Save the date for SAF’s signature events that will help you and your business grow in 2024.
Behind every thriving industry are profitable businesses, and behind those businesses are smart, progressive leaders and their teams in need of education, training and networking to stay ahead. The Society of American Florists has plenty of those opportunities on tap in 2024 for every segment of the industry.
In late February, SAF is taking its third annual Next Gen LIVE! conference for floral pros 45 and under to the flower farming-rich area of San Diego. In March, floral pros will converge on Capitol Hill top tell lawmakers about the industry’s biggest legislative priorities during SAF’s 44th annual Congressional Action Days. And in August, SAF will hold its 139th annual convention in Miami, where floral pros will be treated to world-class business training, trendspotting and networking.
Next Gen LIVE!
February 25-27, San Diego
SAF is building on the success of the past two Next Gen LIVE! conferences and taking the event to the West Coast, where floral pros 45 and under will tour flower farms, network and attend educational sessions tailored for their generation, by their generation.
The event is unique because it exposes young floral professionals to different facets of the industry and enables them to develop leadership skills and network with peers, which can help keep them in and excited about the industry, says SAF CEO Kate Penn.
“This event addresses a strategic priority for our industry: engaging the next generation of talent,” Penn says. “It’s something the entire industry can really embrace because the success of the industry depends on it.”
This year’s Next Gen LIVE! conference in June drew 180 young retailers, wholesalers, importers, growers, breeders and manufacturers to Miami, where they got a glimpse into the importing scene, toured several Miami-are progressive floral shops, and attended educational sessions focused on leadership, communication, social media skills and more.
“All of the sessions were absolutely incredible, but I think the thing that changed me the most was being around so many like-minded individuals — especially people so close to my age,” says Danae McKenna of Radebaugh Florist and Greenhouses in Towson, Maryland. “To be around all of those people that can share their experiences and give me advice on how they handled things was just incredible.”
Next Gen LIVE! attendees participate in an educational session at this year’s event.
44th Annual Congressional Action Days
March 18-19, Washington, D.C.
Floral professionals will continue their work on Capitol Hill in March during Congressional Action Days, where in 2022 they successfully lobbied for and secured a $1 million increase in annual funding for the Floriculture Nursery & Research Initiative.
During this year’s event in March, attendees successfully lobbied to protect that increase in FNRI funding for the fiscal year 2024 budget, despite cuts across other domestic spending programs. They also discussed the need to reform agricultural labor, provide access to duty-free flowers, and renew the Farm Bill, which provides funding for innovations, research and disaster relief for specialty crops. Next year at CAD, Farm Bill renewal negotiations will likely be front and center on Capitol Hill and be at the top of the list of SAF’s legislative asks.
“Our legislators need to hear about the issues affecting the floral industry,” President Michelle Castellano Keeler, AAF, says. “We need as many voices as possible to join us and share our priorities face to face with Congressional offices — especially in an election year.”
Congressional Action Day attendees on their way from appointments on Capitol Hill at this year’s event.
SAF Miami 2024
August 6-9, Miami
SAF’s 139th annual convention in 2024 is happening a month earlier than usual at the JW Marriott Miami Turnberry Resort & Spa in Aventura, Florida. The date was shifted to early August in response to feedback that September is a busy time of year with weddings and back to school, Penn says.
“We hope that this time of year makes it easier for our industry to step away from the business for a few days – and maybe even add on a vacation while they’re there,” she says.
SAF’s annual convention features more than two dozen educational sessions, the Sylvia Cup Design Competition, the Outstanding Varieties Competition, a Supplier Expo, and countless opportunities to network.
“SAF’s convention is one of the only places I know of that where all floral industry segments come together to learn and get a better understanding of each role in the supply chain,” says Amy Desperito of Natural Flowers. “The educational content is exceptional, and the energy is electric!”
SAF is also in the process of securing 2024 dates and locales for its popular 1-Day Profit Blast – stay tuned tosafnow.tempurl.host for those dates as well as information on when to register for 2024 events. (Looking for some education this fall? SAF’s 1-Day Profit Blast is coming to Portland Chicago — learn more here.)
Talmage McLaurin’s Trends Forecast has been a much anticipated feature at recent SAF conventions.
Amanda Jedlinsky is the managing editor of SAF NOW.