It has been a long time since I attended a Florida State Florists Convention, but I am glad I did.
I was greeted so warmly that I felt like a celebrity. This casual event reminded me about why I love this business. I have often said that the floral business is about people interacting with people and flowers are just the tools we work with.
The comradery I witnessed was even greater than many of the shows I attend. This event is full of hands-on workshops and educational programs taught by very talented people.
Traditional retail florists have been under pressure from the mass markets and the internet for many years now and these events help them stay in the game, doing what they do best.
State florist associations are challenged by many obstacles. A declining number of florists, competition from other organizations, apathy and a lack of leadership. However, this one appears to be bucking the trend by adding new members and providing a place for growth.
Attendees were able to see the why, how and wow from top designers, learning tips and tricks that can help them prosper.
In addition to the many programs offered there was a small vendor showcase with growers, wire services, software options and others.
I am always interested to see the companies willing to attend, exhibit and support florists and event planners. I noticed a few south American growers in attendance who traditionally sell only via wholesale.
They are not there to sell directly, but to show attendees what they have to offer, hopefully creating a pull-through demand where the retailers can encourage their wholesaler to carry the brand.
I attended the casual yet formal dinner and once again saw the tight knit organization at its best. After the attendees took their assigned seats, the elected members entered one by one to great applause.
And to top it off during dinner the board of directors came around to each table to thank the attendees for their support and attendance.
I have never seen that level of attention at the many events that I have attended over my many years in this business. Well done!
To honor their worthy members there was an awards ceremony that included so many that I thought I might have received an award just for showing up.
There are not many state florists’ associations left in the US with some notable exceptions like Texas State and Great lakes, so it is good to see this one growing.
I am told that next year’s event will be held at the venue, Margaritaville in Orlando along with the Gateway to the Americas Cup by Gus and Deborah De la Flor.
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