Social media getting stale? Having trouble finding floral designers? Wondering who will take over your business so you can retire? Cringing at the waste in the design room eating into your profit margin?
And are you too busy or stumped to even begin addressing these problems?
“These are all common challenges we hear about from our members,” says Society of American Florists CEO Kate Penn, “many of whom don’t know how — or can’t find the time — to take the first step to finding solutions.”
They’re not alone. A recent survey by business coaching organization The Alternative Board found that 63% of small business owners work more than 50 hours a week. Even more cite being too busy as the reason they haven’t tackled big issues like succession planning, staff training systems, or marketing overhauls.
SAF President-Elect Lori Wheat, AAF, can relate firsthand to these challenges from 34 years of running Lafayette Florist in Erie, Colorado. And that’s why she’s looking forward to SAF Phoenix 2025, the association’s 140th annual convention Aug. 11-14.
“These challenges are tough, but when I look at the educational lineup for this year’s convention, I realize they’re not unsurmountable,” she says. “I know from many years of attending convention, that if I carve out some time to implement what I learn at convention and work on my business — instead of in it — I can work through these challenges.”
Penn says this year’s event is a launchpad for floral businesses looking to overcome challenges — including strategies to help business owners work more on the businesses, not in the business. The education also provides insights to help businesses stay ahead in a rapidly changing landscape.
Wheat pointed to four examples of how the event will help floral industry peers:
- Plan Your Succession
Secure your financial future and protect your legacy with guidance from business consultant and certified exit planner Julie Keyes of KeyeStrategies. In her session, “Exit Ready: A Legal and Financial Roadmap to Succession,” Keyes will cover legal and financial considerations including valuation tax planning and ownership transfer. - Train New Designers
With a basic designer training program in place, you can confidently hire employees with little or no design experience and grow them into productive and efficient designers. In “Train to Sustain: Set New Designers Up For Success,” Eileen Weber, AAF, PFCI, of Lake Forest Flowers in Lake Forest, Illinois, will explain how to build a training program that reinforces consistency, cross-trains, and accelerates skill-building. - Refresh Your Social Media
Give your social media strategy a comprehensive overhaul to get results with social gurus Sarah LoBue, AIFD, PFCI, of Main Street Florist in Carlinville, Illinois, and Kelsey Thompson, AIFD, PFCI, of Bloom Floral in Algona, Iowa. Their workshop, “From Posts to Profits: Master Social Media Strategies,” takes attendees beyond pretty posts and into performance-driven planning and will help you define your goals and audience, explore how AI tools can build customer profiles, think like a content creator, use common apps like Canva and CapCut, and track results. (This session requires a separate registration upon completion of your registration for convention.) - Control Fresh Product Costs
Your profit margins are being squeezed like never before with inflation, tariffs and rising costs. Learn how to make every stem count and cut waste in the design room with Jim Daly, AAF, of FloraLife, and Russ Griffin, of Griffin’s Flowers in Columbus, Ohio. “Stop the Shrink: Strategies to Cut Waste” delivers practical techniques for better inventory management, care and handling, buying, and employee training to protect your profit margin.
“And that’s just four of the more than 20 education sessions,” Wheat says. “If these don’t resonate, check out the full program. I guarantee you’ll find something that does.”
Wheat adds that SAF is so confident in the event’s ability to positively impact every attendee’s business, that SAF offers a money-back guarantee to anyone who is not fully satisfied with their experience.
Learn more abotu SAF Phoenix 2025 and register here.
Amanda Jedlinsky is the senior director of content of communications for the Society of American Florists.
