A Bi-Monthly Publication of The Los Angeles Market of the American Florists Exchange, Ltd. May – June 2011 • Volume 20 - Number 3

Flowers by Orie: From Corporate Halls to Event Florist By Peggi Ridgway Photos by JDP Photography Story begins on page 13 Delight Mothers, Grads and Brides with Spectacular Blooms from the Los Angeles Flower Market!

D Enlarged to show market vendors

Hours: Trade/Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m. M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m. Public: ($2 admission weekdays; $1 on Saturday) For holiday and special hours, see www.LAFlowerDistrict.com.

Los Angeles Flower Market of the American Florists Exchange, Ltd .

The Merchants of the 1. JX Grand Tree Inc ...... 213. 833 .0002 20. Cal Pom Pons ...... 213. 623 .6651 Supermarket Florals, Petals & Los Angeles Flower Market 3. William Sanchez Wholesale ...... 213. 627 .6312 23, Mellano & Company . . . 213. 622 .0796 Street map above Miscellaneous Cut 33, 34. Full Service A. Dalsol Orchid Warehouse . . 213. 614-1925 4. Dan Stamis Wholesale . . . 213. 622 .6770 24. Valle Wholesale . . . . . 213. 688 .8810 B. Floral Delivery Co-op . . . . 213. 623 .6974 Greens Full Service ...... 213 387 .1357 5. Blossom Valley ...... 213. 891 .9320 26. Gonzalez Wholesale ...... 213 613 .0756 C. Paul Ecke Poinsettias . . . . 213. 622 .8667 Roses Miscellaneous Cut Flowers December Only 6. G .M . Floral ...... 213 489 .7050 27. C&K Wholesale ...... 213. 327-0313 D. See detail (above right) Full Service 28. Ted’s Evergreens . . . . . 213. 624 .9510 E. RDP Floral, Inc ...... 213 623 .2514 7. Dayro’s Wholesale . . . . . 213. 623 .5177 29B. Greens F. Mellano & Company . . . . . 213. 622 .0796 Roses & Cut Flowers Full Service 29A. Vases by Robert . . . . . 818. 434 .1512 7A. Flower Salad ...... 213. 624 .1974 - 30 Ceramics G. Mellano & Company Miscellaneous Cut Flowers, Greens Wholesale Florist ...... 213. 622 .0796 31. Balloons Away ...... 213. 683 .8819 7B. Dayro’s Wholesale . . . . . 213. 623 .5177 Full Service Roses & Cut Flowers 32A. Gilbert Wholesale . . . . 213. 689 .9564 I. Dayro’s Wholesale ...... 213. 623 .4355 8. H .O . Norman ...... 213. 614 .1031 32B. A Ruiz Wholesale . . . . . 213. 622 .3695 J. J . Dayro’s Certified Floral Supplies Exotic Cut Flowers Florist, Inc ...... 213. 623 .5239 Floral Supplies 10. Tommy’s Flower Land . . . 213. 622 .1205 36. - Tropical U .S .A ...... 213. 614 .1915 K. Floral Supply Syndicate . . . 213. 624 .3982 Roses 37. Exotic Cut Flowers Floral Supplies 11. Eliseo’s ...... 213. 627 .4898 39. Paraiso Flowers . . . . . 213. 488-0376 L. Moskatel, Inc ...... 213. 689 .4650 Miscellaneous Cut Flowers Full Service Floral Supplies 12A. Kimura Plus ...... 213. 488 .1620 40. S .O .S ...... 213. 896 .0322 M. Stamis Wholesale ...... 213. 622 .6770 12B-. RDP Floral ...... 213. 623 .8069 Miscellaneous Cut Flowers Floral Supplies 13B Roses & Carnations 42. Growers Direct ...... 213 688-8805 N. Floral Prop Rental ...... 213. 622 .1700 13A. Adriana’s Wholesale ...... 213 624 .0407 43. Cut Flowers Floral Supplies 44. Paradise Gardens . . . . . 213. 488 .5144 O. Abigail’s Flowers ...... 213. 622 .5041 14. Choice Flowers ...... 213. 489 .4879 Full Service Jay’s ...... 213. 612 .0353 Miscellaneous & Exotic Flowers P. LA Flower District 17. Stelzner Wholesale . . . . 213. 891 .1514 45. Orchid Oasis ...... 213. 627 .3805 Association (Badge) . . . . . 213. 627 .3696 Miscellaneous Cut Flowers Orchids Q. Milagra ...... 213. 629 .5867 18. Sanvilla Wholesale . . . . 213. 489-7089 50. Sanchez, Martin . . . . . 213. 629 .4154 Exotic orchids Greens Fruit, Candy & Stuffed Animals

