March 2018 | Volume 35 | Number 1

Inside: Smarter Phone Sales, p. 14 Wedding Pricing Breakdown, p. 34 Retargeting Tips, p. 40

march 2018 | volume 35 | number 1

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FM Mar18 Cover v5.indd 2 2/20/18 1:43 PM march 2018 | volume 35 | number 1

22 WEDDING CASHERS Put yourself on the invite list with couples ready to spend big.

30 THE ART OF LUXE Wedding planners and tastemakers say elegance is back.

34 MARCH TOWARD PROFITABILITY Beautiful weddings should also be profitable affairs. 22 2 VIEWPOINT 18 GROWTH 4 WHAT INSPIRES US 20 FRESH CHOICES 4 MORE ONLINE 36 INDUSTRY NEWS 6 AD INDEX 38 FIELD TRIP 8 MEMBER FORUM 40 YOUR DIGITAL STRATEGY 10 SAF IN ACTION 42 BUSINESS OF DESIGN 12 SNAPSHOT 44 NEW PRODUCTS 14 SMART SELLING 46 CLASSIFIEDS 16 TALENT 48 QUALITY 38

> COVER PHOTO BY BECCA LEE PHOTOGRAPHY, COURTESY BRAMBLE AND BEE

FM Mar18 TOC v4.indd 1 2/20/18 4:43 PM Viewpoint BY CHARLES KREMP, AAF

THE TIME FOR A NATIONAL PROMOTION EFFORT IS NOW Coming to a city near you... > Many years ago, the agency that through the distri- handled the American Floral Marketing bution chain to the THE FLORAL BUSINESS AUTHORITY MARCH 2018 | VOLUME 35 | NUMBER 1 Council account wanted to do a study consumer. on so-called “heavy flower buyers.” The effort was MARY WESTBROOK EDITOR IN CHIEF Tragically, to get a big enough sample, suspended in May [email protected] they needed to include even people who 2007 due to seri- SHEILA S. SANTIAGO DIRECTOR OF PUBLISHING [email protected] bought flowers only twice a year. There ous issues facing the KATIE HENDRICK SENIOR CONTRIBUTING EDITOR were lots of people who bought flowers industry and a lack of [email protected] on Mother’s Day, others who bought on support from many of the importers and DETROIT GREEN BAY PORTLAND DESIGN AND PRODUCTION Valentine’s Day, but few who consistently domestic producers: margins were tight, BUSSOLATI ASSOCIATES used flowers to express their feelings. the future of the Andean Trade Promotion SUN., MAY 20, 2018 SUN., JULY 15, 2018 SUN., OCT. 7, 2018 PUBLISHING ADVISERS KATE F. PENN, SAF CHIEF EXECUTIVE OFFICER The agency asked participating con- and Drug Eradication Act was uncertain; Doubletree By Hilton Radisson Hotel and Conference Doubletree by Hilton DREW GRUENBURG, SAF CHIEF OPERATING OFFICER sumers if they would send flowers for a fuel prices were high; and the exchange EDITORIAL OFFICES Detroit, MI Center, Green Bay, WI Portland, OR SOCIETY OF AMERICAN FLORISTS birthday. The answer: Yes. An anniver- rate for the peso was unfavorable to 1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406 sary? Yes. Holiday gift? Yes. These same Colombian growers. Sponsored by Sponsored by Sponsored by (800) 336-4743; (703) 836-8700; FAX (800) 208-0078 people were then asked, “In the last year, Since then, the business climate has WWW.SAFNOW.ORG Nordlie’s and Kennicott Brothers the Bill Doran Company Frank Adams Wholesale Florist ADVERTISING SALES have you sent flowers for a birthday?” changed dramatically. The small amount KELLI NILSSON No. “Anniversary?” No. They just didn’t of this assessment is also much less than [email protected] 214-291-3652 think of flowers on those occasions. the normal fluctuation in flower costs. MATTHEW THOMASSON We realized then that we had a We know the value this kind of effort [email protected] product everyone could buy on any day could produce: The Wharton School of 214-291-3656 “When an educational event is within even 100 miles of for many reasons. The only reason they the University of Pennsylvania did a fea- you, mark your calendar and attend. It will be worth the FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS didn’t was because they hadn’t thought sibility study in 2006 and reported, “An PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), of it. That same disconnect exists today. integrated national marketing campaign travel time and minimal expenses incurred. You’ll learn THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. What an opportunity. for the floral industry would effectively ex- something, meet new ower friends and share ideas, STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL University research shows us (and pand revenue and yield a positive benefit- and leave ready to take back new tools to improve POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS we all know from experience) that flow- to-cost ratio.” They estimated a return of POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND yourself and your shop. Make the time. You owe it to ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE ers make people feel better, even when $6.45 for every dollar invested. IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL yourself, your sta and your clients.” RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A they are purchased for oneself. Research The time is ripe to reopen this effort MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: has also shown this feeling is not only and for SAF to lead the way. Through a — Carolyn Minutillo, AIFD, EMC, Lavender Hill, Jeffersonville, Indiana $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN enjoyed by the recipient but also by the referendum conducted by USDA, produc- PERMISSION. sender. There’s no better way to share ers and importers would agree to fund the POSTMASTER SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, those messages and therefore sell more effort — and the rest of the industry would 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406. PUBLICATIONS MAIL AGREEMENT #40589029. CANADIAN RETURN MAIL ADDRESS: flowers than through an all-industry, col- agree and be prepared to support it. STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5. E-MAIL: [email protected]. lective marketing program. In 2007, an executive with a large INSTRUCTION TO CONTRIBUTORS There are many creative ideas ready supermarket chain said that if importers FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES to be implemented. The only thing and producers want to sell more flowers, TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@ SAFNOW.ORG. ANY UNSOLICITED MATERIALS SENT, INCLUDING we need is funding — and that can be they must realize that “there are thou- PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS achieved in a very fair and painless way. sands of products in our stores, and the OR ANY OTHER MATERIALS SENT. In 2005, for instance, the Floral responsibility to build demand lies with FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE Four leading oral industry experts will teach you how to: SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG Marketing Funding Initiative Coalition or- the producers and importers.” This is LETTERS TO THE EDITOR ganized to write a promotion order through even truer for all of us who sell flowers. WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND the U.S. Department of Agriculture to put We must develop and manage a pro- Enhance your design skills and pro tability Supplier Showcase! YOUR OPINIONS AND SUGGESTIONS TO: [email protected]. in place a mechanism to collect an assess- gram to get the word out to consumers Satisfaction Expand your merchandise horizons by ment of 0.5 percent on all domestically that there is no better product to bring Connect with customers online guaranteed, connecting with new fresh product, grown and imported flowers. Assessments joy into everyone’s lives than flowers. or your money on the domestically produced flowers hardgoods and technology suppliers. Charles Kremp, AAF, of Kremp Florist back! would be collected by USDA and on im- Discover hidden pro ts in the Philadelphia area, is a member of Suppliers, contact Laura Weaver to ports by Customs. Since this very small the SAF Floriculture Hall of Fame. He is inquire about exhibiting, amount would be on every stem, every Perfect your sales and customer service approach a past president of SAF and the Floral ♥ [email protected]. bunch and every flower, it would be fair to Marketing Funding Initiative Coalition and all. The amount would have been included a past chairman of the American Floral in the cost of the products, as is the case Marketing Council. [email protected] with all other expenses, and passed on Register today: safnow.org/1-day-pro t-blast

2 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Viewpoint v5.indd 2 2/20/18 2:12 PM Coming to a city near you...

DETROIT GREEN BAY PORTLAND SUN., MAY 20, 2018 SUN., JULY 15, 2018 SUN., OCT. 7, 2018 Doubletree By Hilton Radisson Hotel and Conference Doubletree by Hilton Detroit, MI Center, Green Bay, WI Portland, OR Sponsored by Sponsored by Sponsored by Nordlie’s and Kennicott Brothers the Bill Doran Company Frank Adams Wholesale Florist

“When an educational event is within even 100 miles of you, mark your calendar and attend. It will be worth the travel time and minimal expenses incurred. You’ll learn something, meet new ower friends and share ideas, and leave ready to take back new tools to improve yourself and your shop. Make the time. You owe it to yourself, your sta and your clients.” — Carolyn Minutillo, AIFD, EMC, Lavender Hill, Jeffersonville, Indiana

Four leading oral industry experts will teach you how to:

Enhance your design skills and pro tability Supplier Showcase! Satisfaction Expand your merchandise horizons by Connect with customers online guaranteed, connecting with new fresh product, or your money hardgoods and technology suppliers. Discover hidden pro ts back! Suppliers, contact Laura Weaver to inquire about exhibiting, Perfect your sales and customer service approach ♥ [email protected].

FM Mar18 Viewpoint v5.indd 3 2/20/18 2:07 PM What Inspires Us BY MARY WESTBROOK

> “I have so much to tell you.” Week (p. 30), where a bevy of top wed- ELEGANT EARTHTONES As the Floral Management team ding planners weighed in on what’s new worked to put together this month’s and different in 2018, and from our senior issue, I heard a variation of that senti- contributing editor Katie Hendrick, who and irresistible textures ment over and over again. talked to three very different florists Julie Martens Forney said as much on how they’ve improved, streamlined after interviewing Jason Kendall of Kendall and right-sized their wedding work, to Farms for Field Trip (p. 38). In that col- maximize profits and satisfaction (p. 22). umn, we try to shine a light on new tech- (In fact, Wadsworth picked up so many nology and processes happening at the inspirational photos, we just couldn’t fit grower and breeder level — we’d heard them all in the story. Check out additional about the steep terrain at the 500-acre pictures at safnow.org/moreonline.) Fallbrook, California, farm and thought To balance that inspiration with there might be a story there. Turns out, some real-world bottom-line talk, this customers, and what you may inadver- the hillsides at Kendall Farms are steep — month we also have veteran contributor tently be doing to turn people off. akin to a black diamond ski run — but in and resident CPA Paul Goodman, PFCI, And, if you’re looking for just one idea reporting the column, Julie also learned weighing in on best practices in wed- to implement this month to improve your about the farm’s use of solar panels, ding pricing, including common pitfalls business, may I suggest a tip from Manny highly efficient drainage system and to avoid (p. 34). Gonzales (p. 18)? Start a book club with tactics for leveraging microclimates. All Speaking of best practices: Does your employees. It’s a tactic Gonzales of these things make for a stronger busi- your staff tiptoe around talking price and his wife, Clara, have embraced at ness (and better products), but they’re with customers? Worse, when they Tiger Lily, in Charleston, South Carolina, also a testament to the innovation in our do talk price, do you hear their voices as a way to get their team thinking industry, and they’re ideal stories to share rising higher and higher? That’s a com- bigger regularly — about sales, customer with customers who wonder: “Where did mon practice, and it’s one that doesn’t service, and so much more. “This is these flowers come from?” “How were exactly instill confidence. (Imagine a the least expensive, quickest and most they grown?” “Who grew them?” car dealer doing the same thing — it effective way to increase sales,” Gonzales I also heard the same sentiment from never happens.) In Smart Selling (p. 14), promises. What’s not to like about that? contributing writer Kim Wadsworth, who Tim Huckabee dishes on why you and Happy reading. reports this month on trends she picked your team need to focus more on how up during the 2018 Charleston Wedding you’re using your voice when talking to [email protected]

More Online ADDITIONAL RESOURCES ON WWW.SAFNOW.ORG

what a blast deal with ‘i don’t’ wake-up call partner power Next best thing to going to Cancelled weddings are a part Missing out on sales secrets? To help SAF members improve SAF’s One-Day Profi t Blast is of being in the bridal business Insider news? Have you seen their wedding businesses, SAF has checking out the photos taken — few fl orists have never SAF’s Wednesday E-Brief lately? teamed up with Details Flowers while there. You never know received that dreaded call from How about the Saturday Sales Software. The Details platform who you might see (yourself, a bride, cancelling a wedding Wake-Up or Week in Review? If streamlines proposals, simplifi es for starters, if you were among you booked months ago. Here’s you’re an SAF member and aren’t the payment process, and ensures the attendees). Check out the how to (sensitively) ensure you receiving these vital member clients are profi table down to shots from the January event, in get your just compensation. benefits, you’re missing the up- each arrangement. SAF members Omaha, at fl ickr.com/photos/ safnow.org/moreonline to-the-minute industry news and who have never signed up for societyofamericanfl orists valuable business building tips. Details can receive a 14-day free If you’re out of the loop, email trial and a 15 percent discount on OUR URBAN EARTH COLLECTION [email protected]. Put the full price monthly or annual Organic, beautiful & rustic. These pieces were designed to “Add me” in the subject line and subscription rate for the software. make a strong statement. Made of concrete and available in your full name, company, city and safnow.org/moreonline state in the body of the message. two finishes- Weathered Brown & Weathered Slate. View the entire collection online. syndicatesales.com |  4 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 What Inspires More Online v2.indd 4 2/20/18 4:19 PM ELEGANT EARTHTONES and irresistible textures

OUR URBAN EARTH COLLECTION Organic, beautiful & rustic. These pieces were designed to make a strong statement. Made of concrete and available in two finishes- Weathered Brown & Weathered Slate. View the entire collection online. syndicatesales.com | 

FM Mar18 What Inspires More Online v2.indd 5 2/20/18 4:20 PM Ad Index

Build Your FIND WHAT YOU NEED You can also visit advertisers online at Wedding Business ﬂ oralmanagement.safnow.org.

