Profit Blast, Denver, CO

Location/Conference Hotel

Intercontinental Cleveland
9801 Carnegie Ave. 
Cleveland, OH 44106

To reserve your hotel room: book online here.

SAF Profit Blast room rate $199 single/double 

Room Block Cutoff date: May 20, 2024

Always book your SAF hotel rooms using the information posted above.

If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations.  If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver Kern at 703-838-5221 or meetings@safnow.org.

Interested in exhibiting? Contact Maura Kenny

Cleveland Schedule

  Monday, June 10 

  4:00 – 8:00 p.m.

 Special Pre-Profit Blast Event: Click here for details.

 Experience an evening at the Cleveland Botanical Garden with Kennicott and Smithers-Oasis

Tuesday, June 11

11:30 a.m. – 1:00 p.m.

Network, Meet with Tabletops & Light Lunch Served

Lunch Sponsored By:

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1:00 p.m. – 1:15 p.m.

Welcome and Opening Comments

Exclusive Pre-Profit Blast Event

Experience an evening at the Cleveland Botanical Garden with Kennicott and Smithers-Oasis

Register for Profit Blast Cleveland to reserve your space for this FREE bonus event!

Limited space available: the first 75 Profit Blast Cleveland attendees receive FREE registration to this event.

Monday, June 10

4:00 – 6:00 p.m.

 

Skills Series Workshop: Enhance your artistry and business savvy with Kennicott & Smithers-Oasis Design Directors! Embark on a journey of floral mastery designed to invigorate both your artistic flair and business strategies. Each session is designed to empower you with new skills and insights. Rotate between these educational sessions and engage in hands-on learning experiences.

Educational Sessions

  • Bouquets Brilliance: Dive into the world of bouquet design. Discover innovative techniques and styles that set your work apart.
  • Wearable Wonders: Explore the enchanting realm of floral wearables. Learn how to craft eye-catching pieces that capture the essence of nature.
  • Profitable Upsells: Master the art of upselling in everyday designs. Gain insights into transforming ordinary orders into extraordinary experiences for your clients.

6:00 – 8:00 p.m.

Mingle with the Masters: A Night with Smithers-Oasis Design Directors: After a day of enriching your skills, unwind and engage in an evening filled with fine dining, delightful drinks, and deep-dive discussions with the renowned Smithers-Oasis Design Director team. Connect with fellow florists, exchange ideas, and build relationships while gathering fresh ideas, tips, and tricks from the best in the business. 

    Available to the first 75 SAF Profit Blast attendees!

    Don’t miss this chance to elevate your floral designs and business acumen. Secure your spot today by registering for SAF Profit Blast Cleveland

    Past Profit Blast Programs

    Location/Conference Hotel

    Marriott Chicago O’Hare
    8535 West Higgins Road
    Chicago, IL 60631

    To reserve your hotel room, call 773-693-4444 or book your room online.

    SAF Profit Blast room rate $149 single/double
    The hotel cutoff date is October 14, 2023

     

    Always book your SAF hotel rooms using the information posted above.

    If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations.  If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver Kern at 703-838-5221 or meetings@safnow.org.

    Interested in exhibiting? Contact Sheila Santiago.

    Location/Conference Hotel

    Sheraton Needham Hotel
    100 Cabot Street
    Needham, MA 02494

    To reserve your hotel room, call 781-444-1110 or book your room online

    SAF Profit Blast room rate $179 single/double
    The hotel cutoff date is June 22, 2023

     

    Always book your SAF hotel rooms using the information posted above.

    If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations.  If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver Kern at 703-838-5221 or meetings@safnow.org.

    Interested in exhibiting? Contact Sheila Santiago.

    Supplier Showcase

    Top floral industry vendors will showcase the newest products and network with attendees.

    • BloomNet
    • Ball SB
    • Cue Candle Co
    • Continental Farms
    • Caddy Up Solutions
    • Details Flowers
    • Flower Shop Network
    • gotFlowers?
    • Jacobson’s
    • Smithers Oasis
    • Sun Vallley
    • Syndicate Sales

    Location/Conference Hotel

    Embassy Suites by Hilton San Marcos Hotel Conference Center & Spa
    1001 E. McCarty Lane
    San Marcos, TX 78666

    To reserve your hotel room, call 512-392-6450 or book your room online.

    SAF Profit Blast room rate $179/ night
    The hotel cutoff date is 12/15/2022

     

    Always book your SAF hotel rooms using the information posted above.

    If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations.  If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver Kern at 703-838-5221 or meetings@safnow.org.

