How an Event Florist Enhanced Sales by 2400%
About 15 years ago, Miami floral design and event company Petal Productions had a handful of employees and was making about $1 million a year.
Today, the business and its team of 100 employees produces about 500 weddings a year, earning the company $25 million in sales, says Carlos Muina, chief creative officer and head of production.
The key to Petal Productions’ exponential growth, Muina say, comes down to two key factors: supporting its employees and a strong commitment to service.
Muina will share more secrets to the company’s success during his presentation, “Under the Microscope: Unlocking the Key to Double-Digit Growth,” at SAF Miami 2024, the Society of American Florists’ annual convention Aug. 6-9. Attendees can get even more insights into Petal Productions during an optional tour on Aug. 9 that also includes stops at Miami importing facilities.
A Commitment to Service
At the core of Petal Productions’ growth is its commitment to service.
“We are in the hospitality business,” Muina says. “We are here to serve.”
By prioritizing client satisfaction and proactively addressing challenges, Petal Productions has established itself as a trusted partner in the events industry.
Muina trains his team to say “yes” to customers, assist vendors and be the fixer of any problems. That includes lending a hand with tasks like helping a venue set up chairs if they are running behind, always cleaning up after themselves, and helping wedding planners troubleshoot problems that might not even involve florals.
“I train my team to say ‘yes’ on that job site and fix any and all problems,” Muina says. “Because that planner or vendor is going to remember that and think, ‘You know what? When I work with Petal, I don’t have to worry.’ That’s service.”
That approach has won the company much of its business through vendor referrals, Muina says, and it’s helped the company get jobs outside of South Florida.
Supporting the Team
It’s impossible to provide impeccable service without employees who are set up for success, Muina says. For example, Petal Productions team members have clearly defined roles and processes in place to ensure flowers and vessels are ready for designers, arrangements are organized and loaded onto the right trucks, and the on-site staff knows exactly where the designs should be placed.
“People have a set expectation of what is required of them when they come to work every day,” he says.
Empathy also goes a long way. Muina tries to get to know each team member, so when someone is consistently late, he knows it is because they have a child with a disability who can require extra time some mornings. Or when a high performer is having an off week, he knows it is because of a sick relative.
In addition, the management team ensures its staff is supported with training and other team members who work towards the same goals. Muinas eschews the notion of hiring individual superstars in favor of fostering a cohesive team environment. “No one is above anybody else,” he says. “Their job is just as valuable as yours and as necessary to the process.”
To learn more and register for SAF Miami 2024, click here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
