Exciting Educational Program Awaits You at the Floral Distribution Conference

Our Floral Distribution Conference is just around the corner and I wanted to fill you in on the exciting educational program that awaits you in Miami, October 22-24, at the Trump Doral Resort.   Keeping members informed and up-to-date on current industry news and business trends is one of WF&FSA’s primary goals.   So, be sure to be on hand for the following educational offerings at the 2014 WF&FSA Floral Distribution Conference:

Thursday, October 23, 2014

We will kick off the WF&FSA Today Show on Thursday morning at 8:00 am.  This session features the following segments:

•  Learn why Porterfield’s Flowers & Gifts was selected as the 2014 Retail Florist of the Year.  This annual presentation by Florists’ Review and WF&FSA recognizes one of the most outstanding traditional fresh flower retailers in the United States and Canada.  When David Porterfield, AIFD, started working in his family’s flower shop, he loved the creative energy. But today, after several decades in business, he realizes that the most special aspects of floral service are the personal relationships and getting to witness the effects that flowers have. “Being with people at really meaningful times in their lives has become a lot more satisfying,” he relates.   Learn about Porterfield’s on Thursday morning.
• Have you been hearing a lot about Bloom Nation recently?  There was a lot of press last week when Bloom Nation, a Santa Monica-based startup offering florists and floral designers a platform for running their business online, as well as a marketplace that connects florists and consumers, closed on $5.55 million in Series A funding. Hear directly from founding partner David Daneshgar the opportunities Bloom Nation sees for the supply side – wholesalers and suppliers.
• Hear from a panel of retail specialists representing events, mass market and traditional brick and mortar retailers when Deborah de la Flor, Kathy Hession and David Porterfield share their thoughts on sourcing flowers and hardgoods, how they work with their suppliers and what they are looking for to help them grow their businesses and flower consumption.  Don’t miss this engaging group to better understand what role wholesalers and suppliers have in the sourcing process of traditional and non-traditional flower selling channels and ways we can all continue to add value in the supply chain for each segment.
• Wholesalers will hear real world examples they can take home to implement to help them run a better business and Suppliers will get ideas on how to be a more value added partner when our Buyers Panel digs deep into inventory management, margin tactics and the buyer’s role.  Featuring the world-class panel of Darin Dewberry, Nick Fronduto, Tim Dewey and Tom Figueroa.
• Who will be recognized with the LTK Award honoring an individual who has demonstrated dedication, ability and initiative to a degree that sets him or her apart from contemporaries? Be on hand to find out at the WF&FSA Today Show on Thursday morning.
• WF&FSA Board elections will be held this morning.  The following names will be placed in nomination for three year terms on the WF&FSA Board of Directors:
• Alvaro Crespo, Lihmil Wholesale Flowers, Kernersville, North Carolin
• Laurie Nesbitt, Florist’s Supply Ltd., Winnipeg, Manitoba
• John Donati, Ocean View Flowers, Lompoc, California
• Tom Wolfe, Jr., Wolfe Wholesale Florist, Waco, Texas 
• Santiago Cock-Rada, Liberty Blooms, Miami, Florida
• Nominated for a one-year term as President Elect will be Rob Shibata, Mt. Eden Floral Company, San Jose, California
• And, there’s more… Don’t miss this action-packed session!

At noon on Thursday, Emerging Leaders will enjoy a private lunch with New York Times best-selling author, Steve McClatchy, as he uncovers the secrets to great organization and time management!

On Thursday afternoon, beginning at 1:00 pm, hear New York Times best-selling author, Steve McClatchy, as he explores The Business of You – Double Your Productivity, Reduce Your Stress and Balance Your Life.  The first 100 wholesalers in the room will receive a copy of Steve’s best seller, Decide!, courtesy of Design Master color tool.

Following Steve, two informative programs await you:

• Essential Marketing Skills to Help Your Customers Succeed - Get the latest scoop on blogging, Pinterest, hashtags and YouTube and how all of these can be used to help not only your retailers’ business but yours as well. Members of the WF&FSA Marketing Committee will share their expertise and knowledge and tell you where you can get the latest information to help your customers. Please join the Marketing Committee members for this session featuring: Tim Dewey, DV Floral; Yvonne Ashton, Mayes;  Kim Clay, Syndicate Sales;  Jacque Sir Louis, Smithers Oasis and Yvette Speziani, Equiflor.
• The Stories That Shape Our Industry - You will hear three unique presentations that will explore the behind the scenes stories about programs and promotions in the floral industry.  Join us for:
• Ramiro Penaherrera will share the story of the Memorial Day Flowers Foundation. Learn all about the genesis of this program and how it has grown in recent years.
• Lane DeVries of Sun Valley Group will share his story to promote Women’s Day on March 8 as a new floral holiday for the U.S. Already wildly popular in Europe, learn what Lane is up to and why this is such a great opportunity for our industry.
•  Jessica Walker, an intern at Kennicott, will share her exciting promotion “Halfway to Valentine’s Day.” What do baseball and flowers have in common? Be on hand to find out!

Friday, October 24, 2014

And, finally, on Friday morning, join us when WF&FSA takes a look at design trends with Kevin Ylvisaker, AIFD, as he explores the coming trends for the industry.  He was so popular last year, attendees asked for his return and we are delivering!