    San Marcos Program Schedule

    11:30 a.m. – 1:00 p.m.

    Network, Meet with Tabletops
    Light Lunch Served

    Denver Program Schedule

    1:15 p.m. – 2:15 p.m.

    Make it Work

    Speaker: Derek Woodruff, AIFD, CFD, CF, PFCI, Floral Underground

    In a world of uncertainties when it comes to supply and demand, trends, and curveballs at every corner, what can you do to sharpen your skillset? In the craft of floral design, stepping outside of your comfort zone and trying new things will help push your boundaries and make you more than just a creative designer. In this design program, learn how to turn obstacles into opportunities.

    You’ll learn:

    • How to be creative with limited resources.
    • How to pivot and make alternative substitution selections.
    •  The latest in design styles, trends and products.

    2:15 p.m. – 2:45 p.m.

    Network and Meet with Tabletops

    Location/Conference Hotel

    Marriott Cedar Rapids
    1200 Collins Road, NE
    Cedar Rapids, IA 52402
    SAF hotel rate: $135/night
    Hotel Cut-off date: May 16

    Reserve your hotel room, call 410-859-8300 or book your room online.

     

    Always book your SAF hotel rooms using the information posted above.

    If you receive a phone call from any company claiming they are a responsible for SAF housing, it is a scam. These companies are not in any way affiliated with the Society of American Florists and should not be used to make reservations.  If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver Kern at 703-838-5221 or meetings@safnow.org.

    At SAF 1 – Day Profit Blast – Cedar Rapids, Your Safety is Our Priority.

    SAF is committed to safely accommodating all participants, and we know that everyone will come together and play their part to make SAF Profit Blast – Cedar Rapids a safe and enjoyable event.

    The health and safety of our attendees is our No. 1 priority, and as such, SAF Profit Blast – Cedar Rapids will adhere to all local regulations and the CDC guidelines for masks and social distancing.

    Program Schedule

    Tuesday, June 7, 2022

    11:30 a.m. – 1:00 p.m.

    Network, Meet with Tabletops, Light Lunch Served

    Sponsored By:
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    1:00 p.m. – 1:15 p.m.

    Welcome and Opening Comments

    1:15 p.m. – 2:15 p.m.

    Stress-Free Events

    Speaker: Tim Farrell, AAF, AIFD, PFCI; Farrell’s Florist

    According to The Knot’s 2021 Real Weddings Survey, the average American couple will spend almost $34,000 on their big day — and they’re allotting about $2,300 of that money toward flowers and décor. How can you and your team capture more of this (big) business? During this interactive session, longtime florist Tim Farrell will share tips on how to generate more wedding and event business — including practical tips on how to adapt designs to the tastes (and budgets) of very different clients — all with the goal of more profit, less stress and stronger wedding and event sales.

    You’ll learn:

    • How to create different styles that you can customize for different events — and training tips for the design room that can help get even less experienced designers up to speed quickly.
    • Tips and techniques on how to scale up or down according to budget considerations — and advice on how to communicate more effectively up front with couples on their expectations and your services.
    •  Design ideas and inspiration through hands-on demonstrations.

    2:15 p.m. – 2:45 p.m.

    Network and Meet with Tabletops

    Derrick Myers, CPA, PFCI, Crockett & Myers Associates

    2:45 p.m. – 3:45 p.m.

    Incentive Plans that Recruit, Motivate and Retain Teams

    Speaker: Derrick Myers, CPA, PFCI, Crockett & Myers Associates

    A business’s long-term ability to recruit and retain top talent is dependent on how it rewards its team. Floral businesses with solid incentive programs in place are finding they can compete with large corporations for talent and enjoy higher sales and profits. Geared toward owners and employees alike, this session sheds light on how and why incentive plans achieve business goals — including greater employee satisfaction — and how to identify areas in your business that an incentive program could improve. Discover how an incentive program revolutionized one florist’s business and how you can scale a program based on your business size and model.

    You’ll learn:

    • How to structure an incentive program for different positions – and use your financial statement to formulate your plan.
    • How “blended” programs can work for teams that work across multiple departments.
    • How to avoid the typical missteps of bonus and incentive programs

    3:45 p.m. – 4:15 p.m.

    Network and Meet with Tabletops

    Vonda LaFever, AIFD, PFCI, coaches some of the most successful florist shops in the country as vice president of TeamFloral.
    Lori Wilson, Flower Clique

    4:15 p.m. – 5:15 p.m.

