Details Goes West: CalFlowers Fun 'N Sun Convention 2022

by Details Flowers ● 28 September ● News & Events

We had such a blast at the CalFlowers Fun 'N Sun Conference in sunny San Diego earlier this month! We met many wonderful people from around the globe and learned much about our industry. If you could not attend this year's event, here is a brief recap of our experience! 

Day 1: Let's Play Golf!


Our first day in sunny San Diego was filled with a round of friendly golf with our friends in the floral industry. Details' CEO, Corrine Heck and her husband Greg participated in the tournament and won 3rd place with their team!


After the golf tournament, there were a few hands-on floral activities with Amy Balsters (@thefloralcoach_) and Patience Pickner (@patience_aifd) for attendees to enjoy. Later that evening, we had the opportunity to meet more floral peers at the All About Flowers Welcome Reception and Dinner. Everything was so beautiful with the sunset against the ocean. 


Day 2: That Flower Feeling


Day two was focused on the incredible impact of That Flower Feeling. This powerful initiative to cultivate a deeper relationship with flowers has been a successful venture for everyone involved! Steve Dione, President of CalFlowers, was joined by the Designory and 180 marketing agencies who worked on the campaign. We had the opportunity to be introduced to the actress, Lexie Braverman (@lexiebraverman), who did such a phenomenal job in the That Flower Feeling commercial. View the commercial below!

"That Flower Feeling is a cooperative effort to get more Americans enjoying more flowers, more often. From upscale florists, farmers markets or grocery stores — as long as people are bringing home flowers regularly, that’s good enough for us. We want everyone to experience the impact of flowers on a daily basis. They’re a beautiful, natural dose of feel-good, so why should they be reserved for special occasions? Even the most modest bouquet of flowers can have all sorts of positive short and long term effects on how we feel — in other words, it’s that flower feeling." (That Flower Feeling

We are all in this together to spread the word of That Flower Feeling. If you are interested in reading more about Flowers and Self Care, check out this blog

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Later that evening, we enjoyed a reception at the Flower Fair where we had the chance to meet even more industry members and introduce Details! We had a beautiful Fun 'N Sun Beach party with excellent food, great music, fun dancing, and stunning scenery. Even the legendary Willie Armellini of Flowers and Cents played his harmonica for all of us!

Day 3: Let's Learn

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The last day of the conference was filled with educational sessions and networking. The morning sessions included fellow Details Member Marisa Guerreo, AIFD, CFD, (@debbiesbloomers) teaching "Can't Stop Our Love of Flowers." She went over upcoming floral trends, including designs with pampas grass; large-scale installations will continue to be a huge trend in the floral industry, and garden-style designs will still be prevalent with more intricate flowers incorporated. Panels covered topics including Profitable Plants, Social Media Deep Dive, and Surviving in The Post COVID Market. 

We ended the day at the Flower Fair, admiring all the beautiful flowers and networking with all the companies involved.  


We had such a wonderful experience at the CalFlowers Fun 'N Sun event! Follow CalFlowers (@calflowers_association) to get more information about the next Fun N Sun event. 


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