OF the SHOW ‘Brilliant Stars Green Pink’ Steals the Show — and Top Honors — at SAF’S 2015 Outstanding Varieties Competition

Contents | Zoom in | Zoom outFor navigation instructions please click here Search Issue | Next Page

Inside: Turkey Day Inspiration, p. 18 Dahlias that Drive Sales, p. 20 Premier Products, p. 30

november 2015 | volume 32 | number 9

STAR OF THE SHOW ‘Brilliant Stars Green Pink’ steals the show — and top honors — at SAF’s 2015 Outstanding Varieties Competition

drop-shipping got you down?

cheer up with teleﬂ ora.

9JGPQVJGTƃQTCNEQORCPKGUCTGVWTPKPIVJGKTDCEMUQP[QWTGUVCUUWTGFVJCVYGoNNCNYC[UJCXG [QWTU +PHCEVYGCTGPQYVJGQPN[OCLQTƃQTCNUGTXKEGVJCVEJCPPGNUQHCNNQTFGTUVQNQECN ƃQTKUVU9GoXGDGGPCHCKVJHWNRCTVPGTHQTQXGT[GCTUCPFYGoNNEQPVKPWGVQUWRRQTV[QWHQT [GCTUVQEQOG5QUOKNGtQWTHWVWTGVQIGVJGTKUNQQMKPIDTKIJV

______ÞÌiiyÀ>°V(nää®{Ó£Ón£x

6GNGƃQTC#NN4KIJVU4GUGTXGF(/

november 2015 | volume 32 | number 9

22 STAR OF THE SHOW With its hefty, uniform blooms in heavenly shades of pink and green, judges could find no fault in ‘Brilliant Stars’, which earned top honors in the 2015 SAF Outstanding Varieties Competition.

30 THE GREATEST SHOWCASE ON EARTH Step right up and be amazed at the astounding products presented during the circus-themed Premier Products Showcase at SAF Amelia Island 2015

34 HIGH HONORS Meet two floral industry movers and shakers whose influence on the industry has earned each induction into the highest 10 floral industry honor, SAF’s Floriculture Hall of Fame. 38 MONEY MATTERS: HIRING, VALUING AND BUYING Floral accounting expert Paul Goodman, CPA, 20 PFCI, tackles questions about hiring high-level help, valuing a business and buying in bulk.

2 VIEWPOINT 16 ON MY TO DO LIST 4 AD INDEX 18 DEAR TIM… 6 WHAT INSPIRES US 20 FRESH CHOICES 6 MORE ONLINE 40 INDUSTRY NEWS 8 SAF MEMBER FORUM 42 PLUGGED IN 10 SAF IN ACTION 44 BUSINESS OF DESIGN 46 NEW PRODUCTS 14 HANDS ON 47 CLASSIFIEDS Holly Jolly Returns 48 CARE & HANDLING Bite Sized Centerpieces COVER PHOTO BY AMY MIKLER PHOTOGRAPHY > Deck the Halls

______

Viewpoint BY HEATHER WAITS

EVEN COVER GIRLS GET THE BLUES > August should have been a banner event could be month for me and for my business. After a much-needed all, I entered 2015 filled with positive vacation from our energy and excitement, fully expecting business. Honestly, THE FLORAL BUSINESS AUTHORITY NOVEMBER 2015 | VOLUME 32 | NUMBER 9 to build on the 35 percent sales increase we didn’t expect my husband, Jayson, and I experienced the educational KATE F. PENN EDITOR IN CHIEF in 2014. Much of that growth came from sessions to help CHIEF CONTENT OFFICER our booming wedding business — a seg- us, but I dragged [email protected] SHEILA S. SANTIAGO COMMUNICATIONS ment I’d dedicated myself to growing. In myself to two HR AND PRODUCTION MANAGER fact, wedding sales were so strong that I programs, one pre- [email protected] ended up on the cover of this very maga- sented by Alexandra Valentin of the Ritz- MARY WESTBROOK CONTRIBUTING EDITOR [email protected] zine in August, in a story that chronicled Carlton Leadership Center and another by KATIE HENDRICK CONTRIBUTING EDITOR how I’d gone from booking 110 weddings Glenna Hecht of Humanistic Consulting. [email protected] in 2013 to a projected 180 this year. I was Guess what? Those programs may DESIGN AND PRODUCTION thrilled to share my story and tips with have saved by business. BUSSOLATI ASSOCIATES JAMIE MITCHELL, ART DIRECTION AND DESIGN Floral Management editors and readers. Glenna ignited the spark — she re- PUBLISHING ADVISERS Still, behind that success story were minded me that this is my business and PETER J. MORAN, SAF CHIEF EXECUTIVE OFFICER DREW GRUENBURG, SAF CHIEF OPERATING OFFICER some real struggles in other areas, most that I am in charge. She taught me that I EDITORIAL OFFICES of them having to do with personnel in should rehire employees every day and to SOCIETY OF AMERICAN FLORISTS our brick and mortar flower shop. That create a code of honor for the company 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406 (800) 336-4743; (703) 836-8700; FAX (800) 208-0078 was a part of my business I didn’t want that requires dignity and respect from WWW.SAFNOW.ORG______to talk about. and for employees. Alexandra’s presenta- ADVERTISING SALES The truth is, as our business grew tion turned that spark into an inferno. Her KELLI NILSSON [email protected] and we added new team members to ac- words on passion moved me to tears. She 214-291-3652 commodate that growth, an important talked about how when employees have a dynamic began to shift in our business. clear sense of their purpose, the passion FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), As new employees came on board, we will follow, and that passion allows you to THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. lost sight of our vision for Bloomtastic as overcome setbacks. STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE a company. As a result, the air felt heavy. Weeks later, those words — and the THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS Morale was low. Without realizing it, we’d advice I gleaned from other speakers and POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE hired people who were not in line with our attendees — continue to move me, but into IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL vision for our business. Instead of show- action, not tears. Since returning home, I RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR ing admiration and respect for myself and replaced our “weakest link” with a person NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN my husband, Jayson, who grew this busi- who is more capable, more in line with the PERMISSION. ness from nothing to something, our new direction we want to go. The other em- POSTMASTER SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, employees felt that we had no clue what ployee in question has also left our team. 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406. PUBLICATIONS we were doing. They began to talk back, We realigned another employee to focus on MAIL AGREEMENT #40589029. CANADIAN RETURN MAIL ADDRESS: STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5. question us and even just outright not fol- business development and have invested in E-MAIL: [email protected].______low the guidelines. on-site training with Floral Strategies (run INSTRUCTION TO CONTRIBUTORS FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES I couldn’t figure out what was wrong. by Tim Huckabee, another convention TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@_____ Halfway through this supposed-to-be- speaker) to help create a new culture. SAFNOW.ORG.______ANY UNSOLICITED MATERIALS SENT, INCLUDING PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL booming year, I walked around thinking, SAF Amelia Island 2015 helped me MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS OR ANY OTHER MATERIALS SENT. “This place needs a new paint color on redefine my vision and recapture things FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE the walls to liven it up.” I thought I’d lost, including my clarity SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG______Jayson and I tried to make things and passion. My experience taught me LETTERS TO THE EDITOR WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND better. We hired a leadership coach and that no matter where you are in your ca- YOUR OPINIONS AND SUGGESTIONS TO: [email protected].______picked up a few nuggets, but the shop reer — and no matter which challenges environment stayed toxic: Employees you’re struggling through or hiding from gossiped, Jayson and I didn’t even want to — help and advice from a top-notch be in the store and, most worrisome, my crew of experts can help you find a new health suffered — four nose bleeds in one start — and a new reason to smile. month told me I was overly stressed. Enter SAF Amelia Island 2015. Jayson Heather Waits is the owner of and I attended the convention last Bloomtastic Flowers and Events in

September because I was presenting on Columbus, Ohio. heather.waits1@______profitable weddings. We also figured the bloomtastic.com

2 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______

Ad Index

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

THE FLORAL BUSINESS AUTHORITY Beneva Solutions 866-225-1173, BenevaSolutions.com ...... 33 Floral Management Advisory Board

Chairperson Chrysler Group LLC 866-726-4636, RamTrucks.com/Commercial ...... 29 DOUGLAS FICK BROADWAY FLORAL HOME AND GARDEN PORTLAND, ORE. Company Corp 800-643-6583, Incorporate.com ...... 8 [email protected]______BOARD LIAISON DESIGN MASTER color tool inc. 800-525-2644, DMcolor.com ...... 45 ARDITH BEVERIDGE, AAF, AIFD, PFCI, CAFA, MSF KOEHLER & DRAMM INSTITUTE OF FLORISTRY MINNEAPOLIS, MINN. The Elite Flower 305-722-4700, EliteFlower.com ...... 3 [email protected]______TOOMIE FARRIS, AAF, AIFD FloristWare 888-531-3012, FloristWare.com ...... 19 MCNAMARA FLORIST, LLC - DESIGN CENTER FISHERS, IND. [email protected]______FTD 800-788-9000, FTDi.com/FTDadvantage ...... Back Cover WILJA HAPPE FARMERS’ WEST FLOWERS & BOUQUETS, INC. Golden Flowers 800-333-9929, GoldenFlowers.com ...... 13 CARPINTERIA, CALI. [email protected]______

MANDY MAJERIK Hortica-Insurance 800-851-7740, Hortica-Insurance.com ...... 17 HOTHOUSE DESIGN STUDIO BIRMINGHAM, ALA. [email protected] Reliant Ribbon 800-886-2697, ReliantRibbon.com ...... 9

DAVID MITCHELL, AAF MITCHELL’S FLOWERS Royal Flowers 800-977-4483, RoyalFlowersEcuador.com ...... 37 ORLANDO PARK, ILL. [email protected] Smithers-Oasis 800-321-8286, OasisFloral.com ...... 7 KAITLIN RADEBAUGH GEORGE W. RADEBAUGH & SONS, INC. TOWSON, MD. The Sun Valley Group 800-747-0396, tsvg.com ...... 27 [email protected]______SHELBY SHY Syndicate Sales 765-457-7277, SyndicateSales.com ...... 5 SHIRLEY’S FLOWERS & GIFTS, INC. ROGERS, ARK. [email protected]______Teleflora 800-421-2815, MyTeleflora.com ...... Inside Front Cover HEATHER WAITS BLOOMTASTIC FLORIST UPPER ARLINGTON, OHIO Wesley Berry Flowers 800-628-9371, WesleyBerry.net ...... Inside Back Cover [email protected]______

OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS 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, PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.

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

______

4 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Pretty in Pink SYNDICATE GLASS shop this look: syndicatesales.com

6³/8" Vibe Vase #4118

syndicatesales.com

What Inspires Us

> Baton Rouge retailer Susie Heroman of directors more often.” By the time our Billy Heroman’s Flowerland, Inc. has only survey arrived, about a week after the missed one SAF annual convention since convention, an upper Midwest shop the late 1980s, for a family wedding. owner had already “created a dedicated “We even made it the year Katrina hit spot at both shops for photo taking” the Gulf Coast,” she told us. and “amped up weekly sales meetings What keeps attendees like Susie and training for better customer service and so many others coming back? and team communication.” Two sessions Attendance has increased about 25 featuring experts from Google inspired a percent for each of the last three years. West Coast business owner to “contact Three-quarters of this year’s attendees Google and work on an Adwords cam- had been to a previous SAF convention. paign.” A shop in the upper Northwest “Getting to know the extraordinary peo- Which means 25 percent — more than has pledged to “be bold with trying new ple in our industry . . . made me proud 100 — were willing to attend for the first 2016 colors and be on the leading edge to be a floral designer.” The testimonial time in 2015, taking a gamble that the instead of the tail,” after witnessing we may just pin up on the drawing board $750 registration fee, plus three or four Kristine Kratt’s and Bill Schaffer’s 2016 (yes, we do use one) as we develop next hotel nights and transportation, would Floral Preview. And the “most ambitious year’s convention content, to remind pay off. Fifty-four percent say they plan convention attendee” title goes to a us why we do what we do, comes from to attend next year. (See a recap of SAF West Coast retailer: “By the time I left I Marlene Hampton, of Oviedo Florist, in Amelia Island 2015 on p. 10.) had the next three months of work lined Oviedo, Florida, who wrote, SAF’s con- What’s the draw? Tangible take- up on just new processes.” vention “re-inspired me to stay in the aways. Ninety-six percent of attendees For many, it’s about fellow attendees. florist industry.” this year told us, in a post convention Stephanie Navas of Flowers on Broadway While SAF can’t recreate these ex- survey, they learned a new process that in Rocky Point, New York, said, “The periences for those who are unable to they plan to implement at their busi- contacts you make and the florists you attend the convention, we are trying to ness. “We are able to put key marketing, meet are worth their weight in gold.” make high quality content accessible sales and HR techniques into play im- Cheryl Denham of Arizona Family Florist to more of our members around the mediately,” said Bridget Carlson, AAF, in Phoenix put it this way: “Networking country (see Industry News, p. 41). In of Ashland Addison Florist Company in directly with the best farms, manufactur- the meantime, Renato Sogueco and I Chicago, Illinois. ers, wholesalers, shipping experts and are teaming up to bring you the “best We dug for some specifics: One shop many others in one setting is an oppor- of” SAF Amelia Island 2015, via a SAF owner in the South plans to steal keynote tunity that doesn’t happen every day.” WebBlast, on Nov. 11 at 1 p.m., free for speaker Daniel Levine’s idea to have a Those connections had a profound SAF members and available for down- “flower power cocktail hour” and let cus- impact on some attendees, reshap- load, if you miss it; search “webinars” on tomers do some designing. A Midwest ing how they regard their profession. safnow.org. retailer left Amelia Island inspired to Shawn Brown, of Jackie and Daughter Kate Penn

“update website coding and visit funeral in Kutztown, Pennsylvania, said that, [email protected]

