Unlock Growth and Ideas That Deliver ‘Immediate’ Results

SAF Phoenix 2025 convention attendees will have the opportunity to meet with dozens of vendors at the Supplier Expo.

Jonathon Boundy has been to many of the Society of American Florists’ annual conventions in his 32 years as a florist — and he’s never been disappointed.

“We’ve never attended one without learning something that made us the money to pay for the entire trip,” says Boundy, who with his sister co-owns Expressions In Bloom in Corvallis, Oregon. “There’s always been something that we’ve learned.”

SAF Phoenix 2025, Aug. 11-14 at the Westin Kierland Resort & Spa in Scottsdale, Arizona, is packed with events, competitions and education that inspire and empower floral professionals to overcome today’s challenges and grow their businesses.

Past attendees say convention education sessions made them feel empowered and gave them ideas to implement in their business.

The programming includes expert advice to control costs, build better teams, streamline operations and sustain business growth during uncertain economic times. The event also features keynotes including SAF Chief Economist Charlie Hall, Ph.D.’s much anticipated economic outlook and SAF CEO Kate Penn’s State of the Industry address. Other keynotes include the 2026 Flower Trend Forecast by Talmage McLaurin, AIFD, of Emeralda Farms, and “Unlocking Passion, Performance and Transformation” by motivational speaker and author Seb Terry. (See the full schedule here.)

Martha Aaron, AIFD, TMF, of Mountain High Flowers in Sedona, Arizona, a returning convention attendee, says she looks forward to another year of training and empowerment.

“Last time I attended, I came away with ideas and tools I immediately applied to my business,” she says.

The Outstanding Varieties Competition features hundreds of growers’ and breeders’ best flowers and foliage.

Network and Discover

In addition to education, SAF’s convention provides industry professionals a place to network.

 Michelle Peters, AIFD, of Ambiance Floral & Events in Albany, New York, attended her first SAF convention last year and said it was an excellent place to talk with peers from throughout the country and vendors from all segments of the industry, particularly during the Outstanding Varieties Competition and Supplier Expo, which this year features premium giveaways (see a list of giveaways here).

“I always love the vendor fair as you get to see the next hot item and see all the new varieties of flowers displayed,” Peters says. “I can’t wait to go this year!”

David Levine of Central Square Florist in Cambridge, Massachusetts, says he learned about products the Supplier Expo last year “that I used on the first day back in the store.”

Aaron added new flowers to her cooler —BluOcean chrysanthemum varieties — after discovering them at the 2023 Outstanding Varieties Competition, in which breeders and growers display their best flowers and foliage.

The Sylvia Cup Design Competition is an iopportunity for floral designers to challenge themselves and grow their skills.

Compete and Celebrate

Aaron is eager for this year’s event, not just because it “combines inspiration with practical, business-focused education,” she says, but because she’s putting her floral knowledge and design skills to the test by competing in the 56^th Annual Sylvia Cup Design Competition. Designers are given the same flowers, foliage, and supplies, and given two hours to complete a design challenge.

After watching other designers present stunning arrangements at the 2023 SAF convention, Aaron is entering the contest for a chance at bragging rights and the top prize, $3,000 and complimentary registration to next year’s convention.

“It’s a great opportunity to challenge myself and grow as a designer,” she says.

Learn more and register about the convention here.

Laurie Herrera is a contributing writer for the Society of American Florists.