The Art of Event Production with Petal Productions

For our May Details University Class, we were joined by Raffi Grosz and Carlos Muina of Petal Productions! We reviewed successful event production operations, from conceptualization to execution. Raffi and Carlos shared their experience managing logistics, coordinating large-scale projects, and creating unforgettable client experiences. If you could not attend our session, here is the official recap!

Petal Productions didn't begin as the significant event company it is today. Raffi started the business in his garage, never anticipating the scale it would eventually reach. His journey started with a deep love of flowers, making him the go-to person for deliveries, designs, and orders. As the company expanded, Raffi attracted like-minded individuals who shared his commitment to providing excellent customer service. "When you love what you do, it does not feel like work" is Raffi's motto when describing his thirty-year journey with Petals. Carlos has been a part of the team for fifteen years and has loved the atmosphere of the industry. 

Screenshot 2024-05-23 at 2.06.19 PM (1)Now, completing 600 events annually with a team of 100 full-time employees, Petal Productions has grown significantly, thanks to the lessons learned over the years. They are always looking at how to become better and more efficient. One thing remains the same: to exceed clients' expectations and always go above and beyond to serve. Quality and creativity are non-negotiable in the event industry. Petal Productions focuses on delivering top-notch designs and impeccable service. They invest in high-quality materials, cutting-edge technology, and continuous staff training. Petals is known for its innovation and creative thinking to keep its events fresh and memorable!

We visited Petal Productions last year during the SAF NextGen LIVE Event in Miami and saw firsthand how intricate their operations are! From sales offices to design spaces and a vast warehouse brimming with inventory, it was incredible to see how each component seamlessly worked together to create unforgettable events. They even have a showroom where planners can meet with clients to view mock designs. Petals generously opens up their space for the entire industry to utilize. Cake tastings and meetings with non-clients can be hosted in their facility because they genuinely care about the industry and are dedicated to everyone's success.

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About 60-70 percent of Petal's events are weddings. When working with a client, Raffi mentions listening and understanding their personality. If they have any passions, incorporate them into their wedding day! The team recently had a bride who loved to paint and suggested that she create a drawing that the team could replicate on the dance floor. Those little touches make Petals stand out and make every event unique. 

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Building strong relationships has been instrumental in Petal Productions' growth. Much of their work comes from event planners, providing numerous opportunities for collaboration. The team at Petal Productions is dedicated to nurturing these relationships and making each one meaningful. Carlos emphasizes the importance of always being a problem solver and assisting whenever a client or vendor needs help—going above and beyond leaves a lasting impression, making you the go-to person for future events and strengthening your professional network.

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Building a relationship with a reliable wholesaler was a crucial early step for Petal Productions. Raffi vividly recalls the day he walked into Jet Fresh and received unparalleled customer service. Jet Fresh has consistently provided support whenever needed, treating all their customers with the same level of care. Their commitment to their staff reflects the company's values, mirroring the mindset and mission of Petal Productions. This alignment has been the foundation of their enduring partnership over the years. 

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Petals use different technologies in their daily operations. The team uses Details to create proposals and organize their events. Each salesperson tailors their proposals to tell the story of their client's event, and they have enjoyed using Details to do that. They use software to manage trucking logistics. With so many events happening weekly, they must monitor and plan the refrigerated vehicles to ensure they make it to the venues on time. 

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With Petal Productions's growth over the years, they recently announced they are moving into a new space three times the size of their current building! With learning over the years, they spent months reviewing what worked well for their operations and what could be improved. They mentioned garbage facilities were sparse in their current location; with this new space, they ensured optimal space for all of the leftover floral boxes from events. Another upgrade is longer sinks and storage racks to adhere to the trends of long centerpieces. As you expand your operations, it is essential to take note to revise the points before you move into a new space. 

We are so thankful that Raffi and Carlos are joining us this month! Follow Petal Productions on Instagram @petalprod and watch our replay video below! 

About Petal Productions

Based in Miami, Florida, Petal Productions stands at the forefront of event production excellence. With a passion for crafting unforgettable experiences, Petal Productions specializes in bringing visions to life. From conceptualization to execution, the talented team combines creativity with meticulous attention to detail. Whether it's a lavish gala, a corporate event, or an intimate celebration, Petal Productions transforms ideas into realities. With a commitment to excellence and a flair for the extraordinary, Petal Productions prides itself on creating events that leave lasting impressions and cherished memories.

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