Convention topic key

Wednesday, September 6, 2017

SAF Registration Desk & Resource Center
SAF Registration Desk & Resource Center
Convention First Timer reception
First Timers Reception
President’s Welcome Party
President’s Welcome Party

7 a.m. – 8 p.m.

SAF Registration Desk & Resource Center

5 – 5:45 p.m.

network icon 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.

6 – 8:30 p.m.

network icon SAF President’s Welcome Party

Enjoy the warm Palm Beach breezes with a view of the Atlantic Ocean, reconnect with friends and make new ones at the opening reception hosted by SAF President Martin Meskers, AAF.

Thursday, September 7

Supplier expo
Supplier expo

7 a.m. – 5 p.m.

SAF Registration Desk & Resource Center

convention sponsor7 – 8:45 a.m.

key-TalentOperations   Kick – Off Breakfast, Winning the Talent Wars with Culture

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

SAF17-Speaker-Jamie NotterSpeaker: Jamie Notter, WorkXO

Newsflash: Workplace culture matters more than pay and benefits. But how do you intentionally create culture? Author and culture expert Jamie Notter shares his research and compelling stories from organizations that have cracked the code on attracting and retaining top talent. (Hint: It’s more than foosball tables and free lunches.) He’ll also present results from an SAF survey of owners and employees, revealing how your peers define their workplace cultures.

You’ll learn about:

  • Hallmarks of progressive, innovative and inclusive cultures
  • Processes and behaviors that turn culture into a tangible tool
  • How to write a playbook for change

Outstanding Varieties Sponsor: Chrysal Americas9 a.m. – 5 p.m.

key-sales Design   Outstanding Varieties

See the best products from the world’s top growers!

Review more than 5,000 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 across the country and around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors. Expert judges crown one Best in Show, rank 12 Best in Class, and present Blue and Red Ribbons to dozens more. Vote for your favorite to win People’s Choice.

Growers … want to exhibit? Go to or contact Laura Weaver by Aug. 18 at


key-Tech and Operations    The Future of the Retail Florist

SAF17-speaker-Sogueco-RenatoSpeaker: Renato Sogueco, BloomNet

Imagine you could have prepared for the Internet age. How would you have changed your business? Today, research and analysis on emerging trends are helping businesses plan for what’s next. Renato Cruz Sogueco, BloomNet’s vice president of digital strategy, and a panel of floral retailers talk about what to do now to adapt to a fast-changing environment.

You’ll learn:

  • How smaller retailers can compete with the search dominance and customer service expectations set by companies such as Amazon, Google, Samsung and Apple
  • Which emerging marketing tools will help florists engage with mobile customers
  • Strategies on how to retool your brick and mortar to remain relevant or become the channel of choice for local customers

 key-SalesTech Using Video to Boost Engagement

 SAF17-speaker-Vilkaitis-CrystalSpeaker: Crystal Vilkaitis, Crystal Media

It’s a fact:  Video is good for business. It earns you more organic (free) reach, gives a peek at your business’s personality and entices users to engage. And it’s only going to become more valuable: one Facebook executive has said that in five years, Facebook will be video exclusively, with no text.

You’ll learn:

  • How to identify video-worthy content
  • Easy tools for filming and editing video
  • How to increase video views on social media

icon_operations   Disarm the Disgruntled

icon_repeat Saturday at 11 a.m.

SAF17-speaker-Bowles-SamSpeaker: Sam Bowles, FloralStrategies

After this session, you’ll welcome complaints on the phone, in-store or on social media and review sites as constructive criticism that lets you demonstrate your dedication and, ultimately, makes your shop better. Get a rundown of the most common customer complaints and a five-point plan to reach a resolution.

