8:00 AM – 9:30 AM
Registration Open, Network, Meet with Vendors at the Supplier Showcase
9:30 AM – 10:00 AM
Welcome and Opening Comments
10:00 AM – 11:00 AM
Heartfelt Designs, Smart Business: Elevating Your Sympathy Work
Speaker: Carol Inskeep Proulx AIFD, CFD, CEJ
Sympathy work is one of the most meaningful services florists provide—and it can also become a sustainable, profitable part of your business. In this engaging session, you’ll discover how to design memorial tributes that honor loved ones with compassion while keeping your operations efficient and profitable. From pricing strategies to building lasting partnerships with funeral directors, this program combines artistry with smart business practices. Attendees will leave with tools, techniques, and confidence to elevate their sympathy services.
What You Will Learn:
- How to balance artistry and efficiency through cost-effective mechanics, design strategies, and pricing methods.
- Professional communication techniques that provide comfort and build trust with grieving families.
- Actionable steps for strengthening relationships with funeral directors to drive long-term business success
Sponsored By:
11:00 AM – 11:15 AM
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
11:15 AM – 11:30 AM
Break
11:30 AM – 12:30 PM
Lost in Space: Where are Your Profits?
Speaker: Derrick Myers, CPA, CFP, PFCI, Crockett, Myers & Associates
Boldly go where every florist should as we explore six “black holes” that can suck you profits out to space. We’ll dive deep into the six main cost centers of your floral business for an eye-opening look at time management, cost of goods sold, labor, delivery,
occupancy, and marketing. Floral finance wiz and Floral Management magazine contributor Derrick Myers, CPA, CFP, PFCI, will show you how to track, measure and adjust costs — and increase profits in ways you never thought possible.
What You Will Learn:
- How to understand — and use — formulas and worksheets to improve your profits
- Time-tested cost control techniques used by hundreds of profitable florists
- The most common — and detrimental — black holes of lost profits in every business
12:30 PM – 12:45 PM
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
12:45 PM – 1:30 PM
Light Lunch Served
Sponsored By:
1:30 PM – 2:30 PM
Out-Plan. Out-Last. Out-Deliver: Building a Culture That Blooms Under Pressure
Speaker: Corrine Heck, PFCI, Details Flowers Software
In the fast-paced world of floristry, success depends on more than creativity—it thrives on culture. Join Corrine Heck as she shares how strong workplace culture transforms chaos into collaboration, and stress into success. From preparing your team for Valentine’s Day to strengthening vendor partnerships and leading with empathy, discover practical systems and strategies to help your business thrive through every season. Learn how to build a culture of readiness, resilience, and trust—so your team can out-plan, outlast, and out-deliver when it matters most.
What You Will Learn:
- How a strong culture reduces chaos and burnout during demanding holidays like Valentine’s Day.
- How preparation and systems build team confidence and efficiency.
- How collaboration with vendors and staff fosters reliability and mutual respect.
- How resilient leadership creates loyalty, consistency, and legacy.
2:30 PM – 2:45 PM
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
2:45 PM – 3:15 PM
Network and Meet with Vendors at the Supplier Showcase
3:15 PM – 4:15 PM
Wow Factor Installations: Designs That Dazzle & Deliver Profit
Speaker: Laura DaLuga, AIFD
Take your wedding designs to new heights—literally! Learn how to create jaw-dropping floral installations, from suspended blooms to statement arches and show-stopping chuppahs. This design program combines creative inspiration with practical know-how, including trendy design ideas, cost-conscious techniques, and pricing strategies that protect your profit. Walk away ready to wow clients, elevate your events, and turn every installation into a revenue-winning masterpiece.
What You Will Learn:
- Hanging Mastery: Techniques for ceiling installations, arches, and chuppahs that leave guests speechless.
- Profit-First Planning: Practical tips to price and execute installations that maximize ROI.
- Workflow & Execution: Efficient strategies for planning, setup, and team coordination.
Sponsored By:
4:15 PM
Closing Comments
9:00 AM – 10:00 AM
Registration Open, Network, Meet with Vendors at the Supplier Showcase
10:00 AM – 10:30 AM
Welcome and Opening Comments
10:30 AM – 11:30 AM
Cut the Waste, Keep the Profit: Protect Your Blooms, Protect Your Bottom Line
Speakers: Steve Daum, Floralife, Kimberlee Mitchell, Botanica Floral, Lenny Walker, Kennicott Brothers
Kick off Profit Blast with a roundtable discussion on one of the biggest drains — and opportunities — in floristry: waste. Every lost stem costs you: money, time, and customer trust. Learn how smart decisions in sourcing, handling, and care can protect margins and turn freshness into profit. You will leave this session with clear steps to waste less, sell more, and build stronger profits!