    Communication: If I Could Read Their Mind…

    Speaker: Vonda LaFever, AIFD, PFCI & Lori Wilson, Flower Clique

    Customer service starts in the store with a strong team, common goals, and clear communication. When there is a disconnect between leadership and other staff members it leads to frustration, dissension and even turnover. Wouldn’t it be great if you could read the mind of your employees, and they could read yours? In this fun and informative session for employers and employees Lori Wilson and Vonda LaFever AIFD, PFCI, of Flower Clique share actual stories of what owners thought they communicated clearly and how it was perceived differently.

    You’ll learn:

    • The most common areas of miscommunication.
    • How to articulate your expectations and break down misunderstandings.
    • What every owner and manager wants their team to know and what every employee wishes they could tell their boss.

    5:15 p.m.
    Closing Comments

    5:15 p.m. – 5:45 p.m.
    Network and Meet with Tabletops

    Location/Conference

    Albany Capital Center
    55 Eagle Street
    Albany, NY 12207

     

    Area Hotels

    There are a number of hotels within walking distance of the Albany Capital Center, SAF recommends the following hotels. 

    Fairfield Inn and Suites
    74 State Street, Albany, NY 12207
    Phone: 518-434-7410
    Distance to Albany Capital Center: .4 miles

    Holiday Inn Express
    300 Broadway
    Albany, NY 12207
    Phone: 518-434-4111
    Distance to Albany Capital Center: .6 miles

    Hampton Inn & Suites Albany- Downtown
    25 Chapel Street
    Albany, NY 12210
    Phone: 518-432-7000
    Distance to Albany Capital Center: .4 miles

    At SAF 1 – Day Profit Blast – Albany, Your Safety is Our Priority.

    SAF is committed to safely accommodating all participants, and we know that everyone will come together and play their part to make SAF Profit Blast – Albany a safe and enjoyable event.

    The health and safety of our attendees is our No. 1 priority, and as such, SAF Profit Blast – Albany will adhere to all local regulations and the CDC guidelines for masks and social distancing.

    Program Schedule

    Tuesday, March 22, 2022

    11:30 a.m. – 1:00 p.m.

    Network, Meet with Tabletops, Light Lunch Served

    Sponsored By:
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    1:00 p.m. – 1:15 p.m.

    Welcome and Opening Comments

    • Accent Decor
    • Ball SB
    • Bellarosa
    • Bill Doran Company
    • BloomNet
    • Curate
    • Details Flowers
    • Florecal
    • Florsani
    • Flower Clique
    • Flower Shop Network
    • Flower Village
    • Got Flowers
    • Hilverda De Boer
    • Hortica
    • Liberty
    • Multiflora
    • Natuflor
    • Natural Flowers
    • Qualisa
    • Syndicate Sales
    • Teleflora
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    Program Schedule

    Tuesday, Nov. 9, 2021

    11:30 a.m. – 1:00 p.m.

    Network, Meet with Tabletops, Light Lunch served

    1:00 p.m. – 1:15 p.m.

    Welcome and Opening Comments

    Kevin Ylvisaker
    Smithers-Oasis

    1:15 p.m. – 2:15 p.m.

    Fast, Profitable – and Sustainable – Holiday Designs

    Speaker: Kevin Ylvisaker, AIFD, CAFA, CFD, PFCI, Floral Trend Consultant

    With staff time being limited, retailers need to learn new, efficient ways to produce and sell profitable holiday arrangements — and if you can do that while also  delivering on the consumer’s interest in sustainability, you’ll truly set your brand apart and enjoy increased loyalty. Join the award-winning Kevin Ylvisaker AIFD, PFCI, as he shares some of his favorite time-saving tools and demonstrates techniques for creating gorgeous holiday arrangements using earth-friendly materials.

    You’ll learn:

    • New techniques for creating holiday designs with high impact and minimal product
    • How to use and design with the latest foundation media on the market
    • Producing and selling profitable arrangements using sustainable items

    2:15 p.m. – 2:45 p.m.

    Network and Meet with Tabletops

    Derrick Myers, CPA, PFCI, Crockett & Myers Associates

    2:45 p.m. – 3:45 p.m.

    Automate Your Email and Social Media Marketing

    Speaker: Melanie Spilbeler, FreshPath Marketing

    Demand is high – there are plenty of flower buyers out there – but with lean teams, how do you find the time to capture new flower buyers and drive repeat business from existing customers? The key is to work smarter, not harder – and you can do that, regardless of the size of your team, with the right systems in place and by using automation that’s right at your fingertips.

    You’ll learn:

    • How to streamline your promotional planning processes
    • Best practices for automating your email marketing
    • How to use content calendars and other no- or low-cost tools to streamline your social media marketing efforts

    3:45 p.m. – 4:15 p.m.

