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How do you need to evolve your business in the COVID and post-COVID world?

This summer SAF brought together some of the top minds from inside and outside the industry to tackle this question and more.

Missed the event? You can now purchase the full week of recorded Keynote and Panel Sessions for $199. | BUY NOW >



KEYNOTE

Consumer Behavior in a COVID and Post-COVID World

Speaker: Jim Dion, Dion Co.

How will consumer behavior continue to evolve in a time of physical distancing? In what ways will the pandemic reshape where, when, why — and how— consumers buy goods and services? For business owners who want to survive, answering such questions is key, and hope alone is not a strategy, says author, speaker and retail consultant Jim Dion of Dion Co. During this dynamic, thought-provoking presentation, Dion will leverage his research in human psychology and experience advising legacy brands through periods of intense change — including The Ritz-Carlton Company, Harley-Davidson Motor Company and Hummer — to share insight on the important lessons the current crisis already has taught retailers and how business owners can position their operations to be on the leading edge of changes in consumer spending and habits. Dion, a speaker at past SAF conventions, brings both a deep understanding of the unique challenges facing the floral industry within the context of the overall crisis — and fresh perspective on how to see some of those obstacles in a new and empowering light.

PANEL DEBRIEF

Strategies in Adapting Operations

Jim Dion laid out some of the biggest changes in consumer behavior, now learn how major players in the floral industry project how floral industry entrepreneurs will need to adapt their playbooks and how they plan to keep moving forward in new ways in the near- and longer term. Walk away with practical ideas and inspiration on how to take concrete steps immediately that will make your business more agile, resilient and successful.

Panelists

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ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

MONDAY SPEAKERS BIOS

Jim Dion, Dionco, Inc.
Jim Dion, Dionco, Inc.

Keynote Sponsor
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Panel Sponsor
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Roundtables Sponsor
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KEYNOTE

How Will COVID Impact Consumer Flower Buying?

Speaker: Charlie Hall, PhD., Texas A&M University

The Society of American Florists and the Floral Marketing Research Fund recently commissioned a consumer poll to determine how consumer floral buying behavior may change in the wake of the pandemic. Will flower budgets shrink? Will consumers purchase less frequently — or more frequently — than in the past? What are the top factors that will influence flower-buying in the next six months? Safety protocols? Budget? Be among the first to hear the results of this survey — and what they mean to floral businesses moving forward — from industry economist Charlie Hall, Ph.D., of Texas A&M University.

PANEL DEBRIEF

Responding to the New Realities of Consumer Flower Buying

Following Dr. Charlie Hall’s keynote presentation, a panel of industry experts will explore the practical implications of key findings and share how they are thinking through opportunities and challenges presented by some of these shifts in behavior. Attendees will have the chance to engage more deeply with key points made during Dr. Hall’s session, through the lens of decision makers representing different industry segments.

Panelists

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ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

TUESDAY SPEAKERS BIOS

Charlie Hall, PhD., Texas A&M University
Charlie Hall, PhD., Texas A&M University

Keynote Sponsor
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Panel Sponsor
California Association of Flower Growers & Shippers

Roundtables Sponsor
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Online Strategies: Leverage Your Web Toolbox

The COVID-19 pandemic turned millions of consumers into more regular online shoppers almost overnight. Most experts say that, even as restrictions ease and retailers reopen physical spaces, the habits shoppers have learned over the past few months (picking out groceries via an app, grabbing dinner curbside, ordering birthday gifts with a quick tap on their laptop or phone) likely are here to stay.  What does that mean for florists looking to attract more people online, improve user experience and convert more sales? Some of the industry’s top website providers will review lessons learned from the crisis, share strategies florists can implement and discuss some of the newest tools available to drive online business.

Speakers

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BloomNet | Maximize Social Media to Increase Engagement, Reach and Website Clicks| 11 am

Renato Sogueco, AAF, PFCI, vice president digital strategy and education
Social media marketing is a must-do which requires quality staff time to do it right. Because of the time investment, be sure you are maximizing your posting processes to ensure you get the most reach and engagement. In this session, learn proven posting methods for reaching more potential customers on Facebook and Instagram. You’ll also hear strategies on how to generate more relevant clicks back to your website from Facebook and discuss the importance of Facebook/Instagram Advertising.

