Inside: In the Pink Blooms, p. 22 Economic Survey Results, p. 32 Posh Prom Picks, p. 44

April/May 2019 I VOLUME 36 I NUMBER 2

A Kansas shop partners with local artists to attract and delight customers w w wwwwwwwwwwwwwwcom 770w346w0707

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LwS VwGwS April/May 2019 I VOLUME 36 I NUMBER 2

24 GALLERY PLACE A Kansas couple brings new life and attention to their flower shop through partnerships with local artists.

32 TAKE A WALK ON THE BRIGHT SIDE A new economic survey of SAF members finds business is good for many industry members — even as key challenges remain.

36 BEAT THE SUMMERTIME (STAFFING) BLUES Best practices in staffing during busy times and slow periods 22

2 VIEWPOINT 22 FRESH CHOICES 4 WHAT INSPIRES US 38 iNDUSTRY NEWS 24 4 MORE ONLINE 40 FIELD TRIP 6 AD INDEX 42 DIGITAL STRATEGY 8 MEMBER FORUM 44 BUSINESS OF DESIGN 10 SAF IN ACTION 46 NEW PRODUCTS 14 SNAPSHOT 47 CLASSIFIEDS 16 TIM’S CALLING 48 QUALITY 18 TALENT 20 GROWTH

COVER: SUBBOTINA ANNA (FLOWERS) AND THOMAS HOLT (BRUSHES) / SHUTTERSTOCK.COM Viewpoint BY J SCHWANKE, AAF, AIFD, PFCI

YOUR WORDS HAVE WEIGHT

> Right before Valentine’s Day, I was terri- into supply and bly disappointed when I got an email from demand, I said, Bombas, one of my favorite retailers, with “While red is THE FLORAL BUSINESS AUTHORITY April/May 2019 | VOLUME 36 | NUMBER 2 the subject line, “Forget Flowers. Give traditionally as- Socks.” Naturally, I let the company know sociated with the MARY WESTBROOK EDITOR IN CHIEF that message did not sit well with me! To holiday, studies [email protected] my delight, I quickly received a response have found that SHEILA S. SANTIAGO DIRECTOR OF PUBLISHING [email protected] stating the ad was a botched attempt at women actually KATIE HENDRICK VINCENT SENIOR CONTRIBUTING EDITOR lightheartedness. Going forward, Bombas prefer other colors [email protected] would never again put anyone down to — and there are a lot of incredible shades DESIGN AND PRODUCTION build themselves up. available.” As for vase life, it’s important CONTENT WORX to stay positive, such as by saying, “Floral PUBLISHING ADVISERS Every holiday season, we see dozens KATE F. PENN, SAF CHIEF EXECUTIVE OFFICER of examples just like this. I’m sure my professionals use care and handling prac- DREW GRUENBURG, SAF CHIEF OPERATING OFFICER peers share my gratitude to the Society tices to ensure flowers are their freshest, EDITORIAL OFFICES SOCIETY OF AMERICAN FLORISTS of American Florists for responding to and customers can enjoy them as long as 1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406 disparaging comments about flowers possible by using flower food, refreshing (800) 336-4743; (703) 836-8700; FAX (703) 836-8705 WWW.SAFNOW.ORG and urging companies to promote prod- the water and cutting stems.” ADVERTISING SALES ucts based on their own merits. Many I also see cringe-worthy comments HEATHER MACALUSO seem receptive to the feedback. from industry folks on social media — [email protected] (717) 430-2224 However, I’ve noticed another, more namely, people taking sides and malign- LAURA GAENZLE troubling trend: negative comments ing others: mass merchandisers, foreign [email protected] about the floral industry coming from growers, wire services and “basement (717) 430.2351 within it. I don’t believe any of our own Betties.” I hate seeing us tear each other

FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS professionals intend to cast the industry down and worry about what impression PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), in a bad light. Rather, I think, it’s a matter our fighting gives the public. THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. of speaking without first considering po- Look, there are a lot of flower sellers STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL tential consequences. out in the world. The variety of choices is POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND As a kid, I had aspirations of becom- a good thing! It means more people have ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE ing a floral educator and speaker, and my more opportunities to buy more flowers. IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A parents introduced me to people eager Consider a guy who has stayed out MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: to coach me. My mentors, including too late and has a sinking feeling he’s $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN Tommy Bright winners Frankie Shelton, going to be in trouble at home. Thank PERMISSION. AAF, AIFD, PFCI, and Rocky Pollitz, goodness for late-night bodegas and gas POSTMASTER SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, AAF, AIFD, PFCI, taught me to be cau- stations that sell grab-and-go bouquets 1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406. PUBLICATIONS MAIL AGREEMENT #40589029. CANADIAN RETURN tious with the media. Journalists, they or single stems of roses! Do they repre- MAIL ADDRESS: STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5. E-MAIL: [email protected]. explained, always have an angle. Many sent the best quality in the market? Not INSTRUCTION TO CONTRIBUTORS are hungry for controversy. If you’re not even close — but they serve a purpose. FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES paying attention, they’ll lead you down a If they get that guy out of the doghouse, TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@ SAFNOW.ORG. ANY UNSOLICITED MATERIALS SENT, INCLUDING path you shouldn’t be on. that’s a positive experience that primes PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS They particularly love to focus on the him to buy flowers again. OR ANY OTHER MATERIALS SENT. fact that flowers don’t last forever and Five-star restaurants don’t begrudge FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG that they seem exorbitantly expensive, fast-casual establishments or grocery LETTERS TO THE EDITOR especially at the holidays. Annoying? You stores for stealing customers. They rec- WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND bet. But the predictable nature of these ognize there’s a time and place for differ- YOUR OPINIONS AND SUGGESTIONS TO: [email protected]. points means we can prepare responses. ent experiences. Can’t we do the same? I suggest studying aboutflowers.com The next time you feel compelled to and reviewing SAF’s PR Bootcamp make a statement to the press or online, (access it at safnow.org/moreonline), weigh your words first. Evaluate whether where you’ll find loads of useful infor- they will help or hurt the industry. When in mation — from flower facts to research doubt, remember: If you can’t say some- studies — you can cite to distract report- thing nice, don’t say anything at all. ers from their awkward questions. For instance, I had a reporter ask me, J Schwanke, AAF, AIFD, PFCI, a on the air, why red roses cost so much fourth-generation florist, is the CEO of for Valentine’s Day. Rather than diving uBloom.com. [email protected]

2 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG 26th Annual Inside: Pantone Fall Colors, p. 20, 50 Economic Survey Results, p. 34 Handling Negative Reviews, p. 48 Marketer of the OCTOBER 2018 I VOLUME 35 I NUMBER 7 Year Contest

Inside: Plant Passion, p. 20, 42 Inside: Pantones utumn ues, p. 20, 42 Economic Outlook, p. 30 ealing it Online eies, p. 40 Party Planning on Facebook, p. 40 arkups ae imple, p. 3

september 2017 | volume 34 | number 6 otober 2016 | volume 33 | number PUMPTHE UP VOLUME THE Resendiz Brothers brings protea APP to the national stage and wins Floral Management’s 25th annual SCORE Marketer of the Year Award Nielsen’s puts the key to growth in the palm of its customers’ hands — and wins Floral Management’s BE OUR GUEST 2016 Marketer of the Year The American Grown movement leverages the power of locally grown and wins Floral Management’s 24th Annual Marketer of the Year Award

FM Oct 16 Cover v4.indd 1 9/6/16 3:04 PM 2018 Winner: Resendiz Brothers 2017 Winner: The American 2016 Winner: Nielsen’s Florist Protea Growers, Fallbrook, California Grown movement, Santa and Garden Shop Barbara, California Darien, Connecticut

Enter Floral Management’s 26th Annual Marketer of the Year Join the Ranks contest and you could win $5,000, sponsored by Design Master color tool, inc., and be on the cover of the October 2019 issue of Floral Management. of Those What makes a winner? Judges look for unique, innovative and successful marketing efforts. It can be a single campaign, or a series of Who’ve Won promotional and advertising efforts over the course of a year or more. $5,000! Get your entry form today! Call (800) 336-4743 to request an entry form or get it online at safnow.org/marketeroftheyear. What Inspires Us

More Online SPRINGTIME REFRESH

> When Peggy and Wayne DeBey, AIFD, first reached out to Floral Management last year to share some of the changes they’ve made at The Flower Nook in Salina, Kansas, one quality jumped out at us: The couple’s willingness to try new ideas. The Flower Nook is a longtime small business, and the DeBeys have owned it for more than three decades. They’ve led their shop (and staff) through all kinds of changes, but a drop in foot traffic a few years ago scared them.

Rather than settling into that fear, however, the OLSCHER/SHUTTERSTOCK.COM couple got to work. They researched their local roi on sweethearts market, reached out to their community and, How did your sales for Valentine’s Day 2019 as a result, they’ve turned their shop into something that surprises and delights compare to the industry’s overall returns? Check out SAF’s coverage of the holiday on p. 38, then customers all over town — and they’ve created dozens of new reasons for those head to safnow.org/vdayresults for more florist customers to stop in and see what’s happening at The Flower Nook. “We recog- feedback and additional holiday findings. nized we had to start thinking about our customers in a different way,” Peggy told us. “They want to be entertained and to see things that are really different, all the time.” The secret to their success so far is no secret at all — just plenty of thought and experimentation and lots of hard work. You can read more about their story this month starting on p. 24. Elsewhere in the magazine, we’re talking economic trends (p. 32), and the results of an SAF survey conducted at the start of this year. The survey found that most floral industry members are feeling upbeat about 2019, even as some ongoing challenges still trouble them. (One particularly thorny issue: the availability of labor. Look for this to be a topic we return to again.) Meanwhile, in March, dozens of growers, wholesalers, suppliers and retailers came together in Washington, D.C., to talk di- rectly with lawmakers and key congressional staff about TAINAR/SHUTTERSTOCK.COM the biggest issues their businesses and the industry face. SAF’s 39th annual Congressional Action Days, which you can read about on p. 10, mother’s love showcased the best of a united industry asking for some common sense solu- SAF has all kinds of tools to help you drive tions. That’s something we can all be excited about — and take pride in. sales and profits for Mother’s Day, from full tutorials on pricing and streamlining your A few more things to be excited about this spring? Pink is big and — well — operations, to online graphics and much more. could there be a more flower-friendly color for teens headed to prom or brides Check them out at safnow.org/moreonline. and grooms headed down the aisle to be clamoring for? In our Fresh Choices column (p. 22), senior contributing editor Katie Hendrick Vincent details some stems that are right on trend with this color craze. You’ll also want to see how one savvy florist adds more oomph (and higher price points) to prom work in Business of Design (p. 44). Finally, as we go to print, more than 150 industry members were getting ready to head to Boston for SAF’s 1-Day Profit Blast. That educational series, which takes place around the country throughout the year, has become a popular offer- 26th Annual ing from SAF because it offers practical takeaways and great advice from a conve- Marketer of the nient setting. If you missed the Boston event, you can check safnow.org for more Year Contest Join the Ranks of Those upcoming programming, including — if you want to talk about really convenient Who’ve Won $5,000! options — our popular (free!) webinar series. Upcoming topics include small web fixes that deliver big results and solutions to common delivery questions. toot your horn Join the ranks of those who have won $5,000 Mary Westbrook, Editor in Chief and throw your hat in the ring for Floral Management’s Marketer of the Year Contest. [email protected] If your marketing efforts (large or small) during the last few years have been measurably successful, you’re a candidate! Entry deadline is June 4. safnow.org/marketeroftheyear

4 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

Ad Index

FIND WHAT YOU NEED You can also visit advertisers online at floralmanagement.safnow.org.