More Online ADDITIONAL RESOURCES ON WWW.SAFNOW.ORG______

what did i miss? i’d like to thank . . . a message for all ﬂeeting social apps 101 If you didn’t make it to SAF What do you say when you just learned Carolyn and Vince Butera, Floral Need a bit more convincing before Amelia Island (p. 10), you can that you’ve won the grand prize in the Management’s 2015 Marketers of you test out one of the short-term enjoy the next best thing to Sylvia Cup Design competition? Or the Year (October cover story), were social media apps mentioned in being there: the photos taken that you’ve been selected for induction described by SAF Amelia Island this month’s Plugged In column during the event and the into the industry’s highest honor, the attendees who heard the couple’s (p. 42)? Author Renato Sogueco handouts and presentations Floriculture Hall of Fame? See the video comments at the podium after gives a quick tutorial on how to from all of the sessions — all of the recipients of these and other receiving their award, as inspirational, capture and upload the video conveniently located online. SAF awards, taken as they accepted charming and gutsy. Check out the for Snapchat, Periscope and safnow.org/events______their honor. Youtube.com/safvision______video. Youtube.com/safvision______Vine. Youtube.com/safvision______

6 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______

SAF Member Forum

RAVE REVIEWS

They came. They learned. They raved about it afterwards. Here’s a handful of the dozens of testimonials we’ve received from SAF Amelia Island 2015 attendees. ______

> This was my first SAF conference. I felt rejuvenated and fully charged after the conference. I walked away with a feeling of purpose and clearer focus. I made new friends and spoke to fellow shop owners. There was a tremendous sense of camaraderie. Anthony Baradhi Flower Station Somerset, New Jersey

> The SAF convention is the greatest networking opportunity in the floral industry. David Kesler Floral Design Institute Portland, Oregon A Site for More Eyes > I have never left an SAF convention with less than five things to start implementing in my business. Kaitlin Radebaugh Î Late breaking news Radebaugh Florist & Greenhouses Towson, Maryland Business building tools Î > Tons of great information! Well worth the time and a great way to recharge Î Links to SAF member discounts your batteries! Noreen Gorka Ye Olde Yardley Florist Yardley, Pennsylvania

> This was the first year I attended the convention. The owner of our shop gave the managers an opportunity to come out and learn. We walked away remembering why we love this business so much. Maria Morasco Penny’s Flowers Glenside, Pennsylvania

> SAF’s convention is a great opportunity not only for meeting people but also for learning all about the business. I en- joyed every moment. Melissa Quintero Groflowers Miami, Florida

> SAF’s convention is a great opportunity to [get] ideas, trends and knowledge from the other side of the business. Pablo Bazzani Check out the NEW safnow.org Perfection/Plazoleta Bazzani Facatativa, Colombia, S.A

8 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______

SAF in Action

ATTENDEES RUSH INTO ACTION ON CONVENTION IDEAS > Ed Hampton of Oviedo Florist in Second-time attendee Theresa For Kristen Gainan of Gainan’s Oviedo, Florida, couldn’t wait to start Colucci, AIFD, PFCI, of Meadowscent Flowers & Garden Center in Billings, putting ideas from SAF Amelia Island Florist in Gardiner, New York, said Montana, sessions such as “2016 Floral 2015 to work. “We made lists on that Hudziak’s presentation, which Trends Preview” with Kristine Kratt, Sunday . . . and started implementing on was followed by “All about AdWords AIFD, PFCI, and Bill Schaffer, AAF, AIFD, Monday,” Hampton said. “We estimate and Analytics” led by Google’s Ben PFCI, of Schaffer Designs, along with the ideas will easily raise two to three Polk, SAF CIO Renato Sogueco and “What They Want, Baby You’ve Got It times the cost of the convention in in- Maris Angolia, AAF, of Karin’s Florist (or Do You?)” and “Trend TalkBack” with creased revenue.” in Vienna, Virginia, “helped me grasp Daniel Levine of Wikitrend.org and the He wasn’t alone. Just 10 days after the sometimes overwhelming task of Avant-Guide Institute injected palpable nearly 450 growers, wholesalers, re- constant changing technology and excitement, in addition to expert insight. tailers and suppliers headed home how to use it as a tool to help me Still, for many attendees, the biggest from SAF’s 131st Annual Convention in move forward.” takeaway from SAF Amelia Island 2015 September, attendees had already begun Colucci appreciated the candid isn’t a lesson, trend or new product but turning new insights into action. talk during “Funeral Directors Tell All,” an emotional payoff and sense of connec- Kristen Brown was one of them. As which featured insight from three funeral tion to the larger industry. The conven- the newly appointed store manager of directors on why they develop relation- tion’s myriad networking opportunities Rutland Beard Floral Group in Catonsville, ships with local florists (or opt not to). are “priceless,” according to Gainan. “It is Maryland, Brown had been looking for- “[The panel] prompted me to make a great to see everyone from year to year ward to her first SAF convention as “a long overdue appointment with my local and hear [their] successes,” she said. great learning tool.” The event’s program- funeral director in hopes to better our “The energy and information you ming paid off — and then some. relationship,” she said. receive during a program floods your “Great speakers kept it interesting, Veteran convention attendee brain,” Colucci said. “The wheels start and the content was very relevant and Eddie Kraft of Nanz & Kraft Florists turning and suddenly you take this infor- helpful to my business,” said Brown, in Louisville, Kentucky, said Kate mation, put a twist on it, and come up who was among the convention’s 101 Delaney of Matlack Florist, outside of with your own ideas that are relevant to first-time participants. “I flew home with Philadelphia, and Charles Ingrum of Dr. your business.” a to-do list and many ideas that I plan Delphinium Design & Events in Dallas, Download convention handouts from to put into practice.” She paid special impressed him with their tech-forward safnow.org/saf-2015-convention-hand- attention to “Demystifying Google,” fea- session, “There’s an App for That.” outs.___ Plan now to attend SAF Maui 2016, turing Google solutions architect Loren “[They] provided us with great ideas on SAF’s 132nd Annual Convention, Sept. Hudziak, who provided big-picture and how apps and fee-based services can 21-24, 2016, at the Ritz-Carlton Kapalua nitty-gritty tips on how small business help you be more efficient on everything in Maui, Hawaii. owners can put the mega search engine from hiring to scheduling weddings and to more effective use. events,” Kraft said.

Statistical snapshot of SAF Amelia Island 2015 18 37 48 101 223 430 4,909

Sylvia Cup Educational Expert First-time Varieties of Attendees Miles traveled most Designers programs & speakers & attendees flowers, foliage from 41 states distant U.S.-based events panelists & plants and 3 foreign attendee countries (Anchorage, Alaska)

10 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

SAF in Action

forecasters Schaffer Designs opportunity As attendees visited exhibitors showtime D Damon Samuel, AAF, AIFD, owners Kristine Kratt, AIFD, PFCI, at SAF’s ﬁrst Supplier Expo, they collected secret PFCI, NAFD, NMF, of the Bill Doran Company and Bill Schaffer, AAF, AIFD, words needed to enter a contest for a free registration in Omaha, Nebraska, donned costume and PFCI, from Philadelphia, prepared to SAF Maui 2016. Shelley Pease, AAF, of Shelley’s makeup to welcome attendees and the general ﬂoral vignettes to illustrate their Flowers & Gifts in Waldoboro, Maine, won. public to “Cirque du Fleur” — the theme for the “2016 Floral Trends Preview.” 48th Annual Sylvia Cup Design Competition.

meetup The Outstanding Varieties Exhibit dream team The convention’s ﬂoral turned out to be a perfect gathering spot for decorations were created by Corey Harbour, AIFD, inspiration The panelists for “How I Did It,” fellow Texans Lynn Lary McLean, AAF, AIFD, NAFD, PFCI, from Dallas; Mark Vaughan from St. SAF’s version of TED Talks, included from left: PFCI, TMF, of Lynn Lary McLean, LLC, in Petersburg, Florida; Convention Design Team Vice Jerome Raska, AAF, AIFD, PFCI, CF, of Blumz by… Friendswood; Dianna Nordman, AAF, of the Chair Brian Vetter, AAF, AIFD, PFCI, AzMF, from JRDesigns in metro Detroit; Clara Varga-Gonzales Texas State Florists Association in Austin; and Cave Creek, Arizona; Ian Prosser, AAF, AIFD, PFCI, of Tiger Lily Florist in Charleston, South Carolina; Oralia, AIFD, TMF, and David Espinoza of NDSF, of Botanica International Florist in Tampa; Paul Goodman, CPA, PFCI, of Floral Finance Spring Garden Flower Shop in San Antonio. Convention Design Team Chairman Lorraine Business Services in Tulsa; Paul Fowle of DVFlora Cooper, AAF, AIFD, PFCI, NDSF, of Brady’s Floral in Miami; Art Conforti, PFCI, of Beneva Flowers Gallery in Scottsdale, Arizona; and Sylvia Bird, and Beneva Solutions in Sarasota, Florida; and AAF, AIFD, PFCI, NDSF, from Fort Myers, Florida. Carol Caggiano, AAF, AIFD, PFCI, a consultant and speaker from Jeffersonton, Virginia.

gathered Augusto Solano, AAF, of Asocolflores in Bogota, Colombia, S.A.; Christine Boldt of the Association of Floral Importers of Florida in Miami; Juan-Maria Cock-Londono of Liberty Bloom in Miami; Olga Cock-Rada of Uniflor S.A.C.I./Liberty Blooms, Inc., in Rio Negro, Colombia, S.A.; and Mike Mooney of Dramm & Echter, Inc., in Encinitas, California, got gifted Santa (alias Chris Drummond, AAF, together at the SAF President’s Welcome Party. Plaza Flowers, Norristown, Pennsylvania) moderated “Holiday Hacks to Slash Stress and Boost Profits.” Panelists included (from left) Skip newbies At the reception for first- search pro Paal, AAF, of Rutland Beard Group in Catonsville, time convention attendees, outgoing SAF Google solutions Maryland; Cheryl Denham of Arizona Family President (now Chairman) Shirley Lyons, architect Loren Florist in Phoenix; Dana Cook, AAF, of Julia’s AAF, PFCI, of Dandelions Flowers & Gifts Hudziak (center) Florist in Wilmington, North Carolina; Bridget in Eugene, Oregon (second from left), gave hunkered down to Carlson, AAF, of Ashland Addison Florist in a warm welcome to (from left) Cathy Clark make a point during Chicago; Clara Varga-Gonzales of Tiger Lily of Clark’s House of Flowers in Staten Island, the session “All Florist in Charleston, South Carolina; and Kyle New York; Janice Poncetta of Flower Bar in about AdWords Brown of Lone Star Bloom in Austin, Texas. Bakersfield, California, and Anthony Baradhi and Analytics.” of Flower Station in Somerset, New Jersey.

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

SAF in Action

century award STARS TAKE SPOTLIGHT SAF presented the 2015 Century Award to five AT SAFAWARDSDINNER floral companies: Allan’s Flowers in Prescott, floriculture Arizona; Brown Floral hall of fame in Salt Lake City, Utah; Evans Flowers and As SAF’s 131st Greenhouses in Peabody, Annual Convention Massachusetts; Furst drew to a close, two Florist & Greenhouses visionary floral in Dayton, Ohio leaders were (pictured from left: inducted into the Daniel, Kylie, Steve and Floriculture Hall of Fame, the industry’s highest honor: Del Jeanna Furst); and Ye Demaree Jr., AAF, (above right) of Syndicate Sales, Inc., in Olde Yardley Florist in Kokomo, Indiana, and Charles F. Walton, AAF, (above left) Yardley Pennsylvania. of Smithers-Oasis in Kent, Ohio. The surprise , announcement prompted a standing ovation during the Stars of the Industry Awards Dinner. (See more in-depth coverage of the Hall of Fame honorees, p. 35, and links to the awards videos, p. 6)

american academy of floriculture john h. walker saf paul ecke, Seven industry professionals were inducted into the American Academy of Floriculture award jr. award (AAF). Individuals earn the AAF designation through volunteer and leadership service to the Lin Schmale, senior director One of the country’s top industry and their communities. From left: Marcia Wilson, AAF, of Breen’s Florist in Houston; of government relations at experts in post harvest Martin W. Meskers, AAF, of Oregon Flowers, Inc., in Aurora, Oregon; Marlin Hargrove, the Society of American research — and one of the AAF, AIFD, PFCI, of the Pete Garcia Company in Atlanta; Kate Delaney, AAF, of Matlack Florists, received the 2015 floral industry’s most Florist, Inc., in West Chester, Pennsylvania; Rakini Chinery, AAF, AzMF, of Allan’s Flowers SAF John H. Walker Award. passionate and respected in Prescott, Arizona; Bridget Carlson, AAF, of Ashland Addison Florist Company in Chicago; The award recognizes the ambassadors — received and Loann Burke, AAF, AIFD, CFD, PFCI, of Furst Florist and Greenhouses in Dayton, Ohio. important contributions of SAF’s 2015 Paul Ecke, Jr. floral industry association Award. The honor was executives. presented to Terril A. Nell, Ph.D., AAF, a professor emeritus at the University of Florida and former SAF president. The award recognizes exemplary devotion to profession, industry and community.

tommy bright professional floral award communicators – One of the floral industry’s international most beloved and sylvia cup design competition Three industry professionals entertaining designers Loann Burke, AAF, AIFD, PFCI (left), of Furst Florist joined the ranks of SAF’s and presenters, Richard and Greenhouses in Dayton, Ohio, won the grand prize Professional Floral Communicators Seaboldt, AAF, AIFD, in the 48th Annual Sylvia Cup Design Competition. “I – International (PFCI) at the PFCI, was named the saf alex laurie wanted to [compete] with a spirit of gratitude for the convention: Denise Gehrke, AIFD, 2015 Tommy Bright award industry I work in, for the incredibly talented people PFCI, (left) of Waukesha Floral Award recipient. The I design with and who inspire me every day,” said & Greenhouse in Waukesha, Terry L. Ferriss, Ph.D., award, which recognizes Burke, who received the trophy cup, $3,000 and a Wisconsin; William Doran a beloved teacher who lifetime achievement in complimentary registration to SAF Maui 2016. First LaFever, PFCI, (not pictured) helped reintroduce freesia floral presentation, is the runner-up Derek Woodruff, AIFD, PFCI, CF, (center) of the Bill Doran Company in to the commercial cut highest honor presented of Floral Underground in Traverse City, Michigan, Rockford, Illinois; and Nelson flower market, became by SAF’s Professional received $500; and second runner-up Jenna Naylor, Simpson, AIFD, PFCI, NCCPF, the 2015 recipient of SAF’s Floral Communicators – AIFD, GMF, of Bloom with Jenna in Snellville, Georgia, of Lihmil Wholesale Flowers in Alex Laurie Award. International (PFCI). “ won $250. The Arkansas Florist Association sponsored Kernersville, North Carolina. PFCI Naylor’s entry. The California Cut Flower Commission is the service mark of the floral and Smithers-Oasis sponsored the Sylvia Cup. industry’s finest floral educators.