Flower Shop Network | Digital Techniques & Storytelling| 12 pm

Jamie Adams, Director of Marketing & SEO
Digital storytelling is about making connections, having conversations and becoming a relatable personality instead of a business entity. This session will cover the storytelling tools all florists have at their disposal, including website content, images, video, social media platforms and physical storefronts, to compel more customers to buy more flowers.

blankBall Cut Flowers | The Blind Flower Design Challenge | 1 pm

Sarah Campbell and Jordan Marx, Intrigue Designs and Intrigue Teaches; Bron Hansboro, The Flower Guy Bron
Fresh off their semi-final finish on Netflix’s “The Big Flower Fight,” Sarah Campbell and Jordan Marx will demonstrate some of the creative concepts, advanced techniques and quick thinking they honed while competing on the international reality show. In this captivating presentation, watch the talented duo create a stunning floral installation while on the clock — with an extra challenge: every 10 minutes, they will receive additional buckets featuring some of Ball’s newest varieties to incorporate into their design. Bron Hansboro, owner of The Flower Guy Bron in Richmond, Virginia, and one of the event industry’s most sought-after speakers, will provide lively commentary during the fun, flowery chaos, followed by a Q&A with the plucky participants.

Teleflora | Tactics for Leveraging High Traffic | 1:40 pm

Kirby Ryan, Senior Director of eFlorist
With so many shoppers online, now is the time to focus your energy on attracting new customers and defining an online retention strategy. Participants will hear about tactics to help boost organic and paid traffic online, drive new customers to their sites, and encourage repeat purchases. The session will cover the role of SEO optimization, paid search, social channels, and customer outreach in driving traffic to your site.

Got Flowers | Stop Neglecting Your Online Presence!| 2:40 pm

Sundaram Natarajan, CEO
In this session, learn why it’s more important than ever to take a proactive approach on the Internet, keeping your online profile up to date and fully understanding what your customers see on your digital space — and how they interact with the content there. Find out how and why you can stand apart from competitors and learn tactics on how to compete more effectively for online business.

Lovingly | Streamlining the Online Buying Experience| 3:45 pm

Joe Vega, co-founder
The floral industry doesn’t adhere to the practice of simply pushing product. It is an emotional industry, present in every important milestone a human being could have.  As a florist, you have a valuable talent for translating emotion into art. Every interaction is an opportunity to make a connection between two people and strengthen relationships. The key to a successful, profitable website is to provide visitors with great user experience. Users must feel comfortable, secure and free of frustration throughout their experience, from start to finish. This session will share strategies on how you can make that happen.

WEDNESDAY SPEAKERS BIOS


Sponsor
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KEYNOTE

Leveraging the “Localvore” Movement

Speaker: Stacie Lee Banks, AAF, and Kristie Lee, Lee’s Flower and Card Shop, Washington, D.C.

Since the onset of the pandemic, the “buy local” movement appears to be growing stronger and even more relevant among consumers who care about their communities and want to support area small businesses. For decades, Lee’s Flower and Card Shop has been at the center of its community in Washington, D.C.’s historic U Street corridor. Join sisters and co-owners Stacie Lee Banks, AAF, and Kristie Lee as they share some of their experiences so far from the pandemic and social upheaval — and talk about how they are drawing on the foundation of their brand as a community-oriented local business to push through the chaos.

 

PANEL DEBRIEF

Building Community and Connections for Your Business

Industry members who have created strong bonds with their local communities will expand on the keynote session with a conversation about how floral businesses can better cultivate partnerships and networks among area businesses, civic groups, individuals and more. They’ll share insight on why those connections are even more important today and give advice on how tools such as great storytelling can help business owners find new pathways to stand apart, finance projects and build toward the future.

Panelists

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ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

THURSDAY SPEAKERS BIOS

Stacie Lee Banks
Stacie Lee Banks, AAF, Lee’s Flower and Card Shop, Washington, D.C.
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Kristie Lee, Lee’s Flower and Card Shop, Washington, D.C.