What You’ll Learn:
- Cold Chain Confidence – how to keep your cooler working for you
- Flower Food that Pays Off – how dosing right can extend vase life
- Process with Purpose – simple habits that can help save dollars
- Profit in Every Petal – reduce loss, boost sustainability & loyalty
- Plus – Q&A time to ask questions about your shop’s challenges.
11:30 AM – 11:50 AM
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
11:50 AM – 12:45 PM
Light Lunch Served
Sponsored By:
12:45 PM – 1:45 PM
Heartfelt Designs, Smart Business: Elevating Your Sympathy Work
Speaker: Kelsey Thompson, AIFD, PFCI, CFD, Bloom Floral Algona
Sympathy work is one of the most meaningful services florists provide—and it can also become a sustainable, profitable part of your business. In this engaging session, you’ll discover how to design memorial tributes that honor loved ones with compassion while keeping your operations efficient and profitable. From pricing strategies to building lasting partnerships with funeral directors, this program combines artistry with smart business practices. Attendees will leave with tools, techniques, and confidence to elevate their sympathy services.
What You’ll Learn:
- How to balance artistry and efficiency through cost-effective mechanics, design strategies, and pricing methods.
- Professional communication techniques that provide comfort and build trust with grieving families.
- Actionable steps for strengthening relationships with funeral directors to drive long-term business success
Sponsored By:
1:45 PM – 1:55 PM
Smithers Oasis Mini Presentation – Floral Foundations: Money-Saving, Creative and Sustainable
Speaker: Rachel Stutzman, Smithers-Oasis
In this quick and practical session, we’ll uncover the secrets of choosing the right floral foam for the job. Whether you want to stretch your budget, elevate your design possibilities, or make more sustainable choices, each type of foam has its unique strengths that as a floral professional you need to know! Walk away with simple, actionable tips to make your next design smarter, easier, and more impact.
1:55 PM – 2:15 PM
Network and Meet with Vendors at the Supplier Showcase
2:15 PM – 3:15 PM
Balancing Connection and Efficiency: Driving Success with Social Media and AI
Speakers: Steve Dyme, Flowers for Dreams, Tony Guerrie, Flower Buddy, Paul Guerrie, Flower Buddy
Get ready to transform the way you connect with customers and grow your business! This dynamic session dives into what customers really want, how to create authentic social media content that resonates, and how AI can take the guesswork out of your day-to-day operations. With real-world examples, practical tools, and fresh strategies, you’ll discover new ways to save time, boost engagement, and strengthen customer loyalty. Walk away inspired and equipped with easy-to-implement ideas you can start using right away.
What You’ll Learn:
- How to see your business through your customers’ eyes and build lasting relationships.
- Simple, creative strategies for posting social media content that feels real and gets results.
- How AI tools can help you work smarter, not harder, while driving sales and efficiency.
- How to use your data to provide insights and clarity
3:15 PM – 3:35 PM
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
3:35 PM – 4:05 PM
Network and Meet with Vendors at the Supplier Showcase
4:05 PM – 5:05 PM
Styled to Sell: Designs That Drive Profit
Speaker: Mike Hines, Epoch Floral
Mike Hines of Epoch Floral shares how bold, intentional floral design isn’t just beautiful—it’s a strategic advantage. Through a curated collection of architectural and monotone-inspired arrangements, discover how elevated aesthetics can drive profit and set your brand apart. This session blends creative inspiration with real-world business strategy to help you design with purpose.
What You’ll Learn:
- How to use bold, structured designs to command attention and support premium pricing
- How to create high-impact looks with simplified, monotone palettes
- How to confidently communicate the value of design to win and retain clients
Sponsored By:
5:05 PM
Closing Comments
11:00 – 12:30 p.m.
Network, Meet with Vendors at the Supplier Showcase and Light Lunch Served
Lunch Sponsored By:
12:30 p.m. – 1:00 p.m.
Welcome and Opening Comments
1:00 p.m. – 2:00 p.m.
