2021 Annual Convention On-Demand Package

All six on-demand sessions are available to you in this Convention package.  

  • Searching for the End of Uncertainty: Keynote and Panel 
  • Incentive Plans that Motivate and Retain Teams
  • Best Practices for Online Advertising 
  • Seed Your Future 
  • Milestones and Wonders of Ornamental Plant Breeding
  • How I Did It 
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    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.

    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.

    Jazmin Albarran

    Executive Director

    Seed Your Future

    Jazmin joins Seed Your Future as Executive Director with over a decade of change and systems management experience. With a solid knowledge of associations and philanthropy, she will bring her skills and expertise in planning, leading, and managing development projects and programs to the movement. She has experience in a broad range of nonprofit organizations, including those focused on crisis support, youth development, and workforce development. Before taking on her role at Seed Your Future, Jazmin gained experience in volunteer development and created diverse, equitable, and inclusive communities within the camp industry as the Eastern Region Director at the American Camp Association. Jazmin will lead Seed Your Future’s next phase of growth, promoting horticulture and floriculture, and the nationwide expansion of career development opportunities with plants.

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    Industry members share stories of dramatic transformations – to their operations, their teams, culture, their product lines, and themselves, personally.

    Speakers: Liza Roser, FiftyFlowers, Pat Dahlson, Mayesh, Derrick Woodruff, AIFD, CFD, PFCI, CF, Floral Underground.

    Industry members share stories of dramatic transformations – to their operations, their teams, culture, their product lines, and themselves, personally. 

    Liza Roser

    CEO

    FiftyFlowers

    Liza Roeser is CEO of FiftyFlowers in Boise, Idaho where she focuses on fresh cut flowers. Roeser has previously served on the SAF Wholesalers and Consumer Joint Councils. With over 20 years in the industry, Roeser has grown her skills with an expertise in entrepreneurship and marketing. Last July, she began a two-year term as the Mar Com Chair for the Entrepreneurs Organization. She is noted as an honoree for Idaho Woman of the Year. She served in the Peace Corps and received a Bachelor of Science degree from Texas A&M University. Her article "Palms, Ferns & Tropical Greens" was featured in Rent My Wedding Magazine's winter 2018 issue. 

     

    Derek Woodruff, AIFD, CFD, PFCI, CF

    Owner

    Floral Underground

    Derek Woodruff joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study the trade through institutes such as Michigan State University, the Michigan Floral Association (MFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground. Woodruff enjoys presenting on stage, in hands-on workshops, and also online to audiences of floral designers and consumers alike. He has won numerous awards including the 2016 Sylvia Cup Design Competition. 

    Pat Dahlson

    CEO

    Mayesh

    Pat serves as CEO of Mayesh, a leading distributor in the wholesale flower industry by providing beautiful and unique flowers to many of the country’s top wedding and event florists and offering exceptional customer service.

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    COVID has unleashed a swath of consumers who are flocking online to buy flowers and plants. In his keynote address, Google’s Chief Search Evangelist, Nicolas Darveau-Garneau, provided a playbook for using online advertising to attract these consumers to your brand. Inspired by Nicholas’s insights, 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.

    Speakers: Chris Drummond. AAF, PFCI, Penny’s by Plaza Flowers, Maris Angola, Karin's Flowers, Nate Golter, Longmont Florist, Brennen Rigler, Albuquerque Florist

    COVID has unleashed a swath of consumers who are flocking online to buy flowers and plants. In his keynote address, Google’s Chief Search Evangelist, Nicolas Darveau-Garneau, provided a playbook for using online advertising to attract these consumers to your brand.

    Inspired by Nicholas’s insights, 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.

  • Contains 2 Component(s) Recorded On: 09/22/2021

    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 business 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.

    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 business 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.


    Derek Myers, CFP, CPA, PFCI

    Crockett, Myers & Associates

    As the president of Crockett, Myers and Associates in Glen Burnie, Md., Myers has earned a reputation for providing industry-specific financial advice to florists who want to improve profitability and build a more successful business.

