10 Questions & Answers – Interview Format – Dennis Gabrick,
President/CEO
Updated: August 2006
DENNIS GABRICK
President Dennis Gabrick in 1991 founded Preserved TreeScapes International (PTI), headquartered in Oceanside, Calif. With more than 6,000 installations, PTI has earned a worldwide reputation as the leading creator and manufacturer of the most authentic preserved trees and replica plants in the industry.
1.) QUESTION: Preserved TreeScapes International is the leader in producing preserved palms and replica trees and plants worldwide. Where do you see growth in the replica plant business in 2006?
ANSWER: Pardon the pun, but we see ourselves "branching out" into new products that are specified by our working relationships with various design firms. Last year, we launched production of "clear bamboo" and "clear birch trees" for a couple of contemporary projects, and the response has been excellent.
2.) QUESTION: What's the magic process you use to make your trees look so real?
ANSWER: Our preservation solution is a trade secret, but I can tell you that once treated, our palm foliage is fire retardant, humidity tolerant and fade resistant. As far as our replica trees are concerned, our secret is a process to replicate the "exact" look of nature by taking molds off actual specimens, then replicating them by using a proprietary artificial bark. We let Mother Nature determine what the tree should look like.
3.) QUESTION: Dennis, you're known for your creative interior and exterior landscape plant applications, both in new and renovated properties. What were the most challenging innovations or new products you installed in 2006?
ANSWER: I think last year's most challenging installation was the new Westin Hotel in Detroit, Mich. At this project, we had to create the largest replica bamboo grove ever installed worldwide, with bamboo that stood 55 feet tall!
4.) QUESTION: What's the tallest tree you've installed to date?
ANSWER: The tallest interior tree measured 78 feet. The tallest exterior tree was a 190-foot pine tree tower for the cellular industry.
5.) QUESTION: I understand you have a redesigned Web site at www.treescapes.com -- tell us about it.
ANSWER: After six years, we're excited to offer a redesigned Web site that is easier to find on the Internet, and offers an extensive photo gallery of our domestic and international installations. We have more resources pages, case studies, a telecommunications section and a press room. We spotlight an "Installation of the Month" at the top of the Home page, and soon, you will be able to experience TreeScape World, an animated virtual reality that shows the day-to-day use of our numerous products and diverse applications.
6.) QUESTION: In 1996, you approached the telecommunications market with the idea of hiding cellular phone antennas in your replica trees – the "tree towers." How is this part of your business doing?
ANSWER: Concealment applications with "tree towers" created for wireless communications providers were a natural for us. Drawing from 12 years of experience in manufacturing trees, PTI craftsmen make tree tower products by using custom molds created from living trees. PTI's botanically correct tree towers help clients comply with zoning codes and other requirements, which speeds the approval process. Our concealment applications have taken off and sales are projected to double in 2006. Year-round, PTI continues to put energy into the ongoing research, design and testing of new modalities. PTI has more than 225 active tree sites for hiding wireless equipment and meeting the needs of the telecommunications industry.
7.) QUESTION: What are the company goals for 2006 and into 2007?
ANSWER: Our goals are to rekindle international growth after the recent slow economy. We expect that both our core business and concealment business will grow in 2006-07.
8.) QUESTION: How many employees work at PTI's Oceanside, Calif., headquarters?
ANSWER: More than 75 employees work at our 45,000 square-foot corporate facility. We have sales offices all over the world to service clients' needs, with highly trained representatives in all regions.
9.) QUESTION: Palm Trees are hot items everywhere – What do you think will be the hottest market for your trees in the near future?
ANSWER: The hospitality industry.
10.) QUESTION: I understand PTI won some awards last year. What and where were they?
ANSWER: Interiorscape Magazine gave us the 2002 "Best Project Award" for our work in the General Motors Global Headquarters (Renaissance Center) in Detroit, Mich. PTI also was the proud recipient of numerous awards in 2002 from the Associated Landscape Contractors of America. Those awards were:
Grand Award Projects
Planterra Tropical Greenhouse, Inc.
West Bloomfield, MI
Project: General Motors Global Headquarters, (Renaissance Center) Detroit, MI
Category: Artificial/Preserved Installation – Above $150,000
Rentokil Inc. – Tropical Plant Services
Fort Lauderdale, FL
Project: Preserved Installation Westin Diplomat Resort-Spa
Category: Artificial/Preserved Installation - Between $25,000 - $75,000
Rolling Greens, Inc.
Clinton, MD
Project: Defense Logistics Agency
Category: Artificial/Preserved Installation - Between $25,000 - $75,000
Merit Award Project
Rentokil Inc. – Tropical Plant Services
Saint Louis, MO
Project: Sheraton City Center
Category: Artificial/Preserved Installation - Between $75,000 - $150,000
Click here to view the Question
& Answer - Interview Format for Vito Milano, Vice President
and General Manager of Preserved TreeScapes International, Inc.
Preserved TreeScapes International • www.treescapes.com
4039 Avenida de la Plata • Oceanside, CA 92056
(800) 527-8884 • (760) 631-6789 • Fax (760) 631-6780
Contacts: Dennis Gabrick dennis@treescapes.com
(800) 527-8884 • (760) 631-6789
Cathy Pham (760) 631-6789
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