Big enough and small enough Featured

5:34pm EDT April 28, 2011
Laurie Resnick, President, The Associated Group Laurie Resnick, President, The Associated Group

Laurie Resnick tries to position The Associated Group as both big enough and small enough to tackle any project. As one of Southern California’s largest landscape, plantscape and seasonal display contractors, the company is big enough to provide professional, expert services and build long-term relationships with clients, staff and suppliers. At the same time, Resnick enforces a culture that keeps the company small enough to focus on quality.

Under her direction as president, The Associated Group has grown significantly and developed three divisions: interior plantscape, exterior landscape and seasonal display – and been recognized for numerous design awards by the Plantscape Industry Alliance. Working as one company to offer comprehensive services, these divisions design, install and maintain projects at corporate offices, industrial parks, regional malls, hotels and casinos, and public spaces like airports, schools, churches and city buildings.

Because of her keen leadership, regardless of location, Smart Business, ThinkASG, IBM and Union Bank named Resnick to the class of 2011 Smart Leader honorees. She shared how she creates a culture of best-in-class design and extraordinary customer service.

Give an example of a business challenge you and/or your organization faced, as well as how you overcame it.

It became very clear over the past year that one of the three founding partners was a determent to the company’s culture and long-term success. Her recent departure has brought fourth a renewed energy and shared vision for the future. With the improving economic climate, the staff is aligned and preparing for great things to come.

In what ways are you an innovative leader, and how does your organization employ innovation to be on the leading edge?

We have worked very hard to create a culture of best-in-class design and extraordinary customer service.

WHY WE DO IT: We do this because we have a gift that we must share. Our gift is the ability to spin straw into gold, turning ordinary things into extraordinary beauty. We do this over and over again, and when we do, we see delight in our customers’ faces.

HOW WE DO IT: We do this by creating fabulous original design and service concepts that exceed our customers’ expectations. We sell these concepts to our customers. Then we execute exactly as promised, and on time. No matter how hard it may be, we make it look easy.

WHAT WE DO: We design, install and maintain the most beautiful landscapes, interior plantscapes, and seasonal décor for hotel and casinos, retail centers, office properties, and more.

How do you make a significant impact on the community and regional economy?

We employ 150 people with above industry standard wages and benefits.

How to reach: Associated Group, (714) 558-6100 or