For Hailey Kinner, attending Next Gen LIVE! is about building on her family business’s foundation while identifying strategic opportunities for innovation and long-term growth.
After 14 years in the marine industry, she recently returned to work alongside her father at Belview Flowers in Newland, North Carolina, eager to bring fresh perspective to an established operation.
“I’m motivated to honor what’s been built while also finding thoughtful ways to innovate and support sustainable growth,” she says.
Kinner is among more than 50 first-time attendees (among 130 total attendees) heading to Raleigh, North Carolina on Sunday for the Society of American Florists’ fifth annual Next Gen LIVE! conference. Now in its fifth year, the event is built for emerging leaders seeking actionable education — from high-stakes communication training and trend forecasting to operational strategy and research that directly impacts quality, efficiency and profitability.
Turning Insight Into Action
Angie Lemmon of Cherokee Creek Farm says she was “sold on the content-rich agenda,” drawn to sessions that connect leadership with application.
“I’m excited to step into a new space, hear fresh ideas, and see what’s trending,” she says.
Trend forecasting from Talmage McLaurin, AIFD, of Esmeralda Farms will help attendees keep their work fresh, relevant and profitable — insights participants can reference all year.
Attendees will also tour North Carolina State University’s horticultural facilities to explore research on post-harvest care, cold storage and flower longevity — science that impacts quality, waste and margins.
“The more we understand the science and infrastructure supporting our industry, the better we can serve it — whether that’s through product development, education or marketing,” says Angelique Witcher, director of marketing for Accent Décor and a member of the Next Gen Committee. “That kind of insight has a ripple effect.”
For first-timer Garrison Clower of Rose Hill Flowers in Nashville, Tennessee, the goal is practical: leave with strategies to increase profitability, strengthen staff buy-in and operate more efficiently.
“I’ve been at Rose Hill Flowers for five years and am excited to gain broader industry knowledge beyond what I’ve learned at our shop,” he says.
Building Community
While education drives attendance, organizers say connection helps sustains the impact.
“Introduce yourself. Ask questions. Sit at new tables. Follow up with people after the conference is over,” advises Erin Bruno, AAF, vice president of sales and marketing at McNamara Florist in Indianapolis, and a member of the Next Gen Committee.
Kelly Balfa, director of sales and customer service at Something Borrowed Blooms, is attending for the first time as an exhibitor, intentionally seeking relationships with progressive florists.
“Next Gen brings together forward-thinking florists who are actively shaping the future of the industry,” she says. “It’s a dynamic environment where real momentum happens.”
That momentum defines the experience, says Megan Gerace, floral account executive at GravityFree and chair of the Next Gen Committee.
“Next Gen LIVE! is where conversations turn into collaborations,” she says. “It’s where someone you’ve followed online becomes a real-life friend.”
For first-time attendees like Kinner, that blend of leadership development, profitability strategy and peer connection feels timely.
“It feels like the right moment to learn, share, and help carry our business forward,” she says.
Katie Vincent is the senior contributing editor for the Society of American Florists.
