When SAF Maui 2016 kicks off today, the gathering will include about 85 first-time attendees to the Society of American Florists’ annual convention.
These first-timers represent a diverse cross section of the industry — from longtime florists who have always wanted to attend the event, to next-generation owners looking to tap into the event’s deep well of expertise, along with suppliers ready to introduce new products and leaders of multinational corporations hoping to get in real face time with their industry customers.
Oh, yeah, and did we mention that the convention this year is in paradise? That turned out to be a big draw, too. Overall, more than 400 industry members are expected to join SAF in Maui this week for the convention, which includes dozens of educational sessions, recognition of some of the top industry leaders and competition that put forward the best in design and new varieties.
“I am just so excited for this incredible opportunity,” said Jessica Bailey of Allan’s Flowers in Prescott, Arizona. “I can’t choose what I am most excited for, because all of the events and educational sessions seem so great.”
One thing Bailey won’t miss: The 2017 Floral Trends Preview on Friday, when Michael Skaff, AAF, AIFD, PFCI, will present the industry’s leading forecast of flower trends and floral styles for events and weddings.
Valerie Lee Ow of J. Miller Flowers and Gifts in Oakland, California, said she’s excited to glean some granular tips on effective practices in social media and online marketing from one of several tech-focused sessions. Miller, who has been involved with her family’s business for 46 years and is attending this year with her 24-year-old daughter Jessica, said she’s also excited to participate in the 49th Annual Sylvia Cup Design Competition on Saturday. Another item on Ow’s convention to-do list? Snag a seat at the Annual Marketing Breakfast on Friday so that she can get an inside scoop on SAF’s second Petal it Forward campaign on Oct. 19.
“We are planning to participate in Petal it Forward in the Oakland and San Francisco Bay Area, so can’t wait to learn more about this program,” she said.
Like Ow, Johanna Julyan of Bloem.Chocolates.Flowers.Paperie in Spokane, Washington, said she’s been “wanting to attend” SAF conventions for several years, but the daily grind of running a business always made the trip hard.
Still, having attended shorter, one-day SAF events in the past, Julyan knew the investment of time and money could pay off. This year, she made the trip. She’s looking forward to a number of sessions, including “Dealing with Difficult Employees” on Thursday, and “What’s Your Exit Strategy?”, “AdWords” sessions and “Training New Hires,” all on Friday.
For Deb Delaney of Lyal Nickals Floral Design in San Leandro, California, attending an SAF convention was a “bucket list” item in her 40-plus year career. Like many attendees, she’s looking forward to the unscheduled time between sessions and the networking events; after all, it’s rare to have so many industry members from every segment gathered together.
“ enthused the participants that address all aspects of business within the industry,” she said.
The importance of that networking time can’t be overstated, according to attendees such as Joep Wiegel, CEO of Chrysal International. He made an international trip from The Netherlands just to get that face time.
“The USA is our biggest market, so for me attending the SAF is long overdue,” he said, adding that he’s most excited about “having the opportunity to meet customers and to get a better insight in the U.S. floral market.”
Lani Callister, the fresh flower manager/buyer of Ensign Wholesale Floral in Salt Lake City, Utah, said she made the trip to “learn new things and improve our business,” meet “sales friends that I know only on the phone, renew past acquaintances and make new friends.” She’s also “very excited” to check out some eye-popping new flower varieties at SAF’s Annual Outstanding Varieties Competition.
Tricia Cox, who teaches floral design courses at Brigham Young University-Idaho in Rexburg, joined SAF earlier this year with the express purpose of “staying in the know” and creating opportunities to connect my students with others in the industry.” She said she’s hoping to also achieve those goals this week in Maui.
“Conventions like this always rejuvenate my excitement about flowers and jumpstart new ideas,” said Cox, adding that one of her projects this semester is to set up a mini shop on campus to afford her students some real-world experience.
Justin Watanabe is one of the few attendees this year who didn’t have to travel across an ocean to get to SAF Maui 2016. The operations manager for Watanabe Floral Inc. in Honolulu, Hawaii, said he’s benefited from SAF educational events in the past, when his co-workers attended and came back with ready-to-implement ideas. This year, it’s his turn.
“I am most excited about Supplier Expo, to be able to network and meet new possible suppliers,” he said. “Also I have never been to a convention specifically about floral. I have been to different types of training, to facilities conventions, but not one just about floral. Everyone seminar can easily be applied to my company.”
The Supplier Expo also attracted first-time attendees who are looking to introduce their products to SAF members.
Elizabeth Blanford and Mark Fisher of Floral Mechanics in Sachse, Texas, hope their product can help florists with structural design needs, including the construction of floral walls. But in Maui, they’re most interested in “seeing everyone’s feedback on our product” and learning “exactly what other florists’ structural needs are.”
Talking to customers and potential customers is also a goal of Michael Delgorio, marketing director of UFN, who will be on site with five colleagues to discuss the company’s new POS and online, Floweroo by UFN, which will also be part of Thursday’s Premier Products Showcase.