Exclusive Thursday Sponsor
Teleflora logo 400x92


KEYNOTE

Leadership in Times of Crisis

Speakers: Joe Don Zetzsche and Kate Penn

How do you lead your business through this unprecedented time and move from reacting to trauma and crisis to creating more strategic, meaningful and ultimately productive relationships with your team? How do you create a new framework and find ways to let go, move on and reimagine who you and your business might become? What do you do as a leader when you just don’t have all the answers? Join Joe Don Zetzsche, director of H-E-B’s BLOOMS Flower Shops, and Kate Penn, CEO of the Society of American Florists, for a conversation about what strong leadership looks like today and why it matters.

PANEL DEBRIEF

Leading Your Business through Change

After the conversation with Joe Don Zetzsche and Kate Penn, floral industry leaders will dig into the resources and perspective they tapped into as they made some of the hardest decisions of their careers. They’ll talk candidly about missteps, lessons learned and the key indicators they rely on now — and they’ll share some of the habits and strategies they’ve adopted or adapted over the last few months to become more effective leaders for their teams.

Panelists

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ROUNDTABLES:

After the panel debrief, engage with your peers on some of the key topics addressed in breakout rooms and virtual roundtables. These small, informal sessions are an ideal way to discuss ideas more fully and share and connect with other industry members.

FRIDAY SPEAKERS BIOS

Joe Don Zetzsche
Joe Don Zetzsche, director, H-E-B’s BLOOMS Flower Shops
Kate Penn
Kate Penn, CEO, Society of American Florists

Keynote Sponsor
Sponsor Syndicate

Panel Sponsor
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Roundtables Sponsor
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SPEAKERS


MONDAY SPEAKERS

Jim Dion, Dionco, Inc.
Jim Dion
SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers
Chris Drummond, AAF, PFCI
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Sarah Bagle
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Anna Ball
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Charlie Cole
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Lindsay Squires

Jim Dion
Jim Dion is a speaker, consultant and the founder and president of Dionco Inc. in Chicago. He is the author of several best-selling books including “Retail Selling Ain’t Brain Surgery” and “The Complete Idiot’s Guide to Starting and Running a Retail Store.” He holds a master’s degree in psychology, a doctorate in industrial psychology and brings more than 45 years of progressive retail experience working at Sears, Levi Strauss and Gilmore Department Stores and consulting for brands such as The Ritz-Carlton Hotel Company, Harley-Davidson Motor Company, Hummer, Bata, The Hat Shack, and Living Well.

Chris Drummond, AAF, PFCI (Moderator)
Chris Drummond is a third-generation florist and president of Penny’s by Plaza Flowers in Philadelphia, Pennsylvania, a multi-store enterprise. He is SAF’s president and has served on the association’s Retailers Council. He has given numerous speeches for a variety of organizations, including Comcast Corporation, Family and Consumer Sciences Association of Philadelphia, and the University of Delaware.

Sarah Bagle
Sarah Bagle grew up in the floral industry, surrounded by family with a passion for innovation and design. Since joining her family’s business in 2009, she has an instrumental in taking Accent Decor from a small company with a big idea to a growing business with over 100 employees and wide brand recognition. Bagle has helped foster Accent Decor’s mission to inspire the floral industry with containers that are as design-centric as the floral arrangements that grace them. She believes that Accent Decor’s success drives the opportunity to make a positive change in the communities that Accent Decor touches, from employees, to customers, to artisans across the globe.

Anna Ball
AnnaBall is the president and CEO of Ball Horticultural Company in West Chicago, Illinois, a fourth-generation, company with 25 locations around the world that specializes in breeding, biotechnology, production and flower seeds and cuttings marketing. Ball earned a master’s degree in business administration from Northwestern University and is a trustee for the Morton Arboretum.

Charlie Cole
Charlie Cole is FTD’s chief executive officer. Prior to joining FTD in March 2020, he served as the first global chief eCommerce officer for Samsonite while simultaneously serving as chief digital officer for Tumi, which was acquired by Samsonite. Cole also has held executive positions and led digital transformations at Assembled Brands, Schiff Nutrition and Lucky Brand Jeans.

Lindsay Squires
Lindsay Squires is the community development manager & events coordinator at Tagawa Gardens in Centennial, Colorado. Passionate about translating the strengths of her team into solutions for both the customer and the business, Squires seeks to learn and lead through change, infusing the legacy of the past into the transformations necessary to the future. With an ambitious vision for the life-giving work of the horticulture and floriculture industries, Squires believes that our businesses are poised to strategically contribute to the flourishing of our staff, customers, and communities, especially in times of adversity. Originally from a Nebraska farm, she received the Green Profit/RBI Young Retailer Award in 2020.