We Look Forward to Seeing You Soon! Contents

This newsmagazine is published bi-monthly by The Los Angeles Flower Market of Flowers by Orie: The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA Cover Story: 90014 • Internet: www.bloominnews.com. Subscription and advertising details at From Corporate Halls to Event Florist 1 BloominNews.com. Los Angeles Flower Market of the American Florists’ Exchange 754 Wall Street, Los Angeles, CA 90014 LA Flower Market Map 2 Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (213) 622-0796 Board of Directors American Florists’ Exchange, Ltd., Los Angeles Flower Market People and Places 4 Christine Duke, Lizbeth A. Ecke, Johnny Mellano, Jon Prechtl, John Williams, Christopher Calkins Feature: A Honey of a Bee Garden Los Angeles Flower Market Hours & Info 6 Maps, Tenants, Hours, the Season's Flowers and More can be found at www.LAFlowerDistrict.com. Potpourri 8 Editorial and Advertising Peggi Ridgway, Wordpix Editorial Solutions 5146 East 23rd Street, Tulsa, OK 74114 Roundabout 10 Phone 800 200-1101; FAX 918 743-1105; Email: [email protected] Marisol Basaldua, Los Angeles Flower District Reporter Phone: 213 622 0796 X 253 • Email: [email protected] Feature: 10 Tips for a Art Director Successful Retail Shop Sale 11 Michael Wheary, Calypso Concepts

LAFD Association Member Badge Program Happenings/Calendar Frank Reyes 12 766 Wall Street, Los Angeles, CA 90014 www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696 Celebrating 90 Years in 2011

Subscribe Your Florist Friend florists and those actively working in the California floral and industry are invited to join our mailing list at no cost. Subscribe at BloominNews. com or fax your name, business name and address to FAX 918 743-1105. You can also subscribe online to our email list to be notified when the PDF version of The Bloomin’ News is available at the website. Advertise in Bloomin’ News Our circulation is on the rise and we continue to hear from our readers – florists and It’s YOUR Flower Market! others in the – about their love of this mini-magazine. That’s good news for our advertisers. Visit www.bloominnews.com or contact our editorial office for advertising rates and details. Phone (714) 228-1101; email: [email protected].

Index to Advertisers

Flower Market History Book ...... Page 9 Los Angeles Flower Market ...... Page 3 The Original Mellano & Company ...... Page 7 Los Angeles Flower Market Moskatels/Michaels ...... Page 16 A Wonderland of Quality, Freshness, Variety, Phil Rulloda School of ...... Page 4 Selection and Great Pricing Prudential California Realty ...... Page 8 Teleflora ...... Page 15 754 Wall Street, Los Angeles Wordpix ...... Page 14 LAFlowerDistrict.com

THE BLOOMIN’ NEWS 3 MAY – JUNE 2011 People & Places

Parrella Inducted to Hall of Fame Chris Brazil Wins First (Again) Ramblin’ Rose Florist owner Chris Brazil won first place in the second Annual Floral Art and Design Competition held

Michael Mellano at the Fresno Home and Garden Show in early March. His Sr., left, welcomes sculpture, “Stationary Spin,” measured above six feet high, Mike Parrella to the Hall fulfilling his goal to create a floral sculpture that was visually of Fame, February stunning. A swirl of branches, flowers, greenery and accents 25, 2011. Photo by gave observers a unique sense of motion. Flowers were Debi Aker. purchased at the Los Angeles Flower Market. The competition was judged by AIFD members. Brazil started Ramblin’ Rose Florist, Lemoore, California, in 1989. Mike Parrella, the chairman of the Department of Entomology at the University of California-Davis, was the Farewell to the “Singing Flower Man” recipient this year of a prestigious award from California Joe Richards, who entertained shoppers at the Century growers. Parrella holds a joint appointment in the City mall in Los Angeles for many years performing songs Department of Sciences and develops integrated while selling flowers from his flower cart, passed away on pest management strategies for ornamental with an March 12, 2011. Richards was born as Joseph Smith Pfohl emphasis on biological control. He is known for his applied and grew up in Buffalo, New York but followed his dreams of research including floriculture crops, nursery and bedding being an entertainer when he plants and landscape plants in the urban environment. moved to Los Angeles in early In 1985, he started an annual conference on insect and adulthood. He appeared in a disease management on ornamentals, sponsored by the television series and a movie, Society of American Florists. He has authored more than 375 completed a musical play publications and is the recipient of many awards. “The Singing Flowerman” with Lester Wilson, published some children’s books and 2011 recorded and released an CLASS SCHEDULE album of his own songs and Instruction Hours: others’. On the album’s back Monday-Friday, 9 a.m. - 5 p.m. cover, Richards said,“…somehow I never felt quite fulfilled. Floral Designer Something was missing … someone to listen. Then one day Jan 3-14, Feb. 28-March 11 April 11-22, June 6-17, July 11-22 I became The Singing Flowerman with thousands of people Sept 12-23, Oct 31-Nov 11 passing my way, pausing just long enough to enjoy the Advanced Floral Designer Jan 17-19, March 14-16 music and flowers. I never dreamed I could be so happy!” June 20-22, July 25-27 Phil Rulloda’s Sept 26-28, Nov 14-16 Advanced Wedding Designer Royals Plan Wedding Florals Basic & Advanced Jan 24-25, April 4-5, June 27-28, Oct 3-4 By the time you read this, Catherine Middleton will have Floral Design Special Events/Décor Designer Jan 26-28, April 6-8, June 29-July 1, Oct 5-7 married Prince William and the spectacle of their royal Exotics, European & Parallel, Design For Excellence wedding, with exquisitely designed florals, will be a memory. May 16-17 We have it on good authority (Us Weekly) that responsibility Ikebana, Bridal & Party, Permanent Botanicals Shop Ops, Pricing for Profit May 25-26, Sept 29-30 for the floral arrangements was put into the hands of three One Day Workshops respected florists. One of them is Simon Lycett, a frequent Hand Tied – March 21, Oct 17 Novelty – March 22, Oct 18 floral designer for the royal family and the creative genius Holiday – December 10 behind the flowers at the marriage of Prince Charles to Camilla Parker Bowles. The color theme for Kate and William is “white” Southern California School of Floral Design and the selection of gardenias, lilies-of-the-valley, 843 S. State College Boulevard, Anaheim, CA 92806 714 776-7445 or 800 981-7445 • www.philrulloda.com and roses (all grown in Britain), “fragrant.” Arrangements remain at Westminster Abbey for public viewing after the big event.