You’ll learn:

  • Greetings that convey confidence and professionalism
  • Smart questions and phrases that solve problems
  • Sales techniques that give customers a satisfying shopping experience

11 a.m. – 12:15 pa.m.

key-Talent Operations Breeding Future Floriculturists

Speakers: Anna Ball, Ball Horticultural; Susan E. Yoder, Seed Your Future

speakers Ball and YoderDespite an apparent epidemic of college graduates struggling to find a job and Americans’ growing appetite for plant-based movements, including farm-to-table restaurants and guerilla gardening, interest in horticulture careers lags. What gives? Through industry and public research, Seed Your Future has sought answers. From the research findings, they have developed an education and a PR/marketing plan that promotes horticulture — and floriculture — and encourages people to pursue careers working with plants. Come hear what they’ve discovered and what they’re doing to develop a strong pipeline of future talent.

You’ll learn:

    • Semantics and imagery that resonate with Millennials and Generation Z and emphasize the positive benefits of careers in horticulture and floriculture
    • Creative campaign ideas that emphasize the significance of the art, science, technology and business of horticulture and floriculture
    • How you can get involved in the movement to make a long-term difference in the availability of qualified candidates for your business


key-Talent Operations Preparing Millennials for Leadership

speaker_Thielfoldt_DianeSpeaker: Diane Thielfoldt, The Learning Café

Millennials, the largest adult population in history, are no longer the new kids on the block. Representing 35 percent of the U.S. workforce, many are well into their 30s and are increasingly taking on leadership roles. Generations expert Diane Thielfoldt provides insight into how to help develop this next generation of leaders. A panel of Millennial industry members also voice what they want from their careers.

You’ll learn:

  • How to connect, communicate and reward Millennials, and how older generations can adapt management styles to help them thrive
  • How to engage Millennials and guide them into leadership positions
  • What Millennials love about the floral industry — and what drives them away

key-Sales Design Operations Tech Network   Premier Products Showcase: In Living Color

Speakers: Jenny Behlings, AAF, AIFD, PFCI, SDCF, Jenny’s Floral; Theresa Colucci, AIFD, PFCI, Meadowscent; Marlin Hargrove, AAF, AIFD, PFCI, Pete Garcia Company; D Damon Samuel, AAF, AIFD, PFCI, NAFD, NMF, Bill Doran Company; Susan Wilke, AAF, PFCI, Karthauser & Sons Wholesale Florist; J. Robbin Yelverton, AAF, AIFD, PFCI, CF, MCF, Blumz by…JRDesigns

Wear your favorite color to this illuminating round of show-and-tell by a colorful troupe from Professional Floral Communicators – International. These vibrant experts dish out a “hue-ristic” analysis of tools, accessories, hard goods and fresh products — each a pot of gold! This fast-paced session blazes with bright ideas.

You’ll learn:

  • Tactics to improve vase life efficiency and more
  • Ways to increase your perceived value and profit margin
  • The inside scoop on the hottest items

Suppliers and Growers…Sign up by July 27 to have color commentary on your products and services.
Go to or contact Jenny Scala at 703-838-5216;

2:30 – 5:00 p.m.

key-Sales Design Operations Tech Network  Supplier Expo

Discover new products, tools, services and more. Get to know the vendors who can answer your questions and point you toward profitable opportunities for your business. Relax, network and absorb the ideas during this fun event. Attend and be entered for a FREE registration to SAF Palm Springs 2018!

You will:

  • See exciting fresh product and meet the people who grow and import it
  • Check out trendy hard goods, cool design tools, supplies and equipment
  • Talk about your tech needs with the brainiacs who can make it happen

Suppliers… want to exhibit? Go to or contact Laura Weaver at 703-838-5221;

american floral endowment logo6 – 9 p.m.

ket - networkingAmerican Floral Endowment Annual Fundraising Reception & Dinner*

Cost: $175 – Separate registration is required*  Use the SAF registration form.

Join us for a fun evening with industry colleagues at the AFE 2017 Fundraising Dinner. Hear about new programs, the latest consumer studies, and updates on research funding to produce healthier, longer-lasting flowers and plants. Find out how you can put these valuable resources to use! We’ll also recognize industry champions who have made contributions to support these programs.

*Contact AFE for sponsorship information at 703-838-5239.