THE FLORAL BUSINESS AUTHORITY Accent Décor 800-385-5114, AccentDecor.com ...... Inside Front Cover Floral Management Advisory Board Bloomerang Solutions 941-806-1911, BloomerangSolutions.com...... 8 SAM BOWLES ALLEN’S FLOWERS AND PLANT SAN DIEGO, CALIFORNIA Chrysal USA 800-247-9725, ChrysalUSA.com...... 31 [email protected]

JO BUTTRAM, AAF Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com...... 41, 43 SHIRLEY’S FLOWERS INC. ROGERS, ARKANSAS [email protected] Floral Management Magazine’s Marketer of the Year Award

ZOË GALLINA, AAF 703-836-8700, SAFnow.org/marketeroftheyear...... 3 BOTANICA INTERNATIONAL TAMPA, FLORIDA [email protected] Flowerbuyer.com 877-625-3243, Flowerbuyer.com ...... 9

CHARLES INGRUM DR. DELPHINUM DESIGNS & EVENTS FTD 800-788-9000, FTDi.com/FTDadvantage...... Back Cover DALLAS, TEXAS [email protected] gotFlowers? 408-840-3514, gotFlowers.com...... 21 NICOLE PALAZZO CITY LINE FLORIST TRUMBULL, CONNECTICUT SAF Fund for Nationwide Public Relations [email protected] 800-336-4743, SAFnow.org/pfund...... 17, 19 KAITLIN RADEBAUGH, AAF (BOARD LIAISON) RADEBAUGH FLORIST AND GREENHOUSE TOWSON, MARYLAND Slow Flowers 844-756-9356, SlowFlowers.com...... 5 [email protected]

DIANA ROY Smithers-Oasis 800-321-8286, OasisFloral.com ...... 7 RESENDIZ BROTHERS PROTEA GROWERS FALLBROOK, CALIFORNIA [email protected] The Sun Valley Group 800-747-0396, tsvg.com...... 45

OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS Teleflora 800-421-2815, MyTeleflora.com ...... Inside Back Cover PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY, The Vintage Pearl 918-935-2728, tvpWholesale.com ...... 35 PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.

Don’t trash this issue. Please pass this magazine on to a colleague or recycle it.

6 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

SAF Member Forum

FILE UNDER: GREAT IDEAS > This month on p. 32, we’re sharing results RETAIL from a new SAF economic survey. One EXTRAORDINAIRE. of the questions we asked respondents: What’s an idea that’s working well right now for you? Some of the responses are too good not to share.

We offer a 12-month of flowers card for $30. We have about 2,500 cards out with a 50 percent redemption rate. The customer brings in the card each month in exchange for a bundle of flowers. The card is valued at $96. We break even on the card, but it has generated in-store traffic and, in turn, those people spend in the store. Those customers have generated an additional $150,000-plus in sales in the last year. Jennifer Barnard, Tillie’s Flower Shop, Wichita, Kansas

We continue to grow our auxiliary services, Since retaining your services... from going out to the home to having more ready-made grab-n-go items in store. I have noticed a considerable increase in Anything to make it easier for our customer James McArdle, McArdle’s Florist & sales, and in reaching my customers. Your Garden Center, Greenwich, Connecticut turn key solution managing my website to We’ve become more active on Instagram my Google AdWords is doing so well and and Adwords. Flowers are a product that is allows me to focus on running my needed on a daily basis and if a consumer can’t find you online or when they Google business, not figuring out the internet. “florist,” then we lose out on everyday orders that keep us going. Carma White, Four Seasons Flowers & My numbers and increases speak for Plants, San Diego, California

themselves. Thank you Art, and the team We purchased a used Ford Transit for our at Bloomerang. new delivery vehicle. It is bigger, better on gas, newer and an actual delivery vehicle with - Brian J. - Retailer, Lima, OH a bright new floral wrap. It is more efficient, cheaper to run and better for our drivers! Molly Drayer, Molly’s Flowers & More, Sunbury, Ohio

A more methodical, precise training pro- gram for new employees. We put so much emphasis on customer service and having knowledgeable employees. Doing gives them confidence and makes them more helpful. Brian Kusuda, Jimmy’s Flower Shop Inc., Ogden, Utah

8 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

SAF in Action BY JENNY SCALA

THE FLORAL INDUSTRY HEADS TO WASHINGTON

power in numbers Retail florists, wholesalers, suppliers and growers came together in March during the Society of American Florists’ 39th annual Congressional Action Days. Together, the group completed 130 visits to lawmakers’ offices on Capitol Hill.

> When Karen Fountain, AAF, of Flowers ries and data from their businesses to elections and at state-level offices — ‘n’ Ferns stepped into the office of Sen. lobby Democrats and Republicans for with the Democrats drawing in more Tim Kaine (D-Virginia) on March 12, she common-sense solutions in the immigra- women, minorities and college-edu- was ready for a challenge. Earlier this tion system and to advocate for research cated Americans while Republicans year, Kaine joined with 30 senators to funding and a critical federal crop report. attract more white, male voters far from introduce a bill that would raise the mini- Like Fountain, they also expressed op- urban centers and hit hardest by the mum wage to $15 by 2024 — an increase position to the effort to raise the federal last recession. that Fountain said would devastate her minimum wage to $15. “This hyper-partisanship is only in- retail flower shop in Burke, Virginia. “I “Lobbying can be a force for good,” creasing and it’s having a deep effect on showed him real numbers from our store said Cheryl Denham, AzMF, of Arizona our culture,” he said. “Over the last two — our costs, our profits — and walked Family Florist in Phoenix, an SAF volun- decades we’ve undergone a really big him through how this kind of change teer leader and longtime CAD partici- undermining of trust in all of their insti- would affect all of us,” Fountain said. pant who introduced many of the expert tutions. That has played a big role in [our “I didn’t change his mind, and I wasn’t speakers for the two-day event. “One polarization].” expecting to do that in one meeting, but person can make a difference. This is our Shawn McBurney, SAF’s senior di- he thanked me for bringing actual num- democratic tradition — and it works.” rector of government relations, outlined bers to our meeting and for such a good SAF’s position on immigration reform conversation. The most important thing Understanding Washington and opposition to the minimum wage in- to me is that I got to go in there and make Before heading to Capitol Hill with their crease. On immigration — a contentious the case in person for my business.” state delegations, CAD participants and complex issue — SAF members In March, 91 retail florists, wholesal- heard from journalists and Washington told lawmakers they oppose stand- ers, suppliers and growers came together insiders about the current landscape alone, mandatory E-Verify legislation during the Society of American Florists’ in Washington and how future events, and instead support reform efforts that 39th annual Congressional Action Days including the 2020 presidential election, include enforcing immigration laws at (CAD) to meet lawmakers and congres- could change the terrain. the border, improving verification of em- sional staff, discuss issues, learn from Reid Wilson, the national corre- ployment authorization and creating an subject matter experts, reaffirm connec- spondent for The Hill newspaper, noted acceptable guest-worker program. tions and forge new relationships. In a demographic shifts in the country are Mike Mooney of Dramm & Echter, a time of deep partisanship, SAF members playing out in the two political par- grower with farms in Baja, Mexico, and from 28 states, including 16 first-time ties — including historic gains among San Diego, California, joined McBurney participants, used civility, personal sto- female candidates in the midterm on stage to share his own personal

10 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG SAF in Action

reflections on the issue —including Marvin Miller, AAF, of Ball Horticultural his poignant experiences at the retail, Company, addressed the roles these wholesale and grower levels working research-based efforts play in the future alongside friends whose immigration success of the industry. status isn’t always clear — and how dis- “Research is all about your business, ruptive and unfair the current system is it doesn’t matter the segment,” Nell said, to workers and employers in need of a noting that FNRI research has played a stable, reliable labor force. central role in creating new technology “These are my friends and our and best practices in pest and disease friends,” Mooney said. “They are vital management. “Money toward research to our industry. This is a big issue makes it happen.” and we all have these same stories to SAF members also heard from at home Rep. Jimmy Panetta (D) meets with the share. We’re all knitted together by the subject matter experts Joe Bischoff, California delegation, including CAD first-timer Matt same problem.” Ph.D.; Alice Gomez; and John Sandell, Altman of Altman Plants/Floragem in Vista. Skip Paal, AAF, of Rutland Beard all of Cornerstone Government Affairs Floral Group, headquartered in in Washington, D.C., who discussed Baltimore, discussed how rising state updates in U.S. trade policies, includ- wage requirements in Maryland have ing the United States-Mexico-Canada already adversely affected his business Agreement set to replace NAFTA; trade — and why a federal effort could make disputes between the U.S. and China; things worse. “Increasing the minimum the Generalized System of Preferences wage to $15 is not sustainable,” Paal said, (GSP) as it relates to roses imported noting that he had to consolidate eight from Ecuador; and future infrastructure positions and reconfigure his designers’ funding. In addition, A.B. Stoddard, an compensation package to accommodate associate editor and columnist with increased costs imposed in Maryland. RealClearPolitics, provided in-depth “This is one of our most important issues political commentary on the 2020 pres- talk shop Tim Dewey of DVFlora in Sewell, New — it affects every segment.” idential election to SAF members who Jersey, joins Maryland’s Kaitlin Radebaugh, AAF, of Building on successes following attended the annual reception and din- Radebaugh Florist & Greenhouses in Towson and Skip last year’s Congressional Action Days, ner for SAFPAC, the industry’s political Paal, AAF, of the Rutland Beard Floral Group in Catonsville when Congress agreed to allocate more action committee. in a conversation with staff of Sen. Chris Van Hollen (D). funding to the Floriculture and Nursery Research Initiative and generate a new Floriculture Crops Summary after several years’ lapse in publication, Terril Nell, Ph.D., AAF, research coordinator for the American Floral Endowment, and Dr.

great lakes A number of CAD participants met directly with their members of Congress. Pictured here: Kevin Scicluna of Norton’s Flowers & Gifts in Ypsilanti; Suzette Barbee of Vogt’s Flowers Inc. in Flint; Nancy Hooper of Norton’s Flowers & Gifts; Rep. Debbie Dingell (D); Tim Galea of Norton’s Flowers & Gifts; Rodney Crittenden of the Great Lakes Floral Association swap meet Jennifer and Tristen Barnard with Kenneth Denton of Tillie’s Flower Shop in Wichita, Kansas, in Haslett; and Kal Krueger of Vogt’s Flowers Inc. exchange business cards with an aide in Sen. Pat Roberts’ (R) office.

The magazine of the Society of American Florists (SAF) 11 SAF in Action

Taking to Capitol Hill Before the state groups headed to their congressional appointments, Cornerstone’s Hunt Shipman, a former USDA deputy undersecretary for Farm and Foreign Agricultural Services, re- minded SAF members to make their pitches to lawmakers and staff personal. “Find a way to make a connection with each office,” he said. “This is not a partisan exercise. This is about stay- ing engaged and making sure you and your business are top of mind with these lawmakers.” somber reflections CAD participants pay their respects during a visit to Arlington National Cemetery. The message resonated with first- timer Robin Van der Schaaf of Flamingo who was also participating in CAD for “She started to talk about her mem- Holland in Vista, California, who spent the first time. ories working as a teenager, wrapping the day with other members of the Kate Delaney, AAF, of Matlack the flowers, sweeping the floors, and California delegation, many of whom Florist in West Chester, Pennsylvania, then we could remind her how important have been participating in CAD for a said the “biggest pushback” her group those entry-level jobs are,” and how min- number of years. An aide in the office received concerned the minimum wage imum wage increases could force small of Sen. Kamala Harris (D-California) — but even on that issue, personal business owners to cut such positions, was delighted to spot the group and connections paid off. Rep. Madeleine Delaney explained. particularly Mooney; one of her aunts is Dean (D-Pennsylvania) worked years For Jodi McShan, AAF, of McShan a customer of Dramm & Echter. She re- ago in a flower shop now owned by SAF Florist in Dallas, Texas, CAD was pro- membered the group from years past. president-elect Chris Drummond, AAF, ductive and interesting. “It was enlight- “It was nice to meet with people who PFCI, of Plaza Flowers in Philadelphia, ening to talk with the aides and to hear had some familiarity with our industry, who was also at CAD. what they’re working on,” she said. “It and they seemed to understand the com- was a good day—with lots of walking.” plexities of E-Verify,” Van der Schaaf said. In fact, when the hard-charging Matt Altman of Altman Plants/ Illinois group, which visited 20 congres- Floragem, headquartered in Vista, sional offices, tallied their miles, they re- California, said he was surprised, too, “by alized they’d traveled more than 5 miles how accessible” Congress felt. “SAF did around the Capitol. a good job demystifying the process and “Our approach [as a state group] is simplifying the issues,” added Altman, that we see everyone,” said Miller, “every senator, every representative, no matter vip visit The Colorado delegation’s Dwight their political affiliation. If they don’t rep- Larimer AAF, PFCI, of DESIGN MASTER color resent us directly, well, they still have the tool, inc. in Boulder; Erin Brotherton of DWF floral industry in their district.” Wholesale Florist in Denver; Tanner and Brian “What we’re doing here is so import- Wheat, AAF, PFCI, of Lafayette Florist, Gift Shop & Garden Center in Lafayette; meet with a ant,” added Miller, a longtime participant legislative assistant and Sen. Cory Gardner (R). and key driver behind the push for re- search funds. “My dream for CAD is to have someone here from every state. My ultimate dream is to have someone from every district.”

illinois wins With Dr. Marvin Miller, AAF, at the helm, the Illinois delegation visits every congressional SAVE THE DATE office in its state. Four of the nine SAF members SAF’s 40th annual from the group take a well-deserved break after visiting 20 offices, a walking trip that took them thank you SAF CEO Kate Penn recognized Congressional more than 5 miles around the Capitol. Pictured here: COO Drew Gruenburg, who retires in Action Days is Gustavo Gilchrist of Kennicott Brothers - Chicago; December, for his role coordinating 38 Jennifer Zurko of Ball Publishing; Patricio Gilchrist; of the 39 CADs. See more CAD photos. March 9-10, 2020. and Anna Ball of Ball Horticultural Company. Search #safcad on social media.