THE BLOOMIN’ NEWS 4 MAY – JUNE 2011 People & Places

Speaker Perez Tours Market Gloria Baker and Tenley Young (the ultimate series winner) shared their experiences with the Bloomin’ News: My favorite challenge - Tenley (ultimate series winner): Speaker John A. “The final wedding challenge. Although I was burned, bleeding Perez, left, and Bob Mellano on recent and bruised, I knew I would enjoy creating the wedding sample visit. CCFC Chairman because that has been my niche … since 2002.” Working on an Kasey Cronquist is shown to Speaker “extreme” wedding budget was exciting. Perez’s left. Most difficult challenge show – Gloria: “Definitely the one I got booted off for :). I just couldn’t make beautiful things gory” (the assignment: a “horrifically beautiful” arrangement). The California Cut Flower Commission coordinated a March Tenley: “… the couture hat challenge with designer Nick 11 tour of the Los Angeles Flower Market for California’s Varreos from Project Runway. Nick … told me I could get Assembly Speaker John A. Perez, who met with Market through it. And I did! From that point on, I knew I had to believe managers and local flower farmers. The Market, an important in my abilities and design sense and I would succeed.” hub for the distribution of flowers and greens, is in the How stressful – Tenley: “We would work sixteen hours Speaker’s district. He pledged to help to ensure the long-term a day, I was away from my friends and family, and I hadn’t vitality of the LA Flower Market and California flower farms experienced most of the challenges we were faced with, so I that supply the flowers sold in the Market. had a lot of anxiety.” Daily sourcing at the Los Angeles Flower Market: Tenley: Craig McNamara Appointed by Governor Brown “Now I am at the ‘mart’ … probably three times as often as Governor Jerry Brown recently named Craig McNamara before the show.” Vendors at the Market were “amazing, president of the California State Board of Food and Agriculture helpful and FAST!” Gloria: “(The Market) is awesome … They on whose board he has served since 2002. McNamara has put up with all of us crazies!!!” been president of the Center for Land-Based Learning since 1993 and of Sierra Orchards since 1980. Zendejas is New Ecke Sales Manager Ralph Zendejas has joined Reality Show Contestants Share Experiences the Ecke Ranch team as Key Recently, LOGO-TV aired an eight-part series, “The Accounts Sales Manager- Arrangement,” featuring ten floral designers. The show was Central Region, over the hosted by Gigi Levangie Grazer and celebrity floral arranger central United States and Eric Buterbaugh, who also served as judges. Among the reporting to Tom Hennessey, contestants were floral designers from the Los Angeles area: National Sales Director. Prior Anil Pacheco, Bonnie Kim, Jenny Barker, Tara Cottrell, Guillermo to joining Ecke, Ralph was Del Pero, Tenley Young and Eddie Zaratsian; and Gloria Baker Account Manager with Hines and Russ Phillip from Illinois, and Derek Woodruff, Michigan. Nurseries.

Flowers for the Table From Florists’ Review Elegant, unusual designs by Talmage Narrative underscores the significance McLaurin AIFD coupled with exqui- of selected materials. Overall, the book sitely photographed Colombian flow- presents designs for many occasions, ers make Flowers for the Table: Creat- including a bridal luncheon, lunch on ing the Perfect Table with Flowers and the links, Mother’s Day brunch, Easter Style a valuable reference for the de- parade, Spring Fling, a spooky sup- signer and do-it-yourselfer. The arrang- per, home-team tailgate, lush luau and ing process is pictured and explained more. Available at www.Floristsreview. FOR YOU FOR in detail alongside photos of the steps. com bookstore for $24.95. BOOKS

THE BLOOMIN’ NEWS 5 MAY – JUNE 2011 Without bees and pollination, we would have only a third of the foods we eat today and only a handful of the flowers we so much enjoy. Although today’s commercial flower farms use growing extensively, our limitless repertoire of flowers owes a lot to early day growers and honey bees. With the honeybee population experiencing severe declines in recent years due to urbanization and newly arrived parasites, university research departments have stepped up their studies and new ways of combating parasites have emerged, along with a new found appreciation of the bee. A spectacular tribute to the honeybee was introduced in fall 2009 at the University of California, Davis.