TUESDAY SPEAKERS

Charlie Hall, PhD., Texas A&M University
Charlie Hall, Ph.D.
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David Boulton, AAF, PFCI
Tim Farrell, AAF, AIFD, PFCI
Tim Farrell, AAF, AIFD, PFCI
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Gustavo Gilchrist
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Seth Goldman
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Holly Heider Chapple
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Debora Steier

Charlie Hall, Ph.D.
Charlie Hall, Ph.D., is a professor and the Ellison Chair in international floriculture at Texas A&M University. His expertise includes strategic management, market situation/outlook, cost accounting, and financial analysis for the green industry. Hall serves as the chief economist for AmericanHort and co-chairs the advisory council of Seed Your Future. He is former president and past president of the board of directors for America in Bloom and an honorary lifetime member of the Tennessee and Texas Nursery and Landscape Associations. He received Texas A&M University’s Association of Former Students’ Distinguished Achievement Award in Teaching and the Vice Chancellor’s Award in Excellence for Student Counseling and Relations. Hall won the SAF Paul Ecke, Jr. Award in 2018.

David Boulton, AAF, PFCI (Moderator)
David Boulton, the owner of Flowers By George Inc. in Arlington, Washington, grew up in the floral industry working for the family business that started in 1968. He has served in many volunteer leadership roles for SAF, including terms on the group’s Retailers Council, Floral Management Advisory Committee, Technology Task Force, Professional Floral Communicators-International Committee, and on the association’s Board of Directors.

Tim Farrell, AAF, AIFD, PFCI
Tim Farrell AIFD, AAF, PFCI is an accomplished floral designer, known throughout the United States for his creations of beautiful floral compositions. His understanding and ability to teach the elements and principles of floral design make him a sought-after presenter for garden clubs, horticultural schools, and retail florist organizations throughout the country. He opened Farrell’s Florist in Drexel Hill, PA in 1983. Tim’s work has been showcased in the Philadelphia Flower Show as a featured designer in the gallery of AIFD, as a guest speaker for the Pennsylvania Horticultural Society, and as a judge. Farrell’s work has appeared several times in the national publication FLOWERS&. He also designed and produced the stage arrangements for the 2001 Presidential Inauguration Ball in Washington, DC. In addition to his duties at Farrell’s Florist, Farrell serves as Education Team Senior Advisor and Industry Ambassador for Teleflora in Los Angeles CA.

Seth Goldman
Seth Goldman is the CEO of UrbanStems, an ecommerce site that partners with farms in Colombia, Ecuador and Mexico to design and ship bouquets directly to company distribution centers in Washington, D.C., and New York City. Goldman previously ran the U.S. division of HelloFresh, where he secured a $37 million incentive package from the state of New Jersey to support HelloFresh’s exponential growth, which culminated with a successful IPO in 2017. Before that, he worked at Quidsi (acquired by Amazon), where he was on the launch team of Wag.com, a pet-focused e-commerce site.

Gustavo Gilchrist
Gustavo Gilchrist is president of Kennicott Brothers Company, a Chicago-based floral wholesaler founded in 1881. A chemical engineer by training, he spent eight years of his career with Monsanto, an agrochemical and biotechnology company, in his native country of Colombia. In the early 2000s, he started his own business growing flowers in Mexico. In 2013, he joined Kennicott Brothers. The company currently operates in eight states and is 100 percent employee-owned, with more than 350 proud owners. He has served on the SAF Wholesalers Council, Member Joint Council and Board of Directors.

Holly Heider Chapple
Holly Heider Chapple founded her eponymous wedding and event floral design business nearly 30 years ago. Starting as a home-based florist, she has become an internationally recognized brand frequently featured in magazines such as Martha Stewart Weddings and Town & Country. In 2010, she launched The Chapel Designers, an international collective of event floral designers. Chapple and her husband also run Hope Flower Farm in Waterford, Virginia. In 2017, Chapple partnered with Syndicate Sales to create a collection of products bearing her name.

Debora Steier
Debora Steier entered the floral industry over 30 years ago working in many areas of the business. She has experience with traditional retail floral shop and the floral import business along with many years in the Grocery industry. Steier previously held the position of Produce Sales manager and is currently the V.P. of Floral for Albertsons Companies. She currently lives in Boise Idaho with her Husband George.


