NORCAL, the California Association of Flower Growers & Shippers, is setting a new and quicker pace this year to demonstrate strong member value and to assure that it is attuned to the multiple business challenges its members face in an internationally competitive industry.

John H. DaneThe board of directors, recognizing the need to bring NORCAL current with association best practices, retained a consultant early in 2012 to evaluate the association based on management and governance principles developed by the American Society of Association Executives. The consultant also worked with the board to recruit a new chief executive officer this summer.

In August, the board hosted three NORCAL member meetings in Santa Barbara, Carlsbad and Monterey to generate member dialogue and to gather current insights on promoting California flowers, transportation and shipping technology, overnight delivery and projected industry trends.

An additional theme that emerged was that NORCAL, the California State Floral Association and the California Cut Flower Commission should work more closely together to identify priority business and public policy issues. This process is underway, with each organization looking for strategic ways to combine its efforts yet retain its core mission and independent identity.

NORCAL’s Fun ‘N Sun Weekend, its biennial convention designed to attract NORCAL members and their customers, is also enjoying more creative attention for 2013 by the board, staff and others to assure that all activities and programs, including the Flower Fair and grower tours, attract customers from across the country. The 2013 Fun ‘N Sun Weekend is scheduled for July 17-20 in Santa Barbara.

Online communications play an important and central role in how associations interact with members and other constituencies, and technology upgrades in this area are a high priority at NORCAL.

Among online changes scheduled for 2013, NORCAL’s website will be updated and redesigned to expand content, increase functional capacity to enable members to register and pay for events online, and add the ability to host blogs, podcasts and potential online communities of practice. The goal is to make the website a onestop shop for NORCAL members and the public.

Generational change occurring within trade associations nationwide creates special challenges for volunteer leadership transition. As younger members seek meaningful involvement in projects and early peer-to-peer leadership relationships, associations are acting to redefine volunteer leadership roles, including more tightly defining committee missions and outcomes.

Aware of this generational transition, the NORCAL board is re-examining its own practices and is approaching committee work as a springboard to leadership, combined with projects that integrate the inclusive and results-oriented values of younger members.

Finally, in 2013 the board will be reorienting its focus to become more strategic in perspective, focused on initiatives that improve the sale and transport of California flowers and on the long-term growth of the floral industry nationwide.

John Dane began work Aug. 6 as the new chief executive officer of NORCAL in Soquel, CA. He was previously executive director of the California State Firefighters’ Association and is a Certified Association Executive through the American Society of Association Executives. He can be reached by email at [email protected].