12 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG SAF in Action

SAF LEADERS TALK INDUSTRY ISSUES WITH CONGRESSMAN

> Members of the Society of American Florists executive team scored valuable face-time with an influential member of Congress in March. While in Washington, D.C., for the association’s 39th annual Congressional Action Days, SAF President Bill LaFever, PFCI, of the Bill Doran Company in Rockford, Illinois, joined SAF CEO Kate Penn at a small luncheon for Rep. Sanford Bishop (D-Georgia), chair- man of the House Appropriations Subcommittee on Agriculture. The subcommittee determines how much funding programs within the USDA receive, including the Floriculture and Nursery Research Initiative (FNRI) and the Floriculture Crops Summary power lunch SAF President Bill LaFever, PFCI, of the Bill Doran Company in Rockford, Illinois, — two programs that SAF members lob- and SAF CEO Kate Penn discussed floriculture, labor, trade and research over lunch and flowers bied for during CAD. with House Agriculture Appropriations Subcommittee Chairman Sanford D. Bishop, Jr. (GA-02). Penn and LaFever talked at length with Bishop about the value of FNRI and “As lunch was wrapping up and SAF follow up with key members of his the Floriculture Crops Summary, as well attendees were leaving, we stayed and staff as FNRI and the Floriculture Crops as some of the industry’s challenges, took advantage of the opportunity to Summary go through the appropriations including obtaining duty-free status for have some one-on-one time to talk process.” Ecuadorian roses under the Generalized about our issues,” said LaFever. “Rep. The luncheon was “a great oppor- System of Preferences (GSP). Bishop was very interested in what we tunity to have some face-time with an had to say and even requested that influential legislator,” added LaFever.

UPDATE ‘MY SAF PROFILE’

> The Society of American Florists ■■ A convenient, streamlined way knows that members use its website, to renew your membership safnow.org, to keep up with everything ■■ A redesigned registration from industry news to small business platform for all SAF events education and access free promotional materials and advice. That’s why SAF “There’s so much more you can do made changes to its site to enhance the now online to manage your SAF mem- membership experience. bership,” Penn said. “And it’s all to help “We value the busy schedules of us serve you better. Click around ‘My our SAF members,” said SAF CEO Kate SAF Profile’ and see for yourself.” Penn. “With the new ‘My SAF Profile’ The first step to manage your SAF portal at safnow.org, we’ve streamlined Profile, if you have not done so already, everything members need to stay con- is to reset your password, Penn said. For nected — no matter if you’re accessing step-by-step instructions, go to safnow. content at noon or midnight.” org/update-my-saf-profile. The improvements include: “If you have any questions or need ■■ An updated log-in system anything at all, your SAF team is ready to access members-only via LiveChat on safnow.org. You can content and resources also email [email protected] or call (703) complete control With “My SAF Profile” at ■■ A new “My SAF Profile” portal 836-8700,” Penn said. safnow.org, members can update their contact to manage your account, such as information, renew membership and add updating your contact information Jenny Scala is SAF’s director of marketing employees to their records. Get started at and adding employees to your record and communications. [email protected] safnow.org/update-my-saf-profile.

The magazine of the Society of American Florists (SAF) 13 snapshotWascana Flower Shoppe REGINA, SASKATCHEWAN

farm to table Key to breaking up the 2,000-square-foot open concept showroom: four oversized farmhouse-style tables. “We draw clients to the sections with our oversized and dramatic artificial floral arrangements on each table,” Anderson said. “From smaller-scaled artificial pieces, to decorative pots, teas, treats, candles and bath items, we hope to inspire multiple purchases within the same look.”

please touch The floor-to-ceiling custom display units were designed to “draw the eye up and complement the table display areas,” Anderson said. “The simple and repetitive product showcase allows the product to shine and inspire from a different vantage point and makes it easy to see each product individually and to shop without stress of ‘wrecking the pretty table.’”

14 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG BY MARY WESTBROOK Snapshot

ROOM TO SHOP, MEET AND MORE > A “massive renovation” completed in March 2019 has meant a new look — and new practical features for the 5,000-square-foot Wascana Flower Shoppe, located in Regina, the capital city of Saskatchewan, the province in Canada. The first impression for customers? Flowers, naturally, said Tanya Anderson, co-owner of the business alongside her mother, Petra Janssen. “Walking through the doors, you are greeted by a 24-foot fresh floral showcase,” Anderson said, adding that “the cooler was specifically designed to allow for a full and upfront floral experience.” The mother-daughter team has been strategic about carving out spaces for privacy, too — areas that allow them to meet privately with clients for event work and sympathy planning, but that still feel on-brand. “The consultation rooms were designed to create an intimate meeting area cohesive with the showroom,” she explained. “We have one room that was designed for more of a boardroom-style gathering, and the other one is more of a pretty meeting space.” See additional photos at safnow.org/moreonline.

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

welcoming vibes In the consultation rooms, “Clean lines along with warm wood tones project a calm and inspiring environment, allowing these spaces to be dynamic for brides, events, as well as bereavement planning,” Anderson said. “The main objective within these spaces was to create an area in which clients could feel private, relaxed, comfortable, but yet still inspired.”

The magazine of the Society of American Florists (SAF) 15 Tim’s Calling BY TIM HUCKABEE

THE LIMITATIONS OF ‘NICE’

> This month, I called a shop in the Midwest, to me or the numerous cues, both subtle and the traditional home of “nice,” to play the role obvious, that I presented. She asked the insane of a customer who wanted to express extreme question, “Do you have a price range you want gratitude to a doctor for “life-changing” back to spend?” and then started me at $50 after The Recording surgery. Did the clerk live up to the stereotype I explained that I wanted to acknowledge the You’re only half-done and smother me with “niceness”? Was she doctor’s epic, life-altering care. While she learning from this column. empathetic to my situation? Read on and then was polite, she never connected with me by Next step, gather your staff listen for yourself (along with your staff)! stating, for example, “That’s so good to hear ‘round a store computer, Speaking of good care, as the self- about your recovery” or “Let’s send the doctor read this column to them appointed floral sales doctor, I want to make something spectacular” — the kind of profes- and then play the recording sure your staff is getting its monthly dose of sional comments that would have provided of my call to this shop by “Vitamin Tim” by listening to the recording of her with an easy way to justify offering a larger visiting safnow.org/ the call I write about here. You can download design/higher price point. It gets worse: She TimsCalling. Ask your or play it directly at safnow.org/TimsCalling. also rubbed the delivery cost in my face, say- team for feedback on ing, “There is going to be a $10 delivery fee…Is what they heard and have The Opportunity: that OK?” (What if a customer says no to that them talk about how they Life-Changing Thanks foolish question? Do they get a 50 percent can make better sales I told the employee that I had just undergone discount at your shop?) I even had to prompt moving forward. major surgery and wanted to express my her for an add-on, asking, “Is there anything gratitude with flowers. I was the ideal cus- else I can add, like a ‘thank you’ balloon?” tomer, stating I had no clue about flowers and needed her to guide me toward something “Too often, we appropriate for my needs and proportionate to the sentiment I was trying to convey. This truly operate under was a golden opportunity to sell me anything. the unfounded (Perhaps that triple spike orchid plant that needs to be moved out?) I even said, “I just fear that, want to leave it to you.” upon hearing Thumbs Up: Nice… a higher price, But Nothing More She was polite. Beyond that, there is abso- a customer VH-STUDIO/SHUTTERSTOCK.COM lutely nothing she did right on this call. Even will hang up her politeness touches on a huge issue that is The Takeaway: Train Your a cancer on the retail floral industry: the mis- Staff to Be the Experts or storm out. conception that because your staff is friendly Customers like independent retail florists: That does or polite, they are giving good customer ser- They enjoy calling us and seeking our pro- vice. That is not the case. (Just listen to the fessional advice. There is an unwritten cov- not happen.” recording of this call to understand my point!) enant that exists between the two groups: Customers often proclaim their ignorance of Thumbs Down: No our product and ask for guidance, assuming Empathy, Poor Service we are listening, paying attention and offering The employee answered the phone without what’s best for our needs. Too often, as in this giving her name and then simply did not listen call, we sell from our own pockets and operate under the unfounded fear that, upon hearing a higher price, a customer will hang up or storm VOLUNTEERS NEEDED out. It does not happen. But what does take place is that customers follow our lead and buy How does your staff REALLY treat what we tell them to buy — and what we sug- Tim Huckabee, FSC, customers? Email tim@floral gest is frequently way too low. Ever wonder why is the president of strategies.com to volunteer your website sales are so much higher than FloralStrategies.com, your shop for a free Tim’s your store and phone sales? The website holds which teaches ultimate Calling undercover shopping up our part of the deal and shows customers customer care to retail call, anonymity guaranteed. higher price points. And they pick them. Your and wholesale florists. (Retail value: $50.) staff can do the same. [email protected]

16 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG Wednesday OCTOBER 23, 2019

Get ready and join us at safnow.org/pif

© April 2019 SAF Talent BY MARY WESTBROOK

EMPLOYEE SPOTLIGHT Laura Jacobs Renaud

ASK A LAWYER

Listening in…Legally

Q: “Is there any problem with recording incoming and outgo- ing calls on my store’s phones to use for quality assurance and in the event that there is a dispute with a customer?”