Friday, September 8, 2017

Marketer of the Year
Marketer of the Year
Outstanding Varieties
Outstanding Varieties
26th Annual SAFPAC Golf Tournament
26th Annual SAFPAC Golf Tournament

7 a.m. – 2 p.m.

SAF Registration Desk & Resource Center

Outstanding Varieties Sponsor: Chrysal Americas7 a.m. – 5 p.m.

key-sales Design   Outstanding Varieties

saf pr fund logo7 – 8:45 a.m.

icon_sales_market Marketing Breakfast

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

Speaker_JenniSparksSpeaker: Jennifer Sparks, SAF

Wear your Petal It Forward T-shirt as we count down to the big day — Oct. 11. For the third year in a row, SAF is leading the industry in the feel-good program that reminds consumers and the media how great it feels to both give and receive flowers. Whether your plans are in motion or you haven’t started, you’ll learn how you can participate to the benefit of your business. During this pep rally, you’ll also hear about SAF’s other programs promoting flowers and florists to consumers.

24th Annual Marketer of the yearFloral Management’s 24th Annual Marketer of the Year Award

Speakers: Kate Penn, SAF; Dwight Larimer, AAF, PFCI, Design Master color tool, Inc.

Don’t miss the much-anticipated convention tradition: the announcement of the winner of Floral Management’s Annual Marketer of the Year Award. The honor recognizes a unique, innovative and successful marketing effort that increased overall sales volume. Take away winning sales and promotion ideas, and share the excitement as the winner receives the $5,000 prize, sponsored by Design Master color tool, Inc.

7 a.m. – Noon



key-talent Internship Programs that Deliver

SAF17-speaker-Thielfoldt-DianeSpeaker: Diane Thielfoldt, The Learning Café

An internship program can bring top talent to your business, but how do you start? How do you make the most of an intern’s time with you? Three floral business owners join Millennial expert Diane Thielfoldt for a conversation about internship best practices.

You’ll learn:

  • Ways in which interns benefit current employees and how an internship program can reduce staffing costs
  • Where to find high-caliber interns and how to train them
  • How to launch a program using industry resources, including the American Floral Endowment’s Internship Programs

key-sales Design Rejuvenate Your Yuletide Business   sponsor - Oasis Floral Products

Speaker: Kevin Ylvisaker, AIFD, PFCI, CAFA, Smithers-Oasis

speaker_Ylvisaker_KevinThe competition for consumers’ holiday dollars is undeniably fierce. But there’s no reason you can’t get your piece of the pie — and a generous one at that. Kevin Ylvisaker outlines several ways to attract consumers ISO unique, ready-to-go holiday décor (i.e. your specialty). Make a mid-year resolution to attend this session and end 2017 on a high note!

You’ll learn:

    • How to entice customers into your shop with special events
    • How floral décor packages can pad your bottom line with minimal effort
    • Inspirational ideas and products to help you merchandise, market and upsell

key-SalesTech One of a Kind: How to Stand Out on Social Media

icon_repeat  1:30 p.m.

SAF17-speaker-Vilkaitis-CrystalSpeaker: Crystal Vilkaitis, Crystal Media

How are customers researching products and stores in today’s world? Online marketing guru Crystal Vilkaitis shows how retailers can stand out from the competition by creating a consistent online brand with graphics, ads and local listings.

You’ll learn:

  • How to easily take your brand from chaos to cohesive to boost your marketing efforts
  • What to include in Yelp and other review site listings, and how to monitor, respond to and optimize these listings
  • How to use graphics, video, ads and local listings online to your competitive advantage

11 a.m. – 12:15 p.m.


key-TalentOperations  Recruitment Renovation

Does it seem like your want ads aren’t getting any bites — or that you’re constantly hiring and firing duds? Industry members reveal their strategies for recruiting promising candidates and setting them up for success.

You’ll learn:

    • How to write a truthful — yet compelling — job description
    • How to use current employees to recruit talented help
    • Interview questions that reveal prospects’ potential

icon_operations Identifying and Correcting Financial Mistakes

icon_repeat  Saturday at 1:30 p.m.