12 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______

ﬁ rst hand account MONTHLONG CHRISTMAS SALE BRINGS HOLLY JOLLY RETURNS

all i want for christmas A pre-Christmas sale organized to run all month helped Andy Knowles end December with $10,000 in additional sales and far less leftover gift merchandise.

> Tired of slashing prices on unsold Christmas merchandise after By the end of December, Knowles said his total sales were the holiday, Andy Knowles of Rob’s Flowers & Gifts in Poplar up $10,000 for the month, and his cut flower and centerpiece Bluff, Missouri, came up with a plan last year to move more gifts sales were up “dramatically” over results from the same time and fresh flowers in the weeks leading up to the big day. period in 2014 or 2013. Even more impressive, he ended The shop’s “Pre-Christmas Sale” event ran from December with just 10 percent of his holiday merchandise Thanksgiving week to Christmas Eve and was centered on a unsold — a major improvement over previous years, when he series of strategic, targeted discounts, starting with sales on found himself with up to 40 or even 50 percent of gift items the last of the fall-themed items and ending with specials on unsold. Christmas centerpieces and cut flower designs. Each week “I used that extra cash flow to buy Christmas items for this brought a new deal, and along the way, Knowles highlighted year, at deep discounts, and because I didn’t have a lot of un- specific items that he knew could use a sales boost. sold items, I had room to store those new things,” he said. While running specials leading up to a holiday may seem The timing of the sale also helped introduce or, in some like old hat, what made the campaign new and different for cases, reintroduce, Rob’s Flowers to local customers. In recent Knowles was how much thought went into what items to spot- years, a number of competitor florists have gone out of busi- light and when. Rather than taking a helter-skelter approach, ness, and through the sale, Knowles wanted to “put a bug in the he laid out a plan (second week, Christmas ornaments; third ear” of customers who watched another trusted shop shutter week, pre-made artificial wreaths and swags, etc.) and then and were then ready to try someone new. promoted each deal through social media. “I wanted to show them what we could do,” he explained. With that consistent approach, Knowles said, “I was able to Missions accomplished. “We definitely saw new faces move holiday product through the whole season,” rather than in, throughout the month, and I think regulars came in more seeing a rush early in the month, just after Thanksgiving, and then often or spent more than usual,” because of the promotions, again at the end, when people started thinking about centerpieces. Knowles said.

14 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

BY MARY WESTBROOK Hands On

social media UP, PERISCOPE > Ever find yourself wishing you could promote a “flash sale” in real time (ahem: move those final pre-mades from your cooler before closing time)? Use social media to engage more people in a store event? A new app may be the answer. “Periscope is like Skype, in that it uses video, and like Snapchat, in that the video, once you post it, is only available for about 24 hours,” said Joe visual impact Barnes, the new business development manager at BITE-SIZED CENTERPIECES Kennicott Brothers Wholesale Company in Chicago. Barnes has been experimenting with the app, which is owned by Twitter, for about a month, posting videos of design shows and stocked coolers to show off fresh product to customers. Once you post the video, you can decide whether to make it public or available only to select followers, who can comment on the video in real time. (“Move the camera a little to the left. I want to see those dahlias.”) Barnes said the ephemeral nature of the videos is a good fit for the industry; after all, “If I put up a video of what’s in the cooler in the morning, it may not be there the next day.” But the ultimate success of the app, which is getting lots of attention in the tech world, will depend on how many people start using it. “Like all social media efforts, it depends on your following,” Barnes Last year, having watched customers > said. “But I think this could be big in a year or two.” (Get IT guru Renato move further and further from “tra- Sogueco’s take on Periscope and other “temporary” social media in Plugged ditional” Thanksgiving centerpieces, In, p. 40.) Shirley Lyons, AAF, PFCI, looked for a different way to show people how much flowers add to the holiday table — and how versatile arrangements can be. benchmark Instead of showcasing a handful of DECK THOSE HALLS HOLIDAY DECOR BUSINESS: showstopper designs, Lyons and her Last year about 53 percent of 2014 VS. 2013 team at Dandelions Flowers & Gifts in > SAF members saw an overall in- (among those who offer holiday decor services) Eugene, Oregon, “offered groupings of crease in December holiday sales. smaller, lower vases” — think 3-inch- Increased Decreased Stayed the same Among the 50 percent of florists tall cylinders — “that could be pur- who offered holiday decor services, chased individually or in groups of two, about 33 percent saw an increase three or four, depending on the table in that segment. Decor might be a size,” Lyons explained. Each design re- sales area to consider (and promote tailed for $20 to $25. more heavily) for the 2015 holiday: Lyons showcased them in the According to a forecast released 32.3% cooler on a colorful placemat with can- in October from market research dlesticks and pumpkins and through firm NPD, “holiday shopping could 17.7% an in-store table display that included show the slowest year-on-year a table runner and candles, along growth since 2009.” Analysts with other available Thanksgiving 50.0% from both NPD and consultant merchandise. PricewaterhouseCoopers told The shop launched a similar effort Reuters this fall that, when it comes for Christmas but saw better results to holiday spending, consumers will for Thanksgiving, Lyons said, perhaps be looking for deals and “personal- because the latter is the bigger “family ized, custom services.” gathering” event, “at least in our area,” Lyons explained. Source: SAF member survey “December Holidays and 2015 Valentine’s Day Intentions.” Response rate: 6.2 percent.

The magazine of the Society of American Florists (SAF) 15

On My To-Do List

DECEMBER 2015 Twitter, Facebook posts Calls to b-days, anniversaries Change website products to reflect buying trends Attend networking event

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

lori wheat, aaf, of Lafayette 1 2 3 4 5 Florist, Gift Shop and Garden Center in Lafayette, Colo., has shared her Blog post: Review VDay Review and organize Deliver Hanukkah Draft press release: Hanukkah gifts staffing needs VDay photos for web flowers to local news top “nontraditional” strategies for getting a jumpstart on promos stations holiday centerpieces the holidays at a past SAF convention, so we asked her to give us a peek into her day-planner for the month of December.

6 7 8 9 10 11 12

Develop a Register for SAF’s Begin hard greens Remind team leaders Post pictures of non- Develop VDay web contingency plan 1-Day Profit Blast in insertions for holiday to keep holiday notes red poinsettias management plan for no-show VDay Austin, safnow.org/ designs drivers one-day-profit-blast______HANUKKAH DECEMBER 6-14

13 14 15 16 17 18 19

Take a day off. Take photos of in- Discuss poinsettia Create/Update VDay Invite reporters to Web site check Draft VDay social You need it. store displays toxicity myth on blog in-store signage visit your shop for in: Move up slow media plan Christmas fun Christmas sellers

HANUKKAH DECEMBER 6-14

20 21 22 23 24 25 26

Web site check in: Praise a team WINTER SOLSTICE Get talking points CHRISTMAS EVE CHRISTMAS DAY Check out SAF’s Remove sold-out member publicly for a ready for last-minute winter web graphics, items job well done interviews ______safnow.org/banner- ad-library-winter______

27 28 29 30 31

Make notes on Summarize all holiday Develop your Take a day off. NEW YEAR’S EVE holiday temp help notes starting order You need it. (the good, the bad) and strategy for Christmas 2016

I RECOMMEND: BEING AN SAF OUTSTANDING VARIETIES COMPETITION JUDGE Fred Van Wingerden, President & CEO, Pyramid Flowers (shown with his wife, Edith) | Oxnard, California

I defi nitely approached stem and fl ower size and the judging from a grower strength. I also approached the perspective; we are continuously task of judging from a demand battling the cost of growing standpoint, meaning: I tried to something versus the return. think about what the market is So when I see a cut fl ower, my asking for. The ideal [fl ower] is fi rst thought is often, not, “How something that is in demand and beautiful!” but, “Will that sell?” gives us the right profi t margin. As a judge, I wanted to see Having judged the competition, complete uniformity within I have a whole new appreciation the class as well as outstanding for growers that give everything “wow” characteristics with to produce the best varieties for

the variety: uniformity, color, the market. JANET EASTMAN JANET

16 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Old Man Winter can be a jerk sometimes.

Make sure you’re warm and safe with ﬂoral insurance. Our specialized insurance solutions deliver unparalleled protection. Protect your business. Call Hortica Insurance at 800-851-7740.

www.hortica.com

Dear Tim...

DON’T BE A TURKEY ON THANKSGIVING

How can I get back the Thanksgiving business that we seemed to have lost to the grocery stores?

First of all, no pity party please. oblong design or two matching bubble remove the temptation customers Enough of the Thanksgiving-isn’t-what- bowls or cubes. feel to buy their turkey and center- it-used-to-be gripe. Instead, take your I have an easy script for your sales piece at the same store. business back! team to follow. You simply need to add I’ve heard many florists lament the your prices and particulars and you’ll Tim Huckabee is steady loss of traditional flower shop double your average holiday order! the president of

holiday business. Has it ever occurred Email [email protected]______to FloralStrategies, to you that grocery stores are winning receive a copy. which provides not based on price (they carry plenty sales, service of higher-priced designs) but because Start Earlier and POS system they promote the holidays sooner? (I You have all your holiday orders from training. Tim see plenty of higher priced designs in last year (or you can pull a report from has spent the grocery store flower shops; it’s about your POS system), so call those cus- last 17 years traveling the globe convenience.) tomers right away about pre-orders. and educating florists of all sizes to Fortunately, there are some proactive I made these calls for years when I engage customers in bold new ways steps you can take to reverse this trend. worked at a flower shop, so I know just while learning how these successful how effective they are — and how much shops operate on all levels. tim@___ Set the Scene customers appreciate the gesture. floralstrategies.com Act like you’re going to serve Train your staff to follow a simple Thanksgiving right in your store and pattern, acknowledging what the cus- create a vignette to educate customers tomer ordered last year (“Last year, about all their holiday choices. Set up a you ordered a long, low design for a real dining room table with dishes, glass- table set for 12. Tell me how you’ll be ware and a gorgeous fresh or silk cen- celebrating this year . . .”), thanking terpiece. Use signage that encourages him or her for the business and educat-

shopping: “A centerpiece is the PERFECT ing that customer on this year’s excit- ______finishing touch to every holiday meal. ing new offerings. Order yours today!” If you increase your level of service Get customers thinking about other and make your shopping experience ways to decorate with flowers by set- easier and more convenient, you can ting up a wooden mantelpiece (easily found at a garage sale or Goodwill). Decorate the area with small matching cube arrangements with a sign reading, “Don’t just decorate your holiday table, decorate your home!” Do this now so you can get pre- orders before your customers randomly grab a convenience centerpiece at the grocery store!

Sell Better Too many florists use this boring old approach, “Our Thanksgiving centerpieces start at…” Yawn. Spice up your pitch this year and engage the customer by learning how many people will be at the table, its shape and size along with your customer’s preference for style: a long

18 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______The magazine of the Society of American Florists (SAF)19

Fresh Choices TREND-SETTING TIPS FOR BUYING FRESH CUT FLOWERS AND GREENS

DAHLIA DOPPELGANGERS > Nearly every bride who comes to Sandy Schroeck, 2015 described “a constant quest” to fi nd dahlia AIFD, PFCI, has exactly the same request: dahlias, dahlias, alternatives. In their honor, we asked growers and dahlias. Pinterest has launched these fl owers to the top wholesalers to send us their best matches. of wedding wish lists. “But all those pretty photos that go Katie Hendrick [email protected] viral don’t address issues like seasonality or costs,” said ______the owner of Trend on Design in Eden Prairie, Minnesota. Often, dahlias aren’t a realistic choice for her clients, but she still strives to give them “the look” they crave, which is texture, texture, texture. “Florists need to look for affordable substitutes, GO DEEPER like Cremon chrysanthemums and Gerrondo Only Dahlias, Dahling If you (and your bride’s budget) are gerberas, that have broad availability,” she said. a dahlia purist, be sure to check out “When we can achieve the desired style within the August Fresh Choices column. safnow.org/moreonline their means, we make them happy and just might develop lifetime customers who will sustain our businesses.” Schroeck’s experience is a shared one: At least a dozen fl orists attending SAF Amelia Island

‘carina’ cremon chrysanthemum ‘extra’ cremon chrysanthemum ‘kermit’ gerbera Golden Flowers Golden Flowers DVFlora

‘sole mio’ cremon chrysanthemum ‘desna dark’ cremon chrysanthemum ‘nilus’ gerbera Golden Flowers Golden Flowers DVFlora

20 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Fresh Choices

‘purple tornado’ chrysanthemum ‘terra calysto’ ‘terra nova’ DVFlora Kitayama Brothers Kitayama Brothers

‘aragon’ chrysanthemum ‘bonbon’ chrysanthemum ‘copito’ chrysanthemum Deliflor Deliflors Deliflor

‘cronos’ chrysanthemum ‘sunny paladov’ chrysanthemum ‘cupid’ gerrondo gerbera Deliﬂor Deliﬂor Green Valley Floral

‘dione’ gerrondo gerbera ‘elara’ gerrondo gerbera ‘larissa’ gerrondo gerbera Green Valley Floral Green Valley Floral Green Valley Floral

The magazine of the Society of American Florists (SAF) 21

STAR OF THE SHOW BY KATIE HENDRICK PHOTOS BY AMY MIKLER PHOTOGRAPHY

With its hefty, uniform blooms in heavenly shades of pink and green, judges could ﬁnd no fault in ‘Brilliant Stars’, which earned top honors in the 2015 SAF Outstanding Varieties Competition.

