Using the attributes of a fictional character, Landscape Development, Inc., developed a unique incentive sys-tem to reinforce the company’s doc-trine and motivate field employees to always work safely. The incentive system is based on the fictional character “Don Mario,” from a book written by Landscape Development CEO Gary Horton. Using Don Mario coins as the centerpiece of the incentive system, the Valencia, CA-based Landscape Develop-has seen a noticeable increase in worker safety as evidenced by the decrease in worker injuries.

“We use the ‘Don Mario’ coins as a reward system,” said Ryan Nixon, director of fleet operations. “If one of our superintendents sees our field employees demonstrating superior commitment to safety, quality, customer concern, integrity, or teamwork, they pull the team aside and recognize them for what they were doing by presenting them with a Don Mario coin.” If the superintendent observes the employee exhibiting one of Don Mario’s values, like “absolute safety,” he gathers the crew and makes an announcement as to what he saw or heard the employee doing. The employee is then presented with the Don Mario coin enclosed in a protective plastic pouch, redeemable for a $25 bonus. Landscape Development was surprised to discover the field staff liked the coins so much that they didn’t want to remit them for the $25 bonus.

That’s when Landscape Development began using the information from the recognition form to trigger the bonus payment and inclusion in the company newsletter, which is distributed monthly to the 1,100 employees. This form also becomes part of the employee’s permanent file. “Company wide we have distributed 317 coins so far this year,” said Jennifer Jeli, human resources coordinator with Landscape Development. “We are constantly pushing our Absolute Safety doctrine to the employees, and it seems that our work injuries are on a steady stream of decline for a number of different reasons.”

“Safety is our number one priority,” said Nixon. “We encourage our guys to be safe and we are getting safer all the time.” The Don Mario coins are proving to be a successful tool in improving safety, the company, and the lives of Landscape Developments employees. Landscape Development began the program in August 2005 when they placed their first of two orders for 500 coins. The artwork and design was done in-house at Landscape Development. “Using the artwork from our artist, I designed the coin and then took it to the Osborne Coinage Co, a private mint. They did the rest,” said Nixon. “They were very friendly and gave us a good price. It was smooth, very seamless. When we made changes they did it with no problems. Working with Osborne was great. They were even ahead of schedule on the delivery date.”

The heavy bronze colored coins are 11⁄inches wide. A drawing of the fictional character, Don Mario is on the head side with the phrase, “Safety Comes Before Everything Else.” On the tail side Landscape Development’s logo is surrounded by “Absolute Safety,” “Brutal Honesty”, and “Raving Fans” and “You Make the Difference” monikers. “The imprint of Don Mario’s face, our company logo, and our comment
doctrine looks great," said Jeli.” We are happy with Osborne because the coins look great, they are reasonably priced, and our orders arrive pretty quickly after our order is placed.” FSM
Established in 1835, Osborne Coinage is America’s oldest private mint. They produce custom minted coins, tokens, medallions, and key chains in aluminum, brass, red brass, nickel-silver, bronze, and even fine silver and solid gold. For more information, visit www.osbornecoin.com.