> THE EXPERIENCE EFFECT


Reaching a New Generation Tempe Blooms also reflects a broader shift in consumer behavior, particularly among younger audiences. “Younger consumers aren’t looking


to simply purchase products — they’re looking for experiences they can par- ticipate in, share and remember,” says Alexis Rigler, market and social media manager for Arizona Flower Market. “They value authenticity and connection.” Arizona Flower Market built the


festival around participation. Visitors vote in floral competitions. They attend workshops. They create bouquets. They engage with designers. They photograph installations and share them on social media. One of the festival’s most successful


initiatives is its People’s Choice installa- tion competition. “People didn’t simply admire the


designs,” Denham says. “They discussed them, voted for their favorites, encour- aged friends to participate and returned to see them again.” Arizona Flower Market also recog-


nized that those conversations could begin before opening day. Prior to the festival, the company invites social media influencers, media personalities and reporters to preview the installa- tions, create content and experience the


Thank You


• Ryan Black, AAF, Jet Fresh Flower Distributors


• Lisa Hays Holmes, Tiger Lily Florist • Victoria Register, FernTrust • Dani Mackey, Dani Mackey Communications


• Lori Wheat, AAF, Lafayette Florist • Holly Haveman, AAF, Kennedy’s Flowers & Gifts


PARTNERSHIP POWER The Downtown Tempe Authority team, Arizona Flower Market’s largest and most essential partner for Tempe Blooms, helps transform downtown Tempe into a vibrant, fl ower-fi lled celebration.


event firsthand. By the time the public arrives, stories and images are already circulating online, helping build anticipa- tion and extending the festival’s reach.


The Society of American Florists extends its appreciation to Design Master, a division of Smithers-Oasis, which sponsors the con- test’s $5,000 cash prize.


SAF also thanks the volunteer judges whose thoughtful review and industry expertise helped select this year’s winner:


Growing the Audience for Flowers The Arizona Flower Market team never viewed Tempe Blooms as simply a marketing campaign. The company viewed it as an investment in the future of floriculture. “Traditional marketing often asks,


‘How many arrangements can we sell this week?’” Denham says. “Our ques- tion was different: ‘How do we help thousands of people develop a stronger relationship with flowers?’” That philosophy shaped every deci-


sion, from providing stipends to florists to creating educational programming and community partnerships. “Too often businesses view one


another as competitors,” Denham says. “We wanted Tempe Blooms to demonstrate a different philosophy — that we can also be ambassadors for our industry.”


28 FLORAL MANAGEMENT | September/October 2026 | WWW.SAFNOW.ORG The results suggest that approach


is working. Tempe Blooms has become a plat-


form that introduces new consumers to flowers, elevates floral professionals and demonstrates the power of experiential marketing in a category traditionally driven by transactions. For Denham and his team, however,


the greatest success isn’t the attendance numbers or media coverage. It’s the conversations. “Nearly everyone has a flower story,”


he says. “Whether it’s a floral scent that reminds them of someone they lost, a wedding bouquet, a loved one’s favorite flower or memories from childhood, flowers have an incredible ability to connect people to meaningful moments in their lives.” And in a world increasingly hungry for


connection, Tempe Blooms has found a way to make flowers part of that story.


Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists and editor in chief of Floral Management.


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