Think floral design workshops only hold appeal around the holidays? Think again. Design workshops can be a great way to drive foot traffic, generate extra revenue, and connect with new customers during slower summer months.
“I do workshops all year-round,” says Debra Bazile, owner of Flowers by Elonne in Miami. She’s built her business on hosting workshops because they combine some of her favorite things: flowers, teaching, spending time with people, and engaging with her community.
Another benefit of workshops? The opportunity to educate attendees and cultivate an appreciation for the work florists do.
Teach customers what flowers are in season, where they come from, and why certain colors are combined (or not) in an arrangement and more. Teaching customers the “why,” not just the “how,” is crucial, Bazile says.
“You have to be able to educate people on what it is they’re doing and the intention behind it,” she says. “Once they understand that, they understand it’s not easy being a florist.”
Workshop attendees will walk away with a newfound appreciation for floral artistry, as well as the time and expertise required. Bazile says she believes they’re more likely to make future purchases from a florist rather than a big-box store, and to spend more on an arrangement, because they see the value. And, they’re more likely to choose your shop when they need flowers, she says.
“About 80% of the people that I host workshops for become future clients,” Bazile says. “They now see me as an expert.”
Bazile offers tips and best practices to help get you started.
Plan for profitability
Pricing a floral workshop may feel daunting. Business owners can protect their bottom lines by carefully considering costs before setting the event’s price tag, Bazile says. First, decide on what kind of arrangement you want to make. Then, price it like you would for retail.
Make sure you factor in your labor, any decorations or refreshments, and the time and materials spent cleaning up the space before and after. If you’re hosting a workshop at a venue, add the rental fees and divide it among the number of tickets to be sold. Florists may want to require a minimum number to host the event. Conversely, they may want to set a maximum to maintain an intimate, manageable event.
Leverage holidays
Holidays, large or small, provide a perfect excuse to host a floral design workshop. Summer’s biggies are Independence Day (July 4) and Labor Day (Sept. 1). Bazile says florists could use their creativity to develop a theme around the holidays, such as “Sparks and Blooms” for Independence Day. Sprinkle your space with holiday-related decor or incorporate red, white, and blue blossoms into the bouquet you’ll help your students create.
A smaller summer holiday that’s gaining traction is National Girlfriend Day (Aug. 1), which began as a way for women to celebrate their female friendships and has since evolved to include romantic partners. It’s a fantastic fit for floral workshops, as women are already more likely to sign up.
“Some of the most successful I’ve had have been with girlfriend-type social workshops where women come together,” Bazile says.
She hosted a sold-out Galentine’s Day (Feb. 13) event earlier this year for 25 participants. Dubbed “Fizz & Florals,” the festive affair included complimentary champagne.
Offer a bridesmaids’ bash
Personalized floral design workshops can be an enticing alternative to traditional bachelorette parties. They can also offer bridesmaids a chance to personalize their own bouquets, Bazile says. Florists can provide a variety of stems using the bride’s preferred color palette and help bridesmaids design and assemble arrangements. Florists may need to help finish off bouquets to ensure they’re picture-perfect for the ceremony, Bazile says.
Marketing a DIY workshop for bridal parties can be simple and straight-forward: It’s a bonding experience for the bride and her besties.
Avoid potential pitfalls
Most avoidable workshop mistakes are related to poor planning. Florists must ensure they have enough materials on hand to account for the inevitable broken stem or botched petal-removal process, says Bazile. Another pitfall is not factoring in those additional material costs when setting your ticket prices.
Other mistakes involve event execution. Florists must remember that they’re offering an experience, Bazile says. Don’t rush students through the event to get them out the door. Take the time to personalize it and establish a relationship with your students.
“Another mistake I would watch out for is going in and thinking that everybody is a designer,” Bazile says. “They’re not, so be gracious enough to make it teachable.”
Read more about planning successful workshops, how to market workshops, and how to leverage workshops to build loyal customers.
Laurie Herrera is a contributing writer for the Society of American Florists.
