Join us for TCIA’s Business Growth Workshop!
March 11-12, 2027
at Sennebogen in Stanley, North Carolina
(roughly 20 miles from Charlotte Douglas International Airport)
What to Expect
TCIA’s Business Growth Workshop is a two-day, in-person workshop designed to help small- to medium-sized tree care business owners grow their companies through hands-on learning, expert-led sessions, and collaboration with industry peers.
Business Growth Workshop 2026 at Arborwear headquarters in Chagrin Falls, Ohio.
Day 1 Highlights:
- Sessions focused on strengthening your workforce and developing future leaders
- Afternoon programming hosted by Sennebogen, exploring mechanization preparedness, and building a stronger safety culture and operational readiness
- Networking reception hosted by Sennebogen to close the day
Day 2 Highlights:
- Practical insights and strategies to help your business navigate economic challenges, improve profitability, and drive long-term growth
- Expert-led sessions exploring effective sales processes and marketing strategies for businesses of all sizes
- Peer discussions and networking opportunities
Topics Covered Include:
- Business strategy and financial planning
- Marketing and sales fundamentals
- Workforce development and training
- Safety and risk management
- Innovations in tree care technology and services
Participants will leave with actionable insights, guidance on TCIA resources, and a stronger network of peers and industry leaders.
Who Should Attend
This workshop is ideal for owners and leaders of tree care companies with annual revenues between $200,000 and $1 million who are looking to:
- Strengthen leadership and business skills
- Learn from industry experts and peers all over the U.S.
- Build a scalable and resilient company
TCIA’s Business Growth Workshop is a two-day, in-person workshop limited to 40 attendees, with a maximum of four from the same business. It enables small- to medium-sized tree care business owners to grow their companies through hands-on learning, expert-led sessions, and collaboration with industry peers.
What’s Included with Registration
All Educational Sessions – Topics include business strategy and financial planning, workforce development and training, marketing and sales fundamentals, safety and risk management, and innovations in tree care technology and services.
Networking Happy Hour – Reconnect and build lasting relationships with peers.
Two Continental Breakfasts – Chat with TCIA staff and peers to start the day.
Two Catered Lunches – Discuss thoughts and ideas from training sessions with peers.
Actionable Takeaways – Get hands-on and thought-provoking education on how to grow your tree care business.
Notes:
- This registration should be used for registrants who want to attend all education and activity events.
- There is no guest registration option available to keep the focus on learning and connecting with peers.
- Attendees are responsible for reserving and paying for their own flights, transportation, dinner, and hotel reservations (TCIA will not have a room block available at any hotel).
Registration Cost is $750 for TCIA Members and $950 for non-members. As space is limited, we ask that there be no more than four registered attendees per company.
Agenda
Day 1: 7:00 AM – 5:30 PM
Description: Tree care is a simple business model, but can be overwhelming due to chaotic variables and unknowns. In this in-depth session, learn basic financial frameworks to help you stay on top of your numbers, like how to gauge marketing spend, what it truly costs to run your operations, and when to increase the investment in staff, crews, and equipment. You’ll use interactive spreadsheets to understand top-down and bottom-up models, helping you control your numbers throughout the year and prevent mental burnout from reactive business management. Please bring a complete set of financials (P&L, Balance Sheet, Cash Flow Statement) from at least two separate time periods.
Edward Morrow
Bio: Edward combines his knowledge as an accountant, arborist, and author to help tree care professionals supercharge their careers. He develops engaging urban-forestry programs for communities and created TREE S.T.A.R.S, an outdoor-adventure series to show how important–and awesome–arborists are.
Description: What is Employee Retention, why is it important and how can it be improved? Learn creative ways to increase this important aspect of your business, leverage your existing talent, save money and increase profits.
Bill Weber
Bio: Team Captain at Arborwear for 25 years. Tree Service owner/operator for 6 years. Mental entrepreneur forever.
Day 2: 7:00 AM – 3:30 PM
Description: This session explores how to build a brand that creates real business value through marketing presence, lead strategy, and authentic customer connection. The foundation begins with the customer journey—understanding how customers experience your business, make decisions, and ultimately choose who they trust. That understanding becomes the basis for building a brand that feels authentic, consistent, and easy to recognize.
The course examines today’s marketing options through a practical lens, including a real business and its competitive landscape, to separate what truly drives results from what simply adds noise. It also addresses the technical side of modern marketing—search rankings, backlinks, and the growing influence of AI and generative search—explaining how your brand shows up online, how customers experience it, and why authentic representation is essential to building trust over time.
Cost, effort, and expectations are addressed honestly, helping business owners make informed decisions without budget guesswork. The session concludes by pulling everything together into a clear strategic framework and five immediate actions participants can take to begin strengthening their brand and marketing approach.
The outcome is a brand built to drive revenue, connect meaningfully with customers, and provide the confidence and peace of mind that come from having a clear, scalable strategy—and a brand asset that supports long-term growth.