SAF17-speaker-Brown-KyleSpeaker: Kyle Brown, Lone Star Bloom

You know your cost targets. You also know your numbers are off. The question: Why? Do you need to renegotiate rent? Let a designer go? Reduce your delivery fleet? Kyle Brown shares his approach to financial decision-making — tips and insight that have helped him keep 13 operations in 11 markets profitable. Brown walks through his approach using three real-world shops and talks about the benefits and challenges of multiple storefronts when it comes to financial analysis.

You’ll learn:

  • How to use financial data to analyze your business, no matter your size
  • Common trouble spots and how to quickly implement changes
  • Tactics to leverage data you already have from your POS for a stronger bottom line

key-SalesOperations Down and Dirty: Nitty Gritty Hacks to Extend Vaselife

Speakers: Steve Daum, Floralife; Gay Smith, Chrysal USA


You stake your company’s reputation on top product quality. But does everyone on your team understand what it takes to attain it? Join care and handling connoisseurs Steve Daum and Gay Smith for an educational and entertaining journey through the cold chain and how to make sure everyone on your staff embraces it. Get the skinny on how small actions add up to maximize vase life. Take these tips home, make them habits and market a satisfaction guarantee.

You’ll learn:

  • Unambiguous directions for solution dosages and cooler temperature settings
  • Protocol that keeps bacteria at bays
  • How to keep make sure key processes don’t slip through the cracks

1 – 5:30 p.m.

ket - networking  26th Annual SAFPAC Golf Tournament*

You might not play like a pro, but you can still have a lot of fun at the Annual SAF Political Action Committee (SAFPAC) Golf Tournament. All skill levels are welcome at this easygoing event. Check the box on the registration form, or contact Drew Gruenburg at 703-838-5229, or Shawn McBurney, 703-838-5230,

*Separate registration required


key-TalentOperations  I Feel Ya: Why Emotional IQ Matters at Work

speaker_Gottlieb_BarrySpeaker: Barry Gottlieb, Coaching the Winner’s Edge

Did you know that 90 percent of top performers have a high emotional intelligence (EQ)? Author and speaker Barry Gottlieb explains how decades of research shows how EQ is crucial to top performance in the workplace.

You’ll learn:

  • The four main components of EQ: Self-awareness, self-management, social awareness, relationship management
  • Strategies to enhance and improve each component in yourself and your employees
  • Performance-busting habits that people with high EQ tend to avoid

 key-Talent Operations One of a Kind: How to Stand Out on Social Media

Speaker: Crystal Vilkaitis, Crystal Media

How are customers researching products and stores in today’s world? Online marketing guru Crystal Vilkaitis shows how retailers can stand out from the competition by creating a consistent online brand with graphics, ads and local listings.

You’ll learn:

  • How to easily take your brand from chaos to cohesive to boost your marketing efforts
  • What to include in Yelp and other review site listings, and how to monitor, respond to and optimize these listings
  • How to use graphics, video, ads and local listings online to your competitive advantage

 key-Talent OperationsHR Hacks that Win Loyalty

 icon_repeat Saturday at 9:15 am

SAF17-speaker-Hecht-GlendaSpeaker: Glenna Hecht, Humanistic Consulting LLC

Turnover is a drag. According to a Society for Human Resource Management study, businesses spend the equivalent of six to nine months of an employee’s salary recruiting and training the replacement. There’s also a drop in staff morale when a talented team member leaves. HR guru Glenna Hecht shares best practices to engage employees and keep institutional knowledge in house.

You’ll learn:

  • Ways to assuage boredom and burnout
  • The benefits of ambassadors and mentors
  • How to seamlessly make feedback and recognition part of your daily routine


key-sales Design HANDS-ON WORKSHOP: Holiday Designs*

Speaker: Kevin Ylvisaker, AIFD, PFCI, CAFA, Smithers-Oasis

In this interactive workshop, one of the country’s most esteemed designers and educators will help you master the mechanics for two creative designs sure to make a big impression this holiday season. Plus, get a supplementary workbook and video to guide you when you’re back in your shop.