1-Day Profit Blast 703-836-8700, SAF now.org/1-day-proft-blast...... 3

Accent Décor 800-385-5114, AccentDecor.com ...... Inside Front Cover an original accessory

Alexandra Farms 305-528-3657, AlexandraFarms.com ...... 19

Chrysal USA 800-247-9725, ChrysalUSA.com ...... 39

Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com ...... 43 Postcards 4” x 6” SAF MEMBER PRICE DESIGN MASTER color tool inc. 800-525-2644, DMcolor.com ...... 15 Non-Member $ 95 Price: $15.95 pack of 100 Back reads: 7 Details Flowers 386-255-9594, DetailsFlowers.com ...... 45 Beautiful brides and breathtaking bouquets naturally go together. Floral Management Magazine’s Marketer of the Year Award ...... 17 Contact us today, and we’ll make 800-336-4743, SAFnow.org/marketeroftheyear your wedding picture perfect.

SAF Poster MEMBER PRICE FTD 800-788-9000, FTDi.com/FTDadvantage ...... Back Cover 22” x 28” $ 95 Non-Member each Price: $4.95 2 gotFlowers? 408-840-3514, gotFlowers.com ...... 47

Here’s what you’ll nd FREE Smithers-Oasis 800-321-8286, OasisFloral.com ...... 7 with your SAF membership at safnow.org/weddings: Syndicate Sales 765-457-7277, SyndicateSales.com ...... 5 ■ Married to Perfection iers, ads and more Teleflora 800-421-2815, MyTeleflora.com ...... Inside Back Cover ■ Articles including How to Lure Brides at Wedding Shows, Say “I Do” to Do-It-Yourself Brides and The Vintage Pearl 918-935-2728, tvpWholesale.com ...... 41 Multicultured Nuptials ■ Sample documents, such as Pre-Consultation Letter, Wedding Contract and Invoice ■ Tools like the Wedding Flower Calculator and Wedding Worksheet When creating a design for a customer I want to accent ■ Promotional ideas and advice their personality with fashion and style. This prom cuff features organic aspects that are very on-trend with its RAND POWELL understated glitz. This design showcases my ability to Ordering is easy! FOLEY’S FLORIST think outside the box and helps build my reputation for Berea, KY safnow.org/weddings creating original floral jewelry. MOST INSPIRATIONAL Let our featured designers inspire you at FLORAL DESIGN: Prom oasisfloralproducts.com/inspire You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. ©2018 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis Company. registered OASIS® and VERTICAL BAR DESIGN® are All rights reserved. ©2018 Smithers-Oasis Company.

6 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Ad Index v2.indd 6 2/20/18 4:16 PM an original accessory

When creating a design for a customer I want to accent their personality with fashion and style. This prom cuff features organic aspects that are very on-trend with its RAND POWELL understated glitz. This design showcases my ability to FOLEY’S FLORIST think outside the box and helps build my reputation for Berea, KY

creating original floral jewelry. MOST INSPIRATIONAL Let our featured designers inspire you at FLORAL DESIGN: Prom oasisfloralproducts.com/inspire You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. ©2018 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis Company. registered OASIS® and VERTICAL BAR DESIGN® are All rights reserved. ©2018 Smithers-Oasis Company.

FM Mar18 Ad Index v2.indd 7 2/20/18 2:00 PM SAF Member Forum

What’s Working? In an economic outlook survey conducted in January, the Society of American Florists asked its members to share their most effective recent ideas and promo- SEPTEMBER 12-15, 2018 ~ RANCHO MIRAGE, CALIFORNIA ~ 134TH ANNUAL CONVENTION tions. Here are some responses that stood out. Read more about those survey results in Industry News, on p. 36-37. World-Class Business Training

> “We worked really hard on wedding work Powerful Connections Get Social with Us and getting reviews from brides by asking for them with a link. [We] have won awards Creative Inspiration and thus more brides are inquiring about our work. This has helped increase sales during non-holiday times, which is huge.” Carma White, Four Seasons Flowers and Plants, San Diego, California

> “We are pushing to keep our products, especially nonperishable, ‘fresher’ [with] smaller inventories, so we can offer newer, different products more frequently.” James Cossairt, Cossairt Florist, Shelbyville, Indiana > “We teamed up with our local Humane Program Preview Society, [which] has three different thrift stores throughout the area. We receive all of their basic vases and give them ATTRACTING TALENT DIGITAL MARKETING credit on each toward their yearly gala.  Breeding Future  Defending Your Brand It’s a win-win. It cuts our supply costs Floriculturists  Stand Out on Social Media and helps the community, while allowing  Preparing Millennials for  Photos That Sell them to clear out space for more valu- Leadership  Using Video to Boost able items in their thrift store and have  Internship Programs that Engagement pretty flowers for their gala.” Deliver Martha Aaron, Sedona Mountain High  Recruitment Renovation PROFITABLE DESIGN Follow SAF on social media for the latest news on SAF, members Flowers, Sedona, Arizona “There is an energy at [SAF’s convention] that  HR Hacks that Win Loyalty  Rejuvenate Your Yuletide and the industry, as well oral business tips and more: will charge you and your business! You will > “I have tried to control cost of goods Business learn, connect with others and have fun in the ■ Instagram.com/SocietyofAmericanFlorists and really trim the number of items on my MANAGEMENT 3.0  Holiday Design Workshop website. Also controlling payroll: Everyone  Smarter Buying Strategies  Sylvia Cup Floral Design process! In the end, you will take that positive ■ Facebook.com/SocietyofAmericanFlorists is on an hourly rate, and I shortened my  Are You Selling Yourself Competition energy and new knowledge back to your business hours since much of the business Short? business — priceless.” ■ has shifted to online ordering. Every penny  Twitter.com/SAFdelivers Why Emotional IQ Matters TRENDS & NEW Nancy Godbout, Jacques Flowers, Manchester, New counts in this day and age.” at Work PRODUCTS ■ Youtube.com/SAFVision L. Lynne Moss, AAF, AIFD, PFCI, Hampshire  QuickBooks Workshop  Future of the Retail Florist The Flower Shoppe, Pratt, Kansas  Nitty Gritty Hacks to  ■ Supplier Expo “The most inspiring resource for improvement Flickr.com/SocietyofAmericanFlorists Extend Vaselife > “We had a nonprofit use our building for  Outstanding Varieties in our industry! Exceptional use of time.  Disarm the Disgruntled  Premier Products their January event. We ended up with 50 Chanda Mines, Bagoy’s Florist & Home, Anchorage, Alaska women in the shop; some had never been Showcase [here] before and some had. They ended up buying lots of our after-Christmas sale REGISTER NOW items, which was unexpected. We’ve already booked them for next January.” Penny Kiger, Woodland Floral and Gifts, safnow.org/annual-convention Kalispell, Montana

8 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Member Forum v1.indd 8 2/20/18 4:31 PM SEPTEMBER 12-15, 2018 ~ RANCHO MIRAGE, CALIFORNIA ~ 134TH ANNUAL CONVENTION

World-Class Business Training Powerful Connections Creative Inspiration

Program Preview

ATTRACTING TALENT DIGITAL MARKETING  Breeding Future  Defending Your Brand Floriculturists  Stand Out on Social Media  Preparing Millennials for  Photos That Sell Leadership  Using Video to Boost  Internship Programs that Engagement Deliver  Recruitment Renovation PROFITABLE DESIGN “There is an energy at [SAF’s convention] that  HR Hacks that Win Loyalty  Rejuvenate Your Yuletide Business will charge you and your business! You will MANAGEMENT 3.0  Holiday Design Workshop learn, connect with others and have fun in the  Smarter Buying Strategies  Sylvia Cup Floral Design process! In the end, you will take that positive  Are You Selling Yourself Competition energy and new knowledge back to your Short? business — priceless.”  Why Emotional IQ Matters TRENDS & NEW Nancy Godbout, Jacques Flowers, Manchester, New at Work PRODUCTS Hampshire  QuickBooks Workshop  Future of the Retail Florist  Nitty Gritty Hacks to  Supplier Expo “The most inspiring resource for improvement Extend Vaselife  Outstanding Varieties in our industry! Exceptional use of time.  Disarm the Disgruntled  Premier Products Chanda Mines, Bagoy’s Florist & Home, Anchorage, Alaska Showcase

safnow.org/annual-convention

FM Mar18 Member Forum v1.indd 9 2/20/18 3:55 PM SAF in Action BY KATIE HENDRICK SAF in Action

IMMIGRATION, FNRI TOP CONGRESSIONAL ACTION DAYS AGENDA > Dozens of retailers, Cornerstone Government Affairs, wholesalers, growers and and professional lobbyist trainer suppliers are heading to Stephanie Vance at the CAD Issues Washington, D.C., March and Advocacy Training Session. 12-13, for the Society of Laura Foote Reiff, an attorney in the American Florists’ 38th Reiff Washington, D.C. and Northern Annual Congressional Action Virginia branches of Greenberg Days to educate lawmakers Traurig, co-chairs the firm’s Business about their businesses Immigration and Compliance prac- and the floral industry’s tice, as well as its International legislative priorities. Employment, Immigration and During congressional Terril Nell, Workplace Strategies group. meetings, CAD partici- Ph.D., AAF Nell, a past SAF president, pants will talk about key professor emeritus of floriculture at breaking news Follow #safcad on social issues, including immigration reform the University of Florida and Floral media for CAD updates, like this one from Rep. and the Floriculture and Nursery Management contributor, is one of the Dan Kildee of Michigan tweeting about meeting Research Initiative. country’s top experts in postharvest SAF members from his state including Kal To prepare participants with talk- research — and one of the floral Krueger of Vogt’s Flowers from Flint in 2017. ing points and defined “asks,” SAF industry’s most passionate and “Our goal is to ensure that every recruited two experts to explain the respected ambassadors. He has spent CAD participant — especially someone topics. Immigration attorney Laura more than 40 years not only studying who is joining us for the first time — Foote Reiff and American Floral how to improve the lifespan and quality feels confident and supported when Endowment research coordinator of flowers and plants, but also ardently they go for their visits on Capitol Hill,” Terril Nell, Ph.D., AAF, join SAF Senior fundraising to make such research McBurney said. “Ultimately, the best tool Director of Government Relations possible, earning him the 2015 Paul we have is our collective stories.” Shawn McBurney, Dr. Joe Bischoff of Ecke, Jr. Award.

SAF APPOINTS SIX LEADERS TO CHAIR COUNCILS > The Society of American Florists appointed six members from its Board of Directors to serve as chairmen on its seg - ment Councils and Joint Councils, which make recommen - dations on how the national trade association can develop programs and services to meet the needs of its members. “The council chairmen serve vital roles for SAF and the entire floral industry,” said SAF President Bill LaFever, PFCI, of the Bill Doran Company in Rockford, Illinois. “They report to the SAF Board of Directors about trends among growers, wholesalers and retailers as well as advise the association in its government relations, floral promotion and member services activities.” SAF’s segment Councils — Growers, Whoelsalers and Retailers — identify specific issues affecting their industry new leaders Top row: Serving as chairmen of SAF’s segment Councils are: (Growers) Mike Mooney of Dramm & Echter, Inc. in Encinitas, segment, recommend how SAF can address the issues and California; (Wholesalers) Laura D. Shinall of Syndicate Sales, Inc., in identify candidates for the Board of Directors and Councils. Charleston, South Carolina; and (Retailers) Skip Paal, AAF, of the Rutland SAF’s Joint Councils — Consumer, Member and Beard Floral Group in Catonsville, Maryland. Bottom Row: Chairing SAF’s Government— are a cross-pollination of individuals from Joint Councils are: (Consumer) Jo Buttram, AAF, of Shirley’s Flowers & all three segment Councils and provide more specific Gifts, Inc., in Rogers, Arkansas; (Member) Gustavo Gilchrist of Kennicott Brothers – Chicago in Chicago; and (Government) Marvin N. Miller, Ph.D., direction in their respective areas. SAF’s Consumer Joint AAF, Ball Horticultural Company in West Chicago, Illinois. Council provides input and guidance in the development of consumer and industry-based marketing, education services. The Government Joint Council provides input and and information processes to increase the consumption recommendations on regulations and legislation that affect of flowers and plants. The Member Joint Council makes the floral industry and develops policies favorable to its recommendations for SAF’s member benefits programs and success and growth.