Wedding Blooms & Beyond: The Hottest Trends in Floral Design
Presenter: Loann Burke, AAF, AIFD, CFD, PFCI, event specialist at Furst Florist and Greenhouses
Say “yes” to fresh floral inspiration! This program dives into the latest wedding design trends, from innovative bouquets to sustainable styling. Learn how to incorporate modern color palettes, unique textures, and eco-friendly practices while balancing profitability. Discover expert techniques in care, handling, and pricing to create breathtaking wedding florals that are both stylish and sustainable.
What You Will Learn:
- Trendsetting Wedding Florals – Explore the latest styles, colors, and design techniques shaping today’s wedding florals.
- Sustainability & Longevity – Learn how to repurpose flowers, extend design viability, and implement eco-conscious practices.
- Smart Pricing & Floral Efficiency – Master cost-effective pricing strategies, proper care techniques, and efficient design methods for lasting, profitable arrangements.
Sponsored By:
2:00 p.m. – 2:20 p.m.
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
2:20 p.m. – 2:50 p.m.
Network and Meet with Vendors at the Supplier Showcase
2:50 p.m. – 3:50 p.m.
Retail Reinvented: Boosting Efficiency, Sales & Motivation with a Lean Team
Presenter: Tim Huckabee, The Profitable Florist
At this interactive workshop retail florists will learn how to streamline operations, increase sales, and keep employees engaged—all without expanding your team. Learn how to adapt to changing sales channels, maximize productivity with fewer staff, and create a high-performance culture. Through real-life examples, workflow strategies, and mystery calls, attendees will walk away with actionable techniques to improve efficiency, enhance customer interactions, and drive sustainable business growth.
You’ll Learn:
- Real world examples of sale challenges and how to navigate them successfully
- Learn how to meet demand with fewer employees while maintaining quality and service.
- Discover proven techniques to engage and incentivize staff for better performance.
3:50 p.m. – 4:10 p.m.
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
4:10 p.m. – 4:40 p.m.
Network and Meet with Vendors at the Supplier Showcase
4:40 p.m. – 5:40 p.m.
Designing Insta-Worthy Events: Floral & Social Media Mastery
Speaker: Donald Yim, AIFD, CFD, PFCI
Dive into the world of eye-catching, Instagrammable event floral designs with this dynamic presentation. This presentation will seamlessly blend the artistry of stunning event floral arrangements with savvy social media strategies to capture and expand your online audience. Participants will learn about the art of creating event designs that dazzle both in-person and on digital platforms. This course is a game-changer for florists looking to transform their creations into photogenic masterpieces for social sharing, boosting their visibility and impact across the floral industry landscape.
You’ll learn:
- Crafting Instagrammable Floral Designs for Events: Explore current trends and design principles for creating eye-catching, photogenic floral arrangements.
- Photography and Presentation Techniques: Learn how to capture and present floral designs in a way that maximizes their appeal on Instagram.
- Leveraging Instagram for Business Growth: Strategies for engaging with your audience, building a cohesive brand image, and using Instagram’s features to attract and retain clients.
Sponsored By:
5:40 p.m.
Closing Comments
11:00 – 12:30 p.m.
Network, Meet with Vendors at the Supplier Showcase and Light Lunch Served
Lunch Sponsored By:
12:30 p.m. – 1:00 p.m.
Welcome and Opening Comments
1:00 p.m. – 2:00 p.m.
Celebrating Life Through Design
Speaker: Patience Pickner, AAF, AIFD, PFC
What is the significance of a celebration of life ceremony? As floral professionals, you play a significant part in the celebration of life memorials. You help honor the deceased person’s life and help the family rejoice in the life they lived. Your floral creations touch everyone present at these celebrations. In this interactive session, Patience will feature celebration of life designs and discuss business tips to help make your sympathy business a true celebration.
You’ll learn:
- Latest in sympathy design styles, trends, and products
- How to be creative in sympathy design
- Alternative foundations for sympathy work
Sponsored By:
2:00 p.m. – 2:20 p.m.
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
2:20 p.m. – 2:50 p.m.
Network and Meet with Vendors at the Supplier Showcase
2:50 p.m. – 3:50 p.m.
Lost in Space: Where are Your Profits?
