The final SAF Profit Blast of 2025 wrapped up in Atlanta with a day packed full of actionable business strategies, design inspiration, and industry connections. Sponsored by Kennicott Brothers and Smithers-Oasis, this one-day event brought together florists from across the region to sharpen their skills, rethink their processes, and uncover new ways to boost profitability.
Our CEO, Corrine Heck, traveled to Atlanta to join the excitement and connect with attendees for this energetic finale to a successful year of Profit Blasts.
The day kicked off with a thought-provoking panel on one of the floral industry’s biggest profit drains: shrink. Lenny Walker (Kennicott Brothers), Steve Daum (Floralife), and Kimberlee Mitchell (Botanica Floral) shared practical advice for cutting waste and protecting product quality.
From managing cooler temperatures to avoiding dosing and hydration errors, the panel emphasized how small adjustments in the cold chain can lead to big improvements in efficiency and revenue.
Next, Kelsey Thompson of Bloom Floral Algona guided attendees through the business side of sympathy work—one of floristry’s most emotionally charged yet essential segments. She shared strategies for pricing, workflow, and partnership building with funeral directors, all while keeping the heart and artistry of sympathy design intact.
Participants walked away with scripts, pricing tools, and insights for creating sustainable, meaningful service that supports both clients and business growth.
In a fast-paced session built for today’s busy retailer, this session explored how florists can harness the power of social media and AI.
Their discussion centered on practical, time-saving methods for content scheduling, caption writing, and AI-assisted marketing—helping florists connect authentically with customers while working smarter, not harder.
Closing out the day, Mike Hines of Epoch Floral brought his signature energy to a design session that blended creativity with commerce. Known for his bold, architectural style, Mike demonstrated how color, structure, and storytelling can transform design work into a powerful driver of sales and brand differentiation.
The next stop for SAF’s Profit Blast series will be Washington, D.C., on January 25, 2026, sponsored by Potomac Floral Wholesale, Inc. and Smithers-Oasis. Our own Corrine Heck will take the stage alongside Derrick Myers and Laura Daluga, AIFD, to share insights on creativity, business growth, and profitability in the year ahead.
If you’re looking to start 2026 with inspiration, education, and connection, Profit Blast D.C. is the place to be!