Ashly Paladino never expected to build a career in landscaping. With a background in corporate event planning, she spent years managing logistics, clients and high-pressure timelines before seeking a more sustainable work-life balance.
That shift led to a series of meetings with Sun Valley Landscaping co-owner Paul Fraynd, who was searching for a business manager to help grow his company. What began as a conversation about operational support soon evolved into a shared vision, and Paladino stepped into a leadership role that would shape both her career and the company’s future.
Today, as COO at Sun Valley Landscaping, Paladino blends business strategy, people-focused leadership and industry advocacy to help guide a thriving organization. Her path into a traditionally male-dominated field has not only influenced her leadership style but also strengthened her commitment to creating opportunity for others.
A Business Built on Vision and Partnership
Sun Valley Landscaping was formed by merging two complementary businesses. One focused on lawn maintenance and fertilization, while the other specialized in natural stone supply and landscape design.
The partnership formally united in 2012, bringing together shared clients and a mutual investment in long-term growth. In the beginning, the company employed about 16 people.
Today, that number has grown to more than 85 employees, with continued expansion planned. Growth and impact have always been the goal, and today expectations have been exceeded.
For Paladino, the appeal of joining the company was rooted in a broader purpose.
“Paul had a vision and I felt passionate toward the goal: a landscaping company that created careers and futures for people,” Paladino says.
That emphasis on building careers rather than simply completing projects continues to guide Sun Valley’s growth. Leadership intentionally scales the business to create opportunities for advancement, mentorship and long-term stability for employees.
People-First Culture in a Craft-Driven Industry
While landscaping often centers on patios, walls and outdoor transformations, Paladino believes the true differentiator lies in the people behind the work. Sun Valley emphasizes a culture of respect, collaboration and celebration of the craft itself.
“Our culture is very people-forward,” Paladino says. “We want our employees to look like the customer base we serve. Our community is very diverse, and that's what we want our employee base to look like.”
The company actively works to create an environment where employees feel valued and supported. That commitment extends beyond hiring to ongoing training and internal promotion opportunities, reinforcing the idea that landscaping can be a meaningful long-term profession.
Paladino also plays an active role in industry advocacy, volunteering nationally and serving locally on association boards to help attract new talent. She is particularly passionate about encouraging women to explore careers in landscaping.
“Being a female in this business, I want women to know this industry just isn’t for men,” she says. “This is a very fun career for women. Look at what we do every day. We get to make spaces beautiful.”
A Client Experience that Begins with Listening
Sun Valley’s approach to customer service mirrors its internal culture. The client journey begins with a detailed intake process designed to match homeowners with the right team members and understand how they truly want to use their outdoor spaces.
“Our conversation actually doesn’t start in your backyard. It starts at the kitchen table,” Paladino explains.
Consultations focus on lifestyle, functionality and long-term goals before design concepts are created. Once a project moves into production, clients receive a concierge-style experience with dedicated project managers, consistent communication and respectful job site practices.
“Truly, our purpose is to make these environments something beautiful and stable and provide career and growth opportunities,” Paladino explains.
By blending thoughtful design, attentive service and a commitment to its people, Sun Valley Landscaping continues to shape both outdoor environments and the future of the industry - one project and one career at a time.
To learn more about Sun Valley Landscaping or to begin planning your own outdoor transformation, visit their office at 5601 Harrison St., Omaha. Homeowners can connect with the team by calling (402) 703-2819 or submit an inquiry online at sunvalleyomaha.com. Here, you can utilize their price calculator, a tool that allows homeowners to browse through Sun Valley’s catalog of services, taking into account location and size of the job.
“Truly, our purpose is to make these environments something beautiful and stable and provide career and growth opportunities.”
“This is a very fun career for women. Look at what we do every day, we get to make spaces beautiful.”