The Haagen-Dazs Honey Bee Haven, a half-acre, bee-friendly garden, sits next to the Harry H. Laidlaw Jr. Honey Bee Research Facility on Bee Biology Road. Here, Laidlaw honey bees enjoy year-around food source and public awareness about the plight of honey bees is achieved.

A honey bee heads toward a tower of jewels. This is one of the plants that will bloom this year in the Haagen-Dazs A Honey Honey Bee Haven. of a Bee Garden Information generously shared by the Harry H. Laidlaw Jr. Honey Bee Research Facility, University of California at Davis

This “living laboratory” benefits from gifts and pledges of $252,000 from Haagen-Dazs, through its parent company Dreyer’s Grand Ice Cream. Dori Bailey, director of Haagen-Dazs Consumer Communications, says the garden is a living labora- tory to educate, inspire and engage people of all ages in the serious work of helping to save honey bees.” Haagen-Dazs Honey Bee Haven features a six-foot-long honey bee sculpture, the work of Davis artist Donna Billick, titled “Miss The garden’s design is the brainchild of Sausalito area land- Bee Haven.” In the back: beehive columns by the UC Davis Art/ scape architects Donald Sibbett and Ann F. Baker, interpretative Science Fusion Program grace the garden entrance. planner Jessica Brainard, and exhibit designer Chika Kurotaki, who teamed to win the international design competition. Entomology professor Lynn Kimsey, who chaired the depart- ment in 2009 and helped judge the design competition, calls the haven “a campus destination.”

Depending on the season, the garden flourishes with salvias, lavenders, daisies, fruits, vegetables, nuts, ornamentals and onions. Missy Borel, program manager of the California Urban Center for Horticulture, labels all by common and scientific names.

Art graces the garden, thanks to the UC Davis Art/Science Fusion Program, founded and directed by entomologist-artist Diane Ullman and Davis artist Donna Billick. Billick sculpted the six-foot-long worker bee that anchors the haven.

Volunteers tend the garden every Friday morning. Faculty, staff and students lead tours. For more details, see http:// beebiology.ucdavis.edu. Photos by Kathy Keatley Garvey, UC Davis Department of Entomology.

6 BLEED TRIM

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For over 85 years, Mellano & Company has grown the farm or those of our partners, you can be assured each world’s finest flowers & foliage. We have also established order has been handled with the utmost care from the field hand-selected partnerships with growers from around to your facilities for your customer’s enjoyment. Call us the world to ensure you have the high quality, consistent today at 1-800-635-5266 or visit www.mellano.com for product you need throughout the year. Whether provid- these, and other fine, fresh, featured flowers and foliage. ing superior grade flowers and foliages from our own Become a part of our family today, it’s a fun place to be.

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Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25) Issue Date: February 2011 Version: M&C_BloomnNews_Full_Combo#2_MECH6

Advertiser: Mellano & Company Contact: Bruce Brady (707.845.5665)

Agency: Tractor Design Co Contact: Matt Warner (503.502.5168) Potpourri

Mother’s Day Stacks Up Well from Australia, New Zealand and more than 90 countries Florists Review reports in its March 2011 issue that retail around the world. Scott Williams, co-founder/CEO of Petals florists fared well for the Mother’s Day observance ofone Network, says when the company first started in 1992, year ago. More than 60 percent were open that day, many at “Teleflora was one of the successful models we studied from long as eighteen hours, and 64 percent made deliveries. Unit the outset.” sales increased for 52.3 percent of survey responders, with sales volume increasing for 49.4 percent. Let’s hope the trend USC Tackles Floral Transportation Issues continues. The Transportation Committee of the California Cut Flower Commission will be working with the University of Southern Month of May Showcases Roses California to understand the transportation challenges facing at Descanso Gardens the floral industry and how to work together toward solutions. Unlike any other in the world, the five-acre The Commission’s USDA Rural Business Enterprise Grant will International Rosarium at Descanso Gardens in La Canada fund the new study and report. Flintridge tells the story of mankind’s most beloved flower, the rose. Some 1,200 varieties, more than 3,000 different plants and It’s an Orchid, the spectacular work of the world’s modern hybridizers invite But It’s Blue visitors during May’s peak bloom time. For details and directions, An orchid and bromeliad visit www.Descansogardens.org or call 818 949-4200. nursery in Florida recently introduced a blue Teleflora Acquires Australian Wire Service Phalaenopsis orchid plant Teleflora has announced its purchase of the Petals Network, called Blue Mystique. The an award-winning Australian and New Zealand floral delivery patented technology of Silver service. This is Teleflora’s first international acquisition and it Vase changes a white orchid introduces Petals Network’s extensive system of 1,300 florists to a vivid blue. The amazing blue orchids are sold as plants Sell Your Shop Faster and for the Highest Price Possible! with single or double bloom spikes. See Silvervase.com or call 800 872-6586.

