Dateline CHICAGO: Another “first” this year was participating in the Independent Garden Center Show, which took place in Chicago, August 17-19th.

The fourth annual trade show for independent nursery owners and their staff gathers thousands under one roof for seminars, tours, a mega trade show, and serious networking.

The who’s who of the garden world comes to the IGC Show. I’ve wanted to check it out for a couple years, so when I was invited to make a presentation on the “Most Inspiring Garden Centers and Specialty Retailers,” I jumped at the chance to participate.

You can see some hightlights of that talk here. I had a wonderful audience of engaged and energized nursery owners. And I am encouraged by the response from these retailers interested in sharing my ideas and themes with their employees and staff.

I participated in a second presentation with Robin Avni, a friend and colleague who has invited me to be an associate in her Lifestyle Insights consultancy. I’m one of a group of like-minded “real women” experts who have come together to use our talents and knowledge to help corporate clients serving the female consumer.

For the IGC Show audience, Robin and I presented “The Female Gardener: Mommy to Maven.” Our presentation shared some of the research and insights collected by Lifestyle Insights in the past 12 months. We want garden center owners and garden-related companies to think about the female consumer not just by obvious demographics of age, ethnicity or economics but by her life stages. We’ll be sharing more about our research in the coming months, but suffice it to say, Robin and I both felt that the presentation was a good way to have a conversation with the gardening industry about who “she” is (and “she” is a powerful consumer to serve).

There were other fun aspects to attending the IGC Show, including hearing from keynote speaker Jamie Durie of HGTV’s Outdoor Rooms. Jamie’s electrifying talk was not long enough – in fact, it’s a bummer that he was sort of cut short due to timing, since he had so many inspiring things to share with American nursery owners and outdoor living retailers.

Here are a few of his comments that resonated with me:

Luxe-scaping is one of Jamie’s design terms. He likes to start a landscape with Shapes First, Plants Second. Once you decide on the shape (“Embrace the plant’s architecture,” he explains), you can choose site-adaptable and regionally-appropriate plants to reflect the shape.

Jamie talked about “planting into the hard-scape,” an idea that helps to soften the architectural elements of a design. He showed images of one of the garden staircases designed by his firm Patio that caught my eye and nicely illustrated this concept. The wide stone-tread staircase has shallow risers that are planted to give a soft, green contrast to the hard-edged stone. This made me think of a succulent staircase at Ed and Susie Bealls’garden in Rancho Palos Verdes we saw recently (photo, below).

It’s easy to get swept up in Jamie’s passion for enjoying the garden all year long. “Control your environment with built structures” and use new, technological and design features to do so (especially if you live in cooler climates). For example, Jamie uses overhead heaters as well as under-deck and under-patio warming systems. Outdoor fireplaces and fire pits are de rigeur for all-season garden living.

Jamie shared some of the ways he has developed and expanded DurieDesign, his overall brand. His advice could apply to anyone interested in staking out a position in the horticultural industry. I certainly found it useful. This isn’t comprehensive since I wasn’t writing notes as quickly as Jamie was speaking, but are some highlights:

Be able to state clearly your business Description, Expression, Attributes, Promise and Theme.

Study your brand personality and strategy. For Durie Design, the theme of “well-being” represents lifestyle and balance. There is a spectrum that goes from the tangible (what you do) to the intangible (why you do it). In between are the How and Who of your brand personality.

DurieDesign’s brand attributes includebeing Inspiring, a Design Authority, Accessible and having a Positive Energy. Know and communicate your brand promise. For DurieDesign, that means “connecting design and innovation wi the mind, body and spirit.” His brand theme: Let’s Go Outside. “People are intrinsically connected to plants.” Yes, that’s so true!

In the coming weeks, garden and design writers and their publications will be obsessing about “what’s hot” for the 2011 gardening season. I venture a guess that many of those must-have products, plants and ideas were introduced at IGC. I’m going to share my favorite new products — my “picks” — very soon.

