About this Event
Join 400+ floral professionals from across the industry at SAF Phoenix 2025, August 11–14 at the Westin Kierland Resort & Spa in Scottsdale, AZ!
SAF’s premiere in-person event features 20+ expert-led education sessions, networking receptions, and hands-on experiences designed to give you the tools and insights to stay ahead of trends, build resilience, and sustain growth in today’s evolving market.
NEW THIS YEAR – don’t miss the ultimate giveaway experience at the Supplier Expo! Win exclusive prizes including in-shop training sessions, premium software subscriptions, fresh flower bundles, hard goods, tech tools, and much more. See the full list of expo vendors and giveaways.
Convention Hotel & Flight Information
The Westin Kierland Resort & Spa
6902 East Greenway Parkway
Scottsdale, Arizona, USA, 85254
Tel: 480-624-1000
Room Rate
$199 per night
Rate includes $20 per night resort fee discounted from $45/night.
Cut-off date: July 14, 2025
Book your room early, the room block will sell out!
Always book your room using the booking link on this page.
If you receive a phone call from any company claiming they are responsible for SAF housing, it is a scam. If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver at 703-838-5221 or lweaver@safnow.org.
Resort Fee
Includes:
- High speed wireless internet in guestroom, public areas and meeting space
- Unlimited local and domestic calls
- 1 hour fitness class – offerings may include boot camps, 2 types of yoga, mindful meditations, or wellness walks for 2 guests
- Bicycle rental for 2 guests (3 Hours)
- Shuttle to neighboring Kierland Commons and Scottsdale Quarter
- Pickleball court use for 2 guests (racquets and balls included)
- Wellness ritual experience in Agave Spa
Travel information
Registration Rates
SAF Grower/Wholesaler/
Supplier Members
$995
SAF Ultimate Level Retail Members
$995
SAF Premium
Plus Level
Retail Members
$1,095
SAF Premium Level Retail Members
$1,195
SAF
Standard Level
Retail Members
$1,295
Non
SAF Members
$1,595
A La Carte Pricing Options
For Plus One pricing and registration, please contact Laura Weaver lweaver@safnow.org
Registration Rates Include:
- All Educational Sessions, Keynote Sessions and Experience Zones
- Kick Off Lunch
- First Timer Attendee Reception and Preview of Supplier Expo*
- Supplier Expo Viewing
- Presidents Welcome Reception
- State of the Industry Breakfast
- Outstanding Varieties Competition viewing and tours of the entries led by PFCI.
- Next Gen Reception
- Business Session Breakfast
- Sylvia Cup Competition Viewing
- Stars of the Industry Awards Experience
* Only for first-time attendees
**Additional fee for exhibiting
Convention Registration Refund Policy:
Written cancellation requests postmarked before July 30 will be refunded less a 15 percent handling charge.
No refunds after July 31
SAF Phoenix 2025 Sponsors
Platinum Level
Gold Level
Silver Level
Bronze Level
Partner Level