Fun ‘n Sun Weekend Reservations Urged California Flower Growers & Shippers invite you to the Available for Sale! beautiful La Costa Resort & Spa in Carlsbad, California for the weekend of July 20-23, 2011, for CFG&S’s much anticipated 25 year corner location High Gross, High Net convention “Fun ‘n Sun.” Convention highlights include an All Very stable sales near $900K!! California Floral Display and Floral Exhibits, golf tournament Financing available at Morgan Run in Rancho Santa Fe, grower tours of Dramm & Echter in Encinitas, Mellano & Company near Oceanside

k Flower Shop with property k and Rainbow Protea at Fallbrook; Flower Fair, gala “Gatsby 50+ years in business, ideal Wedding,” a sports zone party, educational sessions and a lot location, over 1/4 of an acre Only $550,000!!! of networking with wholesalers. Get details at www.Cafgs.org or call 831 479-4912. I only sell Businesses! Sean Edelstein 949-551-2060 AIFD Symposium Shaping Up a Winner www.4saleflowershops.com Every retail florist and floral designer should attend at least Orange, Riverside, San Bernardino & Los Angeles Counties one AIFD National Symposium, and the 2011 symposium, An Independently Owned right up the road in San Francisco, is a good one to attend. and Operated Member of The Slated for July 4-9 with the theme, “IMAGINE: Dream – Create Prudential Real Estate Affiliates, Inc. – Share,” the event features a selection of top rate designers

THE BLOOMIN’ NEWS 8 MAY – JUNE 2011 Potpourri

presenting on a wide range of topics from “Exuberant Floral Art holiday. By 1909, 45 states, Puerto Rico, Hawaii, Canada and on a Large Scale” to “Ikebana” and “Influences” to “Marketing Mexico observed the day. In 1914, Congress, supported by Body Flowers” and “Social Media for the Wedding Florist” and President Woodrow Wilson, declared the second Sunday in more. Concepts of colors, textiles, textures, space, line and May as Mother’s Day. mass and other techniques will be woven throughout this five Fresh flowers are enjoyed by mothers and fathers alike as day extravaganza taking place at the Marriott Marquis Hotel, tokens of appreciation and expressions of love. San Francisco. Register at AIFD.org. Smithers-Oasis Changes Owners Trade Act Expires Majority ownership of Smithers-Oasis Company was recently The Andean Trade Preference and Drug Eradication Act transferred from Charles Walton to a team of internal global expired on February 12, meaning flowers from and senior managers. Walton remains chairman of the board and now enter the United States with duties ranging actively involved in the company’s strategy, direction and from 3.2 to 6.8 percent. The act was first enacted in 1991 and growth. Robin Kilbride, a Smithers-Oasis employee for 27 amended in 2002 to reduce illegal production in the years, will be president and chief executive officer. Andean region by removing the import tax on most products from Colombia, Ecuador, and . The expiration 1099 Reform Still Pending is viewed by some legislators as temporary and the Obama The House and Senate voted to repeal the burdensome administration is expected to resolve remaining issues with reporting requirements for completion and submittal of Form the Colombian Free Trade Agreement by the end of 2011. 1099, however, repeal has not been finalized because there is a disagreement about how to cover lost revenue. The initial Fathers and Mothers Have Their Days requirement went into effect with the health care law. Many legislators favor repeal. Many floral shop owners and other small businesses dread the paperwork required to comply with such legislation.

SENDING FLOWERS TO AMERICA Over 100 Years of History of the Southern California Flower Industry $ 00 56 Each Sweepstakes winner “Birds and Bees” (includes shipping) was designed by Charles Marder and modeled by Susan Fekety. The traditional honorary expressions for mothers on Mother’s The Day and fathers on Father’s Day, oft taken for granted, open up Perfect a world of emotion and sentiment seldom expressed at any Gift Year ‘Round! other time during the year. Sonora Dodd started Father’s Day in 1909 to honor her father, William Smart, a Civil War veteran who raised his five children Send check payable to American Florists’ Exchange to: alone after his wife died in childbirth. She chose June, his birthday AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014. month, to honor fathers. President Calvin Coolidge supported Also available at: www.FlowerMarketHistory.com and a national father’s day, but it was President Lyndon B. Johnson main entrance of the Original Los Angeles Flower Market. who in 1966 made it officially the third Sunday in June. Credit card payment acceptable with billing name, address, card number and expiration date. Anna Jarvis started Mother’s Day in honor of her own mother, by writing letters and giving speeches pushing for a national