You’ll learn:

  • Modern touches to breathe new life into red and green arrangements
  • Alpine-inspired aesthetics that enchant sophisticated customers
  • Recipes for simple but chic pieces perfect for in-shop design classes

There is an additional fee to participate in this design workshop, and space is limited to the first 24 who sign up. Check the box on the registration form or contact Laura Weaver at 703-838-5221;

key-SalesTech How to Evolve Your SEO (And Not Get SEO-Scammed)

Speaker: Eric Wu

There’s no denying the magnitude of search engine optimization for retail businesses. If your site doesn’t appear prominently in search results, you’re destined for obscurity. Most florists can’t compete with paid advertising alone. Pulling from his experience working with Google, Pinterest and, Eric Wu shares actions to boost SEO organically and addresses meaningless behavior and bad advice circulating the Web.

You’ll learn:

  • Tactics behemoth companies use to drive traffic and convert customers
  • Common SEO myths
  • Red flag phrases popular in deceptive messages

4:30 – 5 p.m.

key-SalesTalent  Steps to PFCI Membership

SAF17-speaker-Samuel-D-DamonSpeaker: D Damon Samuel, AAF, AIFD, NAFD, NMF, PFCI, Bill Doran Company

If you love talking about flowers and presenting programs for garden clubs or industry groups, you’re three-quarters of the way to earning the certification you deserve. The only thing left to do: fill out the application for Professional Floral Communicators-International. PFCI Chairman D Damon Samuel explains the application process to become a member of the floral industry’s premier speakers organization and what to include in your audition.

6:30 – 8:30 p.m.

ket - networking  Networking Reception

Some of the best business ideas and opportunities arise through casual conversations. Mix and mingle while making professional and social connections.

Saturday, September 9, 2017

Sylvia Cup Audience
Sylvia Cup Audience
Sylvia Cup Designers
Sylvia Cup Designers
Stars of the Industry Awards Reception
Stars of the Industry Awards Reception

7 a.m. – 2 p.m.

SAF Registration Desk & Resource Center

Outstanding Varieties Sponsor: Chrysal Americas7 a.m. – 5 p.m.

key-sales Design   Outstanding Varieties

convention sponsor7 – 8:45 a.m.

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

icon-SalesDesignKeynote Breakfast and Business Session

Speakers: Martin Meskers, AAF, Oregon Flowers, Inc.; Christopher Drummond, AAF, PFCI, Plaza Flowers; Bill LaFever, PFCI, Bill Doran Company

Witness history as SAF President Martin Meskers passes the gavel to Bill LaFever, and meet other new SAF leaders when board and council elections results are announced. The Outstanding Varieties People’s Choice honoree, SAFPAC Golf Tournament results, and convention sponsors will be recognized.

Age-Appropriate Allure: Fashion Your Flowers to Fit Four Generations

Jackie Lacey, AIFD, CFD, PFCI, FloriologySpeaker: Jackie Lacey, AIFD, CFD, PFCI, Floriology

Your shop can’t survive by serving one consumer group alone. It’s crucial to court four generations. Jackie Lacey, Floriology director of education and industry relations, demonstrates how to design the same flowers to appeal to Boomers, Gen X-ers, Millennials and Young Adults (Gen Z), and offers marketing opportunities for each.

You’ll learn:

  • Generational shopping habits
  • Design styles for different age demographics
  • Tips on how to market to consumers raised in a digital age

sponsors_SylviaCup9 – 11 a.m.