10 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 SAF In Action v4.indd 10 2/20/18 4:23 PM SAF in Action

SAF PALM SPRINGS 2018 PROGRAM PREVIEW TWO-MINUTE TRENDS VIDEOS DAZZLE

Cheryl Heather Anna Denham Waits Ball

must-see The Two-Minute Trends video “Inspiring Conversation” has reached more than 180K views. > An informative video series showing Kate how decorating with flowers inspires Susan Kevin Rakini Nic Renato Delaney Yoder Ylvisaker Chinery Faitos Sogueco emotions and enhances commercial and residential spaces has racked up more than 852,000 views, thanks to Eighteen months have passed since SAF Maui 2016, and six months since > strategic social media promotions by Hurricane Irma forced the cancelation of SAF Palm Beach 2017, leaving many the Society of American Florists. members champing at the bit to come together for four days of networking, SAF’s newest marketing program, education and inspiration at SAF Palm Springs 2018, the Society of American The Architectural Design of Flowers — Florists’ 134th Annual Convention, Sept. 12-15 at the Westin Mission Hills in created in partnership with Asocolflores Rancho Mirage, California. — educates the media, interior design “It’s been way too long since I’ve seen some of my dearest friends and col - community, and consumers about the leagues,” said Cheryl Denham, CEO and owner of Arizona Family Florist in scientific benefits of living and working Phoenix, who is looking forward to talking with manufacturers, wholesalers and among flowers, as well as color trends distributors about products, consumer demands and what’s on the horizon. “I for residential and commercial spaces. have left every convention a better and more empowered person, and the infor - The program includes a series of mation I’ve learned is immeasurable.” seven “Two-Minute Trends” YouTube Heather Waits, owner of Bloomtastic Flowers & Events in Columbus, Ohio, videos featuring interior designer echoed those sentiments: “SAF’s annual convention is an investment in myself Kelli Ellis and color trend expert Mark — a great refresh button and a chance to learn what others are doing, and what Woodman. Together, they demon- I can do to better to support my team.” strate the art and science of flowers The convention’s educational sessions will cover key topics, including at- as a design tool to inspire emotions tracting talent, profitable design, digital marketing, trends and new products, and actions within public and private and management. Here are a few: living spaces, as well as work envi- ■■ Breeding Future Floriculturists: Floriculture Hall of Fame ronments. The floral designs shown member Anna Ball of Ball Horticultural and Susan E. Yoder were created by SAF member Tim of Seed Your Future will share generational research findings Farrell, AAF, AIFD, PFCI, of Farrell’s and their marketing plan to encourage college and high school Florist in Drexel Hill, Pennsylvania. students to pursue horticulture and floriculture careers. Paid promotions from mid-January ■■ Rejuvenate Your Yuletide Business: Kevin Ylvisaker, AIFD, PFCI, CAFA, will outline ways to attract consumers ISO unique, ready- through early February on YouTube to-go holiday décor, event concepts to entice customers into your garnered 656,592 views from the four shop and ideas to help you merchandise, market and upsell. consumer videos boosted. In December and again in early January, SAF ran ■■ Defending Your Brand Online: Rakini Chinery, AAF, AzMF, of Allan’s Flowers; Kate Delaney, AAF, of Matlack Florist, Inc.; and Nic Faitos of additional social media campaigns Starbright Floral Design will divulge what they do to stake their cyber turf through Facebook, generating more and what they do to protect their reputation with customer reviews. than 542,000 impressions, and nearly 196,000 video views. In addition, tra- ■■ The Future of the Retail Florist: Renato Sogueco, Bloomnet’s vice president of digital strategy, will moderate a panel of florists adept ditional public relations has garnered at adapting to cultural and technological changes to compete with news coverage in influential publications the search dominance and customer service expectations set by including American Spa and Luxe Daily. companies such as Amazon, Google, Samsung and Apple. SAF provides members with For details and to register, visit safnow.org/annual-convention. advice and materials to capitalize on the program at safnow.org/ twominutetrends.

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FM Mar18 SAF In Action v4.indd 11 2/20/18 4:23 PM snapshot MMD Events TAMPA, FLORIDA

go big Allen’s showroom is deep in patterns, and that’s how she likes it. “In my mind, nothing compliments a complicated pattern like a complicated pattern,” she said with a laugh. “To my team and to me, leopard is a neutral.” Lighting in the showroom, including overhead, side and spot ﬁ xtures, also allow Allen to show off the company’s event lighting options to customers.

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FM Mar18 Snapshot v2.indd 12 2/21/18 11:21 AM BY MARY WESTBROOK Snapshot

WILD CHILD > Two years ago, Amanda Allen of MMD Events in Tampa made a decision: Her showroom needed a makeover. She wanted the space to look less industrial, more upscale. Even more than that, she wanted the room to reflect her personality — specifically, her deep love of pattern and color. The result? When couples stop by for a consultation today, they’re met with bold pops of orange and red and pink and textures and patterns galore (including a velvet leopard pattern prominently hanging along one wall). If the looks turn them off? So be it, Allen said. “I’ve learned over the years that you can never be ‘the’ person for everyone, when it comes to weddings,” she said. “It’s better to be yourself, authentically you, so that you’ll attract and work with the people who like your style, or want to borrow from it for a day.”

Mary Westbrook is editor in chief of Floral Management. [email protected]

sit a spell Much of the furniture featured in the space is available for event rental; the sofa is part of a popular lounge set. Allen swaps pillows throughout the year to bump up the contrast and change stories. “The theme now is boho chic,” she said.

portrait of the artist Much of the art featured in the space was created originally for Allen. “Some of it is handmade, and so when we redid the space, we knew we wanted to feature it prominently,” she said. One thing she doesn’t hang on the walls? Photos of her own work. Instead, she focuses on creating a mood and communicating her point of view. “Brides need to see your style to really be drawn in,” she said.

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FM Mar18 Snapshot v2.indd 13 2/21/18 11:22 AM Smart Selling BY TIM HUCKABEE add the extra polish

This is the third in a 10-part series aimed at empowering Floral Management readers to build a foundation to their big day No. 3 month by month, sale by sale, for higher sales, more confident employees and happier customers.

SMART YOUR VOICE IS YOUR BEST TOOL SELLING > Are you caught up? This is the third install- For example: “To celebrate such an impor- ment of a very different type of column from me. tant birthday, coming from all her children and I am giving you a month-by-month game plan grandchildren, I suggest sending one of our large to dramatically improve the sales culture in your vase arrangements, perfect for the dining room store, empowering your staff to offer higher price table and priced from $X to $Y.” Don’t be afraid points more comfortably and easily every day. In to offer that higher price point. The worst that January I covered the importance of holding reg- can happen is the customer says no. Even if that ular meetings with staff and gave some simple happens, you won’t lose the sale. guidelines on conducting meetings in your shop. Start to monitor how many unnecessary “I hear even Last month, I talked about how critical it is to questions you’re asking customers. These ques- treat walk-in customers better — no more of the tions lengthen the call and, ironically, erode their seasoned old-fashioned, ineffective, “How can I help you?” confidence in you. For example, if you think a staff tiptoeing This month, I am tackling how to make a bet- customer’s design would benefit from a few red ter phone sale following the principles I teach in roses, offer that in the form of that professional around prices, shops every week. I want you to practice these advice they so desperately want. Say “I recom- raising their techniques to demonstrate to your staff how im- mend adding a few red roses for a splash of color. portant it is to truly engage the customer on the They’re just $Y each,” rather than “Would you like voice by four phone, not just take their orders. to add some red roses to the arrangement?” In octaves. That general, customers should not be asking you re- Be the Expert peatedly, “What do you recommend?” or “What does note instill What’s Happening: Do you realize that when do you suggest?” Ask them fewer questions and customers call the shop they are seeking the offer more of your professional advice! customer conﬁ - help of an expert and are predisposed to follow Still Skeptical? My final nugget of advice is dence.” your lead? It’s true: Customers will spend more if to constantly monitor the pitch of your voice and you simply allow them to do so. how you are delivering your advice to custom- The floral industry tends to make two ers. I make mystery shopper calls and often hear critical mistakes while making phone sales: even seasoned staff tiptoeing around prices, We are afraid to offer higher prices for fear of raising their voice by four octaves. That does not chasing customers away, and we ask far too instill customer confidence! Here’s the trick I use: many questions. Tell a customer a price (even when it’s more than ■ Natural Lustre What Should Happen: Customers often you would spend!) in the same pace and tone as pick up the phone and call you without a spe- you would say your name. In other words, your ■ No Alcohol or Chemical Odor cific budget or design in mind. Leverage that to name is a fact, so you say it very matter-of-factly. your advantage! You need to do the same with prices. And cus- ■ Cleans and Renews Regardless of the technology you’re using tomers will spend more! (or, heaven forbid, still taking orders on paper) there is an intelligent, conversational pattern Tim Huckabee, FSC, is the president of that you must follow when making a phone FloralStrategies, which provides customer sale: delivery information, then the card mes- service, sales and POS system training to Now Head Online! sage and then the product (which should be retail and wholesale florists. Visit floralstrategies.com/SAF, your professional suggestion based on the [email protected] where you will find more tips on card). You must sell to the card message be- selling over the phone, along cause it instantly tells you the occasion, the COMING NEXT ISSUE: with a phone script outline and relationship between the sender and the recipi- Your action plan for the past columns that can help get ent, and how many people this gift represents. spring holidays. you up to speed.

14 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Smart Selling v3.indd 14 2/20/18 1:52 PM add the extra polish to their big day

■ Natural Lustre ■ No Alcohol or Chemical Odor ■ Cleans and Renews

FM Mar18 Smart Selling v3.indd 15 2/20/18 1:53 PM Talent BY MACKENZIE NICHOLS

PRACTICAL HR

Roll Up the Red Carpet How to handle a diva? You know the type: a designer who isn’t as productive as the rest of the team. A sales team member who makes too many errors. Their behavior can reduce productivity and profitability and hurt morale — but when the owner or manager confronts them about the problems, they refuse to as- EMPLOYEE SPOTLIGHT sume responsibility. Roll out the red carpet, people, that’s Amy Willoughby diva behavior. Administrative Sales Manager If you have these situations MMD Events in your workplace, it’s prob- Tampa, Florida ably time to back up and look at the bigger picture. Here are some tips on how to keep diva behavior out of your store: > Since moving to Tampa seven years ago, Amy tracting companies if they will order brand- Start early. During the Willoughby has become part of a dynamic, new items for us. We ship from anywhere if interview and onboarding, driven duo at MMD Events. Working hand in we can. Right now, we have a cargo ship com- clearly communicate to the hand, Willoughby (pictured above with pup ing in from China.“ potential employee and new Ava) and owner Amanda Allen share ideas and hire what their job involves plan late into the night after business hours Why I started saying no and what results are ex- — texting and emailing as inspiration strikes. to certain projects: pected. By doing so, you may Willoughby, a graduate of the University of “One of the most important things to know in eliminate candidates who Alabama, uses her background in interior design event design is what projects are right for you aren’t a good fit. to bring event spaces to life through balance, and to know what you do well. We are selec- Be clear. If your policies and color and decorative innovation. She also uses tive of the events that we take on. Everyone in expectations appear open to in- computer-aided design and drafting technol- the office cares, and we make sure we are all terpretation, the employee will ogy to present a detailed layout to her clients, excited about the events. If it’s not something continue doing the same thing including custom-made pieces such as floral that we’re excited to do and feel creative about, until you clarify your policies or walls, entrance tunnels and dance floors. In ad- we can decide not to do that one. We go with redirect their behavior. dition, Willoughby is the go-to problem solver, events that allow us to be ahead of the trend, Stick to it. Talk to your em- devising solutions to balance the space when a and that are the most fun.” ployees regularly to ensure they vase breaks on-site or when a co-worker needs understand the direction and a second opinion. An experienced designer with How I problem-solve on-site: goals for their role. This pro- an educated eye for detail, she helps MMD cre- “On the day of the event, we are all hands on vides an opportunity to correct ate unique events that stay ahead of trends. deck. When problems come up, you have to behaviors in the moment and make quick decisions. Vases break and things avoids frustration, errors and How I bring my design change and you have to make it work. If that hap- potential performance issues. dreams into reality: pens, I redesign the room so that it balances out. “The challenge is finding the rentals that we I try to prepare and come up with backup plans, Glenna Hecht, SPHR, is a want. We love to think outside of the box, so and our team is good at troubleshooting.” speaker, trainer, consultant it can be hard to find things. For instance, we and author. Follow her HR needed iridescent chargers and weren’t able Mackenzie Nichols is a contributing writer. blog at glennahecht.com. to find anything. Oftentimes, we ask subcon- [email protected] [email protected]

