SAF in Action BY ELIZABETH DALY LEARN AND CONNECT AT SAF PHOENIX 2023


> There’s little business owners can do to control the inflation and economic uncertainty that’s dominating today’s environment. But what business owners can control is how they respond to it and adapt. The Society of American Florists


planned SAF Phoenix 2023, SAF’s 138th annual convention Sept. 6-9 at the Westin Kierland Resort & Spa in Scottsdale, Arizona, with that in mind.


Get Inspired New this year: Take a behind the scenes look at progressive floral retail busi- nesses in the Phoenix area. Take notes, snap pictures, ask questions and gain valuable insight about the operational strategies these progressive shops use. The convention also features the 54th


annual Sylvia Cup Competition — the longest-running, live national floral design contest; the Outstanding Varieties


Competition, where growers and — new this year — breeders from around the world showcase their best varieties; and a Supplier Expo for attendees to see the latest products and services from dozens of vendors.


Make Connections SAF Phoenix 2023 offers plenty of opportunity to network at the SAF President’s Welcome Party hosted by SAF President Michelle Castellano Keeler, AAF; the First Timers Reception for those who are new to convention; the Next Gen Reception for floral pro- fessionals 45 years old and younger; and the SAFPAC party, where floral pros will have fun and raise money for SAF’s polit- ical action fund.


Stay Informed Kate Penn, SAF CEO, will kick off the convention with the “State of the


The convention also features more than 23 education sessions and workshops that fall under four tracks: operations and strategy, team development, growth and profitability, and trends.


Operations and Strategy • State of the Floral Industry • Operational Tools That Sustain Your Business


• Tour of Progressive Florists • In-Store Experiences Workshop • Sharing is Caring: How Open-Book Management Drives Sales and Profits


• Sustainability and Floriculture • What’s Your Exit Strategy?


Team Development • Blueprint for Family Business Succession


• What’s Your Team’s North Star? • Leading with Empathy in Challenging Times


• Idea Exchange: Finding and Keeping Employees


• Harvesting Talent in Local Schools • Impact of Communication Styles on Morale, Culture, Performance and Results


Growth and Profitability • Reaching Customers in a Crowded Digital Landscape


• Leveraging Third-Party Delivery • Empowering Innovation: Unlock the Hidden Potential and Performance in Your Team


• Idea Exchange: Tapping New Growth Centers


• Building Brand Loyalty • The Future of Digital Marketing • The Future of Logistics • Leveraging Artificial Intelligence


Trends Track • 2024 Flower Trends Forecast • State of the Industry • Outstanding Varieties Highlights Tour


• 54th Annual Sylvia Cup Competition


• Hands-on Design Demo and Experience Zone


FEATURED PRESENTERS Clockwise: Talmage McLaurin, AIFD, Brett Culp, Elle Stella, and Kimberley Fernandes


Industry” address, detailing the highs and lows of the past year, challenges and opportunities going into 2024, and what SAF is doing to address those issues. SAF is also presenting the 2024


Flower Trends Forecast by Talmage McLaurin, AIFD, of Esmeralda Farms. In his presentation, McLaurin will reveal eight trends to help florists better tap into today’s consumer and sell more.


Learn from Experts Documentary filmmaker and keynote presenter Brett Culp will share ways to respond to the rapid changes happening within organizational leadership in his keynote, “Empowering Innovation.” Keynote speakers Kimberley


Fernandes and Elle Stella will present, “Leading with Empathy in Challenging Times.” Studies show that workplaces with empathetic leaders have higher retention, more innovative and engaged teams, and better work-life balance. As senior organizational development leaders from The Wonderful Company — a $5 billion privately held company with 9,000 employees — Stella and Fernandes will explain how to navigate the intersection between emotions and professionalism. Go to safnow.org/events for more information and to register.


Elizabeth Daly is the marketing and communications manager for the Society of American Florists.


10 FLORAL MANAGEMENT | July/August 2023 | WWW.SAFNOW.ORG


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