SAF Phoenix 2023 Schedule of Events

7:00 a.m. – 8:00 p.m.

SAF Registration Desk & Resource Center

Stop by the SAF Registration Desk to purchase tickets for guests to attend meal functions and optional events. Check out the Resource Center for SAF products and services.

5:15 p.m. – 5:45 p.m.

First-Timers Reception

New to convention? This private happy hour will make you feel at home. You’ll meet other first timers and members of the SAF Volunteer Leadership.

6:00 p.m. – 8:00 p.m.

SAF President’s Welcome Party

Reconnect with friends and make new ones at the opening reception hosted by SAF President Michelle Castellano Keeler, AAF.

Thursday, September 7

8:00 a.m. – 9:30 a.m.

Kick Off Breakfast

Doors open and breakfast starts at 8:00 a.m.; Program starts at 8:30 a.m.

State of The Industry

Speaker: Kate Penn, CEO, Society of American Florists

SAF CEO Kate Penn tees up the convention with a high-level overview of the state of the floral industry. Based on the most recent floral industry data, SAF member surveys and dozens of interviews with industry leaders across all sectors, Penn details the high and low points of the past year, challenges and opportunities going into 2024, and what SAF is doing to help the industry address them.

9:30 a.m. – 5:00 p.m.

Outstanding Varieties Competition Display

Review more than 3,000 stems of the best flowers and unique plants on the market during one of the industry’s biggest flower and plant competitions. Dozens of growers and breeders from around the world are exhibiting their finest cut flowers, greens, potted flowering plants, bedding plants and foliage for top honors.

Growers and Breeders … want to exhibit? Sign up by Aug. 18 at safnow.org/ov.
Contact Stephanie Brady for details.
Outstanding Varieties Sponsor: Chrysal
Outstanding Varieties vases donated by: Syndicate Sales

9:45 a.m. – 10:45 a.m.

Choose one of three concurrent education sessions to attend:

Operational Tools That Sustain Your Business

Speaker: Liza Roeser, AAF, Fifty Flowers

Have you hit the ceiling? Feeling burned out? Is growth harder to achieve? Are you spending 100% of your time on execution and 0% on strategy? Given the increased demand, combined with supply chain and labor challenges, it’s not surprising. It might be time to adapt a business operating system – a set of processes that define your company’s unique way of doing business, from building the right kind of team, to establishing goals and managing based on data, not emotions.

What’s Your Exit Strategy?

Panel: Cheryl Denham, Arizona Family Florist, Lisa Hays Holmes, Tiger Lily Florist, John and Sally Kobylinski, Former Owners of In Bloom Florist, Kevin McCarthy, Family Flowers,

Moderator: Danny Sanchez, South Florals Group

Whether you’re 1, 5 or 10 years away from retirement, the time to think about your exit strategy is now. Join this interactive discussion with your peers to discuss succession planning. You’ll hear from former florists who’ve sold their business and a floral entrepreneur who buys flower shops. They’ll share best practices on what made the transition of ownership of the business successful – and will be ready to answer your questions, too.

You’ll learn:

• The best time to start planning for the succession of your business
• What you need to do to get your business ready to sell
• The qualities that your ideal buyer possesses.
  

John and Sally Kobylinski

Frictionless E-Commerce: Secrets of High-Performing Websites

Repeats Saturday, September 9 at 1:45 p.m.

Speaker: Chris Beals, Komet Sales

Seasoned e-commerce executive Chris Beals brings best practices he deployed to drive online sales in the cannabis industry to floriculture. Beals, former CEO of leading online cannabis marketplace Weedmaps and now CEO of Komet Sales, shows how to remove barriers – “friction” – that get in the way of captivating and converting online buyers. From visual merchandising to shopping cart to post-order handling, Beals shows the hallmarks of effective websites.

You’ll learn and discover:

• Visual merchandising upgrades to increase average cart size
• How to maximize site efficiency for SEO
• How to adopt “grocery store” thinking in your online presence.

10:45 a.m. – 11:15 a.m.

Networking Break, Experience Zone & Walk Through Outstanding Varieties with PFCI

Experience Zone: Clique & Create with Flower Clique!

Speakers: Vonda LaFever, AIFD, PFCI, Ellie LaFever, PFCI, Lori Wilson, PFCI

Join Vonda and Ellie for a dynamic 20-minute session where they’ll share practical tips and tricks specifically tailored for retail florists. Vonda will guide you through the art of design and delegation, unveiling simple yet profitable techniques that any employee can easily follow. Meanwhile, Ellie will dive into photography tips and introduce user-friendly tools and tricks to elevate your social game and e-commerce aesthetic. As an added bonus, Lori will provide interactive entertainment as a fake employee, and you’ll walk away with tips to implement into your daily business workflow!

11:15 a.m. – 12:15 p.m.

All Industry Session: 2024 Flower Trends Forecast

12:30 p.m. – 1:00 p.m.

Lunch

Lunch Sponsor:

1:00 p.m. – 5:30 p.m.