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FM Mar18 Talent v3.indd 16 2/20/18 1:54 PM FM Mar18 Talent v3.indd 17 2/20/18 1:54 PM Growth BY MANNY GONZALES

WEDDING GROWTH THAT MAKES SENSE > Imagine having a wedding consulta- to increase sales, so stop complaining! cess and how to fix mistakes and repeat tion, and while you’re discussing flow- This is the least expensive, quickest and successes. By deliberately discussing the ers, colors and textures, you’re also most effective way to increase sales. sales process, your team will learn and consciously earning trust, removing Team members read on their own time, develop together. You’ll also again see barriers, getting top dollar and — best but they’re on the clock for the meet- who is producing and who is posing. of all — ending the meeting with a ing. Some members will learn and come Talk results. Discuss what’s hap- signed contract. prepared. Others will skim the chapters pening with your team. You’ll see results If that’s not already happening at right before the meeting and try to fake in the first consultation after your first your shop consistently, you’re doing it. Pay attention, and make staff adjust- meeting. You will build on your accom- something wrong. Sales, like floral de- ments as necessary. plishments each month. The improve- sign, is part art, part science. It’s also en- ments will compound over time as your tirely a skill that can be learned. Closing salespeople continue to develop. Another a sale is a process, and a good salesper- important benefit: Quality staff members son understands that process. will love the process. They’ll appreciate The secret to growing your wed- “By deliberately the time and commitment you’re invest- ding business is simple: You need to ing in them. They’ll feel special and im- become a better salesperson. Leave discussing the portant, and, of course, they are. As the your marketing, pricing, products owner, I love seeing our team members and everything else as they are, but sales process, make their own path, find their own voice develop yourself and your team into a and excel. sales machine. I strongly believe this your team will A final note: Nothing I’m suggest- is true for florists of all sizes, and it’s ing requires a major time investment. especially true for small shops. learn and develop Growing wedding sales is not about creating a huge master plan, implementing Five Ideas to Try together.” it and waiting for the results. It’s about Based on more than a decade of cre - dedicating 15 minutes here, 45 minutes ating and refining our wedding sales there — and then working on that plan, process, here are five ideas any florist week after week. can implement. Time-saving tip: No meeting Manny Gonzales Create your sales spread. How much should ever last more than hour. Thirty owns Tiger Lily do you want to grow your wedding busi- minutes is even better. Boring meetings Florist in Charleston, ness? Twenty percent? Great. Look back suck energy and passion out of a good S.C., with his wife, at how many weddings you did in 2017 idea. When I worked in the hotel indus- Clara. Among other and the revenue they generated. Now try, prior to buying Tiger Lily, 20 manag- honors, Tiger Lily increase both numbers by 20 percent ers once met for over an hour deciding has been voted each month for 2018. You now have a which cookies we should have at our “Charleston’s Best Florist” for 18 2018 wedding sales spread. Massage the next meeting. I decided to end my hotel consecutive years. Manny and Clara live monthly numbers if you want, but the career during that meeting. Literally. in Mount Pleasant with their kids, Luke annual total should be 20 percent more Measure. You already have your and Ruby. [email protected] than last year. Each month, monitor your wedding sales spread. Now measure results against the sales spread, good or how you’re doing against your sales bad. With each victory and setback, ask spread. At the end of every month, see yourself, “Why did that happen?” how you’re doing. (You can do it more Time-saving tip: Nothing is less often if appropriate; we measure every motivating than a long, complicated re- week.) This exercise, more than any- port. If a report is more than one page, thing, will help build confidence as you break it up into two reports. find the right path. Start a book club. Enlist anyone who Meet and talk. After two months, GO DEEPER books weddings for your shop, including you’ll have enough knowledge to morph READ UP owners and managers, into a book club. the book club meeting into a sales meet- Find out more about the process the Tiger Buy a copy of a good sales book for each ing. During the sales meeting, discuss Lily team uses to close wedding sales, book club member. Instruct members your “bookings,” that is, brides who re- and get a list of Gonzales’ favorite to read 30-40 pages each week. Then cently signed contracts, and “actuals,” or sales book, along with sample sales spreads, at safnow. meet every week to share your thoughts weddings that recently took place. Stick org/moreonline. on the material. Don’t have time for a to the numbers, not the events. Talk book club? Then you “don’t have time” about what went right in the sales pro-

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FM Mar18 Growth v3.indd 18 2/20/18 1:51 PM FM Mar18 Growth v3.indd 19 2/20/18 1:51 PM Fresh Choices BY KATIE HENDRICK

WEARABLE ART > A decade ago, Julia Marie Schmitt, AIFD, EMC, co-owner of Busy Bee Florist and Gifts in Marceline, Missouri, was a brand-new designer, content to arrange basic, traditional pieces. That all changed when her sister attended a corsage and decorative wire workshop at their local wholesaler and passed on all she learned. “An entirely new world opened up to me,” Schmitt said. These days, she’s built a reputation for her necklaces and bracelets, which she attributes to increasing her perceived value and shop sales. “Creating floral jewelry says two things to your ‘white meadow’ kalanchoe Danziger customers: you are an artist and you can create something unique for just for them,” she said. Zoë Gallina, AAF, creative director of Botanica International Design Studio in Tampa, Florida, expressed similar sentiments. “Floral jewelry is a way to offer clients something completely customized and personal,” she said. Chicago designer Walter Fedyshyn, AIFD, PFCI, of Kehoe Designs, constantly scouts for products perfect for fl oral jewelry. “Half the fun is picking unusual things to work with,” he said. “In general, though, I reach for the smallest, lightweight material I can fi nd.” Among his favorites: small leaves, such as silver dollar and seeded blue thistle Esprit Miami eucalyptus (“both dry well and lend a cool, grey-green color,” he said), hypericum and privet berries, small pieces of cockscomb celosia and proteas, and accent fl owers, particularly statice, limonium and thistle (“awesome texture”). “Jewelry’s a great opportunity to really wow customers,” he said. “So details really matter!” Floral Management asked several floral jewelry aficionados to name their favorite “gems.” Here are a few of their picks.

Katie Hendrick is senior contributing editor of Floral Management. [email protected] ‘cherry tessino’ mini carnation DVFlora

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FM Mar18 Fresh Choices v3.indd 20 2/20/18 1:47 PM Fresh Choices

WEARABLE ART

‘white label’ mini gerbera ‘galaxy’ freesia Green Valley Floral Holland America Flowers

‘anna marie’ hyacinth ‘bombay pink’ cockscomb celosia Oregon Flowers PanAmerican See

‘white cushion’ matricaria ‘lemon’ hypericum Sun Valley Farms Sun Valley Farms

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FM Mar18 Fresh Choices v3.indd 21 2/20/18 1:47 PM Wedding

CashersPut yourself on the invite list with couples ready to spend big BY KATIE HENDRICK

22 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Feature 1 v4.indd 22 2/20/18 2:02 PM ANNIE DUNCAN PHOTOGRAPHY

team spirit Jennifer Pryor, owner of White House Florist and Winston’s Gift Shop in Lexington, South Carolina, has grown her bridal business by more than 50 percent over the past ﬁ ve years — an uptick she attributes largely to camaraderie with her fellow wedding vendors.

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FM Mar18 Feature 1 v4.indd 23 2/20/18 2:03 PM > WEDDING CASHERS Meet the Cashers ike millions of Americans, Amanda Allen everything that comes through the door), sets New Year’s resolutions. Unlike the choosing instead to focus on high-end brides. Lmasses, she actually enjoys hers. Rather than In 2017, she did just 54 weddings, averag- committing to something torturous (purge ing $50,000 a pop, for a total of $1.3 million the pantry of sugar, set the alarm for 5 a.m. — nearly double what she made when she spin class), the owner of MMD Events in handled three times the volume. “Absolutely Tampa, Florida, treats early January as a pe- thrilled,” she said of those results. “We have riod of creative renewal. She pores through found our sweet spot!” her Instagram feed (which is populated with Across the Gulf of Mexico, in Tomball, upscale floral, fashion, interior and event de- Texas (a suburb of Houston), Maggie Bailey signers from around the world), taking screen and her team at Bramble and Bee had a similar Amanda Allen shots of looks that excite her and texting them epiphany. During their annual goal-setting MMD Events to her second-in-command, Amy Willoughby, meeting in January, the group of four agreed Tampa, Florida who weighs in and responds with her own the shop should do fewer weddings and aim inspirational images. Together, they curate a to make each one more profitable. “The con - Years in Business: 12 handful of wedding styles for “the ultimate sensus was to work smarter, not harder,” Weddings in 2017: 54 client” — one who appreciates bold and un - Bailey said. Entering her third year of business, Wedding Sales: $25,000 and up (median: expected designs, recognizes her vendors’ she recently raised her wedding minimum $50,000-75,000) expertise, grants them freedom to work their ($5,000, up from $3,500) for the second time magic and pays handsomely for it. (she originally had no parameters). “The idea Abiding by Walt Disney’s mantra — “If you of turning away business is scary,” she said. can dream it, you can do it” — Allen started “But we believe wholeheartedly that to grow this exercise in January 2015. It came on the the brand, we have to cultivate a niche.” heels of five straight years with 150-plus According to The Knot’s latest statistics, events (the bulk of which were weddings). “It the average U.S. wedding costs $35,329, with was crazy with a capital C,” she said, recalling approximately $2,500 (roughly 7 percent) the challenge of storing and transporting flow- of that spent on flowers and decor. Florists ers and props and staffing for simultaneous who’ve increased their portion of the bride’s parties. “Plus, who wants to work every single budget say their success ultimately boils down weekend? That’s valuable family time and to attitude and resolve. Maggie Bailey your chance to recharge.” To grab the proverbial brass ring, you have Bramble and Bee Determined to regain her sanity, Allen to be genial, reliable, enthusiastic and, above Tomball, Texas abandoned her original business model (take all else, confident. Years in Business: 3 Weddings in 2017: 92 Wedding Sales: $5,000 and up (median: $4,900*) *includes sales prior to implementation of minimum

Jennifer Pryor White House Florist & Winston’s Gift Shop Lexington, South Carolina Years in Business: 18

Weddings in 2017: 50 PHOTOGRAPHY FERNANDEZ DANA Wedding Sales: $700 to pretty and practical Maggie Bailey of Bramble and Bee asks clients scores of questions about their weddings, $14,000 (median: $2,500) such as the timing of their photos, to ensure she steers them to blooms that can withstand the Texas heat.

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FM Mar18 Feature 1 v4.indd 24 2/20/18 2:03 PM CALICO PHOTOGRAPHY CALICO party time Jennifer Pryor of White House Florist & Winston’s Gift Shop hosts an “engagement party” for brides-to-be and wedding vendors to mingle in a cheerful, laidback setting.

