We had so much fun at the Society of American Florists' Annual Convention in Orlando earlier this month! There was a lot to celebrate and learn during the two eventful days. If you could not attend this year's event, here is a brief recap of our experience!
Day 1 - Tuesday. September 6
This year's SAF Convention was held at the Hilton Orlando, which is not too far from Details headquarters! Details Team Members Angel, Taylor, and Corrine headed down to Orlando on Tuesday to get the booth set up and attend the first welcome receptions of the event.
Day 2 - Wednesday, September 7
Day two of SAF's Annual Convention was jam-packed with educational sessions and competitions! Our very own CEO and Founder, Corrine Heck, was invited to speak on the "Digital Marketing Do-Over" panel with Racquel St. Germain Guyton, of St. Germain Events; Rachel Martin, of Ballard Blossom; and Jodi McShan, AAF, AIFD, CFD, TMF; of McShan Florist.
This informative discussion was on findings that customer loyalty to brands has fallen since the pandemic, and how we all had to transform our digital marketing strategies to keep up with the changing times.
There were two different competitions held throughout the second day; the Outstanding Varieties Competition and the 53rd Annual Sylvia Cup Competition.
The Outstanding Varieties Competition is one of the industry's largest plant competitions. Judges reviewed more than 3,000 stems of the best flowers and unique plants that are currently on the market. Dozens of growers and breeders from around the world exhibited their finest cut flowers, greens, potted flowering plants, bedding plants and foliage. Congratulations to Oregon Flowers, Inc. for their cut bulb flower variety Zelmira for winning Best In Show! You can see all of the Best in Class winners on SAF's website here.
The 53rd Annual Sylvia Cup Competition ran during the morning of day two. Attendees watched as some of the nation's best floral designers were given the same flowers, foliage, supplies and just two hours to create. Kelsey Thompson, AIFD, Owner and Head Designer at Bloom Floral & Home Studio from Iowa, was the Sylvia Cup winner announced at the Stars of the Industry dinner. She was awarded a trophy and $3,000 - congrats Kelsey!
The SAFPAC Party was held on the evening of day two, where floral industry members gathered for food, drinks, and fun outdoor games to raise money to support SAFPAC, the only national political action committee dedicated to advocating for the floral industry.
We were so excited that Details was able to be a part of this fundraiser during the "SAF's Got Talent" entertainment segment. Our very own Angel Brown was one of the four performers where she performed impersonating Beyonce. We were SO proud when Angel was announced the winner! SAFPAC tallied a record-breaking $40,000 in contributions, pledges, and sponsorships during the event. Check out SAF's article on this exciting accomplishment!
Day 3 - Thursday, September 8
It was a wonderful morning surprise when our partners at Jet Fresh Flowers were announced Marketer of the Year on the morning of day three! A huge congratulations to Ryan Black, who is the force behind all of the fun and creative marketing ideas that we couldn't imagine Jet Fresh without!
The day was again filled with educational sessions featuring subjects ranging from mental health and wellness to next year's floral trends forecast.
The last evening we attended the Stars of the Industry Awards Dinner, an evening to honor some of the most accomplished people in the floral industry.