Bea Thompson
Bio: Bea Thompson, owner of Canovia Marketing, partners with Paul Heck to help business owners turn hard-earned expertise into clear, revenue-driving brands. Her work includes a focused specialization within the tree service industry, where real-world experience and professional knowledge are central to building customer trust and a valuable brand asset. Bea helps owners clarify how customers experience their business, communicate that value honestly, and build brands customers confidently choose. She holds an MBA from the University of Illinois Urbana-Champaign and brings both strategic and technical expertise in search visibility, rankings, backlinks, and emerging AI-driven search—guided by the values of integrity, curiosity for possibility, and genuinely enjoying the process of building and growing a business.
Description: OSHA and DOT compliance don’t have to feel complicated or disconnected from the realities of running a tree care business. This interactive workshop is designed to help business owners, managers, and supervisors simplify compliance by integrating it into everyday operations.
The session will highlight common OSHA and DOT violations in the tree care industry and explain why they occur, what inspectors look for, and how to avoid them. Participants will learn practical ways to make documentation, such as training records, safety meetings, and vehicle inspections, part of a consistent daily and weekly rhythm, rather than a last-minute scramble before an inspection.
Attendees will also explore how to use TCIA tools and resources to stay inspection-ready year-round, creating systems that are efficient, repeatable, and scalable for companies of all sizes. Through real-world examples and discussion, the session will demonstrate how compliance can support safer operations and stronger business practices.
The workshop will conclude with strategies for improving accountability and gaining employee buy-in, helping crews understand their role in compliance and safety. Participants will leave with actionable steps they can immediately apply to reduce risk and build a culture where compliance is part of how work gets done every day.
Peter Gerstenberger
Bio: Peter is TCIA’s Senior VP for Industry Expertise, and has worked for TCIA for over 40 years. Before that he was a general foreman and spray technician for a small midwestern tree company and a trainer with Davey Tree. He has served on the Z133 Standards Committee and had a role in the development of most of TCIA’s training programs during most of his tenure with TCIA. He is also the association’s resident OSHA expert, serving on advisory committees to create or revised State Plan OSHA standards for arborists in California, Virginia and Maryland.
Bob Mead
Bio: Bob has gained his knowledge firsthand as a climber and crew member and through classes at the University of Maryland, local community colleges, and industry training programs. In addition to his extensive field experience, Bob’s expertise includes complex tree removals, tree preservation, and safety. His abilities as a mechanic, welder, heavy equipment operator, and 20-year paramedic and firefighter experience have allowed him to function in many different roles within the company. Bob is responsible for overseeing general operations and sales and commercial and municipal sales and service. As a former board member and president of the Maryland Arborist Association, he chaired the yearly MAA Winter Management Seminar for 10 years. His credentials and licenses include:
ISA-certified arborist
TCIA-certified tree care safety professional (CTSP)
Electrical Hazards Awareness Program (EHAP) trainer certification
Aerial rescue trainer
Chipper safety specialist
Certified CPR and first-aid instructor and instructor trainer
Maryland tree expert license
Pesticide business license in MD, D.C., and VA
Maryland professional fertilizer applicator
Maryland-licensed pesticide applicator
Maryland Home Improvement Corporation license
Certified traffic manager
Licensed plant dealer
Airports and Places to Stay
Airports
Charlotte Douglas International Airport (CLT) is the closest
Lodging
Attendees must reserve their own hotel; TCIA will not have a room block available at any hotel. For convenience purposes, we are listing options close to the airport:
The following hotels are roughly 20 miles to the Sennebogen headquarters
Holiday Inn Charlotte-Airport Conf Ctr by IHG: CLICK HERE
1626 North Josh Birmingham Parkway, Charlotte, NC 28214
Hampton Inn & Suites Charlotte Airport : CLICK HERE
2731 Little Rock Road, Charlotte, NC 28214
Home2 Suites by Hilton Charlotte Airport: CLICK HERE
4240 Scott Futrell Drive, Charlotte, NC 28124
Courtyard by Marriott Charlotte Airport North: CLICK HERE
1625 N Josh Birmingham Pkwy, Charlotte, NC 28124
Registration Cancellation Policy: This small event requires us to plan carefully for each attendee. If you are unable to attend, cancel your reservation on or before February 10, 2027, to receive a full refund, less a $50 administrative fee. Cancellations received between February 11, 2027, and February 26, 2027, receive a full refund, less a $100 administrative fee. Cancellations received after February 26, 2027, will not receive a refund. Attendees who are unable to attend BGW may transfer their registration to another person at no additional cost. Registration transfers are permitted up to the day before the event is scheduled to begin (March 10, 2027). Your cooperation and understanding help us continue to deliver an exceptional experience. If you must cancel your registration, please direct requests to info@tcia.org. (Note: Cancellations due to extreme circumstances (such as illness or injury) will be handled on an individual basis.)
By your attendance, you waive and release for you, and anyone accompanying you to BGW, any and all rights and claims for losses and damages against TCIA and their representatives, successors, and assigns for any and all injuries suffered as a participant in BGW.
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