WEDNESDAY SPEAKERS

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Renato Sogueco, AAF, PFCI
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Sarah Campbell
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Jordan Marx
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Bron Hansboro
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Kirby Ryan
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Jamie Adams
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Sundaram Natarajan
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Joe Vega

Renato Sogueco, AAF, PFCI, Vice President Digital Strategy and Education, BloomNet
Renato Sogueco serves as vice president of digital strategy and education at Floriology® Institute powered by BloomNet. BloomNet is a floral industry innovative service provider. His primary role is to help florists build web sales and engage their customers by developing customized services and solutions focusing on search engine optimization (SEO), search engine marketing (SEM), social media, content marketing and mobile marketing strategy.

Sarah Campbell and Jordan Marx, Intrigue Designs and Intrigue Teaches
Sarah Campbell is the founder of Intrigue Teaches, a floral education company and Intrigue Designs, a luxury floral design company. Previously, she and right-hand-lady Jordan Marx have traveled the world teaching floral workshops, building wedding businesses and creating a strong, positive community of flower-lovers focused on sharing knowledge and spreading joy through blooms. In their most recent project, Campbell and Marx were semi-finalists on the new Netflix reality competition show, The Big Flower Fight. Now, they’re looking to share their journey and what they’ve learned with the world!

Bron Hansboro, The Flower Guy Bron
A master of the art of floristry, Bron Hansboro provides bespoke design and styling experiences for events of all types. Intuitive customer service and a boutique business approach are paradigms of his brand. He is a wanderer of the world and a modern-day Renaissance man. He loves art, good wine, and great company, oh and of course flowers. His work with flowers is organic and his most natural expression. He lets the blooms whisper, and he listens. He lives by the simple principle, “be your best self,” and encourages others to join him in that philosophy.

Kirby Ryan, Senior Director of eFlorist, Teleflora
Kirby Ryan leads Teleflora’s eFlorist offering, where he focuses on equipping florists with the tools they need to build and maintain a robust digital presence – from elegant, flexible websites to marketing and reporting. Kirby has spent his career across consulting, venture, and start-ups, driving exponential growth and enhancing performance. Prior to Teleflora, Ryan was COO at SWS Venture Capital where he focused on disruptive technologies in the consumer products and technology space, and worked in Deloitte’s Strategy and Operations practice, developing customer and operating strategies, improving performance, and launching new businesses. Ryan holds an MBA from the UCLA Anderson School of Management, as well as a Masters in International Business and a BS in Marketing from the University of Florida.

Jamie Adams, Director of Marketing & SEO, Flower Shop Network
Jamie Jamison Adams has managed the SEO efforts of FSN’s five web properties since 2006. A recognized authority on Social Media Marketing and SEO, Adams is regularly sought for business technology panels and speaks on social media for a variety of industries. With a personal understanding of the needs and struggles of independent local businesses along with an astute knowledge of cutting-edge social media and SEO, Adams offers a unique perspective when blending technology and the floral industry. Adams holds a BSE and MSE in business from Arkansas State University.  Before joining FSN, she spent twelve years growing a retail garden center and maintains an active role in its operations. She is an Arkansas Certified Nurseryman and continues to hone her plant-care knowledge as the “Plant Expert” by answering weekly questions on the FSN Bloomin’ Blog. Adams lives in Paragould, Arkansas with her husband, Neal. She is an avid gardener, loves taking her dog, Quincy, to nursing homes and believes everyone should adopt a shelter dog.

Sundaram Natarajan, CEO, GotFlowers
Sundaram Natarajan is the founder and CEO of GotFlowers. He has more 25 years of experience in technology and has a passion for customer service, solving workflow problems and building smartphone apps. He graduated with an MSEE degree from Washington University  St. Louis and presently resides in Fremont, California with his wife and daughter. His other interests include cooking different cuisines and cycling.

Joe Vega, co-founder, Lovingly
Joe Vega, the co-founder of Lovingly, has been involved in the floral industry for over 13 years. He’s motivated by technology, creativity, and the desire to ensure moments are celebrated. He guides florists to highly-profitable orders, giving them the freedom to unleash their creativity and grow their business. Lovingly, a human-centered tech company, is driven by creating the best possible experience for customers and florists alike. Through Lovingly, he has helped thousands of florists across North America become financially secure so they can become artistically free.