THE BLOOMIN’ NEWS 9 MAY – JUNE 2011 Roundabout

Kudos to Flowers by Orie who took home WeddingWire.com’s and president of the northwest region of the American “Bride’s Choice Award” for the third year in a row. Orie and his Institute of Floral Designers. Gonzalez is also a multi-year wife Evie Raphael have been shopping at the Flower Market award winner for Rose Parade float designs. since they started their business fourteen years ago. (Catch this month’s cover story for more.) The folks at San Diego Museum of Art know a good thing when they see it. They invited AIFD Southern Region Conference recently presented a internationally known floral spectacular show, “Botanical Arts,” featuring Anaheim master designer Rene van Rems AIFD designer Phil Rulloda AIFD AAF PFCI and others. back at the end of April to design the rotunda for their annual “Art Thanks to our state floral group for all they do. On April 3, Alive” fundraiser. Van Rems also California State Floral Association sponsored an ROP led a “Wedding Bouquet Hands-On workshop led by world renowned designer Tomas de Bruyne Workshop” in mid-March in Vista. in Camarillo ROP. In March they co-sponsored with California Cut Flower Commission the annual Legislative Action Day, American Institute of Floral Designers Southwest Chapter manning a booth visited by more than 3,000 people and presented “Wedding in the City” (based on the movie, of representing our state’s floral industry to legislators. On course) in San Bernardino. Featured with gorgeous flowers March 27, CSFA teamed with prominent designers Carolyn – “color, color, color!,” eye-catching displays, stylist brides’ Fowler AIFD CCF CFD, Gail Call AIFD CCF CFD and Miriam gowns and more. One would expect no less from this show Somoano AIFD CCF CFD in a sympathy design workshop at directed by Derrick Vasquez AIFD and featuring Lorraine Golden West College in Huntington Beach. Cooper AIFD, Lori Novak AIFD, Susan Ayala AIFD and Carol Caggiano AIFD. We caught a positive story in the Ukiah Daily Journal the day before Valentine’s Day about Will Gonzalez, floral designer Share your news at: http://bloominnews.com/asp/contacts.asp

Attendees at Pest Management Conference mans’ Center for Applied Horticultural Research, a nonprofit Visit Flower Growing Operations committed to research that offers practical answers to prob- lems faced by commercial growers and the green industry. Growers, greenhouse operators and others who attend- Mellano & Company at Oceanside was the second stop ed the Society of American Florists’ “Pest and Production for conference attendees. The company is a family-owned Management Conference” in San Diego in February learned floral business farm- about lighting, meldew, insects, latest research and more. ing some 400 acres They also opted to tour two successful Southern California and producing more flower growing operations. than seven million On a trip to Vista, CA, they visited Altman Plants, the coun- bunches of fresh try’s largest producer flowers and foliage of cacti and succu- and shipping world- lents, founded by Ken wide. Now in its third and Deena Altman. generation of family Tour group pauses for Michael A. Mellano’s The facility is home to leadership, Mellano presentation. Photo by Debi Aker. the company’s cactus was one of the first collection and a wide growers to implement integrated pest management and range of annuals, pe- use irrigation systems to minimize runoff and water flow. Attendees walk the Mellano flower rennials, grasses, ferns Mellano & Company helped lead the industry by pre-cool- growing fields and . Photo and lilies. While there, ing flowers prior to shipment and improving quality control by Debi Aker. they toured the Alt- and handling by packing flowers in smaller boxes.

THE BLOOMIN’ NEWS 10 MAY – JUNE 2011 1. Renegotiate, or at least review, your lease. Leases are personally guaranteed, which means you could be liable if your buyer skips a payment! Remove that guar- anty by signing the lease under a corporate or, at the least, have a guaranty expiration date.

2. Renegotiate your rent. This may be your biggest ex- pense. Avail yourself of the current down market to get a lower rate for a longer term. This will add value to the overall price of the business.

for a Successful Retail Shop Sale 3. Consult with your CPA. Take steps now to minimize 10 your tax obligation and avoid substantial tax conse- quences when you sell. This move can save thousands!

4. Organize your books. Prepare the most recent twelve months and clearly identify income and expenses, per- By Sean sonal and business, one-time expenses (new cooler, A Honey TIPSEdelstein delivery vehicle), cash, trip to Hawaii and more. 5. Sell when things are trending “up.” As we move forward and the economy recovers, sales will increase month by month. of a This is a key element for a Buyer and one that could seal the deal. Bee Garden 6. Take note of key employees. Shops where the owner doubles as designer, delivery person, manager, janitor, etc., sell for less than those where the owner is simply the manager. Buyers with minimal or no experience are put off by a deal where they must wear ten hats. At minimum, the owner should not do the primary design work. Price your shop accordingly.

7. Plan for growth. All Buyers want to know what they should do to grow the business. List the moves you would make (marketing ideas, cost saving steps, etc.) if you were keeping and growing the business.