22 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG

Best in Show ‘BRILLIANT STARS GREEN PINK’ CONNECTAFLOR

uring New York Fashion Week in “I love everything about this,” said rose as ‘salmon’ or ‘champagne’ depend- mid-September, designers un- judge Karen Fountain, AAF, owner of ing on what you put next to it.” Dveiled looks from their spring 2016 Flowers’ n’ Ferns in Burke, Virginia. “It’s “Simply stunning,” said judge Ken lines. Many designers, including Proenza totally gorgeous and appropriate for Tagawa, AAF, chairman of Tagawa Inc., Schouler, Jason Wu, Marchesa and Oscar every occasion, from weddings and fu- in Brighton, Colorado, citing impeccable de la Renta, revealed a penchant for lady- nerals to anniversaries and proms.” technical qualities in the spray rose’s foli- like fabrics and details, as their models sa- Color sealed the decision for judge age, stem and petal formation. shayed down the runway in chiffon, lace, Roy Houff, AAF, chairman of the Roy Judge and 2014 Marketer of the Year ruffles, pleats, ribbons and bows. Houff Company in Chicago. “A lot of Lane DeVries, AAF, president of the One week earlier and 926 miles away, customers, especially brides, want an Sun Valley Group in Arcata, California, at SAF Amelia Island 2015 in northern ‘old-fashioned rose’ that’s soft pink with admired the blooms’ size. “They’re huge Florida, a panel of nine judges tasked with a touch of green,” he said. — and also nearly perfect,” he said. In a evaluating flowers in the SAF Outstanding Judge Rakini Chinery echoed these room filled with high-caliber entries, this Varieties Competition showed similar sentiments. The owner of two shops in one stood out and “truly deserves Best appreciation for femininity and grace. Prescott, Arizona —Allan’s Flowers and in Show.” Their choice for the coveted title of Best in Prescott Valley Florist — anticipates Read on for the competition’s other Show: a demure spray rose. ‘Brilliant Stars’ will become a wedding top performers. In a field of 225 entries, ‘Brilliant staple. “It looks very romantic and it Stars Green Pink’, bred and grown would play nicely with so many brides- by Esmeralda Farms and exhibited maid dresses,” she said. Furthermore, by Connectaflor, shined the brightest Brilliant Stars is so full that “it only takes with its flawless foliage, strong stems, one stem to make a big impact.” consistent blooms, high petal count “So many laterals!” gushed judge WHAT MAKES A WINNER? (100 petals per rosebud!) and comely Oralia Espinoza, AIFD, owner of Spring The SAF 2015 Outstanding Varieties color scheme. Garden Flower Shop in San Antonio, Competition drew 225 entries from “This spray rose is a slam dunk,“ said Texas, and a former Floral Management 34 companies from Florida, Oregon, judge Fred Van Wingerden, president Marketer of the Year. “I could easily incor- California, Ohio, Hawaii, Colombia, and CEO of Pyramid Flowers in Oxnard, porate this into bouquets, centerpieces, Ecuador and Israel. Judges scored each California. Large buds that all looked corsages and boutonnieres for one wed- entry based on color and commercial ap- practically identical made him describe ding,” she said. “I could sell this any day, peal, stem and foliage, bloom form and ‘Brilliant Stars‘ as “phenomenal.“ any week of the year.” size, and overall presentation. Judges Judge Joost Bongaerts, CEO of Judge Lenny Walker, director of na- evaluated specific categories of flow- Florabundance Inc. in Santa Barbara, tional accounts at Kennicott Brothers ers; the highest-scored entry of each California, could not spot a single de- Company in Chicago, gave it points for won “Best in Class.” To provide a range fect. “I gave it a perfect score,” he said. versatility, as its coloring can be manipu- of perspectives, the judging panel in- (Apparently Florabundance fans agreed: lated. “A talented designer could prob- cluded three growers, three wholesalers within four hours of posting a photo of ably spout out a dozen different palettes and three retailers. The judges collec- ’Brilliant Stars‘ on Instagram, Bongaerts it could work with,” he said. “But even tively assessed these winners, naming had received 91 likes.) my nonartistic eye can picture this spray “Brilliant Stars” the best of the best.

The magazine of the Society of American Florists (SAF) 23

BEST IN CLASS

Best in Class: Gerbera Best in Class: Dianthus Best in Class: Best in Class Alstroemeria ‘BLACK JACK’ ‘NATHALIA’ ‘BRIDAL PIANO’ AGROINDUSTRIA FLORES FUNZA ‘HIMALAYA’ ALEXANDRA FARMS SANTA CECILIA FLORES FUNZA

> With a bright orange > All three judges praised > “Oh my gosh!” was > “This looks truly high end,” center bleeding into a ring ‘Nathalia’ for its distinc- Chinery’s first impression Van Wingerden said, ap- of golden petals, ‘Black Jack’ tive color. upon spotting this alstro- plauding the garden rose’s reminded Walker of a sun- DeVries described it emeria. “Its bloom size is so strong, straight stems, tight set. “It’s a gerbera with a lot as “apricot,” a shade in large and its laterals so long center that holds its shape, of visual interest,” he said. high demand. that one stem will make a and feminine, tulle-like pet- “If I stick this in my “It’s a true gold and a big impact in any arrange- als. “It has a peony-like look cooler, it will sell out,” rare find,” Fountain said. In ment,” she said. that we all know to be very Chinery said, and younger the fall, she’d mix it with or- Walker praised appealing with consumers,” customers especially will anges, reds and burgundy; in ‘Himalaya’ for its sturdy he said. Its color, slightly “love this.” the spring and summer, with stems and bloom consis- more muted than baby pink, Tagawa admired oranges, pinks and greens. tency. “A lot of times, you’ll gives ‘Bridal Piano’ even more ‘Black Jack’s’ sturdiness. Bongaerts detected spot weaker blooms that sophistication, he explained. “Gerberas are prone to bent shades of yellow, orange don’t open as fully.” neck,” he said. “But every and pink. “I’m not entirely “This was my favorite stem in this vase is holding sure what to call it, but it’s in the whole competition,” up remarkably well.” a very sought-after color,” said Tagawa, citing “phe- he said. “’Showstopper’ is nomenal” foliage, stems, not a word often associated size, color and form. with carnations, but this one certainly is.”

The following companies earned either Agroindustria Santa Cecilia santaceciliadelsur.com Danziger “Dan” Flower Farm RIBBON blue or red ribbons in SAF’s 2015 Danziger.co.il ROYALTY Alexandra Farms AlexandraFarms.com Outstanding Varieties Competition. Delifl or LatinAmerica Delifl or.nl See the full list of winning varieties at Arvi Farms-Grofl owers Farm-Orders.com Dummen Orange safnow.org/outstanding-varieties California Pajarosa Floral Pajarosa.com DummenOrange.com

2424 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

BEST IN CLASS

Best in Class: Other Best in Class: Best in Class: Rose Best in Class: Bulb Flower Chrysanthemum ‘XL WHITE’ ‘CINDERELLA’ ‘SNOWBOARD’ ARVI ‘CHISPA’ INTERNATIONAL ROSE OREGON FLOWERS FARMS-GROFLOWERS DELIFLOR BREEDERS

> This pure white hydran- > Many people equate > Espinoza fields many > “This is absolutely perfect for gea was, in Bongaerts’ chrysanthemums with requests for bicolor roses. weddings,” Chinery said, listing opinion, “runner-up for Best autumn, but this variety’s “We see lots in red and yel- many reasons why: It’s diminu- in Show.” Its size (“large but shape, “like a firework,” low, but this combination of tive (ideal for bouquet work), not humongous”) and color begs to be included in sum- raspberry and white is very doesn’t knock you out with its (“the most requested”) gave mer arrangements too, rare,” she said. She’d love to fragrance, and has no pollen it “great commercial value,” Chinery said. “It has so pair ‘Cinderella’ with pale (eliminating the fear of staining he said. “I can envision orders much visual interest with pink cymbidium orchids, the bride’s white gown). for this week after week.” its coloring and texture,” hydrangeas or snapdrag- Walker admired how all the Fountain called ‘XL she said. ons, but can also picture it blooms sat upright. “That trait White’ the “perfect flower Walker couldn’t get all by itself in a small, hand- makes this lily a great value for for a bride with a conserva- over its size — “as big as tied bouquet. “Some of our florists,” he said. “It’s very easy tive budget.” She pulled most lilies!” he said. The high school customers pre- to use in vase work.” out a single stem and held individual petals also fer this style to corsages for it in front of her waist, as looked very sturdy, “almost homecoming and prom,” a bridesmaid would. “You like wicker,” he said. “You’d she said. Because the only need one hydrangea be hard-pressed to find rose has such a high petal per attendant and, maybe, another chrysanthemum as count and opens so fully, “it three for the bride, to make luxurious as this.” makes an impact with just a stunning statement,” Tagawa scrutinized three stems.” she said. “It wouldn’t look ‘Chispa’ for its foliage, cheap at all.” stems and petal structure, and found all three traits to be “almost perfect.” He declared it “a great- looking flower.”

Equifl or, (Rio Roses) RioRoses.com Gardens America, Inc. Holland America Flowers LLC habf.net Multifl ora International Multifl ora.com GardensAmerica.com Flores El Capiro S.A. International Rose Breeders LLC Sakata Seed America Sakata.com Capiro.co/index.php/en Green Point Nurseries, Inc, egHillCompany.com GreenPointNursery.com Suasuque // Perfection Suasuque.com Florifrut S.A. ______AgroEcuador.com Jet Fresh Flower Distributors, Inc JetFreshFlowers.com Fresca Farms FrescaFarms.com

The magazine of the Society of American Florists (SAF) 2525

Lilies Spray Roses Alstroemeria ‘TARRANGO’ ‘BRILLIANT STARS RED’ ‘HELENA’ OREGON FLOWERS CONNECTAFLOR GOLDEN FLOWERS > “This was one of the best lilies I’ve > “Simply amazing,” said Fountain, who > A remarkable eight blooms per stem ever seen,” Tagawa said, praising found a dozen blooms — which all opened that open consistently earned ‘Helena’ “Tarrango” for its large, vibrant pink pet- uniformly — on one stem. She envisions it high marks from Walker, as did its jewel- als that open fully but don’t reflex, and in lush Christmas designs or atop a black or tone coloring. its flawless foliage. gold bracelet for homecoming or prom. Chinery said its long laterals give flo- Walker liked the way all the blooms As a flower farmer, DeVries is “ob- rists many applications. “This would be sat upright. “This gives the lily great pre- sessed” with foliage, petal structure and really fun to use in birthday arrangements sentation,” he said. He also praised its color. “You can’t argue with this,” he said, and prom corsages,” she said, adding that stem, which has “good girth” that sup- praising its dark, glossy leaves; consistent the bold flower (“with a cute little white ports the weight of the flower. petal structure; and deep red shade that throat”) will be a hit with young people. customers crave. “It’s a knockout.” “It displays very well in a vase,” Tagawa said.

Gypsophila Lilies Chrysanthemums ‘OVERTIME’ ‘ZAMBESI’ ‘MAGNA’ CONNECTAFLOR OREGON FLOWERS DELIFLOR LATINAMERICA > Bongaerts estimated that each stem > “A pure white lily with a huge head and > ‘Magna’ should be the star of was about 30 grams and noted that the soft curled petals will always be market- Thanksgiving dinner, Chinery said. florets were very large too. able,” Walker said. Clean, “healthy-looking” foliage al- For brides who request all baby’s “This will play well with all kinds of lows the petals to shine, Tagawa said. breath bouquets for their bridesmaids flowers,” but all it would take is some as- “How could you not love a mum that (say that five times fast!), Fountain will pidistra leaves to set it off, Chinery said. looks like a dahlia — the hot flower of order ‘Overtime.’ “This is the ideal vari- “That’s a very simple arrangement, but the day — without the hefty price tag?” ety for weddings,” she said. “I’ve never one that conveys luxury.” Walker said. seen gyp so full.” The high bloom count (six per stem) and technical qualities make ‘Zambesi’ “a very nice flower,” Tagawa said.

26 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Rose ‘MONDIAL’ GOLDEN FLOWERS > In addition to its flawless coloring, Van Wingerden commended ‘Mondial’ for its consistent petal structure, long stems and lush foliage. “If I was a rose grower, I’d be really proud to present this,” he said. Espinoza envisions using it in a lot of sympathy and wedding arrangements. “It would look especially lovely with green hydrangeas and cream-colored lilies,” she said.

Rose ‘HIGH AND INTENZE’ RIO ROSES > “Excellent presentation,” said Houff, referring to the large head on ‘High and Intenze‘ that opens fully and holds its shape. ______“The bloom size and petal structure are identical on every flower,” Van Wingerden said. Espinoza praised its unique coloring: a vibrant orange with a creamy marigold center. “I would love to see this with blue hydrangeas and delphinium,” she said. ______“We did that color scheme for a wedding once, and it looked stunning and unique.”