    Network and Meet with Tabletops

    Derrick Myers, CPA, PFCI, Crockett & Myers Associates

    4:15 p.m. – 5:15 p.m.

    Incentive Plans that Recruit, Motivate and Retain Teams

    Speaker: Derrick Myers, CPA, PFCI, Crockett & Myers Associates

    A business’s long-term ability to recruit and retain top talent is dependent on how it rewards its team. Floral businesses with solid incentive programs in place are finding they can compete with large corporations for talent and enjoy higher sales and profits. Geared toward owners and employees alike, this session sheds light on how and why incentive plans achieve business goals – including greater employee satisfaction – and how to identify areas in your business that an incentive program could improve. Discover how an incentive program revolutionized one florist’s business and how you can scale a program based on your business size and model.

    You’ll learn:

    • How to structure an incentive program for different positions – and use your financial statement to formulate your plan.
    • How “blended” programs can work for teams that work across multiple departments.
    • How to avoid the typical missteps of bonus and incentive programs
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    5:15 p.m.

    Closing Comments

     

    5:15 p.m. – 5:45 p.m.

    Network and Meet with Tabletops

    Supplier Showcase

    14 top floral industry vendors will showcase the newest products and network with attendees.

    • Accent Decor
    • BloomNet
    • Curate Floral Software
    • Flower Shop Network
    • Flower Village
    • FreshPath Marketing
    • Got Flowers?
    • Rosaprima
    • Royal Flowers
    • Smithers Oasis
    • Syndicate Sales
    • The Queen’s Flowers
    • Transflora
    • Valley Springs
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    7:30 a.m. – 8:30 a.m.

    Registration, Breakfast & Supplier Showcase

    8:30 a.m. – 9:00 a.m.

    Opening Comments

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    9:00 a.m. – 10:15 a.m.

    Extraordinary Service in Your Shop Every Day

    Speaker: Sam Bowles FSC, FloralStrategies

    Sponsored by FloristWare

    Whether they buy flowers online, over the phone or in the shop, consumers have high expectations for customer service. Veteran floral business educator Sam Bowles points out tools, ideas and concepts that demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion. Additionally, Bowles shares anecdotes from his ongoing work as manager at one of the country’s top flower shops.

    You’ll learn:

    • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, putting buyer and seller at ease
    • Simple ways to engage customers on the floor and tactics to empower even your shyest employees
    • Follow-up techniques to ensure customers’ complete satisfaction and how to nonchalantly prompt them to share their experience online

    10:15 a.m. – 10:45 a.m.

    Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

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    10:45 a.m. – 12:00 p.m.

    Eventology: The Science of Profitable Events

    Speaker: Derrick Myers, CPA, CFP, PFCI, Crockett, Myers & Associates, Inc.

    Creating a profitable event package isn’t magic … it’s science. It requires solid pricing formulas that factor in all the unexpected costs that pop up when you least expect them. Floral industry financial expert Derrick Myers and his alter ego “The Professor” explain how it’s done in this lighthearted but fact-filled lesson in the science of “Eventology.”

    You’ll learn:

    • Event pricing formulas that guarantee profitability
    • Ways to ensure you’re paid for delivery, setup, teardown — even handholding a bride
    • What you need to know about each venue — before you price the job
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    12:00 p.m. – 1:00 p.m.

    Supplier Showcase and Networking Lunch

    Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

    Hortica has very generously sponsored lunch.

     

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    1:00 p.m. – 2:15 p.m.

    Digital Strategies that Drive Everyday Business

    Sponsored by Floriology
    Presenter: Renato Cruz Sogueco, AAF, PFCI, business instructor, Floriology powered by BloomNet

    Summer and fall offer a little breather before the rush of the winter and spring holidays, making now an optimal time to rev up your digital marketing engine. Strategic search and online advertising approaches can drive business year-round — and ensure that your flowers and services are top-of-mind with your customers (even when Valentine’s Day is months — and months —away!). Join Renato Cruz Sogueco, AAF, PFCI, for a fast-paced primer on best practices and steps to creating a durable online strategy and four-season marketing approach to build everyday web sales.

    You’ll learn:

    • Top SEO practices to build rank and relevance
    • Proven Google AdWords strategies to help you compete with national competitors
    • How to leverage consumer trends, including associated keywords to rank in searches for other gift segments

    2:15 p.m. – 2:45 p.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    2:45 p.m. – 4:00 p.m.