    In addition to offering expert insight on daily shop management, Myers guides businesses and individuals toward their financial planning goals through tax, estate and financial planning. Over three decades, he has perfected his Floral Analysis Program. Myers has used the program to analyze the financial statements of hundreds of florists, showing them exactly where to focus their time and energy to reduce costs and increase profits.

    An engaging and dynamic speaker, he has led workshops and seminars through SAF and state associations and is a contributing writer for SAF’s Floral Management magazine.

    Chris Drummond, AAF, PFCI

    President, Penny's by Plaza Flowers

    Penny's by Plaza Flowers

    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.

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    Be a plant breeder for a day! Follow along as we breed, trial and launch a new variety into the market. Get an inside look at how plant breeders work alongside with nature to bring new and exciting colors, habits and textures to brighten our world. Learn how industry input into this process can help us create better varieties for you!

    Milestones and Wonders of Ornamental Plant Breeding

    Speakers: Jason Jandrew, Pan American Seed; Juana De La Torre, Ball SB  

    Follow along as the team from Ball SB breed, trial and launch a new seed variety into the market. Get an inside look at how plant breeders work alongside nature to bring new and exciting colors, habits and textures to life and brighten our world. Learn how industry input during the breeding process can help create better varieties.

  • Contains 4 Component(s) Recorded On: 09/22/2021

    Charlie Hall 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 coordination between segments and the consumer behavior trends guiding these insights. An industry panel reacts to Charlie Hall's keynote. Also included are Kate Penn’s Intro: “State of the Floral Industry” and Charlie Hall’s Research papers: Changes & Disruption in the Floral Industry and B2B Commerce in the Floral Industry.

    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 florists to reimagine business models and implement within months changes that would have taken years before. After adapting to these new ways of doing business the industry is now 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 coordination between segments and the consumer behavior trends guiding these insights.

     

    Panel Reaction: Searching for the End of Uncertainty

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

    Panelists: Anne Stewart, Smithers-Oasis, Victor Giorgini, Equiflor – Rio Roses, and Susie Bachman West, Bachman's, Inc.

    A panel of industry leaders dig into Charlie Hall’s post-pandemic insights during 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 Learn

    ·       What 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 should the industry adapt to supply chain disruption?

    Charlie Hall, Ph.D.

    Professor and Ellison Chair in International Floriculture

    Texas A&M University

    A native of North Carolina, Dr. Charlie Hall received a B.S. in AgriculturalEconomics from the University of Tennessee in 1984, a Master's Degree inOrnamental Horticulture and Landscape Design from the University of Tennessee in1986, and his Ph.D. from Mississippi State University. He began his academic careerat Texas A&M University in 1988, where he spent 13 years on the faculty beforejoining the faculty at the University of Tennessee in 2002. In August 2007, Dr. Hallreturned to Texas A&M University as Professor and Ellison Chair inInternational Floriculture.

    Dr. Hall's expertise is in the production and marketing of Green Industry crops. He isnationally recognized in academia and among the horticultural clientele he serves. His majorresearch, teaching, & extension areas of specialization include strategic management, marketsituation/outlook, cost accounting, and financial analysis for Green Industry firms.

    Dr. Hall currently serves as the Chief Economist for AmericanHort and Co-Chair of theAdvisory Council of Seed Your Future. He is former President and Past-President of the board ofdirectors for America in Bloom. He received the Paul Ecke, Jr. award from the Society of AmericanFlorists for professional contributions to the floral industry and the Porter Henegar Memorial Awardfrom the Southern Nursery Association for significant contributions to ornamental horticulture researchand to the Southern Nursery Association.

    He is an Honorary Lifetime Member of the Texas Nursery and Landscape Association and hasreceived TNLA’s Award for Outstanding Service to the Nursery Industry. He is also a member ofthe Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and LandscapeAssociation. Dr. Hall has received Texas A&M University’s Association of Former Students’Distinguished Achievement Award in Teaching and the Vice Chancellor’s Award in Excellencefor Student Counseling and Relations. He is a member of Alpha Gamma Rho agricultural fraternityand has received their Grand Presidents Award and Brother of the Century designation.