Befriend Other Wedding Pros out, she sets up brunch dates with the region’s Behind every high-roller florist is a planner who most high-end planners to brainstorm and col- advocates for flowers and their chunk of the cer- laborate. “I say, ‘Here’s what I’d like to do in the emonial change. next 12 to 18 months. What do you think?’ It “If you’re “Planners have so much influence on how plants ideas in their minds,” she said. “Eventually brides allocate their budgets,” Bailey said. “Most someone will wander into their web, and they’ll punctual, work people have no idea how much things cost, so just know she’s right for us.” they look to the planner for guidance.” As an added bonus, these relationships allow hard and have Bailey volunteers as her church’s wedding Allen to completely sidestep the budget con- coordinator, a position that puts her on a first- versation during her consultations. “My planner a positive name basis with many of Houston’s wedding friends cull clients who want to make a big state- outlook, other planners. Among them, she’s found at least four ment and can definitely afford my services,” she who proclaim flowers to be the most power- said. “Plus, they are very upfront about expenses vendors will ful piece of the event. “You need to align with in their initial meetings. By the time a bride gets people who get it — planners who’ll tell brides, to me, she knows what to expect, so I hardly take note and ‘There are only so many venues in this city, so ever encounter sticker shock.” if you want to distinguish your wedding from Over the past five years, Jennifer Pryor, recommend your friends’, the answer is floral décor,’” she owner of White House Florist & Winston’s Gift said. Her key to winning over said planners? “Be Shop in Lexington, South Carolina, has seen a 53 you because warm and friendly,” Bailey said. “Church repre- percent uptick in her wedding business, thanks sentatives in our community, unfortunately, tend in large part to photographers, caterers, bakers you’re someone to be a bit stern. A smile goes a long way.” She and deejays who sing her praises. Most of her they’d like also always has business cards — bearing her networking occurs during the thick of the action, Instagram handle — on hand. setting up before a wedding. to work with The majority of MMD Events’ clients ar- “A lot of people don’t think about ‘day-of net- rive through a handful of wedding planners. working,’ but I’ve found nothing beats that face-to- again.” That profitable funnel is kept full by Allen’s face time,” she said, explaining that when things commitment to making wedding planners a get hectic, people show their true colors. “If you’re JENNIFER PRYOR part of her business strategy. Once Allen has punctual, work hard and have a positive outlook, her aspirational wedding concepts hammered other vendors will take note and recommend you

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FM Mar18 Feature 1 v4.indd 25 2/20/18 2:03 PM > WEDDING CASHERS

because you’re someone they’d like to work with many people as possible — Bailey schedules again,” she said. “The trick is to remember you’re four inspirational photo shoots with her favorite part of a team and to embrace the camaraderie.” photographers, stylists, stationers and callig- Each June, Pryor celebrates these con- raphers, which they share in blog posts and on nections during her shop’s Engagement Party Instagram. “We love to collaborate creatively, Summer Social. She recreates a mock wedding and it’s very effective advertising,” she said. reception, complete with a tent, dance floor, tables and chairs, photo booth, loads of food If You Can, Do It All and adult beverages, cake and music. She in- Weddings come with a dizzying amount of mov- vites newly engaged couples and all her vendor ing pieces. If you’re someone who loves having $35,329 contacts, helping the two groups mingle in a a handle on as many as possible, keep reading. average spent on relaxed, cheerful setting. “My main motivation If you’d rather not have to set up hundreds of with the party is getting my name out in front of chargers or calculate how many amps a spotlight U.S. weddings prospective clients,” she said, “but a side benefit draws, this approach may not be your route to SOURCE: THE KNOT has been strengthening vendor relationships.” more money. But for those discerning, detail- In addition to referrals, she’s received large oriented florists, being that one calm center of canvas prints of her work from one of the pho- decision-making and logistics juggling has made tographers, which now hang in her consultation them an invaluable part of expensive ceremonies. room. “He got a nice, subtle advertisement in my Tracie Domino, a Tampa-based wedding plan- shop,” she said. “I got some quality art to show ner, caters to an exceptionally affluent crowd. Her brides what I can do.” weddings range from $150,000 to $500,000, To show prospective clients what she can and her customers typically devote a whopping do — and to get her name out in front of as 20 to 40 percent of their budget to décor. To

Social Sites

screen time Maggie Bailey of Bramble and Bee and Jennifer Pryor of White House Florist & Winston’s Gift Shop both use Instagram to connect with current and potential wedding clients.

Pinterest remains as popular as millennials, and they adore the big picture. I want people to if the bride requests it? Sure. ever with brides-to-be fishing Instagram,” Bailey said. see lots of angles from an event Will I post it? Heck no!” Allen for — and bookmarking — style Here’s how our sources so they can appreciate how ev- said. “I only post photos that ideas. When it comes to finding stand out on the social media erything flowed together.” match my brand.” a florist, however, they turn to site: Use the portrait mode and Tag, tag, tag. You can ex- Instagram. Post regularly. “I know it natural light. Need an excuse tend your reach exponentially “If a bride hasn’t come to us changes a lot, but I’m pretty to upgrade your smartphone? by tagging the wedding plan- through a referral, she almost convinced that Instagram’s Here you go: “The latest ver- ner, photographer, caterer, always saw us on Instagram,” algorithm favors accounts that sions of the iPhone have re- calligrapher, etc. Pryor also Jennifer Pryor said. “Which is post consistently,” said Bailey, markable capabilities,” Bailey includes the bride. Also be great, because it’s a place we who posts a shot (sometimes said. “The portrait function sure to include a location can advertise our work without bridal-themed, sometimes ev- blurs out the background to (a popular search tool for paying a dime.” eryday work) each morning. give my simple images a pro- prospective clients) and use Amanda Allen and Maggie Post batches of images. fessional feel.” relevant hashtags, such as Bailey have experienced the “I dump six to 10 images at a Be selective. Only show ex- #Houstonflorist, #gardenroses same phenomenon. “Most time,” Allen said. “That’s be- amples of styles you’d like to do or #glamfloridawedding. of the brides right now are cause one photo can’t capture again. “Will I use baby’s breath - K.H.

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FM Mar18 Feature 1 v4.indd 26 2/20/18 2:03 PM JUSTIN DEMUTIIS PHOTOGRAPHY

the big picture Amanda Allen, of MMD Events in Tampa, Florida, caters to affluent, detail-obsessed clients by building custom furniture and decorative pieces for their weddings. She posts batches of photos of her work so people can appreciate an event’s overall aesthetic.

pull off these major productions, she turns — al- tion (MMD Events specializes in custom-made most exclusively — to MMD Events or Botanica pieces that they break down and repurpose). “I’m International (a design studio Floral Management a humongous DIY nerd. My husband and I live in has profiled several times). “I choose them a house from the 1950s that we’ve spent a ton of “Conveying because they can do anything and everything — time personally remodeling,” she said. “If there’s a strong flowers, lighting, furniture, flooring, table settings, not some part of your brain that conceptualizes you name it — and I know everything will look co- three-dimensional objects, this is not for you.” foundation hesive,” she said. “I’m the contractor, and they’re Allen also put in a lot of sweat equity to reach my interior designers. They take care of all those her goals. She spent several years building pieces of logistical details I don’t want to worry about.” on spec and offering them gratis at all sorts of Working with a full-service florist is espe- events around town, just to generate awareness knowledge cially helpful when a bride decides she needs to about what she could do. In 2006, her first year whittle her budget. “Because Amanda has the in business, she did zero weddings, then she had inspires trust. whole vision in her head, I don’t have to figure five in 2007 and 17 in 2008. “Back then, we were it out. I can punt it to her,” Domino said. She’ll very lucky to get $3,000 to $8,000 per wed- Clients see tell Allen the amount they need to cut and leave ding,” she said. “Now, most fall in the $50,000 to I’m not trying it up to her to do it as seamlessly as possible, $75,000 range. But it was not a quick ascent.” usually with flower or container substitutions Bailey strikes a happy medium. Not ready to to jack up that the customer would never detect. By con- go fully into furniture, she added linen services trast, a florist only involved in floral décor might six months ago. She shows clients sample fab- the bill; I’m suggest eliminating pew markers or flowers on rics, then rents them from a third party, charg- the bar, “places that don’t often receive much ing for steaming and setup. Up-selling wasn’t suggesting attention from guests,” Domino said. “But if it’s even her primary impetus; she was simply tired a long, formal ceremony or you’re paying a for- of waiting on tardy vendors to set the tables so things for tune to bring in a famous mixologist, then those she could put out her centerpieces — and she are actually focal points of the wedding. I need wanted to play with more colors and textures. the right someone who knows what’s a priority.” “But as it turns out, it’s an easy opportunity for reasons.” Allen cautions that her business approach is additional income,” she said. “I’m finding that a not for the faint of heart. For starters, it requires a lot of brides don’t mind that we’re not the cheap- AMANDA ALLEN hefty amount of storage space (her warehouse is est choice for linens. They like the convenience 14,000 square feet) and a passion for construc- of combining it with their floral décor.”

The magazine of the Society of American Florists (SAF) 27

FM Mar18 Feature 1 v4.indd 27 2/20/18 2:03 PM > WEDDING CASHERS

Know Your Property Value after the ceremony? (“For summer wed- Studying your venues inside and out can dings in Houston, this is a huge factor for help you get way more out of them. The “Planners what flowers you’ll use,” she said.) Do you more nooks and crannies you know by want flowers on your cake? (Make sure heart, the more places your product can have so much you know what’s food safe!) She has also shine. When you know just that “perfect learned the rules for various religious de- spot,” you can turn unused square footage influence on how nominations, so she can make appropriate into valuable real estate. recommendations. “If you’re familiar with a venue, you have brides allocate “Conveying a strong foundation of the ability to pitch something incredible logistical knowledge inspires trust,” Allen to blow the client away,” Bailey said. “For their budgets. echoed. “Clients see I’m not trying to jack example, there’s one with an epic fireplace up the bill; I’m suggesting things for the that begs for something grand and lush, Most people right reasons.” like a garland or a huge centerpiece on the have no idea how For example, one popular venue is a mantel.” And if a room has rafters, she’ll talk waterfront hotel with an expansive ter- about wrapping them with smilax — “some- much things cost, race. For most weddings, Allen suggests thing that looks really attractive, and that scaling back on décor for the ceremony or most brides don’t think of,” she said. so they look to the cocktail hour because they’re brief and Additionally, Bailey asks a lot of ques- most people pay attention to the reception. tions that have nothing to do with the the planner for At this hotel, however, there’s room to set bride’s personal tastes, but rather the up these two events in the same vicinity, details of the day, such as: Do you want guidance.” so she advises the bride “go to town with flowers delivered to the church or the MAGGIE BAILEY flowers,” because guests will be hanging hotel? How long will your service be? Are around, watching the bridal party take pho- you taking bridal party photos before or tos, and snapping selfies when that’s done. BECCA LEE PHOTOGRAPHY

spatial intelligence Knowing venues inside and out helps Maggie Bailey of Bramble and Bee upsell by pitching show-stopping pieces perfect for a particular space.

28 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Feature 1 v4.indd 28 2/20/18 2:03 PM “These conversations are the reason our clients don’t shop around,” Allen said. “They want to work with us not only because we’re talented, but because they see us as experts who will help them make smart choices.”

Get REALLY Into It If you want to land a big, show-stopping wedding, you’ve gotta have heart (miles and miles and miles of heart). “You’re helping the bride plan the biggest day of her life,” Allen said. “You need to mirror her excitement. If you come across as jaded or blasé, why would she book with you?” Allen dishes about design ideas as though she were picking out pieces for her own nuptials. She gesticulates, whips out inspirational photos and gets a little boisterous. “Attitude is conta- gious,” she said. “If I’m animated, they’re likely to think whatever I’m suggesting is really cool.” To bring her ideas to life, Bailey invested in an iPad Pro, which has a sketching app and a special pencil, so she can illustrate concepts on the screen. “When you’re trying to be in- novative, you’re often pitching something that has no pre-existing images,” she explained. “But people need visuals. Sketching has turned out to be a really critical skill for me.” This activity, she finds, builds momentum in the consultation.

