Talmage McLaurin, AIFD, of Esmeralda Farms, will present the 2024 Flower Trends Forecast at SAF Phoenix 2023, the association’s 138th annual convention Sept. 6-9.

There’s little business owners can do to control the inflation and economic uncertainty that’s dominating today’s environment. But what business owners can control is how they respond to it and adapt.

The Society of American Florists planned SAF Phoenix 2023, SAF’s 138th annual convention Sept. 6-9 at the Westin Kierland Resort & Spa in Scottsdale, Arizona, with that in mind.

On tap is an educational lineup to help you understand business trends, find growth opportunities, increase your profitability, stay ahead of developments in technology and inspire your team. SAF is also bringing you the 2024 Floral Trends Forecast so you can tap into customers’ wants and sell more. And new features, such as a tour of progressive retailers and an expanded Supplier Expo, will inspire and keep you connected.

“SAF has put together a stellar lineup of education sessions that include topics like using artificial intelligence, marketing automation, succession planning and more — all topics that floral business owners and their teams need to drive growth in today’s market,” says SAF President Michelle Castellano Keeler, AAF, of Mellano & Company.

Get Inspired

New this year, the convention offers a behind the scenes look at progressive floral retail businesses in the Phoenix area. Take notes, snap pictures, ask questions and gain valuable insight about the operational strategies these progressive shops use.

The convention also features the 54th annual Sylvia Cup Competition — the longest-running, live national floral design contest (interested in competing? Click here); the Outstanding Varieties Competition, where growers from around the world showcase their best varieties and a Supplier Expo for attendees to see the latest products and services from dozens of vendors.

Make Connections

SAF Phoenix 2023 offers plenty of opportunity to network and meet at SAF President’s Welcome Party hosted by SAF President Michelle Castellano Keeler, AAF; the First Timers Reception for those who are new to convention, the Next Gen Reception for floral professionals 45 years old and younger, and the SAFPAC party, where floral pros will have fun and raise money for SAF’s political action fund.

Stay Informed

Kate Penn, SAF CEO, will kick off the convention with the “State of the Industry” address, detailing the highs and lows of the past year, challenges and opportunities going into 2024 and what SAF is doing to address those issues.

SAF is also presenting the 2024 Flower Trends Forecast by Talmage McLaurin, AIFD, of Esmeralda Farms. McLaurin draws inspiration from home décor and fashion, florists and other professional forecasters such as Pantone and The Trend Bible to compile his forecasts, which have been informing the industry for more than three decades. In his presentation, McLaurin will reveal eight trends to help florists better tap into today’s consumer and sell more.

The convention features more than 23 education sessions and workshops that fall under four tracks: operations and strategy, team development, growth and profitability and trends. The schedule of events can be found here.

“I attribute a lot of our business growth to attending SAF’s convention,” says Jen Barnard, AAF, of Tillie’s Flower Shop in Wichita, Kansas. “It helps me stay ahead of the game. Worth every penny and every minute spent!”

In the growth and profitability track, sessions include:

• Reaching Customers in a Crowded Digital Landscape
• Leveraging Third-Party Delivery
• Empowering Innovation: Unlock the Hidden Potential and Performance in Your Team
• Idea Exchange: Tapping New Growth Centers
• Building Brand Loyalty
• The Future of Digital Marketing
• The Future of Logistics
• Leveraging Artificial Intelligence

In the operations and strategy track, sessions include:

• State of the Floral Industry
• Operational Tools That Sustain Your Business
• Tour of Progressive Florists
• In Store Experiences Workshop
• Sharing is Caring: How Open-Book Management Drives Sales and Profits
• Sustainability and Floriculture
• What’s Your Exit Strategy?

In the team development track, sessions include:

• Blueprint for Family Business Succession
• What’s Your Team’s North Star?
• Leading with Empathy in Challenging Times
• Idea Exchange: Finding and Keeping Employees
• Harvesting Talent in Local Schools
• Impact of Communication Styles on Morale, Culture, Performance and Results

In the trends track, sessions include:

• 2024 Flower Trends Forecast
• State of the Industry
• Outstanding Varieties Highlights Tour
• 54th Annual Sylvia Cup Competition
• Hands-on Design Demo and Experience Zone

(For information on registering, and to see the schedule, click here.)

Amanda Jedlinsky is the managing editor of SAF NOW.