1940s. Jon and Connie Reelhorn purchased the nursery in 2001.
Location:
Production space: 35 acres.
Crops: Containerized trees, shrubs and perennials.
Employees: Up to 60 during peak season.
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- Kelli Rodda