Get in Their Business Beyond the Big Day PHOTOGRAPHY BERRY CLARK A wedding isn’t a one-day fling. Anyone who’s picture perfect Jennifer Pryor of White House Florist & Winston’s Gift Shop picks up extra tied the knot or served as an attendant knows business by pitching a trial-run bouquet for brides to hold during a pre-wedding portrait session. the meaning (and cost) of “engagement season” and wedding weekends. The nuptials themselves are but a grand finale to a long would make that photo even more beautiful string of celebrations (and the pre-game to a and special. “Plus, it serves as a trial run to day-after brunch). make sure they’re completely satisfied,” a pitch Pryor makes an effort to be a part of ancil - that has an “almost 100 percent” success rate, lary events too, such as bridal showers and the she said. rehearsal dinner. “Brides rarely think about Lastly, Pryor makes sure to plug her gift those things — they have tunnel vision imagin- shop as a place where brides can register and ing their reception — so I’ll try to nonchalantly purchase presents for the bridal party. Her ask if they’d like me to talk to the person plan- consultation room is strategically placed in ning those parties,” she said. Rehearsal din- the back of the shop (a large, antebellum-style $2,500 ners, in particular, are rather easy sales. “I tell house), so brides wind up walking through average spent on the client I can do something that’s consistent rooms of giftware when they meet with her. wedding flowers with the rest of the wedding and won’t up - Boutique items, particularly Nora Fleming stage the flowers for the main event,” she said. serving pieces, catch their eyes. “We end a and decor “Mothers-in-law, particularly those from out of lot of consultations by scheduling a follow-up SOURCE: THE KNOT town, really appreciate me taking the burden appointment for the bride to work on her regis- off of their hands.” try,” she said. Another big seller: portrait bouquets. “A lot of photographers in my area include a Katie Hendrick is the senior contributing portrait session in their package,” Pryor said. editor of Floral Management. She points out how holding the bridal bouquet [email protected]

The magazine of the Society of American Florists (SAF) 29

FM Mar18 Feature 1 v4.indd 29 2/20/18 2:04 PM 30 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Feature 2 v6.indd 30 2/20/18 1:44 PM THE ART

OfWedding plannersLuxe and tastemakers say elegance is back

BY KIM WADSWORTH > Gathering the greatest gurus of the wedding industry together is no easy feat. Leave it to the Holy City of Charleston to offer a litany of signature presentations by the maestros and mistresses of the bridal world. Such was the experience at the 2018 Charleston Wedding Week, a gathering in January that drew thousands. At the event, a wide range of the industry’s most notable infl uencers — from Colin Cowie and Marcy Blum to Tara Guérard and David Beahm — weighed in on the future of this lucrative business, where fl orals and decor continue to be featured prominently. The pervasive source of inspiration for upcoming nuptials? A return to elegance, infl uenced not just by Pinterest and Instagram, but by visual opportunities present in home decor, bridal fashion and the arts. While wedding experts were quick to reference current trends as an important part of connecting with what is relevant to brides in the present culture, they also urged vendors, including fl orists, to expand on everything from metallic

DAVID SCHWARTZ moments and Pantone-inspired colors to textural elements and deﬁ ning eras.

The magazine of the Society of American Florists (SAF) 31

FM Mar18 Feature 2 v6.indd 31 2/20/18 1:45 PM > HEADLINETHE ART OF HERE LUXE

A stronger economic environment ette or choosing signature flowers that will has ignited a shift in the wedding industry, grace the tables. Thomas states, “I refer and pros in the know remarked that for to floral design as an art form, much like a the first time, there is a discernable return painter or sculptor. It takes a relationship to to luxe and a more formal approach to execute their aesthetic.” weddings. With that comes the challenge of showing couples something new that Color Meets Form goes beyond the barns, beaches and There’s a return to boldness and vibrancy vineyards they’ve already experienced with a “no holds barred” approach when through their friends’ nuptials. it comes to sultry color combinations, according to weddingwire.com. Watch for Deliver the Wow a surge of yellow and orange flowers in According to Marcy Blum of Marcy Blum arrangements and whimsical bouquets. Associates — and a wedding planner for “Apricot orange” could be the new “blush many celebrities — everything in weddings pink,” while “butter yellow” gives the right is about experiences: “The new definition dose of “happy” to blooms. But don’t think means brides want the ‘wow’ without any- blush tones are getting the boot. Pastel one knowing what they spent.” Making it colors in soft lavender may eventually take posh and polished means understanding over Millennial Pink, that powdery shade what resonates with your couple and what younger consumers have recently coveted. they can afford. Personalization is a big The moody hue of Pantone’s Ultra Violet trend, and it goes beyond the literal mono- will set deep tones of burgundy and plum gram. Guiding a couple to discover their in motion as fall and winter weddings ex- taste in decor and style for their event and plore creative design options. The shape of helping them find uniqueness, not only in weddings is coming full circle, according to the florals they choose but in the ambient weddingwire.com. The round shape will de- details, is key to creating that story. fine the future of 2018 wedding decor, with wreaths being a popular trend not just as Elegance Elevated door accents but as a floral circle replacing Today’s weddings are all about the “feel” bouquets. Consider suspended hoops, giant of a couple’s celebration. Bespoke luxury circular backdrops, and any circle motif event planner Colin Cowie believes that accented with greenery and flowers as the couples are far smarter and savvier today. current symbol of unity for couples. “Luxury is how you make them feel, and it should come in doses,” said Cowie. Creative Collaborations “Elegance elevates the level of the experi- Floral designers can act as storytellers by ence.” Wedding themes often embrace using blooms in compositions that inspire oxymorons, such as “Rustic Romantic” or even invitation designers to set the mood “Retro Metallic,” as couples try to com- and tone of the day. From the Save the municate their vision. According to Tara Date card forward, design and branding Guérard of Tara Guérard Soirée, “Brides expert Ceci Johnson of Ceci New York are taking the time to really think about believes in collaboration with a bride’s what matters most to them on their big team of talents to create a beautiful wed- day.” As a vendor, paying attention ensures ding. “When you collaborate,” Johnson that nothing gets lost in translation. explained, “the magic happens. Ideas blossom and together innovation and a Textural Mashups creative, visual connection occurs that you As part of the luxe trend, mixing textures can never achieve on your own. Let each is strong. According to Heather Hanson respective talent do what they do best, and of La Tavola Linen, brides have a crush on suddenly the creative possibilities take the velvet in rich jewel tones as well as marble- event to a whole new level.” ized linens with veins of silver or gold. With large farm tables still strong, everything Romance the Gown from oversized runners to full-size overlays Everything’s coming up florals, especially continues to be part of tablescape decor. in the world of bridal couture. The “haut- Lisa Thomas of Ooh! Events believes in est” looks take their inspiration from setting the stage without being obvious blooms, and designers are taking that cue

DAVID SCHWARTZ when introducing couples to a color pal- and creating hand-painted silk confections,

FM Mar18 Feature 2 v6.indd 32 2/20/18 1:45 PM CORBIN GURKIN CORBIN outside in Event planner Tara Guérard recommends bringing the outdoors in, as with this garden trellis, which became the backdrop for photos and selfies at a recent wedding.

guest rooms,” she advised. Guérard suggests making creative florals beyond tables in a reception space as well. Bringing the $245: average outdoors in, she created a garden trellis on spent per guest the entire back tent wall that became the backdrop for photos and selfie moments — up from throughout the evening. Thomas sees $194 in 2009 floral decor moving toward one big “wow” -The Knot factor. “Whether it’s a big focal surprise over the dance floor, a show-stopping ceremony installation, a drop-dead head table or the back wall behind the band,” she said, strong floral prints, three-dimensional “inspire your couple to see the possibilities flower applique fabrics and original floral that create their signature event.” lace designs for jaw-dropping beauty down the aisle. According to bridal gown Kim Wadsworth is a wedding planner, designer Berta Balilti, “It all comes down to stylist and consultant and founding the materials used and the inspiration be- editor of VOW magazine. hind it — the starting point to every piece [email protected] of work. This is where the magic happens.”

Everything is Possible According to Guérard, flowers should be GET MORE INSPIRATION

incorporated into every part of a wed- Find additional photos, including gorgeous COLON MIKE ding event. “Offer flowers for bridesmaid tablescapes, to inspire your team at garden gown Florals are showing up more in luncheons, rehearsal dinners and even in safnow.org/moreonline. bridal couture, with fashion taking cues from flowers.

The magazine of the Society of American Florists (SAF) 33

FM Mar18 Feature 2 v6.indd 33 2/20/18 1:45 PM EDITORS’ NOTE Paul Goodman, CPA, PFCI, and Derrick Myers, CPA, CFP, love a good financial management challenge, however big or small. Send your questions to [email protected], and we’ll challenge the experts to tackle them in an upcoming article.

MARCH TOWARD PROFITABILITY Beautiful weddings should also be proﬁ table affairs

BY PAUL GOODMAN, CPA, PFCI

> When it comes to weddings, beauty is usually not a problem for the floral industry. Retail florists excel at beauty. Profitability is another story. Although many florists make good money on wedding work, others avoid it for fear of losing money. Why? To begin, weddings are complicated. There are lots of moving parts. To be profitable, you must understand each part and price it accordingly. In addition to having various types of floral work, labor is a large component of weddings. If you don’t price properly, weddings will be a drain on your bottom line. Let’s look at each area separately.

34 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Goodman-Myers v2.indd 34 2/20/18 1:50 PM Organize by Arrangements delivery, setup, teardown and moving ent products and services. Outlining There are three basic types of arrange - any arrangements from the church to the various costs and what is involved ments that require three different the reception or being present during helps them understand why the pricing formulas. The difference is all the taking of pictures to make sure charges are what they are. However, about labor. the flowers are “perfect.” For all these some florists want to simply charge The first is the standard arrange- tasks you will need to charge an hourly a higher price per arranged piece to ment. This is your normal, everyday rate that not only covers your actual cover all the labor. This may work arrangement. The most common pric- labor costs but actually contributes to financially, but you run the risk of making formula for the standard arrange - overhead and profit. ing your arrangements appear to be ment is the following: 20 percent of It is standard practice to set your very expensive. Don’t forget to con- the retail price for labor, 2x markup on labor charge at double your actual cost. sider the flower prices for the date of the container and supplies, and a 3.5x For example, suppose you pay your the wedding when pricing the various markup on the flowers and foliage. designer $18 per hour. Add 15 percent arrangements. A lot of wedding work falls under to that for taxes and benefits (or more Remember, don’t start work until this category. Large altar pieces and if you have significant benefits such you get a deposit. Some florists use table centerpieces for the reception are as health insurance). That brings the a percentage of the total anticipated the best examples. You can even use hourly cost up to $20.70. Now, double bill — usually 10 to 25 percent. Others production techniques for centerpieces that cost to $41.40, and that is a rea- charge a fixed fee, say $200 to $500. to bring your labor costs down. sonable hourly charge for labor. Set up a payment program that will The second type is an arrangement Florists in larger cities that are pay- have the entire wedding paid for at that is hand-wired and taped. The labor ing $20 to $25 per hour for designers least one week before the wedding charge for this kind of work should be will have to charge $46 to $55.20. If takes place. No exceptions. You’re on 50 percent of the retail price. you are using individuals with varying the line for all the money you will put The third type of arrangement is hourly rates, you could charge differ- out. Given the size of these orders, you the handheld bouquet. Some florists ent rates or settle on one overall aver- can’t afford to expose yourself to such use a premade bouquet holder and age rate. If you have to pay overtime to a large debt. Too great a risk. charge a 35 percent labor charge. handle the wedding, your hourly rate Others feel brides’ bouquets, no must go up accordingly. Where You Can Lose matter the holder, should all have a 50 Most brides are not going to want to Remember to control your Cost of percent labor charge. pay you by the hour after the fact. They Goods Sold. Make sure you have will want a firm price up front for all the counted every flower that is going into Get a Handle on Labor labor charges. So you need to estimate the each arrangement to make sure you Aside from the need for pricing the amount of time that will be involved in the are charging for each one. A wedding is different arrangements separately, the various tasks, multiply that by your hourly no time to go wild and add flowers just central problem with wedding work is rate and add a few hours to cover any un- to make things look prettier. Many flo- that it is so labor intensive. More steps, expected time. From there, you will have rists find the best way to control flower more time, more costs. your labor charge. and foliage cost is to buy separately Initially, there is the time it takes to Don’t forget delivery. To make sure you for large weddings or events. Set that consult with the bride, the planning. Next are not losing money on delivery, add all material aside exclusively for doing the is the actual design work, much of it con- the miles that you will drive, and charge wedding or event. siderably more time consuming than stan- $1.10 per mile, which is about double your dard arrangements. Delivery and setup actual cost. Then remember to charge Paul Goodman , CPA, PFCI, is the can require several employees. And don’t for the driver’s time as well at double your founder of Floral Finance Business forget the time required to pick up the cost, just like you should do with designers. Services based in Tulsa, Oklahoma, editor flowers and dismantle the equipment after If a wedding is fairly close to the of Floral Finance and author of The Profit- it’s all over. Often, employees will have to shop, some florists charge a flat 10 Minded Florist. [email protected] stay at the church during the ceremony percent on top of the wedding to cover and move flowers from the church to the delivery and setup. Before you settle reception. on this “easy” method, do a workup Understanding the additional labor where you add mileage and time sepa- WHAT ABOUT EVENTS? costs and problems these jobs bring is rately and see how it compares. Then Florists who specialize in weddings the first step. Charging enough for your there are the wedding venues that are consider parties and events in the time is the difference between making not close by. You certainly need to same category. They have similar char- a profit and losing money. charge for the added mileage and time. acteristics and require the same kind of handling. Consequently, much of the Think Through Your Pricing Create the Bill advice shared this month about wed- The next step is to make sure you Customers usually want to know how dings also holds true for large party/ charge enough for the extra labor for much they are paying for your differ- event work. -P.G.

