SAF 2021 Convention Orlando

Loews Royal Pacific Resort | Orlando, FL

September 21-23, 2021

SAF continues to monitor the latest COVID spike in the Orlando area. As of right now, we are moving forward with holding SAF Orlando 2021 as planned. The health and safety of our attendees is our No. 1 priority, and as such, SAF Orlando 2021 will adhere to all local regulations and the CDC guidelines for masks and social distancing. Given that local conditions and related guidance are constantly evolving, SAF will continue to monitor the situation and will update attendees on any changes in CDC policy or SAF’s plans on our website.

Join us for an all industry event where you’ll have the opportunity to:


 …with your floral community peers at an in-person, all-industry event.

See old friends, meet new ones, network and exchange ideas.


…during education sessions, workshops and social events.

Learn how to adapt your e-commerce, production, delivery and teams to today’s (and tomorrow’s) consumer buying behavior.

Get Inspired

…by stories of courage and grit, by the newest product and tech developments, floral trends and more.

Return home refreshed and prepared to confront challenges and seize the most promising opportunities.

Register Now!

Members: $695, Non-Members: $995

Full schedule and session overviews >

Hotel and Travel Information

SAF 2021 Convention Orlando

Convention Hotel

Room Block at Loews Royal Pacific is now SOLD OUT
Loews Royal Pacific Resort
6300 Hollywood Way
Orlando, FL 32819
Phone: 407-503-3000

Universal Aventura

Overflow Convention Hotel

Universal Aventura
6725 Adventure Way
Orlando, FL 32819
Phone: 407-503-6000

Click here to book your room.

Group rate is $109 single/double. Pleases note, this link only works fo the days of convention. If you want to come early or extend your stay after convention ends, please contact the hotel directly.
The hotel is less than a ½ mile walk to the Loews Royal Pacific. 

You must mention SAF Annual Convention/ Society of American florists to get the special group rate.

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.

If you have any questions about hotel rooms for SAF’s events, please contact SAF’s Laura Weaver at 703-838-5221 or

Flight Arrangements

Orlando International Airport (MCO) is 14 miles away from Loews Royal Pacific Resort.  Please contact the concierge desk at 407-503-3000 to inquire about transportation options and fees.



Registration RateEarly Bird (Until July 19)Regular (After July 19 – September 20)On-Site

A La Carte Registration Options Available >

Contact Laura Weaver for more details.

SAF Convention Registration Fee Covers:

  • Close to 15 different Education sessions – choose the sessions you attend targeted to your business needs (session overviews coming soon)
  • First Timers reception*
  • President’s Welcome Party
  • Next Gen reception
  • Kick Off Breakfast
  • Outstanding Varieties **
  • Keynote Breakfast and Business Session
  • Supplier Expo **
  • Sylvia Cup Design Competition **
  • Stars of the Industry Awards Reception, Dinner and After Glow Party

* for first-time attendees
** viewing only; additional fee for exhibiting


Convention Registration/Refund Policy

Written cancellation requests postmarked before August 20 will be refunded less a 15 percent handling charge. No refunds after September 3.


Interested in partnering opportunities with SAF? Access SAF’s Partnership site or contact Sheila Santiago for more information.

More Sponsor Opportunities

• weekday travel • reduced registration fee • accessible, affordable destination and room rates •

• Full compliance with CDC COVID requirements •



sponsor Teleflora


sponsor BallSB_
Bloomnet lo
sponsor BallSB_


Cal Flowers
Sponsor Smithers Oasis
Sponsor Smithers Oasis
sponsor hortica


Accent Decor
Sponsor AFE
Certified American Grown 2021
Certified American Grown 2021
dwf wholesale
Sponsor Floralife
SAF sponsor teamfloral

Take a look back at SAF Amelia Island 2019

World-Class Business Training | Powerful Connections | Creative Inspiration

2019 © Society of American Florists

Safnow Login

SAF Members only. Please login to access this page.

Not a member? Click here to find out why you should join SAF today.

Email :

Password :

Lost your password?