A: Businesses need to be care- ful about recording telephone conversations (or engaging in other surveillance). Many states have “two-party consent” laws, which mean that both parties to the conversation must consent to the recording. Project Manager My biggest “oops” moment: Businesses should always Jacobson “We had a designer do some live videos with check their local laws before Boston, Massachusetts our product over a weekend and I forgot to tell implementing any new form of monitoring. the sales department that it was going live. If recording is permitted, > At Jacobson, Laura Jacobs Renaud over- They received so many inquiries and customer even if two-party consent is not sees all marketing functions and human registrations that they thought our system legally required, it is still a best resources — important roles that require was being hacked. Whoops! I learned to al- practice to notify any callers (ahem) a lot of organization to keep straight. ways consider the ripple effect. If you have a that calls are being recorded for Before joining the company two years ago, meeting or a project with someone, you have quality assurance and to have Renaud worked in behavioral health doing to slow it down and think, ‘Wait. Who else will employees sign an agreement to acknowledge and consent to clinical counseling with kids and adolescents this impact and do they know about it?’” the recording. while finishing her master’s degree in social work at Boston College. Today, she’s a major My favorite things: SAF partners with Paley force behind maintaining and building com- “Basecamp is a project management software Rothman, a Bethesda, Maryland pany culture at the largest floral hard goods that’s web based. You can upload documents, law firm, so that members can supplier in New England. “I love getting to add the necessary people to the projects, and get fast, free answers to busi- know the veteran staff and being the one to there’s an instant message and discussion ness legal questions. Have a question you want to ask? Call introduce great new people to the team,” she piece. It has calendars and you can assign Jessica Summers at (301) 968- said. “It’s the best when I see someone who’s to-dos. We spend less time trying to find in- 3402. Be sure to mention that worked with us for 20 years laughing with formation in old email threads. Plus, it has an you are an SAF member. someone I hired.” app that’s great. Also, I use the fax machine all the time, and I love the fax machine. (Sorry, Best advice I’ve been given: not sorry!) A final recommendation: Everyone “I was just told by a colleague that when hir- needs to get a Peloton bike! I love it. I used to go ing someone and ranking them out of 10, you to spin class. Now, I can spin in my own home, can’t use the number seven. Think about it: on my own schedule.” There’s a big difference between a six and an eight! It might save you from a misfit if you Mary Westbrook is the editor in chief of Floral take that ‘catch-all’ seven out of the mix.” Management. [email protected]

18 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG 2,210,433,861 CONSUMER IMPRESSIONS AND COUNTING

More than 2.2 BILLION. That’s how many consumer impressions have been generated by SAF’s public relations and social media programs, such as the award-winning Petal It Forward program (safnow.org/pif), StressLess research (safnow.org/stressless) and the Two Minute Trends campaign (safnow.org/twominutetrends). These forward-thinking companies are the leaders in industry promotion. SAF’s consumer programs would not happen without them.

IF YOUR SUPPLIER IS ON THIS LIST, THANK THEM!

Tommy’s Wholesale Gassafy Wholesale GOLD: Growers FRIEND: Equiflor/Rio Roses Florist, Inc. Florist, Inc. $15,000 - $19,999 Zieger & Sons, Inc. $500 - $999 GM Floral Co. Jacobson Floral Wholesalers COPPER: Suppliers Wholesalers Massa Distributing Delaware Valley Floral $1,000 - $4,999 Candle Artisans, Inc. Alders Wholesale Group Florist Company Wholesalers Design Master color Mears Floral Products tool, inc. Berkeley Florist Supply Amato Wholesale Florist Co. in Miami Miller Sales Wholesale FloraCraft Baisch and Skinner Dillon Floral Distributor Suppliers Wholesale Florist, Inc. Floral Resources Corporation Sacramento Suppliers Syndicate Sales, Inc. Bay State Farm Direct Frank Adams Chrysal Americas Flowers Growers Wholesale Florist Inc. Cleveland Plant & Flower Burnaby Lake Louisiana Wholesale Garcia Group, Inc./ Co. Greenhouses Florists, Inc. Floral Pak Co. Dreisbach Wholesale Holland America Mueller Supply Inc. Garcia Group, Inc./Plus Florist One Imports SILVER: Flowers, LLC Schaefer Wholesale $10,000 - $14,999 DWF Wholesale Florist Ocean View Flowers Florist, Inc. Reliant Ribbons, Bows Co. & Trims Oregon Flowers, Inc. Wholesalers Fifty Flowers, Inc. Suppliers Pyramid Flowers, Inc. Growers Kennicott Brothers Co., Flora Fresh, Inc. Berwick Offray LLC/ Sun Valley Floral Group California Protea Inc. Greenleaf Wholesale CSS Industries, Inc. Association Florist, Inc. Washington Bulb Co., Lion Ribbon Co., Inc./ Suppliers Inc. Resendiz Brothers, LLC Len Busch Roses CSS Industries, Inc. Accent Decor, Inc. Mayesh Wholesale Importers/ Retailers Smithers-Oasis USA/ Growers Florist, Inc. Distributors Shirley’s Flower Studio Floralife Green Point Nurseries, Pikes Peak of Texas, Inc. Bella Blossom LLC Inc. Reeves Floral Products Fresca Farms More SAF PR BRONZE: Inc. CONTRIBUTOR: Fund supporters $5,000 - $9,999 Sieck Floral Group Transportation $250 - $499 can be seen on The Roy Houff Company Armellini Express Lines, Wholesalers Inc. safnow.org/prfund Bill Doran Company Wholesalers Ensign Wholesale Floral Pennock Co. © April 2019 SAF GA State Wholesale

Want to help sell more flowers (and see your We thank these companies who voluntarily contribute name on this list)? to the SAF Fund for Nationwide Public Relations, Support the SAF PR Fund! which promotes flowers to consumers through safnow.org/prfund; groundbreaking research and media outreach, as well [email protected] as Aboutflowers.com and Aboutflowersblog.com. LIGHTFIELD STUDIOS/SHUTTERSTOCK.COM 20 Growth

Mother’s Day).Mother’s (aka Valentine’s holidays Day or Bowl” “Super our for 35 to about 12 people of a crew from ranges which team, our support and to create I use principles a few with up come I’ve years, the Over Guiding Principles > YOUR TEAM BUILD F may be lacking. be may they where areas in others to help and of expertise areas different our in mentors to be other each on count we so shop, flower of the workings the all understands employee every Not other. each to support them I teach is important. member every why and of teamwork concept the understand people Most my employees. dressing ad when often “team” term this use I itself. company the and involved all benefits that a goal accomplish to together working of people group shop. flower of the tine rou daily the in performed to be need that tasks myriad the to accomplish of people group right the to assemble L People often ask me how we manage we manage how me ask often People O R I think of my staff as a team, a a team, as of my staff I think A MANAGEMENT | April/May 2019 | April/May |WWW.SAFNOW.O L MANAGEMENT

BY PATRICK KELLY PATRICK BY - - several decades. last the for things doing you’ve been way the rethink tive you make may perspec a different when know never You shop. the around things to do how on ideas constructive their offer to members team I encourage voice. other. each for eye out nurturing almost a positive, to keep everyone for need the reinforcing while performance members’ team to you allow raise takes others), of the mis front in member a team NOT belittling (i.e., structively con is delivered feedback when but egos, employees’ on depending times, tunities. activities. to-day day- of our knowledge had they cause be mistake a critical prevented — has shop the around up is to clean role main — whose student after-school an business, our at once than More ment. empower and of belonging a feeling them gives It responsibilities. mary pri their outside fall that tasks those do you what of aspect every bustle. and hustle the enjoy simply and terms positive on departed who ees employ past are helpers holiday of our Several lives. of their quality prove the im will feel they what to leave do who people begrudge I never etc. health, immaturity, opportunities, new control: my beyond reasons for usually shop, the from separate people Sometimes, they keep. out. to help family along brought and Valentine’s at us Day with evenings four spent friend My old shop?” flower play come “Wanna said, and 80s the in with I worked someone called recently my tips: of some are Here a task. quite be can event high-volume another Day or Valentine’s like past this holiday week a mid- for people 35 together Bringing Helpers Holiday Welcome input. Turn errors into teaching oppor Familiarize with all employees bridges. your burn Don’t Assess people by the company company by the people Assess Keep your phone number list. This can be challenging at at challenging be can This R A polite, well-rounded, well-rounded, A polite, G Everyone has a has Everyone , even , even I ------prom can be a huge asset. a huge be can prom biggest of your ahead maker bouquet and corsage a clutch Hiring times. busy the through to them get hands (expert) extra need they when team your strengthen can This events. and holidays for to florists available selves them make who of designers groups towns have organized and cities Many times. peak during out to help able be may who contacts any have they if members team your Ask qualities. similar with family or friends have often will employee enthusiastic meditation. WakingUpWithPatrick.com blog, apersonal maintains he business, family’s to his addition In Jersey. New Burlington, and Philadelphia in Co. Your Florist Kelly Patrick team when we need it the most. the it we need when team to our grow workers part-time skilled with us connect helped has District Improvement Business local Our too. shop, the around times busy for source ganizations. take you all the way to victory! way to the victory! all you take will team right the Bowl, Super your or playoffs game, season regular mage, of a scrim midst you’re the in Whether business. of your part important one can! no location, a delivery find can’t they If stations. fire and police local the from drivers We resource destination. its at arrive doesn’t it if is useless order processed and beautifully designed A properly team. of our parts integral roads. busy times. to during us return joyfully and college local school students, work through when here start who have people We always flowers. watering and a broom pushing career their started a florist Many workers! youthful of quality the underestimate Don’t Consider community business or business community Consider outSeek professional freelancers. Keep your young people around. Remember, your team is the most most is the team your Remember, Think about who knows the Drivers are some of the most most of the some are Drivers [email protected]

These can be a great re a great be can These is the owner of Stein Stein of owner the is , on , on - -

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www.gotflowers.com 408-840-3514 Fresh Choices BY KATIE HENDRICK VINCENT

PINK: IT’S THE LATEST OBSESSION > Rami Malek and Olivia Colman may have won the debuted a series of arrangements that incorporated top acting accolades at the 91st annual Academy pink. “We’re branching out and looking to sources like Awards, but the star of the evening — on the red fashion, HGTV, great artists and local destinations for carpet at least — was a certain rosy hue. Dozens inspiration,” said co-owner Wendy Rockcastle. One of of A-list actresses, including Gemma Chan, Helen the shop’s latest bestsellers, “Rebel Heart,” features Mirren, Angela Bassett, Sarah Paulson and Linda baby pink gerberas and hydrangeas, watermelon pink Cardellini, turned heads in frocks that flaunted the roses and hot pink ranunculus; it’s become a favorite coquettish color’s myriad tones from cotton candy with young adults. “My millennial daughter, a graphic to bubblegum to salmon to fuchsia. stylist for the shop, tells me her generation doesn’t This year’s Oscar fashion statement mirrors a regard pink as feminine,” she said. “Rather, they growing trend in bridal wear. After Mandy Moore embrace the many shades it has to offer and how tied the knot in November wearing a blush Rodarte it pairs with other colors.” Some of their preferred tulle gown, InStyle magazine interviewed Lanie List, combinations: blush and burgundy, hot pink and lime founder of Lovely Bride, an Atlanta-based boutique, green, pale pink and coral. who said about 10 percent of her clientele made similar The floral world abounds with pink opportunities. sartorial choices. Why? With such a wide range of warm Here are just a few to try this year. and cool tones, pink is almost universally flattering. (It Katie Hendrick Vincent is the also doesn’t hurt that it’s psychologically associated senior contributing editor with romance.) With Pantone’s pick of “Living Coral” as of Floral Management. the 2019 Color of the Year, she expects pink’s [email protected] popularity to soar even higher. In March, the design team at Rockcastle Florist in Rochester ‘larissa’ gerrondo gerbera and Canandaigua, New York, Green Valley Floral

‘p. tying shin’ ‘corneille’ ‘champagne pink’ phalaenopsis orchid scabiosa chrysanthemum Dümmen Orange Hilverda Kooij Dümmen Orange

22 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG Fresh Choices BY KATIE HENDRICK VINCENT

‘shirley temple’ peony ‘aviance’ gerbera ‘benson’ oriental lily DVFlora Green Valley Floral Sun Valley Farms

pink kalanchoe Sun Valley Farms ‘pink europa’ astilbe DVFlora

‘auxiere’ fancy tulip ‘mariachi pink’ lisianthus ‘ambition’ spray carnation Sun Valley Farms Esprit Miami Dümmen Orange

‘pink irischka’ spray roses Royal Flowers

‘pink river’ delphinium ‘parle moi’ garden rose Valleflor Green Valley Floral

The magazine of the Society of American Florists (SAF) 23 > GALLERY PLACE

Gallery Place ZAMUROVIC PHOTOGRAPHY/SHUTTERSTOCK.COM ZAMUROVIC

A Kansas couple brings new life and attention to their flower shop through partnerships with local artists. BY MARY WESTBROOK PHOTOS BY EARL RICHARDSON

24 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG magine, for a moment, that Almost. you and your spouse are For florists all around the country the owners of a small retail — in small towns and big cities, on the flower shop in the down- East and West coasts and every place town area of a 50,000-per- in between — this scenario is anything son city, located in the but a hypothetical. In the past 10 years middle of the country. The shop was (or even the past five or three), the established in the 1940s. You took it pace of disruptive change introduced in over in the mid-1980s and have been retail and the floral industry has been running it for 35 years, through boom head-spinning. The way customers Itimes and slow periods, cycles of trends shop, the things and services they want and consumer preferences, shifts in to buy, how they find and communicate competition and new technology. It’s with businesses…it’s all evolving, and not easy, but you push through these it’s on business owners to evolve and challenges and, together, you build a adapt, too. successful business. And that’s exactly what husband- Then, around 2015, you begin to no- and-wife team Peggy and Wayne DeBey, tice more radical changes. Even bigger AIFD, set out to do, when they realized it challenges. Your once bustling show- was time for them to make big changes room feels quiet; people aren’t coming at The Flower Nook — that longtime in the store nearly as much as they once flower shop in Salina, Kansas. Over did. Some of your formerly top-selling the course of just a few years, they’ve merchandise is gathering dust. You have managed to breathe new life into their too much space. You still feel passionate business (and draw more people into the The Flower Nook about your business, but you also feel a store) by rethinking who their customers little disconnected — from your custom- are and how they shop, reaching out to Salina, Kansas ers and what they want, and from your local artisans and selling their one-of- Owners: Peggy and Wayne DeBey, AIFD community and fellow business own- a-kind goods, and partnering with area ers. Your sales are down and so is your businesses for events that place The No. of employees: 2 full-time; 4 part-time morale. It’s almost enough to make you Flower Nook back in the center of their want to give up entirely. customers’ attention. Annual Sales: Around $300,000

Their challenge: Reinvigorate their store to attract more customers; put existing space to better use; connect more deeply with their community

Their approach: The DeBeys now host a rotating cast of dozens of local artisans throughout the year in store. They’ve re- placed underperforming sales items (per- manent botanicals) with the artists’ work. The shop receives commission from the artists’ sales and the artists pay a booth fee and sign a three-month contract. The cou- ple has also launched new in-store events to generate more foot traffic.