    Wedding Designs, Tricks and Tools You’ll Love

    Presenter: Loann Burke, AAF, AIFD, CFD, PFCI, event specialist at Furst Florist and Greenhouses

    Sponsored by Smithers-Oasis

    Ah, weddings. The work can be creatively fulfilling — and heartbreaking. Seldom do brides’ pricing expectations align with their visions shaped by dreamy images on Pinterest and Instagram. Sylvia Cup champion Loann Burke, AAF, AIFD, PFCI, demonstrates techniques for creating some of today’s hippest looks, such as loose, unstructured hand-tied bouquets and hoop arrangements plus florals for table décor, arches and ceremony embellishments. Watch how to design in a more efficient and profitable manner and see multiple applications for those arrangements to minimize your labor and costs while maximizing your client’s budget. She also shares some of her favorite time-saving tools, including the Oasis Casket Saddle (works just as well for nuptials as funerals!) and Midnight Floral Foam, and flower care essentials for weddings and events. You’ll walk away energized, empowered and educated on how to earn a fair fee for your talents.

    You’ll learn:

    • Three techniques for creating loose, unstructured designs beloved by today’s brides
    • Trendy designs with multiple uses to get more mileage for your client’s budget
    • Care and handling tips specific for weddings and events

    4:00 p.m. – 4:30 p.m.

    Conference Wrap Up

    4:30 p.m. – 6:30 p.m.

    HANDS-ON WORKSHOP: Bouquets & Bouts*

    Presenter: Loann Burke, AAF, AIFD, CFD, PFCI, event specialist at Furst Florist and Greenhouses

    Sponsored by Smithers-Oasis

    You watched her demo them, now it’s your turn. In this hands-on, interactive workshop, Sylvia Cup champion Loann Burke, AAF, AIFD, PFCI, helps you master the mechanics of constructing a loose hand-tied bouquet and hoop arrangement. Plus, you’ll learn a quick technique to create a peel-and-stick option for any boutonniere.

    * You must be registered for SAF 1-Day Profit Blast to attend this hands-on workshop, and there is an additional fee to participate. Members pay $49; Non-members pay $79. Space is limited to the first 24 who sign up. 

    4:30 p.m. – 6:00 p.m.

    Supplier Showcase

    Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

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    7:30 – 8:30 a.m.

    Registration, Breakfast & Supplier Showcase

    8:30– 9 a.m.

    Opening Comments

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    9:00 – 10:30 a.m.

    Design Hacks and Smart Services to Delight Consumers

    Speaker: Jody McLeod, AIFD, CFD, NCCPF, owner of Annie V’s Floral Design Studio, Clayton, North Carolina

    Sponsored by: Syndicate Sales

    Recreational floral design and experiential in-store events. Loose, billowing bouquets and centerpieces. Large floral showpieces and plant ephemera. Many of today’s hottest trends are show-stoppers, and time sucks for your design staff — if you aren’t taking advantage of cutting-edge products and mechanics to minimize labor. Join Jody McLeod, AIFD, CFD, NCCPF, as he demonstrates clever design hacks, including cages and accessories to elevate statues, picture frames and urns in event and sympathy designs. Watch McLeod demonstrate how the Holly Chapple Egg and Pillow mechanics are game changers for wedding and event work, saving you precious time and money. He’ll also discuss revenue-driving services you can offer, such as flower and terrarium bars, design workshops and subscription services, to engage consumers, cultivate loyalty and increase sales.

    You’ll learn: 

    • Handy techniques using innovative tools and accessories to create distinctive — and profitable — designs for everyday arrangements, event and sympathy work
    • Ideas for in-store experiences that entice foot traffic and create flower and plant enthusiasts who turn into repeat customers
    • How to cater to consumers’ interests in sustainable design solutions and subscription services

    10:30 – 11:00 a.m.

    Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

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    11:00 a.m.– 12:30 p.m.

    Lost in Space: Where are Your Profits?

    Speaker: Derrick Myers, CPA, CFP, PFCI, president of Crockett, Myers & Associates, Inc.

    Dive deep into the six main cost centers of your floral business for an eye-opening look at cost of goods sold, labor, delivery, occupancy, marketing and wire service business. Floral finance wiz Derrick Myers shows you how to track, measure and adjust costs — and increase profits in ways you never thought possible.

    You’ll learn:

    • How to understand — and use — formulas and worksheets to improve your profits
    • Time-tested cost control techniques used by hundreds of profitable florists
    • The most common — and detrimental — black holes of lost profits in every business
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    12:30 – 1:30 p.m.

    Supplier Showcase and Networking Lunch

    Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

    Hortica has very generously sponsored lunch.

     

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    1:30 – 3:00 p.m.

