In design rooms across America, floral designers are experimenting with new mechanics— from dramatic of floral walls to delicate of ribbon-suspended stems — and owners are wondering: Do these flourishes actually drive profit toward our bottom line?
On Oct. 7 at the Society of American Florists’ 1-Day Profit Blast in Portland, Oregon, Derek C. Woodruff, AIFD, CF, PFCI, will speak to the challenge all florists face in managing the latest and greatest in new floral design and mechanics while making money and fueling new business.
Woodruff, owner of Floral Underground in Traverse City, Michigan, said he is excited to bring “innovative, hands-on” concepts to Portland, and to share how simple ideas can tap into new ways that shoppers want to explore the floral industry in “M3: Money Making Mechanics.” (Read more about Woodruff and his ability to tap into design room trends in Floral Management)
“M3 is about the evolution of floral mechanics within our industry, old to new, and how to use the most appropriate mechanics in each project to maximize profitability,” Woodruff said. “In addition, I will cover how to successfully set up a terrarium bar, either as a pop-up workshop or event, or as a permanent installation in a retail store.”
Some specific techniques Woodruff plans to tackle: armatures, Kubari, proper use of the Egg and the Pillow, along with terrarium construction rules and mechanics using moss, plants, and other mediums.
SAF’s 1-Day Profit Blast in Portland is sponsored by Frank Adams Wholesale Florist . Woodruff’s session is sponsored by Syndicate Sales.
SAF launched the Profit Blast series to help bring high quality, high value education opportunities to retail florists across the country — all in an effort to better serve members who want to learn best practices and share them among staff, said Jenny Scala, SAF’s director of marketing and communications.
Kathy Cunningham of Moody Blooms in Portage, Indiana left the recent Green Bay event with a notebook full of ideas from the four presentations, which she couldn’t wait to put into practice.
“I’m going home pumped and rejuvenated,” she said after the event.
Lugene Olson of Hummingbird Floral & Gifts in Shoreview, Minnesota said the event was a great use of a Sunday, and an opportune time to network.
“It was wonderful to spend time with other shop owners and designers, and hear that we are all facing the same struggles day to day — and yet we all love [what we do],” said Olson. “I came away with at least three solid ideas to improve my shop’s profitability.”
Find out more about the educational sessions and events at SAF’s 1-Day Profit Blast in Portland on Oct. 7. Register soon to save with early-bird pricing on tickets and hotel accommodations available through Sept. 27.
Anne Holub is a contributing editor for The Society of American Florists