Design icon 50th Annual Sylvia Cup Design Competition

Coordinators: Marlin Hargrove, AAF, AIFD, PFCI, Pete Garcia Company; Jenny Behlings, AAF, PFCI, Jenny’s Floral; Theresa Colucci, AIFD, PFCI, Meadowscent; D Damon Samuel, AAF, AIFD, PFCI, NAFD, NMF, Bill Doran Company; Susan Wilke, AAF, PFCI, Karthauser & Sons Wholesale Florist; J. Robbin Yelverton, AAF, AIFD, PFCI, Blumz by…JRDesigns

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. During the last hour, the competition’s commentators and coordinators — decked out in themed costumes — talk about the featured products and challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration to SAF Palm Springs 2018, SAF’s 134th Annual Convention. First Runner-Up wins $500; Second Runner-Up gets $250. Winners will be announced at the Stars of the Industry Awards Dinner.

You’ll see:

  • Some of the hottest emerging design styles
  • An exciting (nail-biting!), live demonstration of how to create spectacular floral pieces in minimal time
  • The U.S. floral industry’s longest-running live design competition

Designers… want to compete? Go to or contact Jenny Scala by July 27 at 703-838-5216;


key-SalesTech Sales Jolt! Photos That SellSponsor-GreenPointNurseries

Speaker: Reece Nakamoto Farinas, Beretania Florist

speaker_Reece Nakamoto FarinasAre you showing your shop’s custom designs on your website? If not, you should be, according to fourth-generation florist Reese Farinas. This millennial shop manager shows how he has dramatically increased customer satisfaction, web conversion rates and sales — and eliminated complaints — by replacing stock photography with his own on his website.

You’ll learn:

  • How to build a “Pinterest-worthy” photo studio or backdrop for less than $100
  • Techniques that will make your smartphone shot look like it was captured by a $700 camera
  • Fast, easy and reliable stage tricks that work

icon_operations Does Direct Buying Add Up?

With rising costs in all categories of the business, controlling COGS is more important than ever. Buying direct sometimes seems like the most obvious solution, but is it always? Wholesalers and retailers discuss when it makes sense to buy direct, and how to determine whether buying direct saves money.

You’ll learn:

  • How to negotiate with wholesalers to get the best pricing
  • Strategies to streamline the overall purchasing process
  • Pitfalls to avoid and advice on how wholesalers and retailers can work together to stay profitable

key-SalesTech icon_repeat HR Hacks that Win Loyalty

11 a.m. – 12:15 p.m. THREE CONCURRENT SESSIONS

 Are You Selling Yourself Short?

SAF17-speakers-Anderson-MyersSpeakers: Mark Anderson, FloristWare; Derrick Myers, CPA, CFP, PFCI, Crockett Myers

Mark Anderson breaks down pricing models that revolutionized the travel, restaurant and entertainment industries and offers easy tips to appease bargain hunters without cannibalizing full-price sales. Derrick Myers explains when and why it’s OK to deviate from a cost-plus formula and how to track these strategies so your accountant won’t have a heart attack.

You’ll learn: 

  • Why tiered-pricing choices and bundles please a broad demographic
  • How to employ selective discounting
  • Ways to increase your perceived value to attract an affluent clientele

icon-SalesTech Defending Your Brand Online

In this panel discussion, three florists divulge what they do to stake their cyber turf so that consumers find their shop online, as well as what they do to protect their online reputation in customer reviews.

You’ll learn:

  • How to set up a Google AdWords campaign to thwart deceptive advertisers
  • How to use directory service listings to grow your wedding business
  • Best practices for responding to online reviews

icon_sales_market icon_repeat  Disarm the Disgruntled


key-SalesOperations  High-Volume Fulfillment for All

Speakers: Skip Paal, AAF, Christine Grant, Brian Collins, Tom Addalia; Rutland Beard Floral Group

Filling a high volume of incoming orders can be profitable with the right set-up — and the model isn’t just for large florists. The team at Rutland Beard pulls back the curtain on their process and explains how it can work for shops of all sizes.