 BEHIND THE SCENES WITH JON TOGO

If you’re a fan of the “CSI” television franchise, you probably know this handsome young actor I’m standing with in the photo at left. He’s Jonathan Togo, aka investigator Ryan Wolfe of “CSI: Miami.” 

The show enters its 9th season with tonight’s premiere (10 p.m. on CBS). In anticipation of the show, I’ve posted my recent interview with Jon and his interior designer Lory Johansson.

Lory, an inventive and gifted designer whose firm is called Just Joh, introduced me to Jon’s 1958 Midcentury modern “guy pad” in the Hollywood Hills earlier this year. I love that Jon describes her as “the best design Sherpa” because it’s true. She has a gift for helping each client express his or her unique personality through furniture, art, and the home.

The Los Angeles Times photographed the interiors in July, the day of this photo, which Lory’s husband Mats Johansson took with my camera. My interview with Jon and Lory (and featuring a fun commentary by Jon’s mother, Sheila Togo) appeared in the Sept. 18 issue of the HOME section. You can read the story and see a gallery of photos here.

The back story

My nearly four years in Los Angeles have been quite amazing. We arrived here in late August, 2006, not really excited about leaving our beloved Seattle, but trying hard to embrace our “new” life here in SoCal. 

The mood around our household has changed dramatically in 2010. The boy who was entering high school when we moved here has just graduated and is college-bound. The child who came here as a 4th grader is now a teenager, ready for 8th grade. The husband who came here for a pretty great job lost it during the financial meltdown. But in the interim, he earned an MBA from UCLA and joined an amazing new company NOT in financial services – one that uses his combination of legal and business talents for a compelling new business strategy.  

 As for me, well, this four-year California chapter has been quite an adventure. I have grown professionally, honed my design sensibilities and in many ways gained more confidence (guess that comes with turn 50 anyway, right?). I have met and interviewed incredible people – designers of homes and gardens, artists, actors, directors, producers, animators – famous people and unusual characters alike, all of whom embody this beautiful spot on the planet. Writing about the homes and gardens they possess has been a privilege. Seeing those stories appear in some of the most well-respected publications has been quite satisfying. 

So now, we are moving again. And while I have alluded for months to our plans to relocate to Pittsburgh, the surprise ending of our California chapter is that we are actually returning to Seattle. 

Bruce’s company – at what feels like the eleventh hour – has shifted strategy and is moving its corporate HQ to Seattle. Manna from heaven, I say. A small part of me thought the Pittsburgh thing would be a fun adventure (actually, after what we’ve been through on the unemployment front, I would have willingly moved to Siberia). I have a few acquaintances in Pittsburgh – through Garden Writers Association – and I was interested in spending more time there getting to know them better. That optimism was combined with anxiety about having to garden in Zone 4 or 5; whatever low temperatures Pittsburgh experiences in the winter, at the very least I know it has snow – lots of it.  

So here we are, on the threshold of yet another move. But one that brings us full-circle back to the city where Bruce and I first met, lived as were newlyweds, gave birth to and raised two wonderful sons, became first-time homeowners, and even built our dream house, living a life surrounded by so many cherished family and friends.  

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It pains me to admit it, but I was born 50 years ago today.

But one of my hip, young friends told me she thought I was 41, so I totally love her for that.

The hardest thing about turning 50 is that my mother can’t quite believe she has a 50-year-old child.

My mother is the youngest person I know. She is an artist and a writer and she has more curiosity about life than I will ever have. She also has patience, kindness, empathy and incredible courage.

I think today is more about celebrating Anita Louise Ford Prinzing than anything else. Thank you, Mom. You are the best. (Thank you, Dad, too. You are also the best!)

My husband has turned the five-year birthday mark into an art form. When I turned 40, our boys were 2 and 7. Bruce surprised me by flying my mother to Seattle to take care of them so we could go to Palm Springs for the weekend.

