SAF's Reinvention Summit

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

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

  • Keynote: Consumer Behavior in a Covid and Post-Covid World

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    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.

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    Jim Dion

    President, Dionco, Inc.

    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.

  • Strategies in Adapting Operations: Panel Debrief

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    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.

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    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.

    Sarah Bagle

    Accent Decor

    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

    President, CEO Ball Horticultural Company

    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

    CEO, FTD

    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

    Community Development Manager & Events Coordinator, Tagawa Gardens

    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.

  • Keynote: How Will Covid Impact Consumer Flower Buying?

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    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.

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  • Responding to the New Realities of Consumer Flower Buying: Panel Debrief

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    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.

    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.

  • Keynote: Leveraging the "Localvore" Movement

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    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.

    Sponsored By

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  • Building Community and Connections for Your Business: Panel Debrief

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    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.

    Sponsored By

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  • Keynote: Leadership in the Times of Crisis

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    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.

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  • Leading Your Business Through Change: Panel Debrief

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    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.

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