SAF 2021 Convention Orlando

Loews Royal Pacific Resort | Orlando, FL

September 21-23, 2021

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.

Hotel and Travel Information

SAF 2021 Convention Orlando

Convention Hotel

Loews Royal Pacific Resort
6300 Hollywood Way
Orlando, FL 32819
Phone: 407-503-3000

Room Block
Call the Loews Reservations Center to book: 833-243-4729
You must mention SAF Annual Convention/ Society of American florists to get the special group rate.

Click here to book your room.

SAF Room Rate: $169/night
Rate available for standard 2 Queen Room

Cutoff date: Friday, August 20, 2021
Room rates are available 3 days prior and 3 days after the convention dates.
Make your reservations early, SAF anticipates a sold-out convention.

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 (Coming Soon!)

Registration RateEarly Bird (Until July 16)Regular (After July 16 – 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? Contact Sheila Santiago for more information.

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

• Full compliance with CDC COVID requirements •


* times and events subject to change

Tuesday, September 21

5:00 p.m.- 5:30 p.m.First Timers Reception* (first timers only)
5:30 p.m. – 8:00 p.m./td>President’s Welcome Party

Wednesday, September 22

7:00 a.m. – 8:45 a.m.FKick Off Breakfast
9:00 a.m. – 5:00 p.m.Outstanding Varieties Open
9:00 a.m. – 11:00 a.m.Sylvia Cup Competition (viewing only)
9:15 a.m. – 10:30 a.m.Concurrent Education Sessions (3)
11:00 a.m. – 12:15 p.m.All Industry Session
12:30 p.m. – 3:00 p.m.Supplier Expo
3:15 p.m. – 4:30 p.m.Concurrent Education Sessions (3)
5:00 p.m. – 5:30 p.m. Next Gen Reception
6:00 p.m. – 8:30 p.m.AFE Dinner* (separate fee )

Thursday, September 23

7:00 a.m. – 8:45 a.m.Business Session and Keynote
9:00 a.m. – 3:00 p.m.Outstanding Varieties
9:15 a.m. – 10:30 a.m.Concurrent Education Sessions (3)
11:00 a.m. – 12:15 p.m.All Industry Session or Concurrent Education Sessions
1:30 p.m. – 2:45 p.m.Concurrent Education Sessions (3)
3:15 p.m. – 4:30 p.m.Concurrent Education Sessions (3)
6:00 p.m. – 9:00 p.m.Stars of the Industry Awards Dinner
9:00 p.m. – 11:00 p.m.After Glow Party

Take a look back at SAF Amelia Island 2019


World-Class Business Training | Powerful Connections | Creative Inspiration


2019 © Society of American Florists

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