SAF Orlando 2021 Schedule of Events

Tuesday, September 21

line
7:00 a.m. – 8:00 p.m.

SAF Registration Desk & Resource Center

Stop by the SAF Registration Desk to purchase tickets for guests to attend meal functions and optional events. Check out the Resource Center for SAF products and services.

line
5:15 p.m. – 5:45 p.m.

First-Timers Reception

New to convention? This private happy hour will make you feel at home. You’ll meet other first timers and members of the SAF Volunteer Leadership.

line
Bloomnet logo6:00 p.m. – 8:00 p.m.

SAF President’s Welcome Party

Sponsored by Bloomnet

Reconnect with friends and make new ones at the opening reception hosted by SAF President Chris Drummond, AAF, PFCI.

line

Wednesday, September 22

7:00 a.m. – 5:00 p.m.

SAF Registration Desk & Resource Center

Asocolflores flowers of columbia7:00 a.m. – 9:00 a.m.

Doors open and breakfast starts at 7 a.m.; Program starts at 7:30 a.m.

 

Kick-Off Breakfast

Sponsored by Asocolflores

Kate Penn

Welcome & Floral Industry Snapshot

Kate Penn welcomes attendees and sets the stage for SAF Orlando 2021 by providing a snapshot of the floral industry’s biggest challenges and opportunities.

 

Charlie Hall, PhD., Texas A&M University

Keynote Presentation: Searching for the End of Uncertainty

Speaker: Charlie Hall Ph.D., Ellison Chair in International Floriculture, Texas A&M University

The uncertainty of COVID forced us to reimagine our business models and implement within months changes that would have taken us years before. We’ve adapted to these new ways of doing business, but we’re in a vastly different economic climate. Driven by research and real examples from the past year, Charlie provides a snapshot of the state of the supply chain, the economic outlook for the post-pandemic world and how the industry will evolve over the coming years, including the changing role of the traditional florist, the increased importance of vertical integration between segments and the consumer behavior trends guiding these insights.

Outstanding Varieties flowers
 
9:00 a.m. – 5:00 p.m.

Outstanding Varieties

Review more than 3,000 stems of the best flowers and unique plants on the market during one of the industry’s biggest flower and plant competitions. Dozens of growers and breeders from around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors.

Growers … want to exhibit? Sign up by Aug. 27 at safnow.org/ov.

Outstanding Varieties Sponsor

Chrysal's www.chrysalusa.com logo

Outstanding Varieties vases donated by

Syndicate 75th anniversary

 

SAF Sylvia Cup
 
9:00 a.m. – 11:00 a.m.

52nd Annual Sylvia Cup Competition

Watch as some of the nation’s best floral designers are given the same flowers, foliage and supplies — and just two hours to create the surprise challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration to next year’s SAF Annual Convention. First Runner-Up wins $500; Second Runner-Up gets $250. Winners will be announced at the Stars of the Industry Awards Dinner.

Designers … want to compete? Sign up by Aug. 16 at safnow.org/sylvia-cup.

Exclusive sponsor of the Sylvia Cup prize money
Certified American Grown 2021

 

9:15 a.m. – 10:30 a.m. Four Concurrent Education Sessions

 

Designs Worth Sharing

Speaker: Sharrai Morgan Faulkner, AIFD, PFCI, Holly’s Fine Flowers, Port Townsend, WA

Many of today’s flower buyers are looking for the “wow” factor, the unexpected surprise or experience they can share via social media. How do you offer “wow” for big and small budgets alike? And what does “wow” look like for the traditional customer versus the more “adventurous” one? Sharrai Morgan Faulkner, AIFD, demonstrates how to efficiently create designs that quench the consumer’s thirst for an experience worth sharing.

You’ll learn:

  • How to put a modern twist on your arrangements with just a few simple tweaks – using tools, flowers, and containers you already have in your shop.
  • How to effectively incentivize your team to think outside the box when developing new arrangements or refreshing your current designs.
  • Tips for staging and photographing your floral designs so that your marketing appeals to younger shoppers and aligns with the marketing channels they use for shopping.

Charlie Hall, PhD., Texas A&M University

Asocolflores flowers of columbiaPanel and Roundtable Reaction: Searching for the End of Uncertainty

Facilitator- Charlie Hall, Panel TBA

Dig into what you learned during the Searching for the End of Uncertainty presentation. A panel of industry leaders facilitates a roundtable discussion about how the shifting economic, consumer and business landscape will influence operations and overall business strategy for the next five years.