Supplier Expo

Browse through dozens of new products and services and get to know the vendors who can answer your questions and point you toward profitable opportunities for your business.

Suppliers and Growers, want to exhibit? For details, visit: safnow.org/partnerships. Or contact Sheila Santiago.

6:00 p.m. – 7:30 p.m.

AFE Friends of Floral Reception – Everyone Welcome!

Begin your Thursday evening by attending the American Floral Endowment’s Friends of Floral reception. Join AFE in celebrating recent accomplishments while networking with peers and industry leaders who partner with the Endowment to fund advancements in all aspects of floriculture – including research, scholarships, internships, and other industry programs. New to AFE? Take this opportunity to learn more, get involved, and take advantage of all that AFE has to offer!

Please RSVP for this event on the SAF registration form.

8:00 a.m. – 9:30 a.m.

Innovation Breakfast

Doors open and breakfast starts at 7:45 a.m.; Program starts at 8:15 a.m.

9:45 a.m. – 10:45 a.m.

Choose one of two concurrent education sessions to attend:

Brennen Rigler

What’s Your Team’s North Star?

Speaker: Bart David, R3Think

How do you set long-term goals for your employees? And what do you do when an employee isn’t meeting expectations or goals? If you don’t have the answer, you may be missing out on two of the most essential aspects of managing teams today. Join seasoned coach Bart David as he shares his strategy for making employee development an ongoing, fluid process, and one that will create more employee satisfaction and better results for your operation.

You’ll learn how to:

• Set short-term and long-term goals and conduct effective reviews
• Coach employees falling short of expectations
• Use tips, tricks and apps for employee development

10:45 a.m. – 11:15 a.m.

Networking Break, Experience Zone & Walk Through Outstanding Varieties with PFCI

11:15 a.m. – 12:15 p.m.

All Industry Session: Leading with Empathy in Challenging Times

12:30 p.m. – 2:00 p.m.

Open time to grab lunch and network

2:00 p.m. – 3:00 p.m.

Choose one of two concurrent education sessions to attend:

Idea Exchange: Finding and Keeping Employees

Ready to hear more ideas from your peers on how to find and retain talent? Some of the best learning happens when you get together at a table with your floral industry peers – from all segments. Come enjoy this relaxed roundtable idea swap – and be ready to share ideas, or just soak more in.

Harvesting Talent in Local Schools

Panel: Jazmin Albarran, Seed Your Future Inc., Chris Drummond, AAF, PFCI, Penny’s by Plaza Flowers, Alyson Upshaw, Ball Horticultural Company 

Want to find out the fastest pipeline to local talent? It’s time to create a relationship with your local high schools, colleges and universities. Easier said than done? Hear how your peers and Seed Your Future are making it easier than ever, with turnkey tools to that help you connect with school administrators, organize regular visit to the school and events at your business and more.

You’ll Learn How To:

• Get on the careers week agenda for schools
• Create workshops, classes for potential employees
• Set up a regular, recurring career development program to drive talent to your operation

3:15 p.m. – 4:15 p.m.

Choose one of two concurrent education sessions to attend:

In Store Experiences Workshop

Speakers: Jennifer Cummins Linehan,, AIFD, CF, CFD, Beautiful Blooms by Jen, Kaitlin Radebaugh, AAF, Radebaugh Florist & Greenhouses, 

Seventy-one percent of consumers say they shop in physical stores as often or more than they did before the pandemic, and that engaging digital content and personalized experiences have the highest impact on purchasing decisions. Meet retailers who have leveraged this trend to their advantage.

You’ll Learn How To:

• Create experiences that align with your brand
• Attract young shoppers into your shore
• Engage shoppers online and cultivate community

Leveraging Third Party Delivery

Panel: Jen Barnard, AAF, Tillies Flower Shop, Kristina Dyrr, Cactus Flowers, Arisha Hawkins, Lee’s Flower and Card Shop, Kristina Luoma-Dyrr, Cactus Flowers

Some florists are turning to third party delivery services to help with late orders, high volume, or even to expand their service area. During this virtual gathering, florists with experience with third party delivery services such as Door Dash, Roadie and others reveal how those services work best for them, what it costs, how they ensure the drivers handle the flowers with care, and more.

You Will Learn:

• The positives and negatives of outsourcing delivery
• What it costs to use third party delivery services
• How to have the best experience with third party delivery services
• How third party deliveries can help grow your business

5:00 p.m. – 6:00 p.m.

Next Gen Reception

The industry’s Next-Gen members (age 45 and under) get some real face-time networking with each other at this special happy hour.

6:00 p.m. – 7:30 p.m.

SAFPAC Reception

Join us for food, drinks, and fun outdoor games as we raise money to support SAFPAC the only national political action committee dedicated to advocating for the floral industry. Plus: 100 percent of your ticket is used to help elect floriculture-friendly members of Congress.

Sign up available soon.

Sponsors:

9:45 a.m. -10:45 a.m.

