A Day of Connection and Inspiration at the SAF Profit Blast in DC!

This past weekend, the SAF Profit Blast at Potomac Wholesale in Maryland brought together florists from across the region for a full day of learning, connection, and fresh perspective. Sponsored by Potomac Wholesale and Smithers-Oasis, the event created a welcoming space to reconnect with familiar faces, meet new industry peers, and dive into the real conversations shaping floral businesses today.

Attendees explored the Supplier Showcase, connected with vendors, and exchanged stories about their businesses—what’s working, what’s challenging, and where the industry is headed next. If you did not make it this year, here is our recap! 

Learning That Moves Businesses Forward

Carol Inskeep Proulx, AIFD, CFD, CEJ, led a thoughtful session on elevating sympathy work. She shared how florists can balance compassion with sustainability,  offering meaningful designs while building a profitable, efficient segment of their business. Her approach blended artistry with actionable strategies, especially around pricing and building relationships with funeral directors.

Derrick Myers, CPA, CFP, PFCI, followed with an eye-opening look at profitability. His session, “Lost in Space: Where Are Your Profits?”, broke down the six key areas where businesses often lose money. From labor to delivery to marketing, attendees walked away with clearer ways to track costs and make smarter financial decisions.

Later in the afternoon, Laura DaLuga, AIFD, inspired the room with her program on large-scale installations. She combined creative design ideas with practical execution strategies, helping florists think bigger while still protecting their margins.

Building a Culture That Blooms Under Pressure with Corrine Heck

A true highlight of the day was our CEO, Corrine Heck, who took the stage to present “Out-Plan. Out-Last. Out-Deliver: Building a Culture That Blooms Under Pressure.”

Corrine’s session resonated deeply with attendees because it addressed a pressure every florist experiences. Whether it’s Valentine’s Day, Mother’s Day, or a packed event weekend, success comes down to more than design skills. It comes down to how your team works together.

She shared how building a strong internal culture can transform stressful seasons into opportunities for growth. Through real-world examples, Corrine walked through how preparation, clear systems, and team alignment create confidence and consistency. She also emphasized the importance of vendor relationships and leading with empathy, reminding everyone that strong businesses are built on trust, not just transactions.

Attendees left with practical takeaways they could immediately apply:

• Creating systems that reduce chaos during peak holidays
• Strengthening team communication and accountability
• Building partnerships that support long-term success
• Leading in a way that fosters loyalty and resilience

Her message was clear: when your culture is strong, your business is stronger.

More Than Education—A Community Experience

Between sessions, the Supplier Showcase and networking breaks gave everyone time to connect. These conversations were just as valuable as the presentations, offering a chance to share experiences, learn from one another, and build relationships that extend beyond a single event.

It was especially meaningful to see both new faces and longtime industry friends in one place. Events like Profit Blast remind us how important it is to stay connected, continue learning, and support each other as business owners.

Looking Ahead

The SAF Profit Blast delivered exactly what florists need right now: practical education, honest conversations, and a strong sense of community. With the support of Potomac Wholesale and Smithers-Oasis, the event created an environment where ideas flowed freely, and everyone left feeling more equipped and more inspired than when they arrived.