You’ll discuss:

  • What does the retailer, wholesaler and producer look like in 2022 and 2030?
  • How should the shifting consumer behavior, technology and the economy influence how you do business in 2022 and beyond?
  • How must the industry adapt to supply chain disruption?

Supplier Expo exhibitor - American Floral EndowmentRecruiting in a Post Pandemic World
(Repeats Thur. at 3:15 PM)

Speaker: Glenna Hecht, Humanistic Consulting

The world was turned upside down during COVID-19, now the coin has flipped. In today’s market, recruitment is driven by candidates. Due to an increase in demand, quality candidates have multiple opportunities for jobs and your company is evaluated before the interview begins. As a result of these circumstances, you must think differently and be prepared for recruiting and retaining in a post-COVID world!

You’ll learn:

  • How (and why) to rethink the skills and characteristics you need to hire.
  • New ways to tap into talent where you’re least expecting to find it.
  • How to deploy more effective remarketing, using readily available low-tech and high tech solutions.

Post-Pandemic Remarketing: Turning New Customers into Repeat Buyers (repeats Wed. at 3:15 p.m.)

Speaker: Dan McManus, Team Floral

Most florists welcomed a swath of new customers as a result of the pandemic, when available gift options were limited. What are you doing to make sure those customers come back to your store? A recent study showed that 7 out of 10 first-time customers do not call their florist the following year — instead, they go to Google to find a florist. The problem? Traditional re-marketing – postcards, email blasts, social media – isn’t doing the job. Today’s re-marketing has to be personalized, customized and relevant. Dan McManus walks through several options for turning your first-time buyers into long-time customers.

You’ll learn:

  • Why remarketing programs have grown ineffective.
  • How to measure your repeat purchase rate from customers year-over-year.
  • How to deploy more effective remarketing, using readily available low-tech and high tech solutions.
  • How to create weekly campaigns using email, texting and ringless voice mail.
dwf wholesale10:30 a.m. – 11:00 a.m.

Refreshment Break

Accent Decor10:35 a.m. – 10:55 a.m.

Experience Zone

In between educational sessions, experience and enjoy this mini-demo of even more best practices.

sponsor BallSB_11:00 a.m. – 12:15 p.m.

All Industry Session: Milestones and Wonders of Ornamental Plant Breeding

Gather insider knowledge from flower breeders through an interactive demonstration where you’ll follow the path of a flower. Learn where flowers come from and how breeders are working with nature to bring exciting new colors and textures into the flowers you purchase.

12:30 p.m. – 3:00 p.m.

Supplier Expo

Lunch Sponsor: Hortica

Browse through dozens of new products and services, and get to know the vendors who can answer your questions and point you toward profitable opportunities for your business.

Suppliers and Growers, want to exhibit? For details, visit: safnow.org/partnerships.

3:15 p.m. – 4:30 p.m. Four Concurrent Education Sessions

 

Advanced Social Media Skills Builder

Speakers: Dani Gill, InBloom Florist
Chris Norwood, AAF, AIFD, PFCI, Tipton & Hurst
Renato Sogueco, AAF, PFCI, BloomNet
Melanie Spilbeler, FreshPath Marketing

Advanced Social Media Skills Builder speakers

We know that social media is critical to successful marketing, but platforms and features are constantly evolving. It can be overwhelming to know where to focus your time and how to create content that will deliver the best results. Through interactive demonstrations, expert advice, and real examples this session will breakdown and simplify the latest social media trends.

Rotate through different tables with a small group and learn from social media experts! Each table will dive into a different topic and provide best practices for promoting your offerings, growing your reach, and creating engagement. You’ll have the opportunity to ask questions, share ideas, gather tips, and discover new and creative ways to promote your business on social media.

Topics covered will include:

  • Best practices for filming videos – How to take a great video (on your Iphone or other camera), plus tips and tricks for lighting, best angles to shoot and audio quality.
  • Best practices on how to upload your video to Insta-Reels, Facebook or TikTok. Plus, how to develop a social media calendar that meets your needs overall and for each channel.
  • Best practices for developing interesting and captivating content for videos and other social media posts.
  • Steps for creating an Instagram shop and selling through social media.