    Extraordinary Service in Your Shop Every Day

    Speaker: Sam Bowles FSC, FloralStrategies

    Sponsored by FloristWare

    Whether they buy flowers online, over the phone or in the shop, consumers have high expectations for customer service. Veteran floral business educator Sam Bowles points out tools, ideas and concepts that demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion. Additionally, Bowles shares anecdotes from his ongoing work as manager at one of the country’s top flower shops.

    You’ll learn:

    • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, putting buyer and seller at ease
    • Simple ways to engage customers on the floor and tactics to empower even your shyest employees
    • Follow-up techniques to ensure customers’ complete satisfaction and how to nonchalantly prompt them to share their experience online

    3:00 – 3:30 p.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    3:30 – 5:00 p.m.

    Six Steps to a Profitable Social Media Strategy

    Speaker: Crystal Vilkaitis, owner, Crystal Media

    Not enough hours in the day to focus on your store’s social media? Get a crash-course in social media planning from Crystal Vilkaitis, one of the nation’s premier social media experts for retailers. She shares her proven step-by-step process that is helping thousands of business owners save time and increase sales.

    You’ll learn:

    • How to create a strong social media foundation
    • Actionable and easy to-do’s to support your business goals
    • The types of social content that connects and converts
    • What social media metrics to track and how to measure success
    • How to effectively reach your customers

    5:00 – 6:00 p.m.

    Supplier Showcase and Networking Break

    Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

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    7:30 – 8:30 a.m.

    Registration, Breakfast & Supplier Showcase

    8:30– 9 a.m.

    Opening Comments

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    9:00 – 10:30 a.m.

    Design Hacks and Smart Services to Delight Consumers

    Speaker: Derek C. Woodruff, AIFD, CFD, CF, PFCI, owner, Floral Underground, Traverse City, Michigan

    Sponsored by: Syndicate Sales

    Recreational floral design and experiential in-store events. Loose, billowing bouquets and centerpieces. Large floral showpieces and plant ephemera. Many of today’s hottest trends are show-stoppers, and time sucks for your design staff — if you aren’t taking advantage of cutting-edge products and mechanics to minimize labor. Join former Sylvia Cup champion Derek Woodruff, AIFD, CFD, CF, PFCI, as he demonstrates clever design hacks, including cages and accessories to elevate statues, picture frames and urns in event and sympathy designs. Watch Woodruff demonstrate how the Holly Chapple Egg and Pillow mechanics are game changers for wedding and event work, saving you precious time and money. He’ll also discuss revenue-driving services you can offer, such as flower and terrarium bars, design workshops and subscription services, to engage consumers, cultivate loyalty and increase sales.

    You’ll learn: 

    • Handy techniques using innovative tools and accessories to create distinctive — and profitable — designs for everyday arrangements, event and sympathy work
    • Ideas for in-store experiences that entice foot traffic and create flower and plant enthusiasts who turn into repeat customers
    • How to cater to consumers’ interests in sustainable design solutions and subscription services

    10:30 – 11:00 a.m.

    Supplier Showcase Vendor Spotlight, Networking and Refreshment Break

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    11:00 a.m. – 12:30 p.m.

    A Roadmap for Profitable Deliveries

    Speaker: Paul Goodman, MBA, CPA, PFCI, president, Floral Finance Business Services

    Delivery is a valuable service that distinguishes professional florists from mass-market retailers — but it can seriously erode your profit margin if not managed well. Paul Goodman, MBA, CPA, PFCI, author of “The Profit Minded Florist,” reveals best practices to minimize labor and vehicle costs, tips to increase volume, and pricing strategies to turn last-minute orders and other special requests into money-making opportunities.

    You’ll learn:

    • How to set delivery zones and charges
    • How to track drivers’ productivity
    • Where to find quality drivers for holidays
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    12:30 – 1:30 p.m.

    Supplier Showcase, Networking Lunch

    Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

    Hortica has very generously sponsored lunch.

     

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    1:30 – 3:00 p.m.

    Extraordinary Service in Your Shop Every Day

    Speaker: Tim Huckabee, president, FloralStrategies
    Sponsored by FloristWare

    Whether they buy flowers online, over the phone or in the shop, consumers have high expectations for customer service. Tim Huckabee points out tools, ideas and concepts that demonstrate your expertise and readiness to help customers select the perfect arrangement for any occasion.

    You’ll learn:

    • Effective language to greet customers, introduce more high-end designs and handle complaints with professionalism and grace, putting buyer and seller at ease
    • Simple ways to engage customers on the floor and tactics to empower even your shyest employees
    • Follow-up techniques to ensure customers’ complete satisfaction and how to nonchalantly prompt them to share their experience online

    3:00 – 3:30 p.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    3:30 – 5:00 p.m.