The magazine of the Society of American Florists (SAF) 35

FM Mar18 Goodman-Myers v2.indd 35 2/20/18 1:50 PM Industry News BY MARY WESTBROOK

SAF RESPONDS TO 28 CASES OF HARMFUL FLORAL PUBLICITY > This Valentine’s Day season, the “I cannot tell you how impressed is part of the yogurt brand’s campaign Society of American Florists responded I am with your work on behalf of all to help busy consumers find their “me” to 28 instances of harmful floral public- florists,” wrote Jake Ziebarth to SAF. moments. SAF sent a thank-you email to ity. By way of comparison, in 2017, SAF Ziebarth is a sales representative at Len General Mills, which owns Yoplait. responded to 23 cases of negative floral Busch Roses who reported the Wixon For more information, contact Jenny publicity at Valentine’s Day. In 2016, SAF Jewelers ad. “You are out there going to Scala at [email protected] responded to 23 cases; 16 cases in 2015; bat for the florist when they do not have 16 in 2014; 10 cases in 2013; 18 in 2012; the time or resources to do so!” and 39 in 2011. As the voice of the floral industry, SAF Members Engage SAF contacts companies that dispar- Fast action by a member florist also got age flowers and asks them to recon- a major mobile communications brand sider their approach. to change its Valentine’s Day promotion. “The main point of SAF’s response Nic Faitos, senior partner at Starbright is to bring attention to the disparaging Floral Design in New York City, did not floral statements and ask advertis- like what he saw on T-Mobile.com: ers to promote products on their own “Flowers die.” merits,” said SAF’s Jenny Scala, direc- He contacted his T-Mobile rep tor of marketing and communications. immediately: “I am cancelling my “Success comes when the advertiser T-Mobile account! Flowers die?” Hours ceases running that particular promo- later, Faitos reported to SAF that his tion or at least takes note not to go T-Mobile rep had promised the ad that route in the future.” would be removed. Among the companies SAF con- “Here is proof that feedback from a tacted this year: Best Buy, Dairy loyal customer can truly make a com- Queen, Danbury Mint, Etsy, the pany take notice,” said Scala. be polite This Valentine’s Day season, SAF International Animal Rescue, Léon responded to 28 instances of harmful floral & George, SeatGeek, Simply Tan Positive Press publicity. Here are a few of them. Sunless Tanning, Sony Electronics, Meanwhile, some companies plugged Springer’s Jewelers, Star Registration, flower-friendly messages this year. 2 Buckets Cleaning, Unilad, LOFT posted a photo on Instagram WomenWorking and Verilux. with a caption that read: “1. Buy Some SAF appeals generated yourself flowers. 2. Put on your cut- fast responses. est outfit. 3. Take yourself on a date Wixon Jewelers advertised in the tonight.” The photo has received more StarTribune “Skip the flowers and candy than 6,000 likes at press time. SAF this Valentine’s Day” and posted on sent a thank-you note: “On behalf of bad call T-Mobile removed this promotion Facebook “Roses die and chocolates melt.” the entire floral industry, thank you for from its website after hearing from Nic Faitos of After SAF reached out, the com- reminding your followers about the joy Starbright Floral Design. pany’s Director of Marketing Jayme of treating yourself to flowers.” Pretzloff replied two hours later: “I Ann Taylor also sponsored a completely understand your position Facebook ad on Feb. 9 telling consum - and I agree with the sentiments in your ers, “Every Woman Deserves Flowers.” message. Although the ad copy wasn’t In addition, the company shared a meant to trivialize other industries or photo of flowers with Facebook fol- portray negativity, you’re right in that it lowers. The message “Because a fresh did have a negative undertone. I apolo- bouquet is always a good idea.” gize for the inherent negative nature of These floral-friendly promotions the ad because we always aim for our are an about face from May 2017, when marketing to be light and amusing. Our SAF contacted LOFT about in-store intention was for the messaging to be signs that read: “Why buy flowers tongue-in-cheek and cute, rather than when you can wear them instead?” insulting florists and chocolatiers.” Oui by Yoplait also shared flower love good looks This Ann Taylor sponsored The thorough response resonated this Valentine’s Day season, with lids that Facebook ad tells consumers, “Every Woman with SAF members. read, “Buy yourself flowers.” The message Deserves Flowers.”

36 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Industry News v4.indd 36 2/21/18 11:13 AM Industry News

48 PERCENT OF FLORAL INDUSTRY MEMBERS ‘OPTIMISTIC’ ABOUT 2018 SALES > Many floral industry members headed into the new year with “I have tried to control cost of goods and really trim the high expectations. number of items on my web site, yet still offering a nice variety,” Forty-eight percent of respondents to the Society of said another retailer, in Kansas. “[We’re] also controlling payroll.” American Florists’ recent Economic Outlook Survey said they are “optimistic” about sales expectations in 2018 — another Sales Trends: Up for Many 16 percent said they are “very optimistic.” About 30 percent Fifty-one percent of all respondents said gross sales for 2017 classified their feelings as “neutral/uncertain.” Five percent increased over 2016. About 24 percent said those sales were the said they are “pessimistic”; almost 2 percent said they are same and another 24 percent said they dropped. “very pessimistic.” Among those who saw gross sales drop, around72 percent Overall, 49 percent of respondents said business right now said the decrease was fairly small, between 1 and 10 percent. About is “good,” and nine percent said it’s “excellent.” Thirty-eight 23 percent charted a steeper drop-off (11 to 20 percent). The percent said it’s “okay.” Meanwhile, 3 percent called business remaining respondents said sales dropped by 21 percent or more. “poor” and, for 1 percent, it’s “ terrible.” Among those who saw gross sales increase, about three- Even among those who expressed optimism for 2018, quarters said the uptick was between 1 and 10 percent. About discipline and vigilance became constant themes — few 19 percent experienced an increase of 11 to 20 percent, 5 industry members appear to be taking any sales or profit percent saw an increase of 21 to 30 percent, 2 percent saw margins for granted. gains of 31 to 50 percent and almost 1 percent saw increases of “We are focusing on better measurements of margins and 51 percent or more. productivity, as we can no longer expect sustainability unless Retailers said their average transaction is slightly more major changes are made,” explained one retailer in Illinois. than $66.

Sales Expectations 2018 50

48% 20 RESPONSES (%)RESPONSES 30% 10 16% 2% 5% 0 SOURCE:SAF ECONOMIC OUTLOOK. EMAILED JANUARY 21, 2018, TO SAF MEMBERS. 11% RESPONSERATE.

VERY VERY

NEUTRAL/ OPTIMISTIC PESSIMISTIC OPTIMISTIC UNCERTAIN PESSIMISTIC

GO DEEPER KEEP ON READING Check out more info on SAF’s recent economic survey and read detailed responses to negative floral references at safnow.org/moreonline.

The magazine of the Society of American Florists (SAF) 37

FM Mar18 Industry News v4.indd 37 2/21/18 11:13 AM FIELD TRIP BY JULIE MARTENS FORNEY

great big world The steep terrain at Kendall Farms serves up both challenge and opportunity.

MAKING THE MOST OF MOTHER NATURE > Keeping the family farm going — and water a valuable resource. “It’s precious, “Sustainability is just growing — strong is no small feat in like oil in its value,” Jason says. Farm in- any age, let alone in today’s rigorous frastructure includes a drainage system code for long-term business environment. Kendall Farms that captures all cooler water, sending it profitability.” is a second-generation flower farm to an on-site reservoir for recycling and trying to make the most of every new reuse. “We probably have 5,000 gallons Jason Kendall challenge. The wholesale and retail of water sitting in buckets in the cooler farm started in 1987 with 50 acres and at any given time,” Jason says. “When Harvesters work the steep slopes with a father’s dream, when David Kendall we dump those buckets, we capture the sure-footed ease of mountain goats. moved his family from the Los Angeles every drop of water. It’s financially worth “Our harvesters are the best,” Jason says. suburbs to the high desert of San it to recycle that.” “They get bonuses based on speed, and Diego County. Thirty years later, his we post the scores every two weeks or so. son Jason runs the family farm, which Look Up It’s very competitive. Like any sport, you has grown to 10 times its original size. The pitch on the steepest hillsides is akin always have top players who score the Jason jumped from general manager to a black diamond ski run. It’s tricky to most points. Those are the pros we count to CEO when his dad passed away in navigate, let alone plant, but it’s also a on to train new harvesters.” 2004. His cousin Troy Conner handles key to Kendall Farms’ success. The ter- The sloping farmland delivers more the day-to-day operations while Jason rain at the farm serves up both challenge return on investment. Each acre of tackles the visionary role. “My dad and I and opportunity. Flat growing areas host pitched growing space provides more were really close,” he says. “He was my fast-cropping annuals like sunflowers land per acre — more surface area — for hero. His vision was huge, and he estab- and dianthus, which are planted three growing. “With our local land prices, lished a huge base that’s enabling us to times each year. The 60-day turn on that’s a huge advantage. It’s basically take the farm to new heights.” those plants makes it fiscally impossible getting more land for the money,” Jason Indeed, this farm team has con- to justify tucking them into sloping areas, says. “You can’t beat that.” quered all kinds of challenges, including which are devoted to drought-tolerant Julie Martens Forney is a contributing 2007 wildfires that wiped out 75 percent perennials that crave sharp drainage, writer. [email protected] of the farm. After the fires, Jason and the including wax flower, protea, eucalyptus team rebuilt, modernizing and streamlin- and pincushion flower. “The perennials ing production and processes. get planted once, are harvested once a year and yield for years on end,” Jason Resources Put to Work says. “The average wax flower plant QUICK TAKE Kendall Farms specializes in making produces for 10 to 15 years. That yield the most of the resources at hand. makes it incredibly profitable to grow Company: Kendall Farms, Fallbrook, “Sustainability is just code for long-term plants on those steep slopes.” California profitability,” Jason says. For instance, The hillsides also create microcli- Size: 500 acres the high desert location delivers plenty mates, which Kendall Farms manages to of sunshine, which the farm harvests yield the most stems per acre. “It took us Crops: World’s largest producer of wax with 2,300 solar panels. “Those panels years to figure this out, but now we plant flower. Other crops include protea, provide most of our electric usage,” wax flower at the higher altitude, outside pincushion flower and eucalyptus. Jason says. the frost zone,” Jason explains. Frost- What’s unique: Kendall Farms is adept at That same desert climate (annual tolerant eucalyptus fills in lower areas of managing its natural resources, including rainfall of 10 to 16 inches) also makes slopes, where cold air gathers. steep hillsides, for flower growing.