Post-Pandemic Remarketing: Turning New Customers into Repeat Buyers (Repeat)

Speaker: Dan McManus, Team Floral

Most florists welcomed a swath of new customers as a result of the pandemic, when available gift options were limited. What are you doing to make sure those customers come back to your store? A recent study showed that 7 out of 10 first-time customers do not call their florist the following year — instead, they go to Google to find a florist. The problem? Traditional re-marketing – postcards, email blasts, social media – isn’t doing the job. Today’s re-marketing has to be personalized, customized and relevant. Dan McManus walks through several options for turning your first-time buyers into long-time customers.

You’ll learn:

  • Why remarketing programs have grown ineffective.
  • How to measure your repeat purchase rate from customers year-over-year.
  • Before and after case studies of shops that tried new remarketing techniques.
  • How to implement the right re-marketing approach for your shop.

SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers

Cal FlowersIncentive Plans that Motivate and Retain Teams

Speakers: Chris Drummond. AAF, PFCI, Penny’s by Plaza Flowers
Derrick Myers, CPA, PFCI, Crockett & Myers Associates

Your long-term ability to retain top talent is dependent on how you reward employees. Floral businesses with solid incentive programs in place are finding they can compete with large corporations for talent and drive higher sales and profits. Discover how an incentive program revolutionized one florist’s business and how you can scale a program based on your busines size and model.

You’ll learn:

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

 

Maximum Makeover, Minimal Effort: Website Edition (repeats Thurs. at 3:15 p.m.)

Speakers: Vonda LaFever, AIFD, CFD, PFCI, Ellie LaFever, Kami Martin, Lori Wilson, Flower Clique

Your website is an extremely valuable piece of real estate for your floral business. It receives more traffic than a physical location and gets consumers from all over the country. How does your website look? Could it use a facelift? While a physical store renovation takes thousands of dollars, strenuous labor, and disruption to your business, your website is much less of an undertaking – but you need to know the right ways to improve it and mistakes to avoid. Join our flower crew as we overhaul every “room”: from the homepage, to subcategories, weddings, and sympathy, to the team page – with lots of fun surprises along the way! You’ll walk away with a Website Renovation Checklist and detailed guidance to make your website look incredible and outperform your physical location and your competitors.

You’ll learn:

  • How to take what you have and make it better
  • The five hot trends in the world of e-commerce for florists
  • The power of placement
  • Why connection is currency and what this means for your website
  • How to connect the digital and physical dots of your business to align and simplify the way you run your business

Gotflowers5:00 p.m. – 5:30 p.m.

Next Gen Reception

The industry’s Next-Gen members (age 40 and under) get some real face-time networking with each other at this special happy hour.

SAFPAC Lo6:00 p.m. – 7:30 p.m.

SAFPAC Party

Join us for food, drinks, and fun outdoor games as we raise money to support SAFPAC the only national political action committee dedicated to advocating for the floral industry. Plus: 100 percent of your ticket is used to help elect floriculture-friendly members of Congress.

Sign up here.

Thursday, September 23

7:00 a.m. – 4:30 p.m.

SAF Registration Desk & Resource Center

7:00 a.m. – 9:00 a.m.

Doors open and breakfast starts at 7 a.m.; Program starts at 7:30 a.m.

 

Keynote Breakfast and Business Session

SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers

SAF Annual Business Session

SAF President Chris Drummond, AAF, PFCI, provides a preview of SAF’s 2022 initiatives, before passing the gavel to SAF’s new president, Michelle Castellano Keeler, AAF.

 

Speaker Dareau-Garneau

Keynote Presentation: Grow Your Business with Machine Learning Advertising

Speaker: Nicolas Darveau-Garneau, Google Chief Search Evangelist 

COVID has unleashed a swath of consumers who are flocking online to buy flowers and plants. What are you doing to direct these eyeballs to your brand? Get insight from Google’s top search chief, who parlays the best advertising practices of the world’s top e-commerce companies into a playbook you can put to use. He shows how machine learning advertising not only increases sales and profits but also influences the lifetime value of customers.

You’ll Learn:

  • Why machine learning has become an imperative aspect of online marketing.
  • How to use paid search, smart shopping and local campaigns to drive sales on the phone and in person and optimize your overall profits.
  • How to get started – or scale up your existing strategy to leverage the newest features in machine learning advertising.

 

9:15 a.m. – 10:30 a.m. Four Concurrent Education Sessions

 

Panel Discussion: Best Practices for Online Advertising

Energized by Nicolas Darveau-Garneau’s keynote address? Consider it a springboard for a more tactical, peer-to-peer discussion, as a panel of seasoned retailers who’ve implemented paid search and other online advertising tactics – and learned lessons along the way – share their own best practices for optimizing your paid acquisition strategy. Roundtable discussion at individual tables allows you to get down to brass tacks.

