Don't miss the annual SAFPAC Golf Tournament! See Registration Form for details.
"If you only attend one Convention, make it SAF. I learned a great deal from the Convention as well as information exchanged with my industry peers".
Barbara Schnur Brannan Street Wholesale Florist San Francisco, CA
Wednesday, September 26
Registration 7 am – 8 pm
First-timers’ Reception 5 pm – 5:45 pm/ Resort Casual First-time attendees learn how to get the most out of their SAF Palm Springs 2007 experience while mingling with SAF’s Convention and Member Services committee members.
Opening Reception 6 pm – 7:30 pm/ Resort Casual (Sponsored in part by Delaware Valley Floral Group) Reconnect with old friends and make new acquaintances while enjoying the gorgeous desert surroundings.
American Floral Endowment Dinner* 7:30 pm – 10 pm/ Business Casual Enjoy a superb dinner while supporting the American Floral Endowment’s research and education efforts. Sign up on the registration form or contact the American Floral Endowment at (618) 692-0045.
Thursday, September 27
Registration 7 am – 5 pm
TECH Zone 7 am – 5 pm Surf the net, check your e-mail and take advantage of free wireless for your laptop. Open daily. You can also check out various products that SAF has to offer.
Kick-Off Breakfast 7 am – 9:15 am (Sponsored by Colombia Flower Council)
Feel like you are treading water while your competition is sailing by? Trying to find a way to keep a step ahead, and stand out in the industry? Robin Crow, CEO of Dark Horse Recording knows the in’s and out’s of starting and running a business. He built his studio complex from the ground up and now notable musicians such as Jewel, Faith Hill, Neil Diamond and Alison Krauss call it home. Learn how the art of leadership, customer service and re-invention can revitalize your business. Also on the agenda: Floral Management magazine’s 14th Annual Marketer of the Year Award is announced.
Outstanding Varieties Competition Opens 9:15 am - 5:00 pm (DAILY) (Sponsored by Pokon & Chrysal USA) Here’s your chance to get an up-close look at growers’ award-winning product. Fresh cut flowers, greens, potted flowering plants, bedding plants and foliage will be on display throughout the convention. Judges award ribbons for the most outstanding varieties on Thursday. To enter, contact Debi Aker at
; (800) 336-4743.
Educational Sessions 9:45 am – 11:45 am
• What's in YOUR Care and Handling Tool Kit? (9:45 am - 11:15 am)
Do you have the right tools and materials for effective, efficient handling of fresh floral products? At this session, featuring Gay Smith of Pokon & Chrysal, U.S.A, in Miami, you’ll find out what you really need in your care and handling arsenal, then see, touch and try some of the latest products on the market during a Care and Handling Product Showcase. You will learn what you really need in your care and handling tool kit … and how some new products may make your job easier. Take home a detailed list of products that can increase employee productivity as they help you keep cut flowers fresh and beautiful longer.
• Gen...What? Marketing for Every Age Boomers, Gen X, Gen Y, Millennials…as the demographic make-up of your customer base changes, you may need to adjust what and where you promote, what you say, and even how you design, in order to stay competitive. At this session, led by nationally-renowned generational marketing expert Ann Fishman, you will learn the differences between the generations, what motivates them, what they’re looking for, why they buy...how to assess the changing demographics of your market…what approaches appeal to Gen Y and Millennial customers. Take home specific examples and marketing techniques you can use to attract younger customers … plus ideas that appeal to older generations.
• American Floral Trends Forecast 2008-2009 Need to get a refresher on what’s hip and happening in the world of floral trends? Find out what floral decorating and merchandising trends will be most important to your business this year at this session, organized by the California Cut Flower Commission. Be prepared to be inspired as you learn what trends will impact consumer floral preferences in the year ahead. Take home fresh ideas for floral design, and merchandising concepts you can use to give your shop an upbeat, up-with-the-trends image.
Sylvia Cup Design Competition 10:00 am – Noon (Sponsored by Eufloria Flowers) Celebrating its 40th anniversary, the Sylvia Cup is the only live, annual, national floral design competition in the industry. Learn insider tricks on design mechanics, concepts and products when Sherry Reinking, AAF, AIFD, PFCI, and the PFCI Board of Trustees break the competition silence with a play-by-play of the action. Take home innovative floral design ideas to help keep your business on the cutting edge.
YOU should attend: Wholesalers and retailers who want to raise their level of design; fans of Food Network’s “Iron Chef,” and Bravo’s “Project Runway.”
YOU should compete: Designers who enjoy camaraderie and the thrill of competition.