When I turned 45, he flew me on Business Class to London and arranged for me to spend 5 days visiting the Chelsea Flower Show and other awesome gardens (including Wisley, Great Dixter, and Sissinghurst). A magical, unforgettable trip. The pressure was on for turning 50.

But I decided to take matters into my own hands to plan my 50th b-day and also Bruce’s and my 25th wedding anniversary (which is in August). So I booked two weeks at Villa Maddalena, a magical and ancient villa that our friend Marcia has renovated. It is situated in a small Tuscan village called Montisi. At the end of October, I will get to spend one week there with many of my girlfriends. And then, the following week, Bruce and my sons will come for a family vacation – to celebrate our 25th anniversary.

When I invited my girlfriends to make the trip, I wrote something a little carefree (careless?).

Live large, people. The economy is in the toilet; the publishing world is spiraling into a ghost of its former self. Oh well. What’s left to do but eat pasta and drink Chianti?  

This kind of cavalier attitude might be what gets us through the current malaise of life. Many of us are in a waiting pattern. . . waiting for life to get back on track, waiting for things in Washington to sort themselves out, waiting for a job, waiting for the housing market to rebound. We have to find the joy, the surprise, the spontaneity. Birthdays allow us to do just that. We have one day every year to be self-indulgent and frivolous. Oh, but there’s one problem. I have two story deadlines today. UGH.

Even so. . . it will be a day of laughter, family, friends, and celebration – as I think about that Tuscany trip in October.

If you, like me, are enchanted with sublime and soulful backyard destinations once merely called “sheds,” consider yourself a Shedista. 

According to some Internet searches, the term Shedista has been appropriated (originated?) by the boutique wine industry. In France, these clever folks are called “Garagistes,” because they make incredible wine in their garages. Kind of an underground movement!

To quote Wordspy.com: “Shedista: A professional, low budget wine maker, particularly one who processes grapes in a shed-like building.”

I first discovered this term in Jay McInerney’s “Uncorked” column for (now defunct) House & Garden magazine: It was titled “The Shedistas.”

He wrote about a “warehouse gang” of Santa Barbara winemakers who “maxed out credit cards to rent a shed, buy a few tanks and a few tons of Syrah grapes, design a label, and make [their] own wine.”

Those who know me well know I have no desire to steal a moniker from winemakers. However, if you do an Internet search of the word, I bet you’ll find nearly three-quarters of the Shedista entries appearing are ones that I’ve generated. Yup, I’m out to change the meaning of this alluring term.

Here’s my definition: “Shedista: A person who creates and occupies a small-scale shelter in the garden for personal enjoyment and the pursuit of any creative passion.”

My UK shed friend, Uncle Wilco, who publishes a blog at his We [heart] Sheds site, calls himself a “Sheddie.” It’s a close cousin to “Shedista,” and we can all feel free to use both terms! Another friend coined the word Shedquarters to describe his backyard office. In other words, shedistas find shelter in their shedquarters. I like it!

If you wish to see some of the very best examples of personal escapes, aka “sheds,” check out my book: Stylish Sheds and Elegant Hideaways. Welcome to all Shedistas!

Photos: (c) William Wright; top left: taken in July 2007 in Atlanta – in the doorway of Betsy Hansen’s beautiful potting shed. Lower right: taken in May 2007 (as a joke) at an abandoned child’s playhouse in Connecticut. We were on location at author Amy Bloom’s property and noticed this “shack” on a hill near her property. We couldn’t resist!

A Post-Script, Uncle Wilco just tipped me off to his December 14, 2006 post “What is a Shedista?” in which he quoted the same Wordspy definition I’ve used. I like what he wrote after that:

sounds great, but who is someone who brew beer in their sheds, maybe a shedbrewhaha

As I wrote in a reply to him: Of course, while I was running around the country trying to find sheds to photograph and write about, there he was . . . steps ahead of me! Thanks Uncle Wilco!