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

Rose Rose Rose ‘HIGH AND INTENZZ’ ‘MOODY BLUES’ ‘HERMOSA’ ROSAPRIMA GOLDEN FLOWERS ROSAPRIMA > Nobody could walk past a vase of these > For Espinoza, this deep lavender rose > Hermosa’s true “rosy pink” color roses without stopping to admire them, fits many customers’ requests for sym- and shiny dark green foliage enchanted Van Wingerden said. He also awarded it pathy work. She envisioned it in a casket Houff. points for its “fiery color that would work spray with purple hydrangea, larkspur “The foliage is so beautiful, you don’t equally well for summer as for fall.” and liatris. need much greenery,” agreed Espinoza, “A lot of roses open and flop, but this Van Wingerden loved everything who’d pair it with stargazer lilies and one opens and folds,” Houff said of its about this rose: the size, the shape, the larkspur. regal presentation. consistency, the color, the foliage. Espinoza would pair ‘High and Intenzz’ in the fall with chocolate- colored spray roses, yellow gerberas or chrysanthemums, and hypericum berries. For spring, she’d use it with pale pink ranunculus, yellow irises and yellow solidago. In the summer, she’d arrange it with sunflowers and pink larkspur or snapdragons.

Rose Rose ‘EXPLORER’ ‘PINK FLOYD’ ART ROSES GOLDEN FLOWERS > “Men buy red roses, so this one > “This is a magnificent color that will automatically got high marks for mar- satisfy all those requests we get for ketability,” Houff said. A huge head, bright flowers,” said Houff, who also “magnificent” petal structure, strong praised ‘Pink Floyd’ for its large head and stem and glossy foliage sealed the deal, high petal count. he said, adding that retailers will appre- Van Wingerden, too, admired the hot ciate this rose’s lack of thorns. pink color. “There were a few other en- MOST POPULAR Espinoza would pair it with aralia tries with that same dynamic color, but Every attendee of SAF Amelia Island leaf, seeded eucalyptus and aspidistra they lacked the other stellar attributes 2015 had the opportunity to vote for leaves as a premium gift for Valentine’s — namely the consistency and the size his or her favorite entry in the com- Day or an anniversary, she said. — of this one,” he said. petition. This year’s winner of “The People’s Choice” award was ‘Sasha’, a Katie Hendrick is a contributing editor variegated green hydrangea from Arvi of Floral Management.

Farms-Groflowers. [email protected]______

28 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

The Greatest clowning around The PFCI Board of Trustees present the annual products review. Pictured from left: Julie Poeltler, AIFD, PFCI, IMF, CAFA, of Julie’s Fountain of Flowers in Lone Tree, Iowa; Robbin Yelverton, AAF, AIFD, PFCI, CF, of Blumz...by JRDesigns in Detroit and Ferndale, Michigan; Marlin Hargrove, AAF, AIFD, PFCI, of the Pete Garcia Company in SHOWCASE Atlanta; Lisa Weddel, AAF, AIFD, PFCI, of L. Weddel Design in Highlands Ranch, Colorado; D Damon Samuel, AAF, AIFD, PFCI, NAFD, NMF, of the Bill Doran Company in Omaha, ON EARTH Nebraska; and Jenny Behlings, AAF, AIFD, PFCI, of Jenny’s Floral in Custer, South Dakota. Step right up and be amazed at the astounding products presented during the circus-themed Premier Products Showcase at SAF Amelia Island 2015 The products review session, dubbed “Under the Big Top,” BY KATIE HENDRICK AND JENNY SCALA featured a circus theme complete with the presenters dressed as brightly colored clowns driving a faux clown car and encouraging It pays to be in the know, said Marlin Hargrove, AAF, AIFD, audience members to wear clown noses, too. PFCI, of the Pete Garcia Company in Atlanta. “Keeping abreast Joining Hargrove as “clowns” were Robbin Yelverton, AAF, of the latest and greatest puts one in a position of knowing the AIFD, PFCI, CF, of Blumz...by JRDesigns in Detroit and Ferndale, shortcuts on the path to success,” whether it’s using striking new Michigan; Jenny Behlings, AAF, AIFD, PFCI, of Jenny’s Floral in vases and ribbon to increase your average order or adopting new Custer, South Dakota; Julie Poeltler, AIFD, PFCI, IMF, CAFA, of technology or design techniques that save you time and lower Julie’s Fountain of Flowers in Lone Tree, Iowa; and “ringleaders” your operational costs. D Damon Samuel, AAF, AIFD, PFCI, NAFD, NMF, of the Bill Hargrove, a consummate student of design trends, was Doran Company in Omaha, Nebraska; and Lisa Weddel, AAF, among a quartet of florists (all members of SAF’s Professional AIFD, PFCI, of L. Weddel Design in Highlands Ranch, Colorado. Floral Communicators – International Board of Trustees) These experts delighted and amazed convention-goers with sharing creative ways to use some of the industry’s newest their fast-paced demos of tools, containers, accessories, rib- products and services during the popular Premier Products bons, foam, gifts and more. Showcase at SAF Amelia Island 2015, the association’s 131st Here’s a review of some of the featured products that will annual convention in Amelia Island, Florida, in September. help you as an in-the-know florist on the path to success:

Radiant Roses

“These beautiful fl owers just won a Red “Everyone look at these beautiful blush beauties,” The ‘Corazon’ rose features a “lush, velvet color Ribbon in the Outstanding Varieties Behlings said of ‘Quicksand’ by Art Roses. of red and a nice strong stem,” Poeltler said. Competition,” Poeltler said of ‘Lemonade’ by “They came all the way from Ecuador. They’re Equifl or Corporation/Rio Roses helps fl orists Royal Flowers. The remarkable lime green just so gorgeous. Blush is every girl’s signature promote the rose to consumers with a Retail rose features unique ruffl ed petals. (305) color – not Pepto-Bismol!” With a vase life of 14 Marketing Kit composed of a variety guide, 477-4483 > royalfl owersecuador.com. days, these roses have stems measuring 50 cm care and handling card, button, hat, cooler to 70 cm and a full petal head with a diameter of stickers with color meanings, car magnet, at least 5 cm. (593) 2 236 5284 > artroses.ec______pens, measuring tape and mini promotional fl yer. (305) 594-4445 > rioroses.com

30 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Cool Containers

“With the popularity of the very trendy ‘vertical “Quick, quick, quick — no time to spare? “Are you into luxury? Of course you are — we’re gardening,’ this hits the mark,” Yelverton said of Here’s the thing for you,” Behlings said. staying at the Ritz-Carlton,” Behlings said. Hanging Pipe Planters – 11104 by BloomNet/ “The Quick Décor Eastland Cylinder Set is “Don’t we love this beautiful glass vase? You Napco. “The ‘weathered’ whitewashed ﬁ nish quick and easy, and ready to go. Everything can send this out to all your customers who on the metal containers works wonderfully you need for the perfect centerpiece — all want to be pampered.” The FTD Superior Sights for both urban chic settings as well as garden in one box.” The graduated vases come in Luxury Bouquet (LX151) is a new, revitalized spaces. Perfect for succulent gardens and foliage sets of three or 36. Floating candles, pillar line of arrangements. The collection features plantings. It comes with ﬁ tted liners and is pre- candles and three shapes of mirrors are also containers, like this one, which are beautifully assembled.” (800) 256-6663 > bloomnet.net available. (800) 928-6175 > quickdecor.com sculpted and easier to deliver compared to the previous line. (800) 767-4000 > FTDi.com

FlowerBox offers waterproof, recyclable “Are you clumsy? Doesn’t matter,” Behlings said. New Everyday Containers from Telefl ora fl ower vases in a variety of shapes, sizes and “These vases are attached to these little trays, include the Angel of Grace Keepsake Figurine, colors. “The Grab & Go is great for bridal so they’re not going anywhere.” The Accent exquisitely executed in fi ne porcelain with parties,” Hargrove said. “Each attendant will Décor Chic Collection comes in round, square gold trim details. The Cheers to You Mug have [her] own Grab & Go so the fl owers can and rectangle, each with six or seven miniature “makes you happy,” Poeltler said. It is FDA- rehydrate in between the pictures and the vases contained by a sleek ceramic plate. Sell approved to serve and store food, and comes ceremony.” (866) 396-1185 > fl owerbox.com them as a gift item or line them up to create an with “Happy Birthday” and “Celebrate” picks. event table. (800) 385-5114 > accentdecor.com (800) 333-0205 > mytelefl ora.com

Website Wonders

______

“This guy knows marketing. He OnlineFlowerSearch.com LLC “Strider Search Marketing is the Through its Web Acceleration was the fi rst fl orist on Twitter provides a fl ower database and source for Customized Ecommerce Program, a TeamFloral LLC and the fi rst fl orist to sell fl owers gallery on your website. “The Websites for Florists,” Yelverton technician logs into your website on Facebook,” Behlings said of database shows product availability said. “Based on the Florist 2.0 monthly to add, subtract and Brandon Kirkland with epicFlowers.______based on the growing season and platform, it is compatible with all arrange products. The program com.__ “He will get your site noticed.” also gives substitutions for products common wire service software and also includes access to custom Along with developing websites, that are not available,” Hargrove independent POS systems. It is also images from everyday to sympathy, the company offers a Website said. “There are three different ‘intuitive’ in that it will reconfi gure a wedding gallery link so brides Marketing service that increases commitment levels that allow the itself to fi t whatever type of device can fi ll out the consultation form, your site’s online visibility and sales, retailer to choose which plan will fi t it is being viewed on, whether a cell twice weekly Facebook wall posts protects your brand and solidifi es their needs best.” (404) 320-1619, phone, iPad, laptop or desktop.” and monthly meetings with a web your reputation, and keeps your ext. 122 > onlinefl owersearch.com (800) 314-8895 > striderseo.com coach. “If you’re lucky, you will brand in front of shoppers. (888) get to speak to my friend Vonda 498-5361 > epicfl owers.com LaFever, AIFD, PFCI,” Poeltler said. (918) 574-6297 > teamfl oral.com

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

> COME TO THE GREATEST SHOW ON EARTH

Design Enhancements

“Look and see,” Poelter said. “I sprayed these “Y’all know what Sunbrella fabric is?” Hargrove bouquets with the Metallics blue. Notice asked. “It’s durable, won’t fade in the sun, and the leaves — how the leaves shine and no mold will grow on it. Feel it, touch it, love it.” sparkle.” OASIS™ Colour Regen by Smithers- Use the Sunbrella Ribbon by Berwick Offray Oasis is a water-based spray. Choose from 28 LLC in wreaths, tablescapes, mailbox swags and Opaque, 13 Translucent and nine Metallic colors. other enhancements for outdoor living spaces. (800) 321-8286 > oasisﬂoralproducts.com (800) 327-9425 > berwickoffraywholesale.com

“Looking for an easy way to add a touch of metallic elegance to a design or display?” Yelverton asked. “Check out these Gold and Silver Wedding Fabric Rolls by FloraCraft. These fabrics are great for wrapping around “The word ‘über’ has become very popular. If you do Pinterest, you’ve seen that chalkboard paint vases, card boxes and even chair backs.” that’s all over the place. This is it in spray form,” Yelverton said of übermatte™ by Design Master (800) 253-0409 > ﬂoracraft.com Color Tool, Inc. “It is cooler-safe, meaning it’s not going to peel off with condensation, and comes in 12 matte hues. It is wonderful for coordinating containers with hard-to-paint surfaces like metal, glass and ceramic to the wedding or event color scheme.” (800) 525-2644 > dmcolor.com

Odds n’ Ends

GO DEEPER

■ Check out all the Premier Products at safnow.org/pps. ■ Get your products in the next Premier “Believe it or not, we’re into human Products Showcase. Contact SAF’s “Let’s exercise our smart sides,” trafficking now,” Yelverton said, Jenny Scala, [email protected]. Hargrove said. “We don’t use cigar introducing Sam Bowles, the new ______boxes anymore; this is your new on-site trainer at FloralStrategies ■ Learn more about getting certified by PFCI, the cash register. FloristWare is a LLC. “He’s smart, he’s nice, he’s easy floral industry’s speakers bureau. Applications to look at, and he’ll teach you how great POS system for businesses are due Jan. 29, 2016, for membership that aren’t involved in wire service to talk to customers and make more induction at SAF Maui 2016. programs. There is no term sales. You’ll expand your staff’s skills safnow.org/pfci commitment, no time contracts.” and learn how to handle those more (888) 531-3012 > floristware.com difficult customers. I can vouch for him, he’s come to my shop.” (800) 983-6184 > floralstrategies.com

32 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

“Now it’s time to shine,” Hargrove said. “Just go to your friendly hotel, cut down some of their foliage, and spray. Good TURNKEY for the environment, good for you.” The Chrysal Leafshine by Chrysal Americas reduces water evaporation of leaves. It’s suitable SOLUTIONS for most foliage except those with fragile or hairy leaves, succulents, and ferns. Avoid spraying ﬂower blooms and buds. (800) 295-4725 > chrysalusa.com Pay Per Click Simple and profitable. Social Media We’ll take care of your social reputation. Surveys Knowing what your customer “It’s an MP3 stick. You can record a tune and send it off with an arrangement. It rocks,” thinks—PRICELESS Hargrove said of Floral Tune Ups. “It’s cooler-friendly, too. Look, listen and love!” (843) 744-3003 > ﬂoraltuneups.com

“This member benefit gives you a $500 new car discount in addition to other promotions you may already be getting,” Hargrove said of You run your shop, we’ll handle the rest! the FCA US LLC (formerly Chrysler Group LLC) Vehicle Discount through SAF. Members, their employees and family are eligible. Members and Get Started Today employees also get On the Job program benefits and can choose from up to $1,000 commercial 866-225-1173 upfit or equipment allowance, or up to $1,000 graphic allowance, or 2 years of no-extra- www.benevasolutions.com______charge oil, lube, filter (eight changes), or Bosch toolkit. (800) 336-4743 > safnow.org

Katie Hendrick is a contributing editor Track the success of your marketing piece of Floral Management. katiehendrick@ ______“I use my newspaper to distribute to all homes on Sunday for just 5¢. Using Floral Prodigy we track gmail.com Jenny Scala is SAF’s director just how many people that ordered for the first time in fall will order again and again in the future.” of marketing and communications and -Art Conforti, Beneva Flowers (Sarasota, FL) staff liaison to PFCI. [email protected]

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

BY MARY WESTBROOK HIGH HONORS Two visionaries join the ranks of the ﬂoral industry’s most celebrated leaders, with induction into the SAF Floriculture Hall of Fame.

ead about the movers and shakers of the world problem solving. The floral industry is no different. Rand you’ll hear a lot about innovation — people SAF recently honored two creative powerhouses, who find new solutions and disrupt old economies. Del Demaree Jr., AAF, of Syndicate Sales and Charles These people — Steve Jobs, Bill and Melinda Gates Walton of Smithers-Oasis. In storied careers that — fundamentally change the way others work, with spanned decades, Demaree and Walton helped create an idea, an experiment or a product. They compete new products that dramatically shifted the work of the against each other and through that competition, make floral industry and shepherded new ideas that made the other even better. their businesses and the industry great. Some of these superstars have been so heralded For their leadership and their commitment, SAF that you’d be forgiven for thinking they invented the presented Demaree and Walton with the floral whole concept of innovation. But, of course, every industry’s highest honor during SAF Amelia Island 2015: resilient business depends on a culture of creative induction into the Floriculture Hall of Fame.