Speaker: Derrick Myers, CPA, PFCI, Crockett, Myers & Associates
Boldly go where every florist should as we explore six “black holes” that can suck you profits out to space. We’ll dive deep into the six main cost centers of your floral business for an eye-opening look at time management, cost of goods sold, labor, delivery, occupancy, and marketing. Floral finance wiz and Floral Management magazine contributor Derrick Myers, CPA, CFP, PFCI, will show you how to track, measure and adjust costs — and increase profits in ways you never thought possible.
You’ll learn:
- How to understand — and use — formulas and worksheets to improve your profits
- Time-tested cost control techniques used by hundreds of profitable florists
- The most common — and detrimental — black holes of lost profits in every business
3:50 p.m. – 4:10 p.m.
Vendor Spotlight
Vendors will introduce the products and services on display at the showcase to help elevate your networking opportunities
4:10 p.m. – 4:40 p.m.
Network and Meet with Vendors at the Supplier Showcase
4:40 p.m. – 5:40 p.m.
Make it Work
Speaker: Derek Woodruff, AIFD, CFD, CF, PFCI, Floral Underground
In a world of uncertainties when it comes to supply and demand, trends, and curveballs at every corner, what can you do to sharpen your skillset? In the craft of floral design, stepping outside of your comfort zone and trying new things will help push your boundaries and make you more than just a creative designer. In this design program, learn how to turn obstacles into opportunities.
You’ll learn:
- How to be creative with limited resources.
- How to pivot and make alternative substitution selections.
- The latest in design styles, trends and products.
Sponsored By:
5:40 p.m.
Closing Comments
11:30 a.m. – 1:00 p.m.
Network, Meet with Tabletops & Light Lunch Served
Lunch Sponsored By:
1:00 p.m. – 1:15 p.m.
Welcome and Opening Comments
1:15 p.m. – 2:15 p.m.
Designing Insta-Worthy Events: Floral & Social Media Mastery
Speaker: Donald Yim, AIFD, CFD, PFCI
Dive into the world of eye-catching, Instagrammable event floral designs with this dynamic presentation. This presentation will seamlessly blend the artistry of stunning event floral arrangements with savvy social media strategies to capture and expand your online audience. Participants will learn about the art of creating event designs that dazzle both in-person and on digital platforms. This course is a game-changer for florists looking to transform their creations into photogenic masterpieces for social sharing, boosting their visibility and impact across the floral industry landscape.
You’ll learn:
- Crafting Instagrammable Floral Designs for Events: Explore current trends and design principles for creating eye-catching, photogenic floral arrangements.
- Photography and Presentation Techniques: Learn how to capture and present floral designs in a way that maximizes their appeal on Instagram.
- Leveraging Instagram for Business Growth: Strategies for engaging with your audience, building a cohesive brand image, and using Instagram’s features to attract and retain clients.
Sponsored By:
2:15 p.m. – 2:45 p.m.
Network and Meet with Tabletops
2:45 p.m. – 3:45 p.m.
How to Recession Proof your Business
Speaker: Derrick Myers, CPA, PFCI, Crockett, Myers & Associates
The economy is strong now but there are headwinds, and a downturn eventually is inevitable. The best defense against the next recession is to become as profitable as possible now. This session will look at how to think lean and hire strategically and why that matters, learn the key COGS areas and common mistakes that florists make, labor costs and how to keep those in track or bring them in line, and the major areas florists overlook and lose money.
You’ll Learn:
- How to hire strategically and why it matters
- How to keep labor costs in check
- Learn the areas that florists are losing money and how to fix them
3:45 p.m. – 4:15 p.m.
Network and Meet with Tabletops
4:15 p.m. – 5:15 p.m.
Tricks and Tweaks to Optimize Your Website Performance
Speakers: Renato Sogueco, AAF, PFCI, Floriology powered by BloomNet
Even post pandemic an unprecedented number of customers continue to go online to purchase floral gifts. Is your website fully optimized to capture these sales? Join Renato Cruz Sogueco, AAF, PFCI, VP of Digital Strategy at BloomNet and lead business instructor at Floriology, as he shares the best practices for optimizing your website to increase website rank, convert web visits to sales, and ensure you are leveraging all the resources and tools to grow business.
You’ll learn:
- How to use the frequently asked questions section (and the answers you provide) on your website to enhance SEO.
- How content such as blogs and videos can improve your ranking in web search results.
- How Google My Business can be a powerful tool not only to boost relevance but to also engage customers.
- How Google Ads can protect your brand and drive traffic, even for new websites and new floral businesses.
- Best practices for increasing conversions.