You’ll learn:

    • Principles that apply in Rutland Beard’s production facility and retail stores, and how the business converts from normal to holiday operations
    • Techniques for differentiating in-wire orders from high-end, local brand orders
    • Profitable production tactics from large shops that smaller operations can scale down

key-SalesTechOperations  Analyze This: Google Analytics

Speaker: Art Conforti, PFCI, Bloomerang Solutions

speaker_Conforti_ArtThink of Google Analytics as an MRI for your business. Let it probe your website, social media accounts and email campaigns to diagnose what’s working and what needs attention. Data junkie Art Conforti, who used Google Analytics to advance his Sarasota, Florida shop and now helps florists around the country do the same, breaks down the program into bite-sized fragments.

You’ll learn:

  • Recognize your top traffic sources
  • Test alternative versions of a web page or email message
  • Use data to improve your Google AdWords campaigns

icon_operations icon_repeat Identifying and Correcting Financial Mistakes


Design icon  HANDS-ON WORKSHOP: Body Flowers*

Crowns, floral necklaces, pocket squares, wrist and ankle bands — your ability to provide distinctive designs for weddings and proms can set you apart from the competition and add significantly to your bottom line. Learn the latest tips, techniques and mechanics for creating stunning body flowers — and create one for yourself (or your date) to wear to the Stars of the Industry Awards Reception and Dinner.

You’ll learn about:

  • Must-use mechanics and tools for creating stable, long-lasting pieces
  • Low-labor, high-impact florals and foliage

* There is an additional fee to participate in this design workshop, and space is limited to the first 40 that sign up. Check the box on the registration form or contact Laura Weaver at 703-838-5221;

  Tech SOS: Ask the I.T. Pros

SAF17-speakers-Aldeguer-DuchaineSpeakers: Joe Aldeguer, Max Duchaine, SAF

Laptop running slow? Problems uploading videos to YouTube? Got a question about hardware? Computer Security? Cloud Computing? Microsoft Office 365? WordPress Websites? E-commerce, Backups and Disaster Recovery? Windows 10 and Mac computing? Can’t figure out Facebook or Instagram? The tech doctors are in. Bring your laptop, tablet or smartphone and get advice from SAF’s resident geeks: Director of IT Joe Aldeguer and Digital Strategy Manager Max Duchaine.

key-Tech and OperationsHANDS-ON WORKSHOP: QuickBooks

SAF17-speaker-Pugh-MichaelSpeaker: Michael Pugh, AAF, Pugh’s Flowers

Michael Pugh, Pugh’s Flowers’ chief financial officer and owner, has used QuickBooks since it came out in 1983 to make smart purchasing, marketing and operational decisions. In this hands-on session, he walks through common pain points, demonstrates little-known functions, and answers questions. Don’t wait — email questions to and he’ll come prepared to tackle them.

You’ll learn how to:

  • Import daily sales from your POS system
  • Create customized reports for different departments and export them to Excel
  • Set up automation and permissions for staff input without giving away sensitive information
  • Make bank reconciliation easier

5:30 – 6 p.m.

network icon PFCI Toast

Members of Professional Floral Communicators – International get together to congratulate their newest members.

convention sponsor6 – 10 p.m.

network icon Stars of the Industry Awards Reception and Dinner

6 – 6:30 p.m. Corsage & Boutonnière Bar & Reception

Tonight’s a big night and calls for corsages and boutonnières. Proceeds benefit the American Floral Endowment’s Paul Ecke Jr. Fund.

Mix and mingle before the celebration begins, and take a closer look at all the Sylvia Cup entries.

6:30 – 10 p.m. Awards Presentations and Dinner

Share an evening of fine food and joyful applause as we honor some of the most accomplished and dedicated people in the floral industry. Cheer for the Sylvia Cup champion, and toast inductees of the American Academy of Floriculture and Professional Floral Communicators – International. Experience the excitement as the winners of the Alex Laurie Award, Paul Ecke Jr. Award and other top honors are revealed including the industry’s most prestigious award, Floriculture Hall of Fame.

10 p.m. – Midnight

network icon After Glow Party

Continue the celebration with music and dancing — a fun finale for SAF’s 133rd Annual Convention.




2018 © Society of American Florists