    What’s Up (and Coming) with Social Media

    Speaker: Crystal Vilkaitis, founder, Social Edge

    Social media has come a long way since the early 2000s, when Facebook and MySpace were in their infancy. Now, social sites are the Internet’s top destinations, where users share their every moment, crowd source information, opine on politics, connect with their favorite public figures and brands and even shop. These sites are rife with marketing potential, but they evolve so frequently that it’s tough for business owners to stay in the know. In this presentation, Crystal Vilkaitis, one of the nation’s premier social media experts for retailers, will reveal social media’s latest features and how to use them to enhance your branding, reach more potential customers and increase sales.

    You’ll learn:

    • How to create targeted Facebook ads with a high ROI
    • How to boost visibility with video tools like FacebookLive and IGTV
    • Why Messenger bots will be a game changer in customer communication

    5:00 – 6:00 p.m.

    Supplier Showcase and Networking Break

    Visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

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    October 7, 2018

    7:30 – 8:30 a.m.

    Registration, Breakfast & Supplier Showcase

    8:30– 9 a.m.

    Opening Comments

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    9:00 – 10:30 a.m.

    M: Money Making Mechanics

    Speaker: Derek C. Woodruff, AIFD, CFD, CF, PFCI, Floral Underground, Traverse City, Michigan

    Sponsored by: Syndicate Sales

    In any business, including the floral business, time = money. In this engaging program, Derek Woodruff shares solutions using design mechanics, new and old, to help you increase efficiencies and grow your bottom line profit. And while you may be thinking mainly of floral mechanics, this program will also teach the mechanics behind using plant-based events that will grow your business and tap into the terrarium craze.

    You’ll Learn: 

    • Why using the right mechanics in your designs is critical
    • How to use sustainable floral design mechanics to save time, money and increase your bottom line for everyday and event arrangements
    • What mechanics to use for executing a successful and profitable terrarium bar or plant focused-event in your store

    10:30 – 11:00 a.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    11:00 a.m.– 12:30 p.m.

    Treasure Hunt: Finding Your Hidden Profits

    Speaker: Derrick Myers, CPA, CFP, PFCI, president of Crockett, Myers & Associates, Inc.

    Dive deep into the six main cost centers of your floral business for an eye-opening look at cost of goods sold, labor, delivery, occupancy, marketing and wire service business. Floral finance wiz Derrick Myers shows you how to track, measure and adjust costs — and increase profits in ways you never thought possible.

    You’ll learn:

    • How to understand — and use — formulas and worksheets to improve your profits
    • Time-tested cost control techniques used by hundreds of profitable florists
    • The most common — and detrimental — black holes of lost profits in every business
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    12:30 – 1:30 p.m.

    Supplier Showcase, Networking Breaks and Lunch

    Take advantage of breaks throughout the day to visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

    Hortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

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    1:30 – 3:00 p.m.

    Smart Selling

    Speaker: Tim Huckabee, president of FloralStrategies, LLC

    Tim Huckabee has visited roughly 6,000 flower shops, training florists in the art of sales, management, merchandising and customer service for over 20 years as president of FloralStrategies. Time and time again, he’s encountered the same issues, regardless of shop size, location or years in business. In this presentation — a live, interactive version of his new Floral Management column — he details the processes that will improve your shop’s customer satisfaction and lead to a fatter profit margin.

    You’ll learn:

    • How to teach your team how to give exemplary service on the phone and and on the floor
    • Discover how you can easily increase nearly every sale by 20% or more by simply listening better
    • Find the hidden profits in the items and services your staff aren’t offering shoppers now

    Plus listen in as Tim makes mystery shopper calls to real florist shops!

    3:00 – 3:30 p.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    3:30 – 5:00 p.m.

    What’s Up (and Coming) with Social Media

    Speaker: Crystal Vilkaitis, owner, Social Edge

    Social media has come a long way since the early 2000s, when Facebook and MySpace were in their infancy. Now, social sites are the Internet’s top destinations, where users share their every moment, crowd source information, opine on politics, connect with their favorite public figures and brands and even shop. These sites are rife with marketing potential, but they evolve so frequently that it’s tough for business owners to stay in the know. In this presentation, Crystal Vilkaitis, one of the nation’s premier social media experts for retailers, will reveal social media’s latest features and how to use them to enhance your branding, reach more potential customers and increase sales.