THURSDAY SPEAKERS

Stacie Lee Banks
Stacie Lee Banks, AAF
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Kristie Lee
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Susan Bachman West
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John Burk
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Sally Kobylinski
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Valerie Lee Ow
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Sandy Schroeck, AIFD, PFCI

Stacie Lee Banks, AAF, and Kristie Lee
Stacie Lee Banks and Kristie Lee are sisters and co-owners of Lee’s Flower & Card Shop Inc., in Washington, D.C. In 2018, Banks was awarded Small Business Person of the Year by the D.C. Chamber of Commerce. The historic business has been named “Best of D.C.” for six consecutive years by the Washington City Paper. Banks has served on the SAF Consumer Marketing Committee and she was president of the Teleflora MD, VA, DC unit in 2000, treasurer in 1998 and secretary in 1997. She is a board member on many local service groups in the D.C. area. Lee rejoined the family business more than a decade ago after working for a period in corporate America. She manages the business’s social media and marketing and pioneered their Cross Pollination in-store boutique for local goods.

Susan Bachman West (Moderator)
Susan Bachman West is president of wholesale nursery Bachman’s Inc. in Minneapolis, Minnesota. With more than two decades’ experience in the floral industry, she has served on the Minnesota Landscape Arboretum Board of Trustees since 2010 where she has served as Marketing and Events Committee Chair since 2012. West also has served on the Minnesota Women’s Economic Roundtable. Her nursery has been in business since 1885.

John Burk
John Burk’s background in information technology led him to a technical support role with DVFlora in 2001. He joined DVFlora when the company was switching to a new warehouse management system, so he had the opportunity to learn more about all facets of the business. As the digital marketing manager, Burk enjoys developing his passion for technology and the flower industry, while engaging with retailers and floral designers across the nation.

Sally Kobylinski
Sally Kobylinski comes from a long line of entrepreneurs; her grandparents started a greenhouse and florist business in the 1930s in Upstate New York.  She met her husband, John, at a flower shop, when she was leaving a deposit for her sister’s Valentine’s Day wedding flowers. In 1990, with the help of an angel investor, John and Sally started In Bloom Florist in Orlando, Florida. The business now has two retail locations and a wholesaler operation. Kobylinski oversees the sales, marketing and event teams.

Valerie Lee Ow
Valerie Lee Ow is the co-owner with her sister Robbin of J. Miller Flowers and Gifts in Oakland, California, a family business celebrating its 50th anniversary in 2020. Ow oversees design, sales and marketing and teaches regular design and corporate classes. She has been an exhibitor at Bouquets to Art in San Francisco for the past 20 consecutive years and is a frequent speaker at garden clubs. She has served as president of the Piedmont Ave Merchants Association and is currently a board member of many organizations supporting community schools, churches and local charities.

Sandy Schroeck, AIFD, PFCI
Sandy Schroeck is an award-winning designer and educator who has designed unique showroom displays at the national level and teaches across the country. She is also the customer education coordinator at Len Busch Roses in Plymouth, Minnesota. In her role, she works alongside the Len Busch team to help customers work through COVID-19 challenges, supporting them with creative programs and selling techniques.


FRIDAY SPEAKERS

Joe Don Zetzsche
Joe Don Zetzsche
Kate Penn
Kate Penn
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Laura D. Shinall
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Michelle Castellano Keeler, AAF
SAF President Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers
Chris Drummond, AAF, PFCI
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Brad Levy
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Liza Roeser

Joe Don Zetzsche
Joe Don Zetzsche grew up on a farm and ranch in the panhandle of Texas. He holds an MBA from Abilene Christian University. For more than 30 years, he has worked for H-E-B— one of the most respected and recognized brands in the country, with 400 locations in Texas and Mexico. Zetzsche began his career in operations, working from a cashier role up through a store leader position. He was produce buyer for five years and then a regional leader for produce, floral merchandising and staffing, in charge of those divisions for 35 stores in the H-E-B family. For the past 12 years, he’s led the flower business for the company including all procurement and merchandising for H-E-B’s 250-plus BLOOMS Floral Shops.