The Business Case for Diversity and Inclusion

Speakers: Laura Polo & Sarah Bagle, Accent Decor

Diversity, Equity, and Inclusion is not just the latest buzz phrase or “the right thing to do.” Companies that understand and honor employees’ differences and work to eliminate systemic inequities are more successful. A study by McKinsey & Company and the Society for Human Resource Management found that organizations with more gender and racial diversity bring in increased revenue, more customers and higher profits. What’s more: When young Black men and women and people of color see florists who look like them, it allows the next generation to dream about a potential career path. Learn about one company’s journey to make DEI a priority – and how you can, too.

You’ll learn:

  • How to start diversity, equity and inclusion conversations within your workplace.
  • How to create a Diversity Council, action plan and ensure everyone is held accountable.
  • Where to find additional resources and best practices.

Syndicate 75th anniversaryTalent Cheat Sheet: Put the Right People in the Right Seats

Speaker: Doug Kisgen, Kisgen Group

Increased flower consumption is a promising bright spot for the floral industry and your business – is your team aligned to allow the business to take advantage of that growth? Do you know what your team needs from you, as a leader – and where your blind spots are? The answers are here, with entrepreneur, personality expert and author, Doug Kisgen and the Culture Index program. Before the convention, Doug will provide a personalized link to a brief Culture Index survey for you and your team to take and will share the results with you. During the session, Doug will shed light on how to interpret the results — he’ll astonish participants with how he can identify strengths and weaknesses of entrepreneurs and their teams – and he’ll teach you to do the same.

You’ll learn: 

  • What most entrepreneurs get wrong when it comes to aligning talent with the work you need to get done.
  • Whether you have the right people in the right jobs, and how to motivate your team.
  • Insight into your own leadership strengths and weaknesses.
  • How to assess your bench strength so you are prepared for growth.

Reels Mean Deals: The Power of Short Form Content and How Retailers Are Cashing In
(repeats Thur. at 1:30 p.m.)

Speaker: Crystal Vilkaitis, Crystal Media

Are you leaving money on the table by not using Instagram Reels or TikTok to sell to your customers? Short form content has taken social media by storm, so gear up and get in the game! This session simplifies understanding of these platforms to take your Reach and results from just-OK to OMG! Plus you’ll walk away with:

💰 The strongest, action-worthy posts that’ll translate to dollars

🌟 The magic number…How often to actually post to get more Reach than you thought possible

👀 The most compelling ways to promote and get the right eyeballs on your TikToks and IG Reels 

💡 The Hashtag know-how that’ll get you noticed 

🙌 Powerful everyday examples of how retailers are seeing success, both locally and online

Teleflora logo 400x9210:35 a.m. – 10:55 a.m.

Experience Zone

In between educational sessions, experience and enjoy this mini-demo of even more best practices.

Syndicate 75th anniversary11:00 a.m. – 12:15 p.m.

All Industry Session: How I Did It: Profiles in Change, Grit and Perseverance

Industry members share stories of dramatic transformations – to their operations, their teams, culture, their product lines, and themselves, personally. Stay tuned for the announcement of featured presenters.

1:30 p.m. – 2:45 p.m. Three Concurrent Education Sessions

Seed Your Future

Speaker: Jazmin Albarran, Seed Your Future

Learn how Seed Your Future is driving interest in careers in floriculture and horticulture, and how you can use their tools to do the same in your community.

Converting Browsers to Buyers

Speaker: Dan McManus, Team Floral

The vast majority of consumers who visit retail websites will not make a purchase. Discover how shops have been able to beat those odds and double their web sales by understanding and implementing the four key factors that influence online performance.

You’ll Learn:

  • Why consumers are visiting your website, but not purchasing.
  • The role that pricing and product mix play in successful e-commerce sites.
  • When and where to implement discounts codes for the highest return.
  • How to increase your conversion rate by implementing website add-ons, up-selling, tips jars and much more.

Reels Mean Deals: The Power of Short Form Content and How Retailers Are Cashing In (Repeat)

Speaker: Crystal Vilkaitis, Crystal Media

Are you leaving money on the table by not using Instagram Reels or TikTok to sell to your customers? Short form content has taken social media by storm, so gear up and get in the game! This session simplifies understanding of these platforms to take your Reach and results from just-OK to OMG! Plus you’ll walk away with:

💰 The strongest, action-worthy posts that’ll translate to dollars

🌟 The magic number…How often to actually post to get more Reach than you thought possible

👀 The most compelling ways to promote and get the right eyeballs on your TikToks and IG Reels 

💡 The Hashtag know-how that’ll get you noticed 

🙌 Powerful everyday examples of how retailers are seeing success, both locally and online

Teleflora logo 400x922:50 p.m. – 3:10 p.m.