Results: Since bringing in the artists, the DeBeys have seen an increase in visitors and overall sales — despite the fact that they’ve had to deal with ongoing construc- tion in front of their store during the same period. They’ve also created a new revenue changes for good The team at The Flower Nook changes their store more often since partnering stream through artisan booth rentals and with artists. Their tools of choice: paint, movable walls and flexible display units. commission on artwork sales.

The magazine of the Society of American Florists (SAF) 25 > GALLERY PLACE

that the formula — fewer customers, re- duced sales levels, higher facilities costs — was a recipe for disaster, and they de- cided to take action by first researching the market themselves, to try to pinpoint the source of their challenges. “We understood there was a variety of reasons for this decrease, such as economic stress, mass merchandisers, an increase in online shopping and tur- moil in the floral industry,” Wayne said, ticking through a list of challenges that will sound familiar to any florist. “We did an informal competitive analysis in our community and discovered flowers could be purchased at one of three full-service florists, plus the hardware stores, gas stations, the cheerleading club at our local high school, the grocery stores, Wal-Mart, and others — and that’s not even counting the online competition.” The DeBeys needed to make some changes to re-energize their business and attract more local customers — changes that included rethinking every- thing they thought they knew about those customers in the first place. Having some experience showcasing local art- ists’ work on a small scale in their store, they experimented with hosting holiday pop up art booths for 24 local artists in their adjacent rental space, but that initiative required having an additional full-time staff member to manage it. And while it did attract more people to the pop up area next door, the effort didn’t solve the problem of bringing more peo- ple into The Flower Nook itself. To accomplish that goal, the DeBeys knew they’d need to keep experimenting. “For months and months, we analyzed our area buying patterns, read about national trends, talked with proud partner Featured Flower Nook artist First Steps: each other and debated each other,” Mary Ann Tanking stands with her painting, Identifying the Problems Wayne said. “But we kept coming back “Displaced Pelicans.” The DeBeys first began considering the to the fact that the old definition of need for significant change a few years customers had changed. These new ago, when they started to notice a drop- consumers were more interested in the off in foot traffic and walk-in sales, while shopping process. They want a unique simultaneously noting other causes store, diverse products and, really, a full for concern. Among them: Permanent sensory experience.” botanicals, which took up a significant To give them that experience, the portion of their showroom space, had DeBeys would need to draw on all that become less popular, and a small rental they already knew from running their space, adjacent to the shop, had been business and the pop up space — and left without a tenant for the first time bring in some new concepts to truly set in years. Peggy and Wayne understood the store apart in their local market.

26 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG From Florist to Gallery, Today, that’s exactly what’s hap- Event Space — and More pening. The shop now displays goods COMMISSION Peggy and Wayne were not alone in their from 12 artists in the showroom at any SUCCESS assessment that “experience” matters. given time throughout the year — with Thinking of inviting artists or other In fact, today, experience is a key an additional gallery space along the small businesses in to sell their goods concept for retailers of all sizes, accord- 14-by-14-foot back wall. Artists sign on commission in your shop? Space is ing to customer service expert, author contracts with terms that are specific the major variable to consider, said Paul and speaker Shep Hyken. “Local busi- to each agreement — usually for about Goodman, MBA, CPA, PFCI, a longtime nesses today can compete against these three months at a time. Artists pay The contributor to Floral Management. larger competitors not with marketing Flower Nook for booth space and give While Goodman isn’t an adviser to dollars — because you’ll be outspent the shop a commission, though the exact The Flower Nook, he said he thinks there — but with experiences as the terms vary. the overall approach is a good one to driving force,” he said. “It’s the classic “Some artists bring their own fol- consider — in large part because, as David versus Goliath story.” lowing with them, and that means more Peggy DeBey explained, those featured One of the first major changes the people in my store, which is valuable to artists bring people into your store. couple made was to diversify their us,” Peggy said. “Other artists are a little “I have promoted florists partnering product line. Over the years, they’d no- newer and don’t have the same draw with other businesses for marketing ticed that drop in permanent botanical yet.” (See sidebar for a CPA’s take on the purposes, for instance, a florist putting sales, and they were ready to introduce commission-based approach.) arrangements and cards in a salon new merchandise. They also wanted to Bringing in the artists and becoming and the salon putting cards in the find a way to make their showroom feel a de facto local art gallery “required us to florist shop, or florists partnering with more dynamic. While the pop up venue become art consumers by attending doz- a nonprofit to bring the nonprofit’s hadn’t been a complete success, Peggy ens of [regional] art galleries and events customers into a holiday open house,” loved the energy the artists had brought that showcased a variety of artists,” said he said. The partnerships can be a to the space, and she and Wayne began Peggy, who has since been elected to a win-win. “Unless the florist doesn’t to wonder: What if The Flower Nook local arts board, a position that’s helped have the physical space, I don’t see a could transform itself into a space that her make connections in that scene and downside,” he said. Get tips on how was part retail flower shop, part art find the right artists to complement the to write and negotiate contracts with gallery, with works by local artisans store. “We needed to have buy-in and local artisans from the DeBeys at displayed and sold on a rotating basis create recognition of ourselves and our safnow.org/moreonline. all year long? shop in the local art community.”

center of town Customers now think of The Flower Nook as a place for community events and unique gifts, not “just” flowers, said owners Peggy and Wayne DeBey.

The magazine of the Society of American Florists (SAF) 27 > GALLERY PLACE

goods to go The Flower Nook now displays goods from 12 artists in the showroom at any given time In 2018, the shop collected $3,000 New Looks for a throughout the year — with an additional gallery in booth fees alone, along with com- New Mission space along the 14-by-14-foot back wall. mission on the art sales (between 20 The changes in inventory also necessi- and 30 percent). Art sales totaled tated changes to the showroom itself. $22,500 in 2017 and $25,000 in 2018 The team at The Flower Nook now up- and are growing this year. dates its front window displays monthly For the DeBeys, the commission and regularly reimagines its interior revenue itself is less about sales and space — reconfiguring movable walls more about marketing. “I think about it and rearranging furniture and display almost as advertising,” Peggy explained. units to accommodate the changing ros- “It’s about getting people in the door, to ter of new artists. see the shop and all that we have. Once Every three months, they also repaint we get them in here, they’re more likely the back-wall gallery space, to provide a to remember us in the future, when they fresh backdrop. (For the first few months have floral gift-giving needs.” of 2019, the wall was painted a peachy- And the approach seems to be coral tone — a homage to Pantone’s working. Since introducing art, the shop selection of ‘Living Coral’ as the color of has seen foot traffic increase year over the year.) The goal? Make the shop look year — despite recent troublesome new and exciting, even to customers who GO DEEPER construction in front of the store that stop by often — an effort that requires See more photos from has reduced street visibility and taken considerable sweat equity. The Flower Nook and their events away valuable parking spots. (Overall “We get the drill out and the ham- at safnow.org/moreonline. sales are up by about 5 percent.) mer,” said Peggy with a laugh. “We try to

28 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG make our displays and merchandising as creative as possible to complement the art, and of course the flowers.” While permanent botanicals are no longer a focus for the shop, cut flowers and plants remain at the heart of the business, Peggy added. “The front of the shop has definitely changed, with all of our artisans on display, but we still have flowers front and center in the cooler. You still know it’s a flower shop.” (Not wanting to miss out on permanent sales, the DeBeys now have cheerful signage encouraging shoppers to ask staff about custom permanent work.) An unexpected perk: The design team has been inspired by the art now on display, becoming “more artistic” and inventive in their own right, Wayne said. “There has been a slow but steady acknowledgment of The Flower Nook being interested in creating, sponsoring and promoting arts in the community,” Wayne said. “There has also been an awareness from the community that we have more than ‘just’ great flowers. This translated into people wandering into the store to see the art and discovering flowers at the same time, or folks com- ing in to get flowers and realizing we had a regional art and gift gallery.”

Bringing the Community Together Another focus of the reinvention at The Flower Nook: in-store events that com- bine the power of joint marketing efforts among local businesses with the appeal of unique goods and family-friendly entertainment. For the past two Christmas seasons, for example, The Flower Nook has ex- panded its artist affiliations even more, with up to 30 artists showcasing gift items such as candles, glassware, jew- elry, leatherwork and more. (A popular part of the event, which last year drew a crowd of more than 200, is a visit from Santa and Mrs. Claus.) In addition, since bringing in arti- sans to the store on a permanent basis, The Flower Nook has launched new events, including “Art is the Heart of the Community” and “The Lips Amore,” which give community members the chance to participate in the creation of art projects later displayed in the store.

The magazine of the Society of American Florists (SAF) 29 > GALLERY PLACE

happy team Shop employee Fran Cassady The shop also hosts Salina’s monthly works on a floral arrangement. The refresh at the store has improved foot traffic and morale. First Friday event, which can attract anywhere from 100 to 175 people at a time. (The DeBeys always open their doors an hour earlier than other par- ticipating venues to encourage extra shopping.) “We invite the community in to see the store and meet some of our artists while browsing,” Peggy said. About a dozen businesses participate in the monthly event, meaning The Flower Nook can take advantage of group marketing efforts, while being seen as a community player. To complement these in-store events, the shop has added a “Kansas- made” food display in their showroom and features food items from local vendors. “For each First Friday event, we select one or two Kansas foods to create a display and give samples,” Peggy explained, adding that she and Wayne also often have a food truck on site to attract customers and amp up the excitement. (The food trucks and food vendors rotate based on availabil- ity and season; those vendors handle their own sales transactions, which means The Flower Nook does not need additional licensing.) To enliven events even more, the shop often brings in performers, includ- ing a teen cello group and a bluegrass band, along with animals from the local zoo. Recently, the shop also had four al- pacas in its back-garage area, mainly for photo opportunities (which were a big hit). The inclusion of the animals is light- hearted, but it’s also strategic: “They tie in with our line of alpaca wool clothing we were carrying at the time from one of our artisans,” Peggy said. All of which ties back to the couple’s original inspiration: To make their shop buzz again, and to give these new (and longtime) customers that full sensory FINDING NEW REVENUE STREAMS experience they crave. Looking for a way to inject new lines of revenue into your business— beyond plant, “Our goal is to make it fun and mem- cut-flower and event sales? During SAF Amelia Island 2019, the Society of American orable and lively for our customers,” Florists’ 135th annual convention, Sept. 18-21, Peggy said. “We want everyone to have you’ll hear from florists who have done just that a good time and to take away a good and get practical tips on how you can follow suit, memory from our events, so that they’ll along with so much more, including educational remember us in the future.” programming, design inspiration and big picture perspective from some of the industry’s top Mary Westbrook is the editor in chief minds on major challenges and opportunities for of Floral Management. mwestbrook@ the coming years. Find out more at safnow.org. safnow.org

30 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

> TAKE A WALK ON THE BRIGHT SIDE Take a Walk on the Bright Side

A new economic survey of SAF members finds business is good for many industry members — even as key challenges remain.

