IGC Show’s Jeff and Cheryl Morey Reinvent GCA

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IGC Show and GCA logos

Garden Centers of America, which had been seeking new leadership after its relationship with its previous management company ended at the end of 2011, is now under the IGC banner owned by Jeff and Cheryl Morey.

This changes the business model of GCA, which had previously been a non-profit association. “This new Garden Centers of America is in business just as the member garden centers are. The old assocation model is clearly no longer working,” says Jeff Morey.

One key factor of the former GCA model will remain: the Summer Tour. The Summer Tour, which features stops at several garden centers in a different metropolitan area each year, has been a favorite industry event for decades. This year’s tour is scheduled in the Detroit area from June 25 to 29, and includes stops at Bordine’s, Deneweth’s Garden Center, English Gardens and Ray Weigand’s Nursery.

The former GCA board will now be an advisory panel, which is being called the Leadership Council.

Morey sees both GCA and IGC Show benefitting from the new arrangement. “GCA will be recharged and newly relevant with many new activities. Also, GCA members will receive many increased VIP benefits while attending the IGC Show in Chicago,” he says.

Morey says the current structure of member garden centers joining and paying fees will remain. “We look forward to current members renewing, but also adding many new members. There’s strength in numbers,” he says.

GCA will remain part of the International Garden Centers Association, Morey says. “We need to look beyond and discover new concepts and insights in garden retailing! I’m headed to London in May for the famous Chelsea Flower Show and I will be reporting back to our membership on the latest in garden design trends.”

Carol Miller is group editor of Today’s Garden Center and Greenhouse Grower. You can eMail her at clmiller@meistermedia.com.

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