Choose One of Three Concurrent Education Sessions to Attend:

Leveraging AI to Revolutionize Your Business

Nicole Donnelly, AI Smart Marketing

AI is more than just a buzzword; it’s a tool that, when used correctly, can help you streamline your operations, better understand and reach your customers, and create unique, personalized experiences that will set your business apart. Whether you’re a tech-savvy floral pro already incorporating digital tools into your business or a traditionalist looking to stay competitive in the evolving marketplace, this session will enlighten, inspire, and empower you. 

You’ll Learn:

• How AI works – and where in your operation you can best put it to use.
• Practical ways to deploy AI to drive more sales and better customer engagement.
• How to choose among the myriad AI enabled technologies available and map out a plan.

Building Brand Loyalty

Panelists: Pat Dahlson, Mayesh Wholesale Florist, Jena Gizerskiy, Rosaprima, Susie Bachman West, AAF, Bachman’s

Moderator: Melanie Spilbeler, FreshPath Marketing

It’s a well-known business fact that it’s less expensive to market to your existing customers than to gain new ones. And research shows that loyal customers often spend more money. Hear how three different floral businesses created and reward loyal customer base and how that’s contributed to overall growth.

You’ll Learn:

• How to use technology to build mutually beneficial partnership with customers
• How artificial intelligence and social media experiences can impact your brand and loyalty
• Easy ways to reward customers

Susie Bachman West

10:45 a.m. – 11:15 a.m.

Networking Break, Experience Zone & Walk Through Outstanding Varieties with PFCI

Experience Zone: Sustainable Design Mechanics

Speaker: Derek Woodruff, AAF, AIFD, PFCI, Floral Underground

Interested in bringing more sustainable practices into your design work?  Derek Woodruff, AAF, AIFD, PFCI, will be demonstrating how to design spiral hand tied bouquets using sustainable mechanics, as well as packaging and efficiency techniques.

11:00 a.m. – 1:00 p.m.

54th Annual Sylvia Cup Competition

Watch as some of the nation’s best floral designers are given the same flowers, foliage and supplies — and just two hours to create the surprise challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration to next year’s SAF Annual Convention. First Runner-Up wins $500; Second Runner-Up gets $250. Winners will be announced at the Stars of the Industry Awards Experience.

Designers … want to compete? Sign up by Aug. 4 at safnow.org/sylvia-cup. 
Have questions, contact Stephanie Brady.

11:15 a.m. – 12:15 p.m.

All Industry Session

Daniela Espana

Evan Mickelsen

1:45 p.m. – 2:45 p.m.

Choose one of three concurrent education sessions to attend:

Frictionless E-Commerce: Secrets of High-Performing Websites (REPEAT)

Speaker: Chris Beals, Komet Sales

Seasoned e-commerce executive Chris Beals brings best practices he deployed to drive online sales in the cannabis industry to floriculture. Beals, former CEO of leading online cannabis marketplace Weedmaps and now CEO of Komet Sales, shows how to remove barriers – “friction” – that get in the way of captivating and converting online buyers. From visual merchandising to shopping cart to post-order handling, Beals shows the hallmarks of effective websites.

You’ll learn and discover:

• Visual merchandising upgrades to increase average cart size
• How to maximize site efficiency for SEO
• How to adopt “grocery store” thinking in your online presence.

2:45 p.m. – 3:15 p.m.

Networking Break & Experience Zone

Creating a Customer Profile using AI

Speaker: Kelsey Thompson, AIFD, CFD, Bloom Floral and Home Studio

Watch as Kelsey Thompson creates a customer profile avatar using AI!  This avatar can then be used to clarify your target market, discover customer desires and motivations, generate content ideas, discover pain points and frustrations, and so much more.  You will also learn how to brainstorm product and service ideas and fine-tune your marketing channels by learning how to create your own avatar for your business. 

3:15 p.m. – 4:30 p.m.

Choose one of two concurrent education sessions to attend:

E-Commerce for Suppliers: B2B Hacks to Drive Online Sales

Speaker: Chris Beals, Komet Sales

Are you a floral industry supplier looking to unlock the potential of online B2B sales? Take a deep dive into the topic with Chris Beals, former CEO of online cannabis marketplace Weedworks and now CEO of the B2B floriculture platform Komet Sales. From using e-commerce to evaluate sales representatives based on their total sales performance to enhancing client relationships to drive sales, Beals equips you with actionable steps to take your sales figures to new heights. 

You’ll discover how to:

• Evaluate and motivate your sales team by leveraging e-commerce to boost their average sales
• Structure commission systems that incentivize and reward sales represenatives for their e-commerce-driven successes
• Nurture and strengthen customer relationships, leading to increased loyalty and sales

Idea Exchange: Marketing and Growth

Some of the best learning happens when you get together at a table with your floral industry peers – from all segments. Come enjoy this relaxed roundtable idea swap – and be ready to share ideas about how to take some of the marketing and management ideas you heard in earlier sessions (including AI!) to the next level.

6:00 p.m. – 9:00 p.m.

Stars of the Industry Awards Experience

Revamped for 2023!  Join us for a revamped Awards Experience as we honor some of the most accomplished people in the floral industry.