BY MARY WESTBROOK

loral industry members across segments have a relatively optimistic take on the economic landscape, according to a new survey from the Society of American Florists. In response to the question “How’s business?”, 57 percent of respondents answered “good” while only 3 percent described it as “poor.” About 29 per- cent classified business as “OK” and less than 2 percent termed it “terrible.” F(Remaining respondents said they are “unsure.”) When SAF surveyed members at the same time last year, 49 percent classified business as “good”; 38 percent as “OK”; 9 percent said “excellent”; 3 percent said “poor” and 1 percent, “terrible.” L-R:DRAGON IMAGES, DEAN DROBO,SYDA PRODUCTIONS/SHUTTERSTOCK.COM

32 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG The Economic Outlook Survey was right before the last recession started, emailed to SAF members on January labor costs are almost exactly one-third Top Issues by Segment 21, 2019, and had a response rate of higher,” he said, noting that, thanks to 7.9 percent. low unemployment levels, “as wages go Overall, 51 percent of all respondents up in other sectors, folks have a choice this year said they are “optimistic” about where to work.” Growers sales in 2019, with another 11 percent That was a sentiment shared by a re- calling themselves “very optimistic.” tailer respondent in the West. “It seems Twenty-nine percent said they are “neu- like the quality workforce is already em- % tral/uncertain”; only about 8 percent ployed,” he said. “Overall, we are a rela- said they were either “pessimistic” or tively low-paying industry, and it seems Availability of Labor “very pessimistic.” These answers were like the younger crowd will leave if a bet- consistent across segments — although ter paying job becomes available.” respondents who identified as whole- About 56 percent of respondents % salers, suppliers or importers appear to this year’s survey say they expect to to have the sunniest outlook, with 18 spend more on labor this year — even Transportation percent classifying themselves “very op- though 47 percent do not plan to hire timistic” about the new year. additional permanent staff in the next % These results did not surprise six months, and only 38 percent are Health Care Costs Charles R. Hall, Ph.D., professor and planning increases in salaries or pay in Ellison Chair in the Department of the same time period. Meanwhile, 43 % Horticultural Sciences at Texas A&M percent of respondents agreed with University and the 2018 winner of SAF’s the statement “We have a difficult Minimum Wage Paul Ecke, Jr. Award. “To be in this indus- time attracting non-seasonal candi- try, you almost have to be an optimist,” dates for entry-level positions”; and he said with a laugh, before noting 52 percent agreed with the statement Wholesalers, Suppliers, that — while many challenges exist — a “We have a difficult time attracting number of economic factors support the non-seasonal candidates for experi- Importers positive take. “It’s been a strong period enced design positions.” for flower sales, and that’s correlated to “It’s really hard to find people for this the business cycle and consumer confi- industry cold,” wrote one wholesaler % dence, which is up.” in the Pacific Northwest. “Not that we haven’t had luck, but I find existing em- Key Issues ployees who bring people in has worked Transportation Among all respondents this year, 63 the best. The job, hours — they’re not percent said “the availability of labor” sugar-coated. People say they love the % is having an effect on their business. morning, until the third day of waking up That doesn’t surprise Hall either. “Since at 3 a.m. or 3:30 a.m.” Health Care Costs % Availability of Labor Retailers percent of % respondents are Availability of Labor % “very optimistic” Minimum Wage about sales in 2019 % Trade/Tariff Issues

The magazine of the Society of American Florists (SAF) 33 > TAKE A WALK ON THE BRIGHT SIDE

Another retailer from the Pacific Sales Trends Gross Sales Trends Northwest summed up her labor chal- About 54 percent of all respondents to lenges in three points: a lack of skilled this year’s survey said their 2018 gross by Segment designers, a time crunch to find and keep sales were higher than those in 2017; 27 people, and common misperceptions percent said they were about the same among the public about what it’s like to and 18 percent said they were down. (A work in a busy flower shop. small percentage, less than 2 percent, Growers “As the sole operator of a small shop, wasn’t sure how gross sales compared, I am maxed out and training is a huge year over year.) time commitment,” she explained. “I By comparison, last year, about 51 literally have to decide what won’t get percent of all respondents said 2017 % done when I spend time training and the gross sales were up over 2016, 24 number of times it hasn’t worked out percent said they were the same and UP % is demoralizing. People [also] think it 24 percent said they were down. (A SAME % would be fun to play with flowers all day. similar-sized group last year also was DOWN They are not prepared for reality of shop uncertain of year-over-year gross sales life.” comparisons.) Other key issues noted in the survey Among respondents who saw gross and expected to impact companies: sales drop in 2018, 74 percent said the “minimum wage” (55 percent); “trade decrease was between 1 and 10 percent. and tariff issues” (43 percent); “health Among those who saw an increase, 73 Wholesalers, Suppliers, care costs” (40 percent); “transpor- percent charted the gains between 1 and tation” (29 percent); “supply chain lo- 10 percent. Importers gistics” (24 percent); and “tax reform” (11 percent). Nearly 23 percent of re- Sustainability, spondents also said the “partial federal Origin Questions government shutdown,” which started Forty-three percent of this year’s total Dec. 22, 2018, and ended Jan. 25, 2019, respondents said they “occasionally” affected their business. source sustainably grown/manufactured Hall said these concerns are all valid, products — 42 percent said the same in and he pointed to those associated with the survey last year. About 24 percent of higher input costs (including minimum respondents this year said they source wage and transportation) as especially such products “regularly,” compared to % challenging. roughly 30 percent last year. “As input costs increase, margins Eighty-two percent of retailer respon- shrink,” he said, adding that the primary dents this year said they are rarely/never UP way to offset those increases is to adjust asked about sustainably grown/manufac- your own prices. “If your prices stay the tured products, which tracks closely with same, you’re just eating your margins.” last year’s responses (81 percent). % SAME % DOWN

Retailers percent of respondents said % UP % “the availability of labor” SAME % DOWN is having an effect on business

Remaining percentages unsure

34 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG Meanwhile, 47 percent of retailers think we will see more of an interest this year said they are “occasionally” in these products from millennial and GO DEEPER asked where flowers come from; 39 Gen Z consumers.“ Read more about the survey, including percent said they are “never/rarely” spending predictions on perishable asked. (In last year’s survey, 54 percent Mary Westbrook is the editor in chief product, hard goods, giftware and more of retailer respondents said they are of Floral Management. mwestbrook@ at safnow.org/moreonline. “occasionally” asked about flower origin; safnow.org 36 percent said they were “rarely/never” asked.) These responses remained fairly consistent when filtered by shop size (in annual sales) and location. percent of respondents Only about 15 percent of respon- dents this year said they are willing to pay up to 10 percent more for products “occasionally” source that are sustainably grown or manufac- tured; 41 percent said “maybe.” (Less than 2 percent are willing to pay up to 20 percent more.) Last year, 22 percent sustainably grown/ of respondents said they would pay up to 10 percent more and 3 percent would pay up to 20 percent more. manufactured products. Hall said he’ll be interested to see if these numbers change in the coming years, as younger generations become percent more influential consumers. “Questions about sustainability do so are intriguing to me,” he said. “On the whole, there is a more sustainable mindset among younger people. I “regularly.”

The magazine of the Society of American Florists (SAF) 35 EDITORS’ NOTE Paul Goodman, MBA, CPA, PFCI, and Derrick Myers, CPA, CFP, PFCI, 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.

the Beat RAWPIXEL.COM/SHUTTERSTOCK.COM Summertime (Staffing) Best practices in staffing during BluesBY PAUL GOODMAN, MBA, CPA, PFCI busy times and slow periods ere’s something you probably Clearly, larger shops will have higher Staffing for Reality already know: Most florists make fixed expenses. A bigger facility means The retail flower business is commonly money in the holiday months and higher rent, utilities and insurance. More viewed as being very cyclical: holiday loseH money or barely break even the rest deliveries require more vehicles, more months with high sales and nonholiday of the year. That’s true no matter what operating costs as well as vehicle main- months with low sales. This perception kind of volume the shop does. A small tenance. That’s not the whole answer, is wrong. Except for December, most shop might make money in December though. Too many florists assume they “holiday months” bring only a few days of on $30,000 in sales. A larger shop won’t make any money in the sum- “holiday business.” might lose money in July on $30,000 in mer, so they don’t really try. They set Take Valentine’s Day. The average sales. How can one florist do so well on their sights on not losing any money. It florist is really only super busy for three $30,000 in sales and the other so poorly? doesn’t have to be that way. to five days. The rest of February is quite

36 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG normal, thank you. The same is true for Return to the Basics Administrative Professionals Week and On average, total payroll costs, including COSTS TO WATCH Mother’s Day. In fact, if you totaled up all payroll taxes and employee benefits, YEAR ROUND the “busy” holiday days during the year should not exceed 30 percent of sales It’s no secret that two major expenses you would get 30 to 45 days, depending when the owner/manager (one person) make up the bulk of your costs year round: on the florist. The rest of the year, 10.5 is on the payroll. If the owner/manager Arrangement Cost of Goods Sold (COGS) to 11 months, is nonholiday sales, which is not on the payroll, it’s 20 percent and Payroll. Keep those two areas in line remain quite level week to week. of sales. and you should make money. Both, how- Conclusion? If you’re going to make Do a staffing analysis to determine ever, are ongoing concerns, requiring real money in this business, you have to your ideal staffing level for the sum- constant oversight. You can’t just “fix” staff for the sales volume you will have mer months. Then look at your current them once and for all. Monitoring flower during that 10.5- to 11-month period. employees. Who fits in where? Who is usage must be done every day, with every You can’t keep extra staff on board left over? arrangement counted. Payroll requires waiting for the next busy holiday to roll If you are overstaffed, you can either a similar approach, except instead of around. Understanding this true sales let an employee (or two) go or ask your counting flowers you need to count people pattern should change your perspective employees to help. Tell them the number and hours. — P.G. on staffing. of hours that need to be reduced. You What if you had no holidays at all? might be surprised to learn some might Most good designers can prepare one Just level sales month in and month out. prefer working fewer hours and you average arrangement every 15 minutes. You’d figure out how to make money won’t have to let anyone go. If your average arrangement is $45, that at that level of sales, wouldn’t you? However, don’t avoid making the means $180 (at retail) can be produced Of course, you would. You would find tough decisions when you must. This per hour of design labor. Suppose you the level of staffing you needed to ser- may be an opportunity to get your payroll get only six productive hours out of vice your customers profitably. That’s in line and rid the shop of an employee eight from a designer, that still amounts exactly what you must do with your who is not an asset anyway. Someone, to $1,080 a day in design production or summer months. for example, who doesn’t fit in, is nega- $135 per hour over eight hours. tive or just plain difficult to manage. Divide your daily design sales by Summer Staff Equations You will get your payroll down and $135 and you will now know how many Just how many people do you need? the atmosphere of your shop will im- hours of design time you need each day. A few statistics will help you answer prove. Two birds. One stone. Example: Your average Monday that question. During the six months design sales are $1,000. At $135 per from June through November you will Conduct a Staffing Analysis hour, you will need 7.4 hours of designer make approximately 6.5 percent of your It would be nice if you could divide your time that day to cover the work ($1,000 annual sales each month. Once you weekly sales by the number of days you divided by $135 = 7.4).You may divide know your average nonholiday sales are open to get your daily sales. You these hours up however you choose — levels for the summer months, multiply could then keep the same staff on hand two people, three people, four people. that by 30 percent to get your payroll each day of the week. Unfortunately, that One way or another, however, you have budget for each month. That will include won’t work. to come up with 7.4 hours of design payroll taxes, employee benefits, and the Some days are busier than others. time. Anything more than that and owner/operator on the payroll. Friday is often the busiest day of the you’re overstaffed for design. If you stay within that budget, you week. Friday’s sales may be two times Do the same kind of staffing anal- will be fine. However, the challenge Wednesday’s sales. You can’t have the ysis for sales and for delivery. A good is knowing how much payroll you can same staff on hand for both days and salesperson can sell $2,000 per day or afford in the various work areas of your keep payroll in line. $250 per hour. So, $2,500 in sales on shop, such as design or delivery. A proper staffing analysis begins with Friday would require 10 hours of time One staffing problem is that many the design room. Track your daily design dedicated to sales. A delivery person floral employees wear different hats. sales for four consecutive, nonholiday can make 25 to 30 single deliveries The average florist can’t afford to have weeks — just the products that require in a day. people who are dedicated to just design, design labor. Most florists can get these Have enough people each day to sales or delivery. The key is knowing how daily sales reports from their POS. meet the load...and no more. That’s how many hours you need in each area, then Add all the Monday design sales to keep payroll under control. making sure you have enough people to together, then divide by four to get your cover those hours — and no more. Monday average. Do the same thing Paul Goodman, MBA, CPA, PFCI, An additional challenge is that the for each day of the week. When you’re is the founder of Floral Finance number of hours you need for a given done, you’ll have the average nonholiday Business Services based in Tulsa, task will vary by day of the week, so design sales for each day of the week. Oklahoma, editor of Floral Finance and staffing should be adjusted accordingly Next, decide how much a full-time author of The Profit-Minded Florist. to produce a stellar bottom line. designer can produce in a single day. [email protected]