Can-Do Attitude: Del Demaree Demaree’s entrepreneurial spirit was fanned early. In the 1940s, his father, Del Sr., spent half of the week on the road, selling giftware to florists. During his travels, Del Sr. — another member of SAF’s Floriculture Hall of Fame — experi- mented with a water tube that could keep a single flower stem alive with a continuous source of water. Soon, Demaree was packing customer orders for the family’s first blockbuster product — Aquapics — behind the family farm’s grain shed.

Back from the Brink While Aquapics proved to be an immediate hit, by the mid- 1960s, the company Del Sr. founded, Syndicate Sales, had fallen a new era on hard times. In fact, the manufacturing side of the business Del Demaree Jr., AAF, (shown above with his was bankrupt; only the company’s selling arm remained. When father, Del Sr.,) brought his family’s his father retired in 1967, Demaree, now a married man and business back from the brink Indiana University grad, became president. of bankruptcy and introduced His first task? Save the family business. an era of product innovation By that time, products such as the Aquapic, the Design Bowl and service to the industry. and Everlastin’ Baskets were widely used staples in retail shops across the industry, but Demaree pushed himself and his team That unyielding work ethic paid off with an astonishing run of to do more. In his new role, he developed the ability to motivate product innovations during Demaree’s tenure. others that would become a hallmark of his career. In 1968, for instance, Demaree introduced Fronzwood con- “Del is the master of getting the most out of his work fam- tainers, the first line of structurally molded plastic containers. ily, but he never asked anyone to do something he was not Another new product, the Candelite Cardette, became an in- willing to do himself,” said Kelvin Frye, sales manager. “No stant standard in the industry. Hoosier Glass marked the com- one works harder.” pany’s first diversification from plastic products. The Garden

34 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Collection of European-inspired glass containers remain parency and accountability into the supply chain. Demaree the highest-volume shapes used by retail florists today. And also pushed Syndicate to become among the first in the in- Syndicate’s vases, made with a new injection blow-molding dustry to implement online ordering. technique, put an end to vases leaking at the seams. In addition, Demaree was ahead of the curve in leverag- In 1981 the company also unveiled a full line of wedding ing social media to engage customers: In 2012, Syndicate products and in 1994 they began offering floral preservatives built its own studio and began producing a series of videos and foam under the names Aquaplus and Aquafoam. aimed at providing retail florists with expert design tips and Demaree’s unwavering respect for others also permeated techniques. the office, creating a workplace that thrived on collaboration, Frye said. Selﬂess Sacriﬁce “Del taught us to be curious and to ask questions,” he said. So Throughout his career, Demaree dedicated a tremendous many team members have contributed to operational, product amount of time and energy to give back to the industry. He was and service innovations because we followed his ‘be a good lis- SAF’s president from 1981 to 1983, during which he worked tener’ approach.” on the national Floraboard marketing program and dedicated hours to making Grandparents Day a flower-buying occasion, Smarter and Faster said former SAF President Red Kennicott, AAF, of Kennicott While Syndicate’s product line under Demaree’s direction Brothers Wholesale in Chicago. expanded and influenced all parts of the industry, he also “Del is extremely sensitive to others and demonstrates the crafted solutions to other challenges, including the unneces- highest ethics in his business and personal situations,” said sary slowdown in the supply chain. Kennicott, a longtime friend of Demaree. “Del was always incredibly hands-on and engaged with his In addition, throughout his career, Demaree has dedicated team, his customers and growing his business,” said Dwight extensive time to community endeavors, earning him recogni- Larimer, AAF, PFCI, of DESIGN MASTER color tool inc. in tion from groups such as the United Way, Kokomo Mayor’s Boulder, Colo. “[It was] not an unusual occurrence to be on Advisory Council, YMCA and Howard County Hall of Legends. the phone with Del at 8 p.m. on a Friday evening.” Today, he resides in his longtime home of Kokomo, Indiana, In 1981, for example, Demaree formed Hurryin’ Hoosier with his wife, Jody. Together, they have five children and 16 Transport, a delivery system that integrated customer route grandchildren — along with many admirers throughout the flo- calling with weekly deliveries anywhere in the United States. ral industry, Larimer said. This helped the wholesaler stay competitive by keeping in- “Del always has the biggest and quickest smile, followed by a ventory dollars down and inventory turns up. sincere question, ‘How are you, my friend?’” Larimer said. “You Demaree often understood the advantage of new tech- immediately knew you were in the company of a good friend. nologies before others did. In 1988 Syndicate was the first He had great success, but he always had his priorities right and company to use barcode shipping to add a new level of trans- his feet firmly on the ground.”

The Long View: Charles F. Walton When Walton joined Smithers-Oasis in 1975, his initial job description was simple: generate sales, develop marketing campaigns and help develop new products. Those who knew him then thought he was up to the job, but they didn’t anticipate how far he would take the company over the next three decades. During his tenure, Walton transformed Smithers- Oasis into one of the country’s premier developers and manufacturers of postharvest care and floral design products, with locations in 19 different countries. Along the way, Walton earned a reputation as a strategic risk taker who embraced innovation in global presence product development and manufacturing. During his tenure, Charles Walton transformed Smithers-Oasis into one of the country’s Strong Roots premier developers and manufacturers of With a father who was a career naval officer, Walton postharvest care and ﬂoral design products, grew up in a family that moved often. But Walton always with locations in 19 different countries.

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

> HIGH HONORS

carried his entrepreneurial skills with him. Family lore says that one time, when his father was stationed at the United States Naval Academy, an admiral came over for a visit, and Walton immediately popped into the living room with a shoe-shine kit and asked, “How about a shine, admiral?” Needless to say, his father sent him out of the room right away and apologized to the admiral. But that story is indicative of Walton’s willingness to take risks GO DEEPER and see opportunities that others do not. In addition to leading their businesses, both After graduating from California Polytechnic State University Del Demaree and Charles Walton devoted in San Luis Obispo, where he studied ornamental horticulture, themselves to myriad ﬂoral industry Walton worked for the Davey Tree Expert Company in Canton, community roles. Learn more, at Ohio. In 1975, the Smithers family came calling with an opportu- safnow.org/moreonline. nity at the company. Walton rose quickly, excelling in marketing, sales and product development before purchasing the company himself 11 years later, in 1986. That year, Smithers-Oasis was still best known for its foam and floral design products. But Walton had grander plans. Most notably, Walton developed a family of foam products used to support the propagation and transportation of young poinsettia plants. In that process, he took existing foam products “Charlie wanted to bring floral design, and adapted them to the poinsettia, revolutionizing both propa- value presentation, flower care and plant gation and the supply chain for the product. Walton ultimately introduced dozens of new products to assist growers. propagation to every place where flowers and plants are either grown or consumed.” Stand-Up Man -SAF Chairman Bob Williams, AAF, PFCI While expansion, acquisitions and new product development are among Walton’s lasting legacies, he is also known for setting the example of treating his employees, customers and sup- International Super Star pliers. This was perhaps best underscored when he personally Among Walton’s earliest goals: Grow the company through stra- authored the first Smithers-Oasis Code of Worldwide Business tegic expansion and acquisitions, and invest Smithers-Oasis in Ethics in 1994. every point along the life cycle of plants and cut flowers, to bring “Charlie is a man of passion and integrity,” said Williams. “He products and services to a higher level and a broader consumer used his vision to take the company around the world, but, in base, said SAF Chairman Bob Williams, AAF, PFCI, vice president doing so, he also helped to improve the floral industry’s reach of North American operations at Smithers-Oasis. tremendously.” “Charlie wanted to bring floral design, value presentation, In 2010, after serving as the company’s chairman for 24 years, flower care and plant propagation to every place where flowers Walton sold the business to a team of senior-level executives. and plants are either grown or consumed,” Williams explained. That decision is another example of his dedication to both the “His personal goal has always been for people to have a positive company and the industry, Williams said, because it stabilized experience with plants and flowers in their homes, workplace and the company’s future for the next generation. lives each and every day.” While Walton was growing Smithers-Oasis, he cast an eye to Between 1986 and 2010, Walton established the company’s the wider industry and the sustainability of businesses in all seg- presence in Japan, Denmark, Germany, the United Kingdom and ments. He encouraged his management teams to support the Canada and also entered the commercial floriculture markets in industry in their respective areas through involvement in trade Brazil, Mexico, Colombia, Spain, Korea, China, Malaysia, India associations, research projects, infrastructure development, de- and Slovenia. sign and event shows, all forms of education, and any other activ- While expanding the company into new territories, Walton also ity that would further the cause of floriculture around the world. looked for opportunities to grow its lineup of products and ser- “Charlie had tremendous influence in the background — he vices through acquisitions of outside companies. One of his most pushed others forward — he felt if the industry won, his company significant efforts included the acquisition, in 2007, of Floralife, a won,” Williams said. leading provider of postharvest products in the floral industry. Today Walton and his wife, April, have an extensive home “Charlie’s vision was to initiate a quality product and care for it garden that includes an orchid greenhouse and a trout-stocked all the way through, from ‘cradle to grave,’ so the consumer had a pond. Walton is an avid fly fisherman and hunter and enjoys writ- positive experience,” Williams said. “The acquisition of Floralife is ing and sharing stories of his adventures with family and friends. just one example of that vision in action.” Together, he and April have raised two children and shared a life- Walton’s penchant for experimentation also led him to confer long love of the natural world. with industry growers about a foam product that could be used to Mary Westbrook is a contributing editor for the Society of grow plants in a more sterile environment than that of traditional American Florists. [email protected] organic growing media. ______

36 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

The next time you think Hydrangeas, think Royal Flowers. We grow and ZV\YJL[OLÄULZ[/`KYHUNLHZMYVT,J\HKVYHUK*VSVTIPHPU[OLTVZ[ JVTWSL[LYHUNLVM]HYPL[PLZJVSVYZHUKNYHKLZ@L[VULTVYLYLHZVU^O` 9V`HS-SV^LYZZOV\SKIL[OLVUS`JOVPJLMVYHSS`V\YÅVYHSULLKZ

Aquarelle Antique Blue Antique Green Leila Pink Lemonade White Purple Cotton Candy Antique Purple Blush Shocking Blue Mini Green

.YV^LYZHUKKPZ[YPI\[VYZVMÄULÅV^LYZ royalflowersecuador.com Call 800.977.4483 for a wholesaler near you.

MoneyBY PAUL GOODMAN, CPA, PFCI Matters: Hiring, Valuing EDITORS’ NOTE Paul Goodman, CPA, PFCI, and Derrick Myers, CPA, CFP, and Buying love a good financial management challenge, however big or small. Send

Floral accounting expert Paul Goodman, CPA, PFCI, your questions to [email protected], tackles questions about hiring high level help, and we’ll challenge the experts to tackle them valuing a business and buying in bulk. in an upcoming article.

