Surveying the Future

ROWE Professional Services was one of the first firms to embrace GPS technology for survey work in the early ‘80s. The investment helped bolster the firm’s reputation as a leading professional consulting firm for infrastructure and development projects. But as with any emerging technology, there were times when the challenges seemed too significant to overcome. John D. Matonich, PS, the firm’s president and CEO, remembers what it felt like to be an early adopter. “It was a bit uncomfortable,” he admits. “I’d rather be on the leading edge of technology than the bleeding edge.”

There’s a fine line between the two, and being able to identify the difference requires a keen understanding of both business and technology trends. It’s an understanding that Matonich and the staff at ROWE have developed through experience. With five offices in Michigan, including its Air-Land Surveys aerial photogrammetry and mapping division, and a sixth office in Myrtle Beach, S.C., the firm has continued to make strategic investments in equipment and software over the last several decades. Perhaps even more important, however, are the investments the firm has made in its people. Training is paramount, Matonich says, noting that the firm pays for employees to attend conferences and workshops and also provides numerous in-house training opportunities. Increasingly, ROWE also focuses on cross-training to enable employees to gain skills outside of their specialized areas of expertise. “We get folks involved in multiple aspects of each project, so that someone who works in the field, for example, is also able to contribute in the office,” he says. “That provides continuity and makes us more efficient on projects.”

The result is a strong foundation that makes ROWE a valuable partner for clients as well as for other engineering and design firms. In fact, as projects and deliverables have become more complex, the firm’s ability to develop strong partnerships with other service providers has led to large contracts that none of the firms involved would have been awarded on their own. Matonich believes this trend will become even more prevalent in the future as clients seek to merge datasets from various technologies, such as aerial, mobile and terrestrial LiDAR along with traditional data collection methods. “It’s a challenging situation for a surveying firm, but the challenge comes if you’re trying to provide [all] that yourself,” he says. “We have good partners.”

It’s an approach that can provide a crucial bridge between the leading edge and the bleeding edge for many of today’s surveying firms. “Surveyors should be proud,” he says. “As long as we’re always willing to learn, always willing to look, always willing to research, we’ll understand when it’s our time as individuals to jump into an arena. We’ve done that all along.”

For more information about ROWE Professional Services Co., visit

WEB EXCLUSIVE! Go here to watch the full video interview with John Matonich.

Quotable Quotes from John Matonich

“Mobile scanning is inevitable. There are some really distinct advantages to this new technology and how it will eventually work, I think, in an overall sense in the long term.”

“We need to be as focused as possible on the surveying community because of the needs they have today. Our community needs a strong voice to represent their interests at the national level.”

“The surveying community and surveying profession makes a wonderful contribution to society and to mankind. Everywhere you go, everything you see, everything you do was founded in surveying. We should never lose sight of that or downplay the importance of it.”

“Future surveyors are going to demand more across the board. They’re going to demand more of technology, more of themselves, more of their companies and more of their clients--all in a good way.”

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