The magazine of the Society of American Florists (SAF) 37 Industry News BY MARY WESTBROOK

MOST RETAIL FLORISTS SEE VALENTINE’S DAY SALES RISE

> With a weekday holiday and a strong TOP 3 REASONS FOR HOLIDAY SALES INCREASE economy, many retail florists had a good Valentine’s Day 2019. Fifty-nine percent of retail florists responding to a Society of American Florists’ postholiday survey said their sales increased this year com- pared to 2018. The average purchase amount this year was around $75, a figure that represents a slight uptick from last year’s $73. Forty-one percent of respondents also said their sales increased this 7 0 % 39% 3 8 % year when compared to returns from Day of the week Weather Higher prices 2013, the last time the holiday fell on a Thursday. The SAF survey was emailed on permarkets (40 percent), the weather Chocolate and candy proved to be February 17 to 1,741 retail members of (38 percent) and competition from or- the most popular nonfloral gift item the Society of American Florists and had der-gatherers (33 percent) as their top again this year (63 percent), followed by a response rate of 8.2 percent. factors behind the decline. plush products (almost 11 percent) and Forty-seven percent of these florists balloons (3 percent). Reasons for Increases said phone orders declined, 42 percent and Decreases said walk-in sales were down and 39 Pricing and Costs Seventy percent of respondents who saw percent said wire-in sales dropped. Prices for roses trended slightly up this an increase credited the day of the week, year. On average, respondents charged: a Thursday, with their sales increase. Flower and Gift Preference ■■ $83 for a dozen arranged long- (About 47 percent of respondents say On average, respondents said about 53 stemmed roses, compared Wednesday is the best day for the holi- percent of their holiday orders were for to $80 last year. day; 29 percent said Thursday is tops.) roses, which is similar to last year (51 ■■ $66 for a dozen unarranged Roughly 39 percent said the weather percent). Sixty-six percent of rose orders long-stemmed roses, helped their business and 38 percent were for red roses, which also is on par compared to $63 last year. said higher price points played a role. with results from last year’s survey. Sixty-seven percent of these respon- Respondents said that 39 percent of Respondents said they charge $66 dents saw an increase in website sales, their holiday orders were for mixed flow- on average for a dozen arranged, long- 62 percent saw a bump in walk-in sales, ers, compared with 40 percent last year, stemmed roses in nonholiday periods and 55 percent saw phone sales rise. and that only 5 percent of orders were (last year that number was $65), and Those florists who saw sales drop for non-rose monobotanical arrange- $53 for a dozen unarranged, long-stem compared to last year blamed com- ments (for example, all tulips). Last year, roses (compared to $50 last year). petition from mass marketers and su- that figure was 8 percent. Sixty-one percent of respondents said the cost of red roses this year was on par with last year; 71 percent said the TOP 3 REASONS FOR HOLIDAY SALES DECLINE same thing about non-red roses.

Order Timing Respondents said 62 percent of their 40% 38% 33% orders came in before Valentine’s Day and that 76 percent of holiday orders for delivery were delivered on Valentine’s Day. Getting orders in early remained a priority for many. Mass market Weather Order-gatherers Find additional survey responses, in- cluding insight on promotion efforts and competition staffing, at safnow.org/moreonline.

38 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG Industry News

FTD EXECUTIVE CALLS HEADLINES ON COMPANY’S FINANCES ‘DISTORTIONS’ OF THE FACTS > FTD’s announcements in mid-March added he has no plans to alter his own that the company saw “lower than ex- Mother’s Day operations. “I base my pected” results on Valentine’s Day and level of concern off of how the [FTD] failed to meet its overall “financial ob- executives are reacting, and the higher jectives” for the fourth quarter of 2018, ups seem to have things under control. I coupled with high-profile headlines have faith right now in the people we’re about its updated SEC regulatory fil- hearing from.” ing that addressed the company’s $217.7 Moeller acknowledged Valentine’s million in unpaid debt, have generated Day and the company’s fourth quarter conversation, speculation and worry had been disappointing, but in talking around the floral industry. about that shortfall, he cited issues Tom Moeller, executive vice pres- related to other FTD brands, includ- ident of the florist division at FTD, re- ing marketing challenges for Personal cently spoke with Floral Management, Creations, weather issues that affected saying that competitors and “misleading Shari’s Berries pricing and productivity, news stories” have “distorted” FTD’s and less-than-expected traffic from Tom Moeller, executive vice president financial situation. “This entire situation TV and radio spots at ProFlowers. of the florist division at FTD has been an exaggeration of the facts, Meanwhile, he added, the company and we, as a company, are really upset actually saw FTD.com orders “well into Moeller said he could not comment about that, which is why we’ve been so the $80 range”— a record for the com- further on the strategic review process fast to respond,” said Moeller, adding pany — and “high consumer satisfaction or the prospect of a sale, but he said FTD that the company has been “very trans- and strong demand and sell-through” for remains focused on its goal to success- parent” about the corporate restructur- codified products. fully wrap that process by June 1. He ing and cost-savings plan it undertook “The competitive environment was called lenders “incredibly supportive,” last year in large part to address that so intense for Valentine’s Day, but there and, as an example, pointed to the com- $217.7 million debt that comes to were a lot of wins there,” Moeller said. pany’s move to amend its credit agree- maturation in September. “We will “We were very pleased with our FTD. ment in March, an effort Moeller said continue to support our member florists com, FTD florist and Interflora business.” “gives us more flexibility to continue to to help them win.” Moeller also addressed the compa- successfully execute our business plans, Moeller said in late March that he ny’s debt — and that looming deadline including Mother’s Day, as well as our had personally spoken with dozens of this fall. In July, as part of its restruc- strategic review process.” FTD member florists to reassure them. turing and cost-savings plan, FTD an- Those Mother’s Day plans include The company sent out a member com- nounced that it had “initiated a review of fine-tuning assortments and communi- munication emphasizing that “the run- strategic alternatives focused on maxi- cating early with member florists, so that ning of our day-to-day business remains mizing stockholder value” — alternatives they have time to streamline production the same, with no changes to products that could include a sale or merger. and make sourcing decisions, and also or services…including support for your SAF President-Elect Chris investing more in digital and social mar- Mercury system” and promising that Drummond, AAF, PFCI, of Plaza Flowers keting on the consumer side. In addition, FTD florists “will be paid for all orders in Norristown, Pennsylvania, said he the company rolled out a new consumer cleared through the FTD Clearinghouse wasn’t surprised by the recent news, website on Mother’s Day 2018 and is Statement.” given FTD’s challenges and debt level. continuing to expand and develop that The concern about Mother’s Day “It certainly paints a dismal picture platform. It’s also beta testing new florist has been intense in quarters of the in- from a shareholder perspective when sites, which will launch in June. dustry, with some retailers saying they the debt is more than 10 times the [cur- “Those new sites will be more respon- plan to turn off Mercury for the holiday, rent] market cap,” said Drummond. “But sive, and they’ll look good on any mobile despite those assurances from FTD that industry insiders understand the value device,” Moeller said, noting that florists all orders will be paid. In the Philadelphia in the brand. Consumers recognize the will be able to trade out prices and prod- area, Scott Kremp of Kremp Florist, a brand, and FTD continues to maintain uct easily and create custom add-ons in a longtime FTD member, said he’s been a solid network of quality florists who “seamless” manner. talking to industry colleagues with pre- they support with popular products and cisely that concern. good technology. I believe the value is Mary Westbrook is the editor in chief “The news came out in a way that certainly higher than the market cap of Floral Management. mwestbrook@ really scared people,” said Kremp, who suggests.” safnow.org

The magazine of the Society of American Florists (SAF) 39 FIELD TRIP BY JULIE MARTENS FORNEY

innovation at work Plant breeders at Royal Van Zanten aim to create disease-resistant flower varieties that grow with fewer chemicals and less energy.

THINKING GLOBALLY, ACTING LOCALLY

> Royal Van Zanten, a flower breed- is constructing six acres of new green- efit, the company has seen an improve- ing company founded in 1862 in The houses to raise cuttings of ‘Chic,’ its ment in workers’ job performance. Netherlands, today has operations on popular spray variety. five continents. Their quest to constantly “We first invested in Uganda for Financial Services improve flower genetics focuses on de- plant production in the mid-1990s,” Van Bring Success veloping more disease-resistant, robust Alphen said. In addition to Uganda’s op- Employees also have access to financial flower varieties — plants that grow well timal climate, the country also boasts a counseling, money management assis- with fewer chemical inputs and less en- readily available labor pool. tance and microcredit. ergy. The ultimate goal is flower produc- Sustainable flower growing typically “We help workers learn to save money tion with sustainability in mind. embraces environmental tenets, such and many have also made many success- “We take our responsibility to- as recycling water, reducing chemicals ful microloans in recent years,” De Putter ward society very seriously and keep a and using energy efficiently. Royal Van said. Employees often use these loans to close eye on what is happening around Zanten goes a step further by focusing buy land or build a home — actions that us,” said production manager Dik van heavily on community development. forge a stronger local community. Alphen. “We like to do our bit whenever “We invest in the environment, and “One employee started her own and wherever we can.” we’re also committed to good citizenship design company,” De Putter said. “She’s in every country where we work,” Van also providing our employees with Wanted: Ideal Alphen said. “We want to enhance the printed T-shirts and sportswear. The Growing Conditions strength of the local community.” profits of her business pay school tuition Royal Van Zanten starts by selecting the for her nephews.” best locations for raising specific crops. Investing in Employees “We want to see both a flourishing or- For instance, lily flower bulb production Royal Van Zanten has become a human ganization and a flourishing community,” occurs in The Netherlands, France and resources pioneer that has had an influ- De Putter continued. “We know that our New Zealand, where soil, temperature ence on Ugandan society. success depends on our employees, so and sunlight patterns help these plants “We provide fair wages, which has we take care of our people seriously.” thrive. Meanwhile, Uganda’s abundant actually inspired other local employers In 2018, the Uganda Export natural light and mild temperatures work to do the same,” said Jan Willem de Promotions Board recognized Royal Van well with chrysanthemums, and trans- Putter, managing director in Uganda. The Zanten’s groundbreaking efforts in labor late to low energy costs. The company company also provides health care for its management with a Silver Award. The 1,200 Ugandan employees, along with award takes into account criteria like training and daily transportation to and export quality, supply consistency in the from the workplace. global marketplace and involving local QUICK TAKE “Each thing that we do for employ- people in key management positions. ees is about providing peace of mind,” “Our dedication to the needs of our Royal Van Zanten, headquartered in De Putter said. For instance, about 80 employees has helped to shape the The Netherlands percent of Royal Van Zanten’s Ugandan work climate of Uganda,” De Putter said. Product: More than 350 million workforce is female, so the company es- “We’re very proud of that.” cuttings and 70 million bulbs annually tablished a daycare center on site. over roughly 750 acres worldwide “They can check on their children Julie Martens Forney is a contributing during the work day and even breastfeed writer for Floral Management. RoyalVanZanten.com their babies.” Since investing in this ben- [email protected]