38 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Field Trip v2.indd 38 2/20/18 1:46 PM FM Mar18 Field Trip v2.indd 39 2/20/18 1:46 PM Your Digital Brand BY ART CONFORTI, PFCI

FOLLOW WEDDING LEADS WITH RETARGETING > Looking for a way to draw in more en- you to “follow” your web visitors after Points to Consider gaged couples to your store? they leave your site, all over the web. If Ready to get started? Good. Here are a Here are a few stats to consider, you’ve ever checked out a pair of shoes few things to be aware of. from the 2016 American Wedding Study, on a website, and then seen those same ■■ You set up and manage retargeting a survey of engaged and newlywed shoes appear over and over again as you campaigns through Google women: Social media is the No. 1 way browsed the web, you know exactly what AdWords. The first time you engaged women are connecting with the tech does. It works because it helps set up a campaign, you’ll also wedding brands and products during you stay top-of-mind with couples who complete a two-step process planning, with 82 percent doing so in have visited your site. to create your tag and lists. 2016, compared to 75 percent in 2014. Here’s how retargeting works, as ■■ Google has many rules about (2016 is the most recent year the study explained by the pros at the website retargeting, including the number published — but you can bet that num- retargeter.com, “you place a small, un- of images you can create and the ber is going up, not down.) Meanwhile obtrusive piece of code on your website. duration of campaigns. You can 70 percent of the surveyed women used The code is unnoticeable to your site vis- familiarize yourself with the rules social media to find wedding inspiration itors and won’t affect your site’s perfor- at support.google.com/adwords and their wedding style. mance. Every time a new visitor comes (type “retargeting” in the search Translation: Brides (and, increasingly, to your site, the code drops an anony- box). You can also hire a third-party grooms) are spending a lot of time online mous browser cookie. Later, when your with expertise in digital marketing planning their wedding. That time almost ‘cookied’ visitors browse the Web, the to help navigate the rules. certainly includes visits to vendor web- cookie will let your retargeting provider ■■ Once you get started, Google will sites, including florists. know when to serve ads, ensuring that create your retargeting code. You Those visits represent lucrative leads, your ads are served to only to people can customize your code to behave but the question is: How do you capitalize who have previously visited your site.” in many different ways — take on the visits? Engaged couples who check Because you only pay when some- time to explore and experiment. out your online portfolio are interested in one clicks the ad, it’s best to think of ■■ Once you launch your campaign, pictures and testimonials — they’re not retargets like an online billboard. In that you must wait for 100 people to clicking and buying and only a few are fill- sense, they’re one of the best values visit your site before the retargeting ing out online forms for follow-up. That’s for your wedding marketing dollars: As effort goes live. (Google needs that where retargeting comes in. couples surf the web, you surf alongside number to help establish patterns.) them, appearing on pages of all kinds, You can also direct your retarget- Retargeting Defined even national sites that have ad space ing to go after people searching with Retargeting — also called remarket- to fill, but you only pay for the outreach traditional keywords, but I don’t like ing — is a simple technology that allows when the customer clicks. this strategy: People performing direct searches to buy a product will most likely react to a Google AdWords result or an organic result. The image ads used in retargeting have never tradition- ally worked in converting searches. Retargeted ads work best on people who already are familiar with your brand. You want to stay high on their radar as they plan their wedding. As they continue searching online for inspiration and vendors, they keep being reminded of your floral brand. They don’t know they have been targeted — you just happen to be everywhere they go. It’s like you have so much in common.

Art Conforti, PFCI, is the president and CEO of Bloomerang Solutions. Before that he owned Beneva Flowers in Sarasota, Florida. [email protected] i will follow you Retargeted ads follow customers as they search the web, including placement on high profile national sites.

40 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Your Digital Brand v2.indd 40 2/20/18 4:22 PM w h o l e s a l e c o l l e c t i o n

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FM Mar18 Your Digital Brand v2.indd 41 2/20/18 4:22 PM Business of Design BY KATIE HENDRICK

FLORAL COUTURE > There’s no denying the popularity of floral jewelry. Flower crowns, rings and necklaces have enjoyed starring roles in proms, music festivals and celebrities’ Instagram posts (Beyoncé and Reese Witherspoon are big fans). Naturally, the trend has trickled into matrimonial affairs. “We get a lot of brides who forgo a veil in favor of wearing flowers in their hair,” said Lenzee Bilke, OACF, of Madeline’s Flowers in Edmond, Oklahoma. These same women also tend to pick designs that are “fun and different” for their bridal party and swoon when they see photos of flower bracelets or earrings in the shop’s portfolio. These ornate accessories make upselling a cinch, Bilke said. Here are two of the shop’s most popular designs.

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safnow.org/moreonline. STANSBERRY MANDY Katie Hendrick is the senior comely cuff This contributing editor of Floral lightweight bracelet is Management. khendrick@ especially suited for flower XXL FLOWER HUNDREDS OF PETALS STRONG STEM LONG LASTING BEAUTY safnow.org girls and mothers of the bride and groom, Bilke said. “It’s a customer favorite, and one of mine as well,” The word ‘magnum’ means ‘big’, and this is exactly why we called this disbudded chrysanthemum Magnum. she said. Why? “It’s fast Its fl ower is huge: to call Magnum a size XXL is no exaggeration! Not only does its fl ower get even bigger in the vase and easy, plus stock comes heavenly hyacinth Because in such a wide range of as the weeks go by, but it also becomes more spherical. This large eye-catching white fl ower with bright green at its centre is simply scent can trigger powerful colors that it works for packed with petals. In fact, Magnum has so many ray petals that the fl ower never opens completely to reveal any disc petals in memories, a lot of brides almost any wedding its centre, even after weeks in the vase. Magnum is an ultra-strong variety that has passed every transport and post-harvest gravitate to fragrant flowers palette,” she said. Design for their big day, Bilke said. This time: 10 to 15 minutes. shelf life test with ease – and without any sign of petal damage or loss. These chrysanthemums are delivered in a net – elegant necklace of hyacinth, Wholesale cost: $10. not to prevent any damage but simply to get enough of these large fl owers into their box. This unique fl ower with its high petal accented with a sparkly brooch, Suggested retail price: $45. count, sturdy stems and beautiful green leaves has already reaped rave reviews. With the introduction of Magnum, “is a little laborious, but very simple to create,” she said. “It’s Delifl or is taking a new step in chrysanthemums. Magnum will become available in quantities basically just stringing blossoms of around 40,000 stems a week early in April. — in other words, something you can delegate to less experienced designers.” Design time: 30 to More information 40 minutes. Wholesale cost: $28. www.delifl or.com, info@delifl or.com, www.facebook.com/delifl or Suggested retail price: $80 ($50, if using the client’s own jewelry).

42 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Business of Design v2.indd 42 2/20/18 1:33 PM XXL FLOWER HUNDREDS OF PETALS STRONG STEM LONG LASTING BEAUTY

The word ‘magnum’ means ‘big’, and this is exactly why we called this disbudded chrysanthemum Magnum. Its fl ower is huge: to call Magnum a size XXL is no exaggeration! Not only does its fl ower get even bigger in the vase as the weeks go by, but it also becomes more spherical. This large eye-catching white fl ower with bright green at its centre is simply packed with petals. In fact, Magnum has so many ray petals that the fl ower never opens completely to reveal any disc petals in its centre, even after weeks in the vase. Magnum is an ultra-strong variety that has passed every transport and post-harvest shelf life test with ease – and without any sign of petal damage or loss. These chrysanthemums are delivered in a net – not to prevent any damage but simply to get enough of these large fl owers into their box. This unique fl ower with its high petal count, sturdy stems and beautiful green leaves has already reaped rave reviews. With the introduction of Magnum, Delifl or is taking a new step in chrysanthemums. Magnum will become available in quantities of around 40,000 stems a week early in April.

More information www.delifl or.com, info@delifl or.com, www.facebook.com/delifl or

FM Mar18 Business of Design v2.indd 43 2/20/18 1:33 PM New Products BY SHEILA SANTIAGO

MATRIMONIAL MUST-HAVES

bling rings Look no further! Here is the perfect party favor for bridal showers and bachelorette parties. These interlocking rings are sculpted from dark chocolate and ﬁ nished with a thin sugar shell brushed with silver coloring. Packaged in a small acrylic cube, this gift includes two sets of platinum rings set atop a bed of white rock candy. > Sugarfina.com

chic stylus These glamorous pens make every facet of the wedding planning process — jotting notes during vendor meetings, mapping out seating charts and crossing things off the to-do list — a whole lot more fun. Available in a range of colors, this royal topper pen comes topped with glass shaped like a diamond and makes the ultimate gift for a fashionista. AccessoryDrawer.com Every bride wants to feel like Meghan Markle or Kate Middleton on her wedding day — > and a ﬂ oral tiara is just the trick. Design by Conception’s line of headbands and crowns features handmade or painted silk ﬂ owers, hand-sewn embellishments and other intricate details that will complement, not overtake, her bouquet. > DbyConception.com

personal treasures Nothing says “thinking of you” quite like seeing your monogram or name printed on a gift. The Vintage Pearl offers an expansive wrap artists collection of handmade Consider Reliant Ribbon’s “Dupioni Supreme” an necklaces, bracelets and affordable luxury. The simple yet elegant ribbon rings that brides can comes in a variety of colors and sizes that will personalize with their loved ﬁ t many of your clients’ special occasions. one’s moniker, connecting > ReliantRibbon.com with them heart and soul. > TVPwholesale.com Sheila Santiago is the director of publishing for the Society of American Florists. [email protected]

44 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 New Products v4.indd 44 2/20/18 4:30 PM FM Mar18 New Products v4.indd 45 2/20/18 4:13 PM

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Minimum order is three consecutive months: $35 per month for 3 lines. Display classified: $75 per inch. A confidential ad costs $50 in addition to the cost of space for the ad. Contact Sheila Santiago at [email protected] or (703) 838-5225.

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46 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

FM Mar18 Classifieds v1.indd 46 2/20/18 1:40 PM

FM Mar18 Classifieds v1.indd 47 2/20/18 1:40 PM Quality BY TERRIL A. NELL, PH.D., AAF

Flower School: This month we’re kicking off a 5-part series on extending flower life and maintaining flower quality.

WATER, WATER EVERYWHERE > Like people, flowers are mostly water, Water is pulled up the stem by pres- also block the stem. To address this with 60 to 70 percent of each cell com- sure differences between the leaves and problem, researchers have developed prised of water. Water allows flowers to the base of the stem. As the stomata new hydration and flower food solution maintain normal metabolism, so they can (pores) on the leaves and petals open, technologies that increase water ab- use stored sugars for flower opening and water is pulled up the stem in the xylem. sorption without the need to cut stems. for energy to move water up the stem. Think of the xylem as a series of straws Wholesale and retail florists have found Water absorbed by cut flowers expands that go from the base of the stem into the these new products to be effective. the cells in the petals, just as air inflates a leaves and petals. As the water runs up the If you don’t use these new products, balloon. Flower petals will open only par- stem, it moves into the cells of leaves and we recommend cutting 1 to 1.5 inches from tially if they do not have adequate water. petals. And when you use flower foods, the the base of the stem with a sharp knife or The importance of water to flowers is cells also get a boost from sugar for extra clippers to remove dried out tissue at the often taken for granted. Just submerging energy and optimum flower longevity. base of the stem. Do not, however, recut stems in buckets is not sufficient. stems underwater, since microbes and If cut flowers lose 10 to 15 percent Bacterial Blockage stem cells in the tank will also get sucked of their internal water supply, prema- Any blockage of the stem (xylem) restricts into the stems, thus restricting water ture death becomes a likely possibil- water uptake and lowers the amount of uptake. ity. Flowers lose water during shipping water that can reach the flower petals. And please do not even consider the and storage and — when shipped long Most commonly, the xylem is blocked by old practice of smashing woody stems distances — can lose roughly half this bacteria —microbes that can build up in with a hammer to expose more water- amount (4 to 6 percent). Dry storage for holding or vase solutions. Microbes can absorbing tissue! This damages the xylem extended periods may cause them to lose collect on dirty buckets, knives and clip- in the stems and releases many fine plant even more, so proper re-hydration, with pers or they might already be present pieces in the water that cause blockage clean water and the right additives, is on flower stems and leaves themselves. and reduce water uptake. critical. Commercial hydration and flower Commercial hydration solutions or flower Natural science writer Loren Eiseley food solutions have a proven track record foods lower the solution pH, which re- once said, “if there is magic on this planet, when it comes to improving flower quality stricts the growth of these microbes. They it is contained in water.” Take his words to and longevity. And don’t forget storing also contain wetting agents to accelerate heart. Share the magic with your flowers, flowers in coolers with high humidity (80 water absorption. That is why they are so and they will thank you. percent) and using clean tools will also effective. Terril Nell, Ph.D., AAF, is professor help assure that water moves up the stem emeritus from the University of and into the leaves and flowers. To Cut Or Not To Cut? Florida, a consultant to the floral When flower stems are cut under water industry and the research coordinator The Science Behind Hydration (a common practice in many floral for the American Floral Endowment. How does water move from the base of the operations), stem parts, dirt or other [email protected] stem to the leaves and flowers? minute materials in the water may

48 FLORAL MANAGEMENT | MARCH 2018 | WWW.SAFNOW.ORG

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FM Mar18 Cover v5.indd 3 2/20/18 1:43 PM FM Mar18 Cover v5.indd 4 2/20/18 1:43 PM