Grand prize: $2,500 sponsored by Smithers-Oasis, the coveted silver champagne bucket, complimentary registration to SAF Palm Beach 2008, and industry and local publicity. Space is limited to 25. Competition registration is required by Aug. 7. Pre-registration is required. Contact Jenny Stromann at (800) 336-4743;
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Educational Sessions 1:45 pm – 3:15 pm
• Flowers For Kids(1:45 - 2:45 pm) Flowers For Kids’ Director Ramiro Penaherrera explains this unique program that encourages children and their parents to purchase and appreciate flowers. Learn how this program can help increase your shop’s cut flower sales through teaching children how to make and care for their own bouquets. Take home new ideas for how to increase appreciation (and sales!) of floral gifts. • How to Capture and Keep Big Volume Business Accounts
How would you like to be the “go-to” florist for local companies with big volume potential – meeting the floral needs of both the organization and its employees? It’s easier than you think…you just have to think BIG. At this session featuring speaker Manny Gonzales of Tiger Lily Florist in Charleston, S.C., you will learn how to get your foot in the door with high-volume businesses…what these accounts expect…how to set up an employee discount program…and how to become a preferred vendor. Take home specific steps to begin building large-volume accounts…including the types of programs you may want to consider…contract tips and more.
• Financial Building Blocks of a Successful Company Achieving and sustaining success requires putting the right financial structures in place. Does your company have them? This in-depth session will take a close look at what those structures are: cost of goods sold, inventory management, transportation, margins, markups and more. • What's in YOUR Care and Handling Tool Kit? (Repeat Session) Do you have the right tools and materials for effective, efficient handling of fresh floral products? At this session, featuring Gay Smith of Pokon & Chrysal, U.S.A, in Miami, you’ll find out what you really need in your care and handling arsenal, then see, touch and try some of the latest products on the market during a Care and Handling Product Showcase. You will learn what you really need in your care and handling tool kit … and how some new products may make your job easier. Take home a detailed list of products that can increase employee productivity as they help you keep cut flowers fresh and beautiful longer.
Awards Reception & Dinner 6 pm – 10 pm/Casual Business Attire (Sponsored by Teleflora) Celebrate as your industry peers are recognized for their outstanding accomplishments. Congratulate new members inducted into SAF’s American Academy of Floriculture (AAF) and Professional Floral Communicators-International (PFCI). Cheer for the recipients of SAF’s Alex Laurie and Paul Ecke Jr. awards – and the industry’s highest honor, induction into the SAF Floriculture Hall of Fame. Members of the PFCI will announce the winner of the Sylvia Cup Design Competition and the Tommy Bright Award.
Friday, September 28
Registration 7 am – 2 pm
Marketing Breakfast: Using PR to Power Your Marketing 7 am – 8:45 am (Sponsored by BloomNet)
How do you get key opinion leaders – influencers, the media, and even bloggers – to talk about how great you are? Find out when Steve Dahllof, a 30-year PR veteran and managing director of Ogilvy Public Relations Worldwide Planning and Strategy Group, shares insights on how to engage marketplace influencers in promoting your products and services. This session also includes an update on the SAF Fund for Nationwide Public Relations and the programs that are reaching millions of consumers across the country with positive news about floral gifts.
Educational Sessions
9 am – 10:30 am
• Unique Ways to Promote Your Business and Increase Sales
What do blogs, e-mail, electronic kiosks in shopping malls, mobile billboards, online ads, vase cards and…pizza boxes have in common? They’re just some of the many non-traditional ways you can reach out to customers with your advertising message today. In this idea-packed session, you will learn how other businesses are using new media to increase sales…and how to decide which opportunities best meet your company’s marketing goals. Take home ideas to enhance your promotional programs and build sales that you can put to use immediately.
• The Future is Now -- Technologies to Keep Your Business Competitive Find out where you need to be right now -- and where you should plan to be tomorrow -- in order to stay competitive in a changing, challenging marketplace. Presented by Jim Dion of Dionco, Inc. in Chicago, at this session you will learn where you are on the technology highway as compared to others in the industry … how to get ahead, stay ahead or catch up fast. Take home a list of the specific technologies you need now or to plan for soon in the areas of order processing, delivery, inventory, finance, marketing and more.
• Finding and Keeping GREAT Employees! Having trouble finding people when you need them…let alone finding ones that stick around? We feel your pain. Employers nationwide are feeling the labor crunch. At this session, employee strategist Cathy Fyock will share plenty of practical ideas to help you find, and keep new employees. You will learn what today’s job seekers want…where they search for jobs and how to reach them there…innovative ways to flush out prospective workers (like mining your customer base or contacting retirees in need of additional income)…how to find, hire and motivate 20-somethings and people who are just coming into the workforce. Take home ideas for getting noticed by jobseekers through online job boards and other new media, tips for appealing to different types of candidates…and specific perks and benefits designed to bring them on board and keep them happy. Educational Sessions (Repeat Sessions) 10:45 am – 12:15 pm Tennis Tournament* 1 pm – 4:30 pm (Sponsored by Alcan) Whether you serve like Sampras, or have a beginner backhand, SAF's annual 2007 Tennis Tournament is always a good time. Participants play a mixed doubles round-robin match. To sign up, see the registration form.