40 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

Digital Strategy BY JOE ALDEGUER

HOW TO DEFEND AGAINST PHISHING ATTACKS

> To quote former FBI director Robert This will show the actual URL embedded. Mueller, “There are only two types Check it out. Does the domain name TEST YOUR PHISHING IQ of companies: those that have been match your real bank’s website? Does hacked, and those that will be.” the “from” address match the domain That’s no histrionic statement — it’s name of your bank? For even more se- supported by data from organizations curity, you can take it a step further: Pick that track cybersecurity breaches year up the phone and call your bank instead. after year. Statistically, the chance that Cybercriminals are trying to manip- your personal or company information ulate your emotions. They like to use the will be compromised is quite high. following triggers to trick you: curiosity, entertainment, fear, urgency, reward, recognition, social, coercion and oppor-

How It Happens TASHAL/SHUTTERSTOCK.COM The vast majority (90 percent) of se- tunity. When you check your email or curity breaches start with a successful phone, pause and think before clicking a Find out how well you can spot a phish- phishing attack. This is when a malicious URL, opening an attachment or install- ing attempt. Visit https://phishingquiz. individual, posing as a legitimate insti- ing any software downloaded from the withgoogle.com/. tution, contacts an unsuspecting target web. Remember the old Russian proverb, by email, telephone or text message and “Trust, but verify.” Make this your cyber- [email protected]. If your mail lures them into providing sensitive data security mantra! system is set up to use DMARC, it would such as personally identifiable informa- first check with the Society of American tion, banking and/or credit card details Defense Tactics Florists’ published DMARC record to and passwords. A useful tool to cut down on phishing validate whether or not the sender is au- A typical example is an email that attacks is to ask your mail provider thorized to send emails on behalf of the looks like it was sent from your bank. to set up DMARC (Domain-based association. If the authorization fails, the The email’s body requests that you Message Authentication, Reporting & message is rejected or sent to junk mail click on the login link to check for un- Conformance) on your shop’s own do- — thus never reaching your inbox. usual activity on your bank account. main name. That’s all you have to say; You can use an online tool — Unsuspecting people will enter their they should know what to do next. (If mxtoolbox.com/DMARC.aspx — to username and password, which immedi- they don’t know what that means, it is check if your domain name is set up with ately go to the cybercriminal. time to move to a new email provider!) DMARC. If it is not, the results will show If you’re cautious, however, you will Pretend, for example, a cybercriminal “DNS Record Not Found.” hover over the login link with your cursor. sends an email allegedly coming from You can learn if your email informa- tion has been compromised by visiting haveibeenpwned.com and typing in your email address. The results will identify which sites have exposed your address to cybercriminals. You can repeat the same test with your passwords at haveibeenpwned.com/Passwords. Another smart move? Enable two-factor authentication for all of your online accounts if it is available. This does not necessarily prevent phishing, but if you were compromised due to a successful phishing attack, cybercrim- inals would be required to provide the two-factor authentication code to get full access to your account.

Joe Aldeguer is SAF’s director of IT. [email protected] NICOELNINO/SHUTTERSTOCK.COM

42 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

Business of Design BY KATIE HENDRICK VINCENT

BEGUILING BRACELETS > Prom is priceless — that’s the attitude held by many teens and parents around the country, according to Visa’s annual prom survey. It found that, on average, families spend between $799 and $1,393 (figures vary by region) for the big night out. The takeaway? Don’t hesitate to pitch high-end pieces. Offering a few posh choices can give your bottom line a nice boost, said Michael Derouin, AAF, AIFD, CAFA, PFCI, floral director of McArdle’s Florist & Garden Center in Greenwich, Connecticut. His shop’s website features a carefully curated prom collection of seven designs, of which four retail for $50 to $150 (depending on the level of customization requested).

piece of printemps The ever-popular garden style shines through this dainty design of hyacinth and mini hydrangea blossoms. Richly fragrant, the white and green cuff encapsulates the joy of spring. Design time: 15 minutes. Wholesale costs: $9.50. Suggested retail price: $75 to $95.

“Our area has proms scheduled constantly from March through June, and every weekend we have a handful of customers who pay $100 or more for a corsage,” he said. These upscale options do take more time than McArdle’s bread and butter order (a spray rose and ribbon attached to a pearl or rhinestone bracelet for $40), “but not proportionately so,” he said. “They’re still pretty easy and the profit margin’s great.” Here are some premium wristlets to capture your client’s hearts (and wallets).

Katie Hendrick Vincent is the senior contributing editor of Floral Management. [email protected] earthy elegance Two consumer favorites — greenery and succulents — come together in a fashionable bracelet of mini echeveria, dusty miller and gardenia foliage. As hardy as it is chic, Find complete recipes and an additional design this design will hold up through a full night of dancing. Design time: 20 to 30 minutes. at safnow.org/moreonline. Wholesale costs: $20. Suggested retail price: $100 to $150.

44 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG

New Products BY SHELIA SANTIAGO

BUNDLES OF JOY

splish splash Little ones will love bathing — or swimming — with Squirties, an adorable line of toys that float and squirt water. Available in nearly two dozen themes, including animals, dinosaurs, mermaids, boats and ballerinas, there’s something that will connect with every child’s passion. Squirties are free of BPA, phthalates and lead, and are certified by the Consumer Product Safety Improvement Act for baby’s safety. ElegantBaby.com

romp around This pale pink romper, made of utterly soft muslin, is generously sized (allowing for many wears as baby grows), features wood buttons down the back (for added style) and has a snap opening at the crotch (for easy diaper changes). Pretty and practical, it would make a great shower gift or a thoughtful add-on for a “new arrival” floral delivery.BebaBean.com

diaper bag essential The first collapsible bottle/sippy cup hybrid squishes down as small as a hockey puck and has all the attachments to support baby as pampering pick best dressed he or she grows from an infant to a toddler. Babies’ delicate skin requires extra TLC. This Nohi Kids boasts a collection of sumptuously soft CollapseAndGo.com Bath & Hair wash collection includes a gentle children’s wear in rich, vibrant hues and whimsical shampoo, detangling conditioner, fresh body prints perfect for kids who ooze with personality. Shelia Santiago is the Society wash and nourishing body oil. Infused with The company’s fabric is a special combination Moringa Oil, known as nature’s nourishing of certified organic cotton and bamboo viscose, of American Florists’ director of cleanser, it nurtures tender skin, leaving it soft with a hint of spandex so it washes well and publishing and digital strategist. and supple. LilOBlossom.com lasts for the long haul. NohiKids.com [email protected]

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The magazine of the Society of American Florists (SAF) 47 Quality BY SHARON MIKULINKSI

WOODSY ALTERNATIVES FOR WEDDING SEASON

> As another wedding season dawns, viceberry; the range of pinks offered by ■■ Place branches in warm water floral designers everywhere look forward apple, cherry or dogwood; the royal lav- (100 to 110 F) containing a to the brisk business and the chance to ender of wisteria; the deep red of quince; commercial flower food stretch their creative muscles. Eager to the sunny yellow of forsythia; or the bold, ■■ Avoid using water treated stand out from the crowd? Inspiration surprising chartreuse of witch hazel. with softeners may be found in your own back yard: Many floral wholesalers offer re- ■■ Begin forcing at 50 F for spring flowering branches. gional varieties of flowering branches. approximately two weeks to Enterprising floral designers, however, prevent buds from blowing open A New Accent on a often try their luck with specimens grow- ■■ Move to 75 F to accelerate opening; Classic Theme ing wild in wooded lots, or the domesti- keep at 50 F to slow opening; move Consider the classic, standard selection cated examples in their own back yards to 35 F cooler to stop opening of wedding flowers, such as roses, tulips, and landscape beds! carnations, chrysanthemums and lilies. If you plan to harvest your own Choose an area with good light, but These blooms have earned their status branches, follow some general timing not direct sunlight, as intense sun may for a reason: They show well. They are guidelines based on the work of woody burn the buds and branches. When you in demand. Designers know how they ornamentals expert Janet Bachmann. reach a stage when blooms are ready develop and behave, and they know how ■■ Forsythia, quince, apple, cherry: to open, place branches in the cooler to to work with them. Cut when buds are very tight hold them at that stage. As in every other walk of life, ■■ Lilac, rhododendron, Kalmia, deutzia, Ideally, with sufficient time and staff, however, there will be people — brides, camellia, witch hazel, hibiscus, you should place branches in a commer- in this case — who don’t want the classic Mahonia, spirea, Pieris, viburnum: cial hydrating treatment for two to three standard. They crave something Cut when buds are starting to open hours, followed by a bucket with flower different, as vaguely defined in bridal ■■ Acacia, hydrangea, leonotis, food. In early spring, the flowers on for- magazines and lifestyle shows on cable Hypericum, Cornus, Erica: Cut sythia or quince, for example, emerge TV. And “different” may be the only when buds are nearly open before the leaves. Thus the branches are direction they offer a beleaguered florist. quite dependent on energy provided by Flowering branches can provide an If you can, try to gather or purchase the sugar in commercial flower food. alternative springtime floral accent to some “practice” branches a couple of As with any flower in storage, follow centerpieces and room décor. weeks in advance to study how and proper sanitation protocols (find a run- when they open. down at safnow.org/moreonline), and Abundant in Season change your flower food solution regu- Flowering branches are available begin- Forcing Buds to Open larly to keep water clean and promote ning in early spring across wide swaths When working with spring-forced adequate uptake. of the Northern Hemisphere. They grow branches, allow time for the buds to on a variety of trees and shrubs and offer hydrate and open. Here are some guide- Natural Accents a rainbow of colors to accent any floral lines for forcing: The words “local” and “natural” are theme. Depending on which plants grow ■■ To help branches adjust to warmer popular among today’s brides, but these in your region, you may choose from temperatures, harvest when outdoor terms can be hard to define. Well, what the snowy white of pussy willow or ser- temperatures are above freezing could be more rustic, natural and local than fresh-cut branches harvested from a nearby field or woods? Spring flowering branches can be a value-added proposition for your busi- ness, something beyond the typical floral offering — and one that costs very little for you to acquire. This wedding season, do something original and unexpected that inspires you, surprises your brides, and sets you apart from other designers.

Sharon Mikulinksi is the global marketing director at Floralife, a division of Smithers-Oasis. smikulinski@ smithersoasis.com

48 FLORAL MANAGEMENT | April/May 2019 | WWW.SAFNOW.ORG CALLING FOR NOMINATIONS TOM BUTLER “FLORAL RETAILER OF THE YEAR” AWARD!

TOM BUTLER

In 2015, Teleflora established the Tom Butler “Floral Retailer of the Year” Award to honor Tom Butler, Teleflora’s past Chairman. Tom led Teleflora in its mission to serve as a trusted business partner, friend, and innovator to independent retail florists across the U.S. and Canada.

The award recognizes a retail florist and Teleflora member that best embodies Tom’s legacy. In addition to running a first-class retail operation, award winners show the highest level of commitment and service to their local community, are dedicated ambassadors to the floral industry, and provide leadership and guidance to fellow florists.

SOUND LIKE SOMEONE YOU KNOW? NOMINATE A RETAIL FLORIST TODAY AT: www.myteleflora.com/nominate.aspx

NOMINATION DEADLINE: JUNE 30, 2019 The winner will be announced at the 2019 SAF National Convention in September. Take your business further.™ Behind every successful business you’ll find teamwork. We’re your business partner whenever you need help and we’re easy to work with. Our sales and customer service representatives are always available to provide the fundamental problem-solving skills and individual attention you need to achieve success. Let’s grow together.

Visit FTDi.com/ftdadvantage to keep up with the comprehensive ways our partnership takes your business further. If you need anything, call us at 800.788.9000.

©2016