Kate Penn
As executive vice president and CEO, Kate Penn leads, directs and manages day-to-day activities for the Society of American Florists and is responsible for developing the overall strategic positioning for the organization. She joined SAF in 1987 as a writer and editor, and then held positions as editor-in-chief, publisher, vice president of publishing and communications, and chief content and publishing officer. Kate has a B.S. in journalism from Bowling Green State University.

Laura D. Shinall (Moderator)
Laura Shinall is the third-generation president of Syndicate Sales Inc., a family-owned manufacturer, importer and distributor of floral hardgoods located in Kokomo, Indianan. An entrepreneur at heart, Shinall ran her first small business at the age of 16. Since then she has started other small ventures, raised four children and served as the Athletic Director for a small school in south Georgia. Throughout her career, she has served on several industry committee. She is a recent past member of the SAF Board of Directors and Wholesale Council and currently the Chairperson-Elect for the American Floral Endowment Board of Trustees.

Michelle Castellano Keeler, AAF
Michelle Castellano Keeler is the vice president of Mellano & Company, a third-generation cut flower grower and wholesaler with growing locations in California and wholesale locations in California and Nevada. She currently oversees the company’s corporate and real estate matters as well as employee and legal issues and is a member of the California Bar. She is SAF’s president-elect.

Chris Drummond, AAF, PFCI
Chris Drummond is a third-generation florist and president of Penny’s by Plaza Flowers in Philadelphia, Pennsylvania, a multi-store enterprise. He is SAF’s president and has served on the association’s Retailers Council. He has given numerous speeches for a variety of organizations, including Comcast Corporation, Family and Consumer Sciences Association of Philadelphia, and the University of Delaware.

Brad Levy
Brad Levy is the co-owner of Allen’s Flowers & Plants, a second-generation, family business with a worldwide online presence and multiple locations and design center in and around San Diego. Locally, Allen’s Flowers, founded by Levy’s parents, Max and Marilyn, has been selected as the best florist in San Diego by the readers of the San Diego Union Tribune and signonsandiego.com for eight years. Levy was on the cover of Floral Management in July 2018 and is a member of SAF’s Retailers Council.

Liza Roeser
Liza Roeser disrupted the flower industry after completing a Peace Corps assignment in Ecuador — one of the world’s largest exporters of cut flowers — in the 1990s. She saw and seized the opportunity to export directly from farm to consumer and founded FiftyFlowers, today a multi-national, multi-million-dollar company. She is a frequent speaker and shares her knowledge and passion for flower sourcing, entrepreneurship, and women’s empowerment in business.


SPONSORS (as of 7/16/20)


PLATINUM

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sponsor Teleflora

GOLD

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Sponsor Syndicate
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SILVER

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California Association of Flower Growers & Shippers

PARTNERS

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Sponsor FlowerShopNetwork
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FAQs

How do I make an event profile?

Once you have registered, head to “Create Profile” on the top right of safreinventionsummit2020.org. Fill out the Event Profile Form. Head to your Event Profile to make your account public, change your profile photo, chat with members in the directory, and RSVP for sessions! NOTE your event profile must be made public in order to chat with other attendees.

How do I change my profile photo?

Login to your “Event Profile” on safreinventionsummit2020.org and head to your Event Profile Hub. Make your profile public. Click edit over the photo icon, select your image, and save.

How do I change my profile privacy?

Login to your “Event Profile” on safreinventionsummit2020.org and head to your Event Profile Hub. Select make your profile public. If you want to change your profile back to private, hit the three dots to the right of your image and make profile private.

How do I access the sessions day of?

Head to “Event Schedule” on safreinventionsummit2020.org and click on the day you want to attend. Click “Access Sessions” at the top of the page.

How do I add an additional day of sessions to my program?

Click the “Register to Attend” button on SAF’s Reinvention Summit event page to choose which sessions you’d like to add.

Will the sessions be recorded?

Yes! All sessions will be recorded from this event and will be available for all registered attendees for 30 days after the event.

How can I learn more about the sponsors?

Head to “Sponsor Hall” at the top of safreinventionsummit2020.org, and you will have access to the full list of sponsors for the event! Click on each sponsor to learn more and visit their websites.


Questions?

Contact Laura Weaver.

2019 © Society of American Florists

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