Toro's Greg Janey talks to media members about the Reelmaster 5210 during media day.

But it was normal day at Toro, located in Bloomington, Minn., where mowers and blowers and other equipment are tested extensively for durability, performance and safety, among other things. And the tests, like placing a solid metal pipe underneath the cutting unit of a fairway mower, cause some racket.

The media were given a tour of the Toro facilities as part of the company's media day, titled "Innovation At Its Roots." In addition to seeing the rigor that Toro's equipment is put through before it goes to market, the media also heard from several company speakers, including CEO and Chairman Mike Hoffman, Director of Center for Advanced Turf Technology Dana Lonn, Vice President of Operations Sandy Meurlot and others.

Being a major player in irrigation — more than 20 percent of Toro's revenues come from it — a big topic of the day was water management. And considering that freshwater supplies are dwindling, Toro's speakers had a lot to say about the topic.

"The fact is, water is becoming the new oil," Hoffman said. "It's no longer considered a commodity. It's considered a precious resource — and it's getting more and more expensive. We need to manage water much more carefully."

Lonn, who has worked at Toro for almost 39 years and is considered a top industry researcher, delved into the many things that Toro is doing to help golf course superintendents irrigate more efficiently. Lonn talked about the company's aim to develop sprinklers that that mimic the distribution uniformity of rainfall. He also talked about climate-based irrigation controls to combat such things as solar evaporation and wind, micro-irrigation and soil-sensor technology.

Toro CEO and Chairman Mike Hoffman makes a point.

"A lot of what we're driving at is to get more precise," Lonn said. "And you get more precise by measuring."

Lonn also expanded on future technology as it pertains to alternate fuels, such as fuel cells, bio-diesel and electric power. Lonn likes the latter, saying electric energy amounts to lower and even zero emissions, fewer wear parts and less noise. But he said electric fuel is not yet feasible because it's too heavy. Eight-hundred pounds of lead-acid batteries supply as much power as only 1 gallon of gas, which weighs about 8 pounds.

Overall, Lonn said Toro's customers voice a similar request: They all want improved and more-efficient products, but not at an increased price. "They say, 'Don't change them much. Just give them to us better, faster and cheaper,' " Lonn said.

But Hoffman realizes that meeting such challenges abound in this ever-changing world.

"Certainly, change is accelerating," Hoffman stated. "And a lot of the change we've seen over the last 15 years is happening in shorter durations, of which we have to be prepared. We are thinking way out there. So as this change accelerates, we can be in a position to help our customers. There's a lot more learning that's going to go on."