Gerry Garcia’s career in the hardscaping industry has been defined by a single guiding principle: helping others succeed. As a Business Consultant specializing in Project & Construction Strategy at Rosetta Hardscapes, Garcia leverages decades of experience, a deep passion for service, and a commitment to recognizing others’ accomplishments.
From Early Lessons to Career Beginnings
Garcia’s work ethic and customer service mindset took root early in life. “My dad had a janitorial and carpet cleaning business, so I learned from an early age the importance of customer service, of providing services for clients, meeting expectations, and the demands of running a small home services business,” Garcia shared.
His first exposure to hardscaping came during high school, working summer jobs with a roads and grounds crew at a national laboratory in the Midwest. “It’s something that I did every year and then it evolved into a college job… We started cutting down trees, building gravel paths, and occasionally installing paver pathways. That was the first time I worked with paver bricks,” he recalled.
Though he never imagined staying in the industry post-college, a recommendation from his uncle led him to an inside sales job at a hardscape manufacturer where he handled sample requests, product support calls, and managing the outdoor display.
“That was my intro to this industry… talking to homeowners, talking to contractors, and really understanding how to position the product. I really cut my teeth into it,” Garcia said.
Finding Fulfillment
He was promoted to an outside sales representative position after about two years.
“It really ramped up into my exposure to the industry. Not only just interacting with contractors, but having my own territory to cover with contractors, dealers, municipalities,” he said.
“It wasn’t so much always landing the job. Sometimes it was helping a contractor succeed on their bid. It was really learning how to position myself as a resource and not so much as a sales rep. Really learning how to tailor my approach and position myself for the success of the customer.
Then he had a “mid-midlife crisis.”
“I was just trying to find my way in the world and I think I was chasing something. I didn’t realize what I wanted yet. I kind of felt like I needed to change career paths or change companies, and work somewhere else,” Garcia revealed.
He switched to a consulting firm, moving from a family-owned business to large publicly traded corporation. While he had a good experience and good teammates, sitting in an office wasn’t quite what he was looking for. He realized that he missed being out in the field and in front of customers.”
Then, as fate would have it, a recruiter reached out and led him to Rosetta, where he has worked for the last six years.
“I’ve gotten another vision or perspective of the industry where I’m not so much a direct salesperson. I’m helping to sell our license to help build other companies with their product lines,” he said. “It just was kind of exactly what I was looking for, being able to go and help people out. Be of service to others. And that was now my role.”
Advice for Aspiring Hardscapers
The Rosetta job was the perfect blend of Garcia’s professional and personal passions. He thinks other aspiring hardscape professionals can find their place in the industry by being willing to explore their interest areas and how they might come together.
“Find out your passion and see how it can tie into your work. I found that I am motivated by being of service to others: whether it is being resourceful, finding a solution to complex problems, or even lending a helping hand on-site. Once you make that connection, your opportunities are endless,” he said.
Garcia encourages newcomers to the hardscaping industry to stay adaptable and curious.
“Be flexible and willing to learn. You don’t have to be a master of one thing. It’s better to have an understanding of different things and learn to be resourceful, learn how to identify where to find those that have that information,” Garcia said.
It’s something he has seen reflected in his own success and career path.
“I originally went to school for structural engineering. It’s just funny because it just didn’t fit what I wanted to do in life. I ended up switching from engineering to marketing and sales. But at the end of the day, I’m kind of still in that realm,” he said.
“I’m not an engineer per se, but I have to be comfortable talking to them and understanding some of the basics. I don’t have to be the expert. If I have the information, I’ll provide it. If I don’t have it, I’ll find a way to get that information.”
Building Others Up
Helping others achieve success is Garcia’s true passion. He thrives on ensuring contractors, designers, and producer sales representatives feel supported and recognized whether it is their first project or they are experienced veterans.
“One thing for me is being part of somebody else’s success. It’s great to see others succeed. That that really motivates me,” Garcia. “…It really gives me that sense of pride and, I guess, sense of belonging as well. Like being part of something that’s bigger than me.”
At his first job, he remembers getting to be a part of the company’s annual contractor awards celebration. It left a lasting impact.
“Seeing contractors dressed up, bringing some of their team members or their wives, significant others, and seeing all these projects being submitted and being recognized for different categories and just seeing the level creativity,” Garcia said. “It really made me connect the dots of what the importance is.”
Garcia has carried this into Rosetta’s work by submitting client projects to Hardscape North America. His efforts led to consecutive wins, including a 2024 win in the Commercial Retaining Wall category for “Garden of the Empty Tomb.”
“It’s honoring the people that really did most of the legwork… My goal is to make this an annual thing where we get our contractors to be submitted for as many categories as we’re part of,” he said.
Carrying the Torch Forward
As a first-generation Mexican American and the first in his family to graduate from college, Garcia is motivated by the sacrifices of his parents and grandparents.
“Seeing the sacrifices they made for me to have the opportunities I had… that goes back to being part of something bigger than yourself. It’s now my turn to carry the torch,” he said.
Through his career, Garcia has done just that—helping others shine while building a legacy of service, success, and community across the hardscaping industry.
