By Cecilia Johnson
For nearly 80 years , the Texas Turfgrass Association (TTA) has provided education and research to turfgrass professionals across Texas. Since 2018, Executive Director Katie Flowers has been at the heart of this effort, focused on building connections and increasing the association’s value to members.
FINDING A PLACE IN TURFGRASS
Before joining the TTA, Flowers spent 15 years in student housing, working in training and writing company handbooks. Her husband, Seth Flowers, who works in commercial landscaping and irrigation, introduced her to the industry and the TTA.
“Seth is one of the smartest people in turfgrass I know,” she said.“ Through him, I started meeting TTA members and saw what a hub it was for networking and education. I saw the challenges members faced in getting commercial business. I also realized just how many people are connected to turfgrass. That made me passionate about promoting my husband’s career and others in the industry.”
When Flowers first interviewed for the executive director position, she faced a panel of turfgrass professionals who outlined the role’s responsibilities. She didn’t have a turf background but knew she could organize and promote.
“I’m a people person,” she said. “I knew this was an association we had to keep going — not just because it educates, but because it’s a networking hub that’s invaluable.”
She got the job and quickly saw opportunities to improve the association’s financial standing. “It was going to be a challenge,” she said. “But I was ready.”
STEPPING INTO LEADERSHIP
“My first year, we coined the phrase ‘peeling the onion together,’” she said.“ The past Executive Director, Shirley Duble, had done a fantastic job running TTA for almost 30 years. It was a big responsibility to harness what she built, protect it and evolve alongside things like social media.”
Flowers credits Patrick Pankratz and Mike Chandler, TTA presidents when she started, for helping her navigate the transition. “They, along with the board, were instrumental in figuring out what worked, what didn’t and how we could move forward,” she said.“ It was trial and error, but over the past few years, we’ve seen real growth. People want to come back to our shows — not just for CEUs but because they know the value of our events.”
The TTA’s Executive Board includes a past president, current president and first and second vice president who handle key decisions. There are also 14 regional directors who represent different industry sectors — sod production, sports turf, lawn care, landscape and commercial — across eastern and western Texas.
“I’ve learned to talk to so many different professionals — golf course superintendents, sports field managers, parks and rec teams, cemetery maintenance crews and more. Turfgrass touches everything.”
BUILDING MEANINGFUL EVENTS
Flowers helps plan TTA’s conferences to provide education and networking. “We try to put on events that pique members’ interest but also meet our educational mission,” she said. “We also raise money for education and contribute to Texas A&M’s Department of Soil and Crop Sciences, which provides scholarships for turfgrass students.”
“Our summer conference is always at a resort to encourage members to bring their families and enjoy some vacation time,” she said. “A few years ago at Horseshoe Bay, we added a putt-putt event so members, vendors and their families could all interact. At our winter conference , we started a cornhole tournament, which has also been a big hit.”
Flowers plans to expand these events to strengthen connections. Though conference planning is demanding, meeting attendees reminds her why the work matters.
STRENGTHENING TTA’S VALUE
“There are so many ways for industry members to earn CEUs and education,” she said. “We have to figure out why some choose TTA over others. Having a great show is key — if we make an impact, they’ll remember it when they plan their budgets and advocate to come back.”
“Keeping members engaged strengthens vendor support and attendance,” she said. “None of this would be possible without the support of our sponsors and industry partners.”
LOOKING AHEAD
“If we can continue growing education tracks and presenting golf, sports, commercial law and landscape topics in new ways, we’ll keep strengthening the association ,” said Flowers.
TTA relies on advisors from Texas A&M, Texas Tech and statewide turf programs to help members navigate environmental and regulatory challenges. “We also survey members to understand their biggest concerns and our board of advisors determines speakers and content based on real-world issues they face,” she added.
WOMEN IN TURF
While turfgrass has traditionally been a male-heavy industry , Flowers encourages other women to get involved and find a position where they can make an impact.
“There are so many wonderful professionals in this industry,” she said. “You’ll make lifelong friends and connect with people you never would have met otherwise. A woman’s perspective is different and this industry needs diverse voices and ideas. These guys will listen and they listen with open arms.”
Flowers also believes that increasing diversity within the TTA strengthens the industry. “We learn so much from new board members or first-time attendees. Getting different people in the room means we’re all educating each other.”
A FAMILY PERSPECTIVE
Flowers’ work with TTA has given her children — ages 16, 15 and 9 — a glimpse into the industry. “Now, I want my older kids to start coming to shows to learn the value of networking . Shaking hands, looking people in the eye — that’s a skill that will help them in whatever career they choose.”
Reflecting on her time with the TTA, she credits her husband of 18 years again for leading her into the industry and sees her role as a way to give back.
“He got me into this, and I see how much work turfgrass professionals do,” she said. “I don’t think most people realize it. If I can help promote that, I’ve done my job.”
Cecilia Johnson is media and content manager at Sod Solutions. Based in Charleston , S.C., Sod Solutions has spent more than 30 years developing and releasing leading turfgrass varieties. For more information, visit sodsolutions.com.