38 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Q: I’d like to bring on an rising cost of a group plan versus allow- ful look at the financial statements to experienced designer. I ing each employee to go into the market determine if, in fact, the operation is just interviewed, but her place under the Affordable Care Act profitable. Once you start to operate salary request seems high. and see what kind of subsidy he or she multiple locations your overall cost How do I figure out how might get from the government given his of administration will go up and your much I can afford to pay? or her household income. Most florists profitability will most likely go down. (We also pay 60 percent (more than 80 percent according to our The bottom line target for a mul- of qualified employees’ surveys) do not offer health insurance tiple location operation is 5 percent, health benefits.) benefits because of the cost. If times get whereas the bottom line target for a > Keeping payroll in line as wages and more challenging, you will have to revisit single location is 10 percent. benefits go up is a challenge for everyone. this benefit. As always, the answer lies in the numbers. Q: We are 30 and 120 miles Floral Finance targets a 10 percent Q: We are considering from supply wholesalers profit on the bottom line after paying the buying a competitor. How with three weekly deliveries. owner/manager a reasonable salary. To do I ﬁgure out what I should We use limited styles or do that, you must keep the three largest pay for this business? types of containers and expenses in line: > Historically, an ongoing shop that is keep a supply on hand. ■ COGS for fresh product profitable can be sold for four times earn- Would bulk buying help our needs to be no greater than ings plus any depreciable assets and in- bottom line? 25 percent of fresh sales. ventory that is acquired. Of course, to get > If you have the cash to buy in bulk ■ Payroll, including taxes and at the proper earnings of the shop, an anal- and use the merchandise over several benefits, needs to be at 30 ysis has to include a review of wire order months, you will normally save money percent of total sales. accounting, depreciation practices, the and increase your bottom line. If you ■ Facility expenses need to be owner’s compensation, and the accounting have to borrow money to buy in bulk, no greater than 10 percent. practices used in the business. Usually an then technically as long as the sav- If you hit these three targets, you accountant familiar with the floral industry ings from bulk buying is more than the should be able to bring 10 percent to the can perform this analysis and generate a interest cost, you are better off buying bottom line consistently. fair price for seller and buyer. in bulk. So, if you are going to pay more to get a When a shop is going to be bought That said, I am a firm believer in no qualified designer, you have three options: and assimilated (not kept as an ongo- or low debt levels. Debt can easily be a 1. Generate more sales and get a ing location), and the alternative is trap that just gets deeper and deeper. higher level of productivity out of the shutting it down, the price drops. Most So, in general it’s a good idea not to new hire to offset the increased wage of these acquisitions lead to a bump in be in debt. Better to pay a bit more for (i.e. produce more per hour). sales initially, but over time those extra your products. 2. Cut other expenses, such as else- sales often disappear as the custom- You indicate that your wholesal- where to offset the increased payroll ers realize the original shop is actually ers are a distance away and therefore expense. Generally, the easiest place no longer in business. The price paid it is not financially reasonable to “run” to do this is by trimming your COGS by for such acquisitions is 10 percent to over to the wholesaler frequently to a percentage point or two. (Yes, that 15 percent of gross sales, not including pick up something. Consequently you means either raising your prices or giving wire orders. For the seller, it’s much have “managed” the situation by keep- less for the same amount.) better than just closing their doors. For ing your variety of containers low so 3. Accepting a lower bottom line. the buyer, the price is modest enough you can stock more of them and avoid Since cutting COGS can be dif- that it is worth the risk of paying up- running out. You have already figured ficult or impossible, most florists front for sales that will most likely dis- out what works best for you financially. would opt for the third choice and appear over time. Well done. accept a lower bottom line with the If the buyer can effectively market You might be able to do even better hope that they can ultimately in- to the new set of customers, a por- by looking at bulk buying either from crease sales and reap higher production of those sales may become per- your current wholesaler or on the inter- tivity by doing more with the same manent and be a long-term benefit to net. Make sure you factor in freight costs staff. Without additional personnel, the buyer. That’s the best outcome when doing your analysis. this growth could eventually bring for the buyer. back the desired profitability. Generally, the only way to maintain Paul Goodman, CPA, PFCI, is founder Paying a portion of health benefits the sales level of the shop being pur- of Floral Finance Business Services, makes hitting the targets even more chased is to keep the location open. based in Tulsa, Oklahoma; editor of difficult to achieve. If the shop is on a However, before pursuing this option, Floral Finance and author of The Profit- group plan, you should be looking at the you would want to take a very care- Minded Florist. [email protected]______

The magazine of the Society of American Florists (SAF) 39

Industry News

SAF PETALS IT FORWARD: SPREADING FLOWER POWER ON NEW YORK STREETS > Capitalizing on the popular “pay-it- forward” initiatives and positive acts of kindness, SAF headed to the Big Apple on October 7 to hand out 4,000 flower bouquets to busy morning commuters to help brighten their mid-week slumps. SAF’s Petal It Forward campaign utilized an energetic “street team” decked in bright orange T-shirts, randomly giving two bouquets each to passersby in an area of Times Square and Union Square. “Recipients were encouraged to keep one bouquet and petal the other bouquet forward to someone who could use a lift, whether that was a family member, friend, co-worker, or even a stranger,” said Jennifer Sparks, SAF’s vice president of marketing, who served on the street team, along with event coordinators from Ogilvy Public Relations and local florist and wholesaler employees. hailing good vibes To take this feel-good message Capitalizing on the popular “pay-it-forward” initiatives and positive acts of kindness, SAF handed out 4,000 ﬂower bouquets to busy morning commuters to help brighten their viral, flower recipients were encour- mid-week slumps. aged to share their experiences on social media with the hashtag #pet- news about Petal It Forward, delivering of retail dues and voluntary contributions alitforward. SAF shared images of the two small arrangements each to key print by wholesalers, suppliers, growers, and Petal It Forward campaign on Twitter and broadcast outlets headquartered importers. SAF would like to provide a (@flower factor), Facebook (@about- in New York City — including Everyday special recognition to the following com- flowers) and Instagram (@about_flow- With Rachel Ray, GQ, Self magazine, “The panies and their efforts to make the Petal It ers), while also using paid promotion Meredith Vieira Show” and “Today with Forward event in New York a success: on some channels to reach consumers Kathie Lee and Hoda”—and encouraged ■ Donation/coordination of beyond its regular audience. them to #petalitforward. product: Dramm & Echter, Dos Video footage of the Petal It Forward SAF’s spokesperson, author and Gringos, Flores El Capiro, Holland effort also was taken for the production transformational teacher, Christine American Flowers, Floral Trade of a consumer video to be shared on so- Arylo, was also on hand to deliver bou- Distribution, Universal Greens; cial media later this month. quets and talk up the true benefits of ■ Assembly of 4,000 bouquets: In addition to a prominent placement flowers to passersby. Arylo posted on Holland America Flowers on Fox News Channel’s “Fox & Friends” her social media channels throughout ■ Transportation and onsite on the morning of the event, SAF hit the morning, wrote a blog about her ex- delivery/coordination of bouquets: the national media circuit with the good perience on aboutflowersblog.com and Delaware Valley Floral Group covered the event on her newsletter that ■ SAF’s energetic street team which is distributed to 35,000 consumers. included SAF member Nic Faitos and The best part about the Petal It nine additional volunteers from his Forward campaign, said Sparks, is that New York City shop, Starbright Floral in addition to New York City, more ■ Funding for enhanced social media than 50 florists, wholesalers and grow- strategy for event: Asocolflores ers took the Petal It Forward idea and ■ Funding for development customized it with a local event in their and production of consumer area. (See next month’s issue for cov- video: Asocolflores enough to go around The hosts of Fox News Channel’s morning show “Fox and Friends” erage of those events.) Stay tuned to SAF’s social media were downright giddy after dozens of bouquets SAF’s Petal It Forward program is a re- channels and publications for more news appeared in-studio during the program’s popular sult of the SAF Fund for Nationwide Public on the Petal It Forward campaign. “after-show show,” as part of SAF’s Petal It Relations, which is funded by a percentage — Mary Westbrook Forward campaign.

40 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Industry News

NEW INTERNSHIP MATCHES STUDENTS WITH FLORAL INDUSTRY COMPANIES

Inc., in Boulder, Colorado, and AFE’s communications, graphic design, human chairman-elect. resources and other business areas. “The Business Internship Program is AFE has a long history of offering perfectly focused on two important flo- both internships and scholarships to ral industry needs: attracting new talent promising students. Doing so is central and exposing the industry opportunities to the Endowment’s mission but it’s to a diverse, business-oriented group of also critically important to the industry, students,” Larimer said. which needs “next generation” workers youth rally College juniors, seniors and graduate students will have access to a 10- to Internships are full-time (35- 40 and leaders, said Laura Shinall, president 12-week paid internship in management, hours per week) and can range from 10 of Syndicate Sales in Kokomo, Indiana, marketing, sales and other business aspects of to 12 weeks. Host employers are respon- and an AFE trustee. the ﬂoral industry, through AFE’s business sible for paying these interns (no less “As an industry, we offer so many internship program. than living wage minimum). rewarding opportunities in myriad > Floral industry members looking for After successful completion of an fields, and I think sometimes that isn’t a way to find motivated staff members internship, four students will receive a emphasized enough,” she said. “The and “try out” prospective long-term $2,500 scholarship from the program, internship program funded by my father employees have a new resource avail- a gift made possible thanks to former is meant to not only create an aware- able to them: an internship program AFE Chairman and 2015 Floriculture ness of our industry within the business that will pair bright young minds with Hall of Fame Inductee Del Demaree Jr., school community, but to provide an industry businesses. AAF, chairman of Syndicate Sales in opportunity for students to actually The American Floral Endowment’s Kokomo, Indiana. experience who we are, what we do and (AFE) new Business Internship Program, AFE will begin reaching out to business how they can find meaningful and chal- funded by the Del Demaree Family schools next month to find applicants, who lenging careers in the floral industry.” Fund, is specifically aimed at attracting will start their internships next spring. For additional information, go to business students to the floral indus- AFE will provide participating host endowment.org/biz or contact AFE at try, according to Dwight Larimer, AAF, employers with qualified students in [email protected].______president of Design Master color tool, management, accounting, marketing, — Mary Westbrook

WITH NEW PARTNERSHIPS, SAF BRINGS VALUE-PACKED EVENTS TO MORE CITIES > A new partnership between SAF and try members enjoy at the organization’s some if its wholesaler members is mak- annual convention more accessible to ing high quality education even more af- more of its members, both from a cost fordable — and bringing it even closer to and time perspective, said SAF CEO home — for many retail florists. Peter Moran. NOVEMBER 14, 2015 On Nov. 14, SAF will host its 1-Day “Our annual convention continues to DES MOINES, IOWA Profit Blast in Des Moines, Iowa. The grow . . . but we also know that many of packed program will include expert in- our members simply cannot afford (the sight on business, technology, trends and time and/or dollars required) to attend design, along with a supplier showcase. it,” said Moran.

To offset costs and keep the registra- Since fall 2013, SAF has brought its FEBRUARY 27, 2016 tion rate low, the Bill Doran Company is 1-Day Profit Blast to Atlanta (October AUSTIN, TEXAS underwriting the program. 2013), Baltimore (January 2014) and, on tour Wholesaler underwriting is allowing “This is really a win-win for us,” said most recently, in January, to Seattle, SAF to bring its 1-Day Proﬁt Blast to two locations Bill LaFever, president of the Bill Doran where DV Flora, DWF and Frank in the next four months — Des Moines, Iowa, and Company. “We can give our customers Adams Wholesale helped subsidize Austin, Texas access to a great program, but we don’t the cost. have to be the ones to develop and The new effort to partner with Austin, Texas. Go to _____safnow. coordinate the content and logistics. wholesalers means SAF can bring edu- org/events-education for info. That’s SAF’s expertise.” cation to even more cities around the Wholesalers interested in sponsoring SAF launched its 1-Day Profit Blast country, Moran said. The Bill Doran an event may contact Moran, two years ago as a way to make the kind Company is sponsoring an additional [email protected]. of “high quality education” floral indus- 1-Day Profit Blast on February 27 in — Jenny Scala

The magazine of the Society of American Florists (SAF) 41

Plugged In BY RENATO CRUZ SOGUECO

SHORT AND SWEET SOCIAL MEDIA > Looking to market your brand to the and add to your own story. Or, consider present and future flower buyer on asking someone from the wedding party his or her most cherished, can’t-live- taking photos or video snaps (because without-it device? This month, we take you know they are) to share. Screen cap- a look at a trio of social media that’s ture this media and re-task it by publish- getting massive attention and usage by ing to other social media sites such as millennials, who seem to be addicted to Facebook or Twitter. short and sweet videos that disappear forever after 24 hours. Vine The Skinny: Vine also boasts 200 mil- Snapchat lion users. Through Vine, users create, Periscope The Skinny: Snapchat is a messaging post and share videos that are at most The Skinny: Periscope offers users the app that allows users to send photos six seconds. (Think nothing can be ability to deliver real-time video, aka live- that can be viewed for only 10 seconds, conveyed in that short period? Search streaming, right from their smartphones. once the message is opened. After for “florist” or “flowers” on vine.co for (The app’s tagline is fitting: “explore the that, they disappear. (Proving that even inspiration.) world through someone else’s eyes.”) young adults sometimes need more Unlike Snapchat, Vine gives you Drawbacks: Right now, Periscope time, Snapchat provides a way to extend access to your smartphone’s media touts about 10 million users, but growth this time frame to 24 hours for photos libraries so you can craft a video else- has been robust since it launched in published in its Stories section.) About where using video editing software (like March of this year on the iPhone and half of its 200 million users are younger iMovie or Adobe Premiere), share to in May on Android devices. As of this than 24. More than 70 percent are 34 or your smartphone and post a polished writing, Periscope claims over 40 years younger, according to comScore. video vignette even Spielberg would of video is being watched per day. Snapchat has added video-sharing appreciate. (Meerkat, another up-and-coming so- capabilities to keep up with the digital Drawbacks: Vine replays video in cial media, is similar to Periscope, but times and allowed users to write text, endless, potentially annoying loops. smaller, with only two million users.) add emoticons or even draw right on Good videographers posting to Vine Florist Applications: Like Vine, photos. Like most social media, you can take this into consideration so they pur- Periscope was purchased by Twitter so open an account with a username, which posely create videos that are meant to you can use your shop’s Twitter account you then share with customers. Once be looped where the music is spliced to to log in and begin live-streaming. Again, they’ve added you, they can now view sound like a continuous track. (Here’s an similar to Vine, you can write a caption your Snapchat Stories. example: vine.co/v/et7PMJAzDIM.) ______with #hashtags, then begin to broadcast. Drawbacks: As you may have Florist Applications: Vine is great More features include the ability to: guessed, Snapchat is an app-only thing, for generating peripheral content. In ad- ■ chat with those who tune so you must capture all of your media dition to the six-second video, you can in to your broadcast, using a smartphone. Another caveat: you write a caption complete with #hashtags ■ automatically post the can’t edit the video or grab photos from and post the video to your Twitter ac- broadcast on Twitter and the smartphone library. count. Vine was created by Twitter, so ■ privately broadcast to select Florist Applications: Ask customers you can use your shop’s account. Other “mutual” followers to share snaps with you, which you can share options built into the app are As they do with Snapchat, videos only then screen capture on your smartphone Facebook and Tumblr. stick around for 24 hours. (Read about one wholesaler using Periscope on p. 14.)

real-time Periscope lets you live-stream from spielbergesque Vine lets you your smartphone and chat with those viewing it. use video editing software so you can post a polished video vignette. Renato Sogueco is SAF’s chief snappier than ever Snapchat information officer and the floral lets users to write text, add emoticons industry’s go-to tech guy. or even draw on the photos. [email protected].

42 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

MANY THANKS to the individuals and st organizations who helped make SEPTEMBER 9 - 12 | 131 ANNUAL CONVENTION SAF Amelia Island 2015 a success!