    You’ll learn:

    • How to create targeted Facebook ads with a high ROI
    • How to boost visibility with video tools like FacebookLive and IGTV
    • Why Messenger bots will be a game changer in customer communication
    blank

    5:00 – 6:00 p.m.

    Supplier Showcase, Networking Breaks and Lunch

    Take advantage of breaks throughout the day to visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

    Hortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

    blank

    7:30 – 8:30 a.m.

    Registration, Breakfast & Supplier Showcase

    8:30– 9 a.m.

    Opening Comments

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    9:00 – 10:30 a.m.

    M: Money Making Mechanics

    Speakers: Jody McLeod, AIFD, CFD, NCCPF, owner of Annie V’s Floral Design Studio, Clayton, North Carolina; and Derek C. Woodruff, AIFD, CFD, CF, PFCI, owner of Floral Underground, Traverse City, Michigan
    Sponsored by: Syndicate Sales

    In any business, including the floral business, time = money. In this engaging program, Jody McLeod and Derek Woodruff share solutions using design mechanics, new and old, to help you increase efficiencies and grow your bottom line profit. And while you may be thinking mainly of floral mechanics, this program will also teach the mechanics behind using plant-based events that will grow your business and tap into the terrarium craze.

    You’ll Learn: 

    • Why using the right mechanics in your designs is critical
    • How to use sustainable floral design mechanics to save time, money and increase your bottom line for everyday and event arrangements
    • What mechanics to use for executing a successful and profitable terrarium bar or plant focused-event in your store

    10:30 – 11:00 a.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    11:00 a.m. – 12:30 p.m.

    A Roadmap for Profitable Deliveries

    Speaker: Paul Goodman, MBA, CPA, PFCI, president of Floral Finance Business Services.

    Delivery is a valuable service that distinguishes professional florists from mass-market retailers — but it can seriously erode your profit margin if not managed well. Paul Goodman, MBA, CPA, PFCI, author of “The Profit Minded Florist,” reveals best practices to minimize labor and vehicle costs, tips to increase volume, and pricing strategies to turn last-minute orders and other special requests into money-making opportunities.

    You’ll learn:

    • How to set delivery zones and charges
    • How to track drivers’ productivity
    • Where to find quality drivers for holidays

    12:30 – 1:30 p.m.

    Vendor Spotlight/Lunch/Supplier Showcase

    Sponsored by: Hortica Insurance & Employee Benefits

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    1:30 – 3:00 p.m.

    Smart Selling

    Speaker: Tim Huckabee, president of FloralStrategies, LLC

    Tim Huckabee has visited roughly 6,000 flower shops, training florists in the art of sales, management, merchandising and customer service for over 20 years as president of FloralStrategies. Time and time again, he’s encountered the same issues, regardless of shop size, location or years in business. In this presentation — a live, interactive version of his new Floral Management column — he details the processes that will improve your shop’s customer satisfaction and lead to a fatter profit margin.

    You’ll learn:

    • How to teach your team how to give exemplary service on the phone and and on the floor
    • Discover how you can easily increase nearly every sale by 20% or more by simply listening better
    • Find the hidden profits in the items and services your staff aren’t offering shoppers now

    Plus listen in as Tim makes mystery shopper calls to real florist shops!

    3:00 – 3:30 p.m.

    Vendor Spotlight/Refreshment Break/Supplier Showcase

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    3:30 – 5:00 p.m.

    Pick Me! Stand Out and Sell More Online

    Speaker: Josh Glass, AAF,  vice president, Peoples Flower Shops

    The World Wide Web is arguably the world’s largest shopping mall — and it has way too many retailers to count. How’s a florist supposed to get attention in such a crowded marketplace? It’s a challenge — but not an insurmountable one, contends Josh Glass, AAF, vice president of Peoples Flower Shops in Albuquerque, New Mexico. In this jam-packed session, he’ll share a range of tweaks big and small that help customers find you and, once on your site, spend significant time and money.

    You’ll learn:

    • Simple actions that raise your Google Quality Score
    • Why GoogleAds are so effective and how to get started
    • To view your website through customers’ eyes and how to edit it to align with their needs and preferences

    5:00 – 5:30 p.m.

    Conference Wrap Up

    5:30 – 6:00 p.m.

    Supplier Showcase

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    Supplier Showcase, Networking Breaks and Lunch

    Take advantage of breaks throughout the day to visit growers, technology companies and supply manufacturers in the SAF Supplier Showcase and mix and mingle with fellow attendees.

    Hortica has very generously sponsored a delicious lunch, during which attendees can not only nourish themselves but also visit with fellow attendees and suppliers.

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