Arizona Flower Market received the floral industry’s top marketing honor for Tempe Blooms, an immersive community festival that filled Tempe, Arizona, with large-scale floral installations, hands-on activities and opportunities to experience flowers in unexpected ways.
The company was revealed as the winner of the Society of American Florists’ 32nd annual Marketer of the Year contest during SAF’s 141st annual convention Aug. 18-20 in Amelia Island, Florida. The award, sponsored by Design Master, a division of Smithers-Oasis, includes a $5,000 cash prize.
Tempe Blooms attracted more than 99,500 people and generated $134,549 in direct event sales. But its impact extended well beyond the festival grounds: The event brought together 67 vendors and more than 45 local merchants and community partners, earned 78 media placements and generated a combined social media reach of 5 million, including 3.4 million in organic reach.
The campaign’s success came from its ability to make flowers part of a larger shared experience. Public floral installations created highly visible focal points, while bouquet bars, floral art and other interactive elements invited visitors to participate rather than simply observe. A preview event gave influencers and members of the media private tours, opportunities to create content and hands-on experiences designed to encourage advance coverage and social sharing.
The festival also showed how floral businesses can expand their reach through community partnerships. By working with the Downtown Tempe Authority, area businesses, vendors, sponsors and volunteers, Arizona Flower Market created an event that promoted flowers while driving traffic and attention throughout the community.
Accepting the award on behalf of the company, general manager Brent Denham reflected on advice shared 14 years earlier by his sister-in-law Cheryl Denham, when LUX Wedding & Event Florist received the same honor at SAF’s convention: Entrepreneurs must take calculated risks and have the right team to execute them.
“Over the years, I’ve come to realize she was really talking about surrounding yourself with extraordinary people,” he said. “Because when we look back on the most meaningful moments of our lives, they were never defined by a single decision. They were defined by the extraordinary people who believed in us, challenged us, and walked beside us.”
The complete story of Tempe Blooms — including how the team developed, promoted and measured the campaign — will be featured in the September/October issue of Floral Management magazine.
The 2027 Marketer of the Year contest opens for entries March 1, 2027. Floral businesses from all segments and of all sizes are encouraged to enter campaigns executed within the last five years that demonstrate creativity, strong execution and measurable results.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