2015 Convention Convention Fresh Product Contributors Hard Goods Task Force Sponsors Amy’s Orchids Oregon Flowers, Inc. Contributors Robert Aykens, AAF, Memorial Accent Décor, Inc. Art Roses Perfection Accent Décor, Inc. Florists & Greenhouses American Floral Asocolflores Pyramid Flowers Berwick Offray Doug Cole, D.S. Cole Growers, Inc. Endowment Equiflor Qualisa Farms Ecuador Candle Artisans, Inc. Dana Cook, AAF, Julia’s Florist Armellini Express Florifrut SA Rio Roses Chrysal Americas Doug Fick, Broadway Floral Home Lines, Inc. Glad A Way Rosaprima DESIGN MASTER color and Garden Association tool inc. Golden Flowers Royal Flowers Paul Fowle, Transflora/DVFlora of Colombian Fitz Designs Flower Exporters, Jet Fresh Flower Solé Farms Manny Gonzales, Tiger Lily Florist Asocolflores Distributors, Inc. Floracraft Corporation Sunburst Farms Charles Ingrum, Dr. Delphinium Berwick Offray & La Plazoleta Floralife, Inc. Designs & Events Lion Ribbon The Sun Valley Group Liberty Blooms Highland Supply The Hiawatha Shirley Lyons, AAF, PFCI, Dandelions BloomNet Corporation Flowers & Gifts, LLC Maximum Nursery Corporation California Cut Flower Lion Ribbon Kaitlin Radebaugh, George W. Mellano & Company Valley Springs Commission Pete Garcia Company Radebaugh & Sons, Inc. Multiflora Washington Bulb Candle Artisans, Inc. Shelby Shy, AAF, Shirley’s Flowers & International Company Smithers-Oasis Gifts Chrysal Americas Ocean View Flowers Syndicate Sales, Inc. DESIGN MASTER Unlimited Containers Convention Design Team color tool, inc. Lorraine Cooper, AAF, AIFD, PFCI, Floracraft SAFPAC Golf Tournament Sponsors NDSF, Chair Corporation Armellini Air Express FTD Oregon Flowers, Inc. Brian Vetter, AAF, AIFD, PFCI, AzMF Floralife, Inc. Vice Chair Ball Horticultural G.A. Verdegaal & Pennock Company FloristWare Company Zonen Export BV Sylvia Bird, AAF, AIFD, PFCI, NDSF Phoenix Flower Shops Cal Flowers Garcia Group/Plus One FTD Protea USA Corey Harbour, AIFD, NAFD, PFCI Imports Conner Park Florist Hortica Insurance & Royal Van Zanten Ian Prosser, AAF, AIFD, PFCI, NDSF Greenleaf Wholesale Employee Benefits Dandelions Flowers & Florist San Francisco Flower Mark Vaughan Gifts, LLC International Floral Mart Holland America Bulb Distributors, Inc. DVFlora Thank you to the 2015 Floral Farms Inc. Smithers-Oasis Design Team for volunterring their Pennock Floral Dramm & Echter time and talents HPP International Sun Valley Floral Group Pete Garcia DWF Wholesale K’s Transport Syndicate Sales Company/Garcia EasyRibbons.com SPECIAL THANKS TO: Group Kennicott Brothers Teleflora FIBS Company Convention Design Chairman Smithers-Oasis Toni’s Flowers and Lorraine Cooper, AAF, AIFD, PFCI, North American Flamingo Holland Inc. Kitayama Brothers, Inc. Gifts Division NDSF FloraCraft Corporation Lafayette Florist & Washington Bulb Greenhouses, Inc. Company Outstanding Varieties Competition Syndicate Sales, Inc. Floralife, Inc. Coordinators Mayesh Wholesale Zabo Plant Teleflora Flower Shop Network Frank and Sarah Mischler Florists

Business of Design

GORGEOUS GOURDS > For many florists, Turkey Day is not the boon it once was. According to SAF’s 2014 post holiday survey, 44 percent of responders experienced a drop in Thanksgiving sales — consistent with results for the past seven years. Aware of the steady decline but unwilling to accept it, the ladies of Madeline’s Flowers in Edmond, Oklahoma — Barbara Bilke and her daughters, Lenzee and Lacee — brainstormed last fall how to get flowers back on the dinner table. The typical Madeline’s customer, they concluded, was anti-“long and low” candelabra centerpieces and instead gravitated to petite designs using bright colors, lots of texture and intriguing containers. The ticket to a fruitful Thanksgiving, they decided, was designing festive impulse buys. Enter: the mini pumpkin. The Bilkes found itty-bitty gourds, carved them, filled them with bright flowers, took cute as a button “Bright-colored flowers photos to post online, then delivered them gratis to upscale appeal to a youthful demographic,” Bilke said. restaurants and retail shops to brighten front counters. “We incorporated buttons for customers who Bingo! The shop sold “a tremendous amount” of mini love the vintage look.” Design time: 10 to 15 minutes. Wholesale costs: $6.50. Retail price: $30. pumpkins as décor items and hostess gifts, Bilke said. The response heard over and over: “It’s so exciting to see something different!”

Katie Hendrick

[email protected]______PHOTOS BY MARK MOORE OF KAREN MOORE PHOTOGRAPHY AND GRAPHIC DESIGN one singular sensation This design, consisting of a simple warm wishes A variegated fuchsia zinnia adds an pumpkin and one large sunﬂower, satisﬁes the customer who unexpected splash of color to a traditional palette wants the “harvest” look with a modern twist, Bilke said. Design of oranges, greens and whites. Design time: 10 to time: 5 to 7 minutes. Wholesale costs: $3.50. Retail price: $18.50. 15 minutes. Wholesale costs: $8. Retail price: $35.

44 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______

New Products BY SHEILA SANTIAGO / [email protected]

PET PRODUCT PROWESS

sassy pup barkery delicious PetEdge dealer services offers Max & Maggie Cookie Cutter Kingdom offers dog-treat ruffle dresses for the sassy dog. Half the dresses cutters, perfect for celebrating a dog’s birthday in the 12-pack box feature an understated or announcing the addition of a new dog to the black-and-white bodice atop a cool blue skirt family. The durable, 3-D-printed cutters are with a snappy floral ruffle; the other six dresses handle the business made of sturdy plastic. Available in several sizes come in a zebra pattern in hot orange and pinks. The Shmitt pet waste glove makes for quick, easy and designs. > CookieCutterKdom.com Each dress sports a racer back-style bodice disposal of a pet’s mess. The webbed fingers with ruched elasticized straps, and comes with provide enough surface area to scoop even a hanger and hangtag. > PetEdgeds.com large messes. Made from heavy-duty plastic that will not leak, the glove has an oversize cuff that makes it easy to turn it inside out, turning a dirty job sanitary. > TheShmitt.com

bug out The world’s “friendly bugs” are the inspiration behind P.L.A.Y.’s toy collection. Plush toys feature durable construction, AZO-free dyes and eco-friendly stufﬁng, and they are machine washable. Available individually, with point of sale display and in gift box sets. > PetPlay.com

soothing solution Calm Aroma is therapeutic aromatherapy safe and sound (100 percent hydrosol) formulated with a With Bedtime 4 Dogs’ Bed With Zip-on Snuggler, light scent to soothe animals. Recommended pet owners can tuck dogs in and create a feeling to help reduce stress associated with car groomed and ready of safety. Warm ﬂeece on one side and twill on trips, vet visits, dog shows and visitors. Calm PL360’s grooming wipes were created with pet the other makes the bed comfortable all year. Aroma is certiﬁed organic and is alcohol-free, owners’ needs in mind. The wipes are durable Made in the USA. Bedtime4dogs.com > with no added water. > CalmMyPet.com enough to take on paws and claws, making them a great on-the-go grooming product for a day at the park or a weekend getaway. The mild, plant-based formula makes them appropriate for use on sensitive areas of pets, including around the eyes and near the ears. > PL360pet.com

cat pleaser Petstages’ Kitty’s Choice brings variety to the cats couture chase for engaging play. The toy includes catnip- 26 Bars & a Band offers modern cat scratchers designed to enhance home decor. Cats infused balls for daytime play and soft balls go crazy for the recycled cardboard, and “designphiles” love the minimalistic style and for quiet nighttime play. The design includes a color options. Made in France, the scratchers feature a sturdy metal base and come transparent top for added visibility and a center in three sizes. Cardboard reﬁll disks are available. > 26barsandaband.com ball caddy for storage. > PetStages.com

46 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

Classiﬁ eds

Minimum order is three consecutive months: $35 per month for 3 lines. Display classified: $75 per inch. Address written replies for confidential ads to Floral Management, 1601 Duke St., Alexandria, VA 22314-3406. Confidential ads cannot be answered by a telephone call or personal visit to the management office. A confidential ad costs $50 in addition to the cost of space for the ad. Contact Sheila Santiago at [email protected] or (800) 336-4743.

EMPLOYMENT OPPORTUNITIES PRODUCTS EVENTS

______Get your products in the next SERVICES Premier Products Showcase Contact SAF’s PFCI at 703-838-5216; Saturday, Nov. 14, 7:30 a.m. – 6 p.m. Des Moines Marriott Downtown [email protected]. Des Moines, Iowa Enroll for Visit us at safnow.org/pps discounts. Register now! Enjoy rewards. ______safnow.org/1-day-profi t-blast

FOR SALE SAF members enjoy discounts of up to 21% plus rewards. www.fedex.com/saf Bangor Maine’s #1 Florist’s Business Use passcode R91YMF. and Building is FOR SALE!

Maine, The WAY life COULD be… ■ Historic Building ■ #1 Florist for 40 years ■ Owner Eager to Retire Building Includes: ■ Shop ■ Rental Space ______■ Apartment

______Ph: 207-266-8354 Email: [email protected]______REFRIGERATION BUSINESS FOR SALE

Established Florist and Greenhouses 2.2 acres and renovated barn Turn Key Operation Chester Springs, Pa.19425 ______(610) 721-5640

The magazine of the Society of American Florists (SAF) 47

Care and Handling

CLUES TO BETTER CREDITS > “I need credit.” These are three words wraps are too snug and top levels are if the product got held up; shipping logs no one in the floral industry wants to pressing into bottom levels. always note fumigation issues. hear or say. Yet in an industry that depends on perishable product, credits Bud and Leaf Abscission Botrytis also are a reality. Possible Cause: Ethylene gas, the silent Possible Cause: Fluctuating tem- Asking for credit may be a buzzkill, killer, is a naturally occurring hormone peratures trigger the development of but if you train yourself and your staff to that speeds senescence in flowers, condensation. Moisture triggers the ger- offer specific, objective feedback to your plants, fruits and veggies. It’s odorless mination of Botrytis spores (gray mold). wholesaler, you can also help them im- and colorless, so exposure can only be If Botrytis is apparent, discard diseased prove and strengthen your partnership. determined by symptoms of damage, stems or bunches. Botrytis spores are For instance, the next time you ask for including petals or buds that shatter airborne, meaning they float around a credit for “bad” roses, try telling your or shrivel up, weird discoloration (blu- coolers, design rooms and delivery vans, supplier that the blooms were blown open ing), yellowing foliage, distorted bloom contaminating other plant tissues. Not and wilted. That’s evidence of too-hot shapes and short vase life. If blooms sure if it’s Botrytis? Hold the infected tis- temperatures. Weird petal discoloration? look old before their time, ethylene ex- sue to the light. If it appears watery and The cooler may have been too cold. Once posure is likely the cause. Don’t be shy transparent, it’s likely Botrytis. you and your wholesaler are speaking the about asking suppliers how they protect same, specific language, you can both against exposure. Ethylene protection Dark Outer Petals work to make changes. happens in postharvest with systemic Possible Cause: Climate. Dark outer petals Here are some common com- STS and/or in transit with 1-MCP gas or petal margins is a clear expression of plaints behind credit requests and release known commercially as Ethylene the pigment characteristics of roses grown some likely culprits. Buster (Chrysal) or Ethylbloc (Floralife). in unheated greenhouses (Colombia and Ecuador) at altitudes over 8,000 feet. Mechanical Damage Black Foliage or Brown The intense luminosity (light energy) and Possible Cause: Rough handling can do Flower Buds ultraviolet rays at the equator that result serious damage—boxes dropped onto Possible Cause: If insects are found on in stunning head size and stem strength pallets as trucks are unloaded, gerbera imported flowers, the product goes into also result in dark outer petals on red trays shoved out of order when custom- the smokehouse to be fumigated prior roses, flame-colored guard petals on yel- ers are brushing by each other in the to being released to Miami importers. If low roses and veined outer petals on pink cooler, minis bouncing onto the process- you think smokehouse and fresh flow- roses. Vase life does not suffer a bit, but ing table from a box dumped over. When ers sound as incongruous as sushi and the guard petals are easily removed if per- strapped boxes have bulging lids, it’s likely fertilizer, you’re right. The issue with ceived as aesthetically negative. flowers inside suffer some compression fumigation is that resulting problems damage from over-packing. Rose petal don’t appear until up to 72 hours later, Gay Smith is the technical consulting bruising at the attachment point where a when boxes are likely on the truck to you. manager for Chrysal USA in Miami.

petal tucks into the calyx is caused when If fumigation damage is suspected, ask [email protected]

48 FLORAL MANAGEMENT | NOVEMBER 2015 | WWW.SAFNOW.ORG______

______

“We know that the orders we send to FTD Quality Star and Master Florists will be trouble-free and will completely satisfy our customers.”

— Colleen and Dave Naylor Bill Bush Flowers, Sarnia, ON FTD Florists for over 50 years

The FTD Advantage Business Solutions | Path to More Orders | Leading Technology | Brand & Innovation

“Being a member of FTD really helps our business in many ways, and particularly by giving us access to a network of professional flower shops that are longtime members, like us. We know that the orders we send to FTD Quality Star and Master Florists will be trouble-free and will completely satisfy our customers. Being able to count on our fellow FTD florists is one of the FTD benefits that’s most important to us.”

800.788.9000 | FTDi.com/FTDadvantage