8. Honor confidentiality. Customers, employees, landlords and other tenants should not know the business is for sale until you find a Buyer. Take every precaution to keep the sale secret.

9. Be realistic about price. If your shop makes little or no profit and you ask $500,000, you set yourself up for disappoint- ment. Consult a professional Business Broker to determine market value.

10. Prepare to finance the sale. Unless you have three years of very profitable tax returns, most banks will not lend to a Buyer who wants to buy your business. Be prepared to carry a note to help make the sale happen.

Sean Edelstein is a Business Broker specializing in the sale of flower shops for fourteen years in Southern California. Reach him at 949 551-2060, [email protected] or www.4saleflowershops.com.

11 What’s Happening

May Check the website LAflowerdistrict.com 5–8 “Sympathy Expressions” presented by Wilton Hardy for holiday shopping hours. AIFD PFCI AAF at the Teleflora Education Center, Okla- homa City, OK. Call 800 456-7890 or see Myteleflora.com. 1 May Day; in Hawaii “Lei Day” 10– San Diego County Fair, Del Mar Fairgrounds, Del Mar. 5 Cinco de Mayo July 4 Closed on the first three Mondays. See Sdfair.com.

6–8 National Public Gardens Day, Descanso Gardens (La 14 Flag Day Canada Flintridge), Rancho Santa Ana Botanic Garden (Claremont) and Los Angeles County Arboretum (Arcadia). 18 Monterey Bay Greenhouse Growers Open House featuring local nurseries and products, 9 a.m. – 4 p.m., 7 Tour the Los Angeles Flower District with floral de- Watsonville signer/instructor Ray Tucker. Sponsored by Descanso Gardens, $25 fee. Call 818 949-4200 to register. 19 Father’s Day

7, 28 Walk & Talk, Descanso Gardens, 11 a.m. 22–23 SAF Growth Solutions: A Mini-Conference for Florists, Dallas, TX. Features Jeoff Wissman of Kantar Retail, Tim 8 Mother’s Day Huckabee of Floral Strategies, Art Conforti of Beneva Flowers & Gifts, Georgianne Vinicombe of Monday The Flower Fields presents Master Gardeners, plus Morning Flower & Balloon Co., Rebecca Redman of Win- tours, arts/crafts, children’s activities. I-5 at Palomar dermere Flower & Gifts and Renato Sogueco, SAF. New exit, Carlsbad. this year: “Retail Idea Exchange” and a Tabletop Exhibit. Details: 800 336-4743 or Safnow.org. “Walk through the Roses” with gardener Justin Huff at Descanso Gardens. Meet in the Rose Pavilion at 1 p.m. 23 ABCs of Fertilizer and Irrigation Management work- Free with admission. shop in Spanish, Colorama Wholesale Nursery, 1025 N. Todd Ave., Azusa, CA, 8 a.m. – 3 p.m. Sponsored by UC California Grown Show and The Nursery Mart, Long Nursery and Floriculture Alliance. Beach. Sponsored by California Association of Nurseries and Garden Centers. See Californiagrownshow.com. 25–26 Artists in the Rose Garden at Descanso Gardens, La Canada Flintridge, 9 to 4 p.m. Free with admission. 11 Armed Forces Day 26–29 “Weddings TODAY: Bouquets with Style” instructed 17 Old World Roses Tour with Amanda Everett, Descanso by Bert Ford AIFD PFCI at the Teleflora Education Gardens, 1 p.m. Free with admission. Center, Oklahoma City, OK. Call 800 456-7890 or see Myteleflora.com. 22 “Quincenera Design Show” at Moskatel’s, 738 Wall Street, Los Angeles. 10 percent trade discount. Call for details: 213 689-4590. Save the Dates July 4-9, AIFD National Symposium, San Francisco, CA 30 Memorial Day observed July 20-23, California Floral Convention Fun ‘n Sun, La June Costa Resort & Spa, Carlsbad, CA National Rose Month September 14-17, SAF Annual Convention, Westin Mis- sion Hills, Rancho Mirage, CA 4 Encinitas Rotary Wine Festival supporting the San Diego Botanic Garden. Visit Encinitaswinefestival.com or November 3-5, WF&FSA Floral Distribution Conference, call 760 436-3036, x. 218. Miami, FL