Experience Zone

In between educational sessions, experience and enjoy this mini-demo of even more best practices.

3:15 p.m. – 4:30 p.m. Three Concurrent Education Sessions

 

 

Maximum Makeover, Minimal Effort: Website Edition (Repeat)

Speakers: Vonda LaFever, AIFD, CFD, PFCI, Ellie LaFever, Kamii Martin, Lori Wilson, Flower Clique

Your website is an extremely valuable piece of real estate for your floral business. It receives more traffic than a physical location and gets consumers from all over the country. How does your website look? Could it use a facelift? While a physical store renovation takes thousands of dollars, strenuous labor, and disruption to your business, your website is much less of an undertaking – but you need to know the right ways to improve it and mistakes to avoid. Join our flower crew as we overhaul every “room”: from the homepage, to subcategories, weddings, and sympathy, to the team page – with lots of fun surprises along the way! You’ll walk away with a Website Renovation Checklist and detailed guidance to make your website look incredible and outperform your physical location and your competitors.

You’ll learn:

  • How to take what you have and make it better
  • The five hot trends in the world of e-commerce for florists
  • The power of placement
  • Why connection is currency and what this means for your website
  • How to connect the digital and physical dots of your business to align and simplify the way you run your business

Syndicate 75th anniversaryTalent Cheat Sheet: Put the Right People in the Right Seats (Repeat)

Speaker: Doug Kisgen, Kisgen Group

Increased flower consumption is a promising bright spot for the floral industry and your business – is your team aligned to allow the business to take advantage of that growth? Do you know what your team needs from you, as a leader – and where your blind spots are? The answers are here, with entrepreneur, personality expert and author, Doug Kisgen and the Culture Index program. Before the convention, Doug will provide a personalized link to a brief Culture Index survey for you and your team to take and will share the results with you. During the session, Doug will shed light on how to interpret the results — he’ll astonish participants with how he can identify strengths and weaknesses of entrepreneurs and their teams – and he’ll teach you to do the same.

You’ll learn: 

  • What most entrepreneurs get wrong when it comes to aligning talent with the work you need to get done.
  • Whether you have the right people in the right jobs, and how to motivate your team.
  • Insight into your own leadership strengths and weaknesses.
  • How to assess your bench strength so you are prepared for growth.

Supplier Expo exhibitor - American Floral EndowmentRecruiting in a Post Pandemic World (Repeat)

Speaker: Glenna Hecht, Humanistic Consulting

The world was turned upside down during COVID-19, now the coin has flipped. In today’s market, recruitment is driven by candidates. Due to an increase in demand, quality candidates have multiple opportunities for jobs and your company is evaluated before the interview begins. As a result of these circumstances, you must think differently and be prepared for recruiting and retaining in a post-COVID world!

You’ll learn:

  • How (and why) to rethink the skills and characteristics you need to hire.
  • New ways to tap into talent where you’re least expecting to find it.
  • Tips for accelerating the hiring process.
  • Three ways to reduce turnover in today’s market.

6:00 p.m. – 6:30 p.m.

Awards Reception and Corsage Bar

Tonight’s a big night and calls for corsages and boutonnières! Mix and mingle before the celebration begins. Corsage sale proceeds benefit the American Floral Endowment’s Paul Ecke Jr. Fund.

sponsor Teleflora6:30 p.m. – 9:00 p.m.

Stars of the Industry Awards Dinner

Toast a successful convention while honoring some of the most accomplished and dedicated people in the floral industry. It starts with a toast to the inductees of the American Academy of Floriculture and Professional Floral Communicators – International, and recognition of longevity to industry businesses with the Century Award. Cheer for the Sylvia Cup champion and experience the excitement as the winners of the Alex Laurie Award, Paul Ecke Jr. Award, Tommy Bright Award and the industry’s most prestigious honor, Floriculture Hall of Fame, are revealed.

 

Asocolflores flowers of columbia9:00 p.m. – 11:00 p.m..

After Glow Party

Continue the celebration with music and dancing — a fun finale for SAF’s 136th Annual Convention.

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?

(close)