SAFPAC Golf Tournament* 1 pm – 6:30 pm Even if the only hole-in-one you ever got was at putt-putt, we guarantee you’ll enjoy the 17th annual Golf Tournament, a fundraiser for SAFPAC, the floral industry’s political action committee. All skill levels are welcome. Check the box on the registration form, or contact SAF’s Samm Malone at (800) 336-4743;
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Networking Reception 6:30 pm – 8:30 pm Network under the desert stars with your industry peers.
Saturday, September 29
Registration 7 am – 2 pm
Business Session & Buffet Breakfast 7:30 am – 8:45 am Attend the annual Business Session where you'll welcome the new leaders of SAF and witness the passing of the gavel to the new SAF President Rod Saline, AAF. You'll also congratulate the SAF Outstanding Varieties Competition "Best in Class" and "Best in Show" winners and thank the SAF Palm Springs 2007 sponsors. Educational Sessions 9 am – 10:00 am
• PR Boot Camp - Get in Shape Now Ever wonder why some companies always seem to be in the news, while reporters never knock on your door? Getting media coverage isn’t rocket science. You just have to make sure the right people know you’re there and that you have a story to tell. SAF’s Vice President of Marketing Jennifer Sparks will get you in shape with the basics as you learn how to see and promote your business from a “news” perspective … create your own press releases … become a reporter’s “expert source” … and become an effective spokesperson. Take home sample press releases, a list of interview dos and don’ts and loads of fresh story ideas you can put to work now. • Expanding Your Web Presence - Part 1: Special Focus Web Sites Is it time you had a second, or even third, Web site? Special interest sites focused on a specific consumer need (i.e. “yourcity_corsages.com” or “mytown_weddingflowers.com”) can extend your internet reach and attract local customers, too. Find out why today’s Web culture requires more than one site to market your business and learn what makes a special interest site work… what other companies are doing …how to manage multiple sites and use them to generate local business as well as online sales. Take home tips about the benefits and potential pitfalls of multiple sites, how to identify the focus and find a workable name for new sites, plus ideas that can enhance the site you already have. • Your Role in a Changing Funeral Industry (9:00 am - 10:15 am) Florists who want to develop or expand their sympathy business need to know what’s happening in the funeral industry and how funeral home services are changing as a result. Gather insight into the industry’s direction and hear funeral directors talk about their relationships with florists at this candid session. You will learn trends affecting the funeral industry… new opportunities for florists to support funeral homes as they adjust their offerings… what funeral directors like, and don’t like, about their relationships with florists today. Take home straight-from-the-customer advice about how to build and sustain a successful relationship with funeral homes.
Educational Sessions 10:45 am – 11:45 am
• Expanding Your Web Presence, Part 2: Getting More More Search Engine Exposure for Your Web Site
Google and other search engines are some of the most powerful ways to drive traffic to your Web site. Not ready to shell out $100,000 or more a year to be listed as a top sponsor on the first page of a Google search? You can still optimize your site for maximum exposure. In this fast-paced session, led by SAF Chief Information Officer Renato Sogueco, you will learn what search engines look for… how to configure your site with keywords and other optimization techniques that put it on the first page of a search engine’s results… create a sitemap that makes it easier for search engines to see what’s on your site… use Google’s free diagnostic tools to track and improve site traffic. Take home step-by-step instructions for site optimization plus how to find free online tools and services to help you analyze and optimize your site. • Your Role in a Changing Funeral Industry (Repeat Session 10:45 am - 12:15 pm) Florists who want to develop or expand their sympathy business need to know what's happening in the funeral industry and how funeral home services are changing as a result. Gather insight into the industry’s direction and hear funeral directors talk about their relationships with florists at this candid session. You will learn trends affecting the funeral industry… new opportunities for florists to support funeral homes as they adjust their offerings… what funeral directors like, and don’t like, about their relationships with florists today. Take home straight-from-the-customer advice about how to build and sustain a successful relationship with funeral homes. • Premier Product Showcase (10:45 am - 12:15 pm) Grab a front-row seat as Deborah De La Flor, AIFD, PFCI, and Jerome Raska, AAF, AIFD, PFCI, take you on an action-packed show ’n’ tell. Deborah and Jerome are your personal shoppers, unveiling brand new items that will revolutionize the way you do business. Learn how to make more money implementing the innovative strategies for using the products in your flower care, marketing, displays and add-on sales. Take home free samples of containers, care and handling gadgets, foam, wristlets, boutonnière holders and more. If you have an innovative item, we want it. Space is limited and product registration is required by August 7. Contact Jenny Stromann at (800) 336-4743;
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President’s Reception & Ball 6:30-Midnight/Black-Tie Optional (Sponsored by FTD) Don't miss SAF Palm Springs 2007's gala send off! Cap off the convention with an elegant dinner, dancing and top-notch entertainment.
*Optional costs not included in the registration fee. See registration form for costs.