THE BLOOMIN’ NEWS 12 MAY – JUNE 2011 florist.” That’s how Flowers by Orie was born. Flowers by Orie: Orie comments that California extended the growing season From Corporate Halls to Event Florist many times over New Jersey. “East Coast annuals became California perennials.” Being able to grow and design year ‘round Continued from page 1 and finding a wholesale flower market with what seemed like The modest, home-based flower studio in Woodland Hills, an unending variety of blooms and greens simply heightened California represents a late development in the impressive the joy. Evie, as always, was right by Orie’s side to help. careers of Orie and Evie Raphael. During the nearly 30 years that have passed since they set A corporate relocation in July 1981 moved Orie and Evie foot in Southern California, both Orie and Evie made several from the garden state of New Jersey to the year-‘round career moves before they became floral designers. First, “garden” of Southern California. For years, Orie managed a after a few years in California, Orie’s employer, Max Factor career in cosmetic & Company (which today sells only on-line and in European packaging for Revlon, retail outlets) sold to a Connecticut company. Coty, Elizabeth Arden The Raphaels could have returned to the East Coast with and Ralph Lauren, Max Factor but chose to remain in California where by this commuting to time, they were well established. Evie, a full partner in the work in Manhattan company who holds an early childhood teaching certificate daily. In his leisure in New Jersey, had worked time, however, he for nine years as a non- enjoyed growing and classified employee of the arranging the flowers Los Angeles Unified School from his garden in rural East Brunswick, New Jersey, taking District and then for16 great pleasure in designing his homegrown flowers. years as an office manager In 1981 Orie accepted an offer from Max Factor & Company in a physician’s office. to head the package design and development department When Max Factor moved, located in Hollywood. It was a bold move, but he had the Orie and two of his former support of his wife Evie, who gave up her teaching position to employees formed Beverly embark on the adventure. The couple packed up their house, Hills Concepts, a company two dogs and son David and headed west. which does assembly, “Orie was excited by all the flowers available to him for his fulfillment, package design designs (in California) and started creating arrangements to give and development. Today to friends as gifts,” Evie recalls. “Fourteen years ago, we were the company operates in asked to provide flowers for a friend’s wedding and offered to Van Nuys. do it as our gift. Our friends insisted on paying and said that if we would not accept payment, they would go to another Continued next page

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$ $ Advertise in 1/4 page 175, 150 each 1/2 page $400, $350 each The Bloomin’ News 1 page $600, $525 each Cover $800, $725 each Reach 5,000 florists and others in the So Cal floral industry! Guidelines & Details Published January, March, May, July, September & November The deadline to reserve ad space is six weeks before month of publication. You may submit your own art- work or we will design an ad based on information More Details: www.bloominnews.com you provide. Except for cover ads, ad position in the newsletter is subject to change. Contact: 800 200-1101/Wordpix • [email protected]

THE BLOOMIN’ NEWS 13 MAY – JUNE 2011 Flowers by Orie | continued from page 13

Formal Ikebana studies came to an end as Flowers by Orie increased its business. Working from a fully-equipped home studio, the Raphaels now do around ten weddings a year in addition to bat and bar mitzvahs, corporate and special event parties and deliveries to hospitals and for life cycle events. Orie and Evie exhibit at several bridal shows each year, which they believe is “the best kind of advertising.” They follow each show with targeted mailings to those who enter their drawings and to the other exhibitors. Perhaps the one marketing effort that has paid off best is their presence on WeddingWire.com, which “gives us a fair amount of business.” Three years in a row, the satisfaction of responding brides has put Flowers by Orie into the “Bride’s In their leisure time, the couple would often drive to the Choice Award” category, a special honor. Vista area and dig up cactus plants. Orie found it fun and More than that, WeddingWire.com has given Flowers by challenging to design with cactus and flowers, and they sold Orie a presence on other high traffic sites like Martha Stewart, their arrangements “up and down Ventura Boulevard.” Weddingbee, Pingg and Facebook. They are personally Orie studied floral design at Pierce College, including four active in social media, adding yet another dimension of years of Ikebana design with well known Ikebana instructor market exposure. Kyoko Kassarjian. With Ikebana, which he thoroughly enjoys Able to locate a “nearby florist” through Google Maps, and does freestyle, “less is more”. You can use anything as using, for example, an iPhone or Microsoft phone, some a container – even a toaster, pottery, a coffee pot. What customers who are “driving down the freeway” find matters is the union between the flowers and the container themselves at Flowers by Orie. It’s another Internet presence and environment.” that pays off. The partners in this florist have shopped at the Los Angeles Business Design Since 1989 Flower Market since they began working as an event designer studio fourteen years ago. They started making connections with vendors, applied for a resale permit and learned how to buy at wholesale. They appreciate their excellent relationships with Market vendors, and they also appreciate the Bloomin’ News. “It’s a part of being active in the Flower Market,” says Orie. “We read it from cover to cover.” What’s most impressive about Orie and Evie Raphael is their courage to step out on a limb, relocate to the other side of the country, pick up a new career and succeed. Such transitions are never easy. They have excelled at it.

The Right Design for Your Flowers by Orie stands among the top five Website, Newsletter, Book percent of wedding professionals in the Wed- dingWire .com community, having received or Company Manual the WeddingWire Bride’s choice Award 2011 Wordpix Solutions for the third year in a row . The award is based on professionalism and dedication to enhanc- Contact Peggi Ridgway ing the wedding planning experience along 800 200-1101 / [email protected] with service and achievements . Producer of The Bloomin’ News

THE BLOOMIN’ NEWS 14 MAY – JUNE 2011 You can’t drop-ship artistry.

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