view current print edition




2017 SAF Annual Convention scheduled for Sept. 6 to 9 in Florida’s Palm Beach

The Society of American Florists 133rd annual convention will meet at the Breakers in Palm Beach, FL, Sept. 6-9 and it promises to provide attendees with “world-class business training, powerful connections and creative inspiration,” according to a news release.

JAMIE-NOTTERJamie Notter“One of my favorite benefits of SAF membership is the annual convention,” said Martin Meskers, owner at Oregon Flowers in Aurora, OR, and president at SAF, in a written statement. “That’s where I talk directly with everyone, and I mean everyone, in the floral industry. It’s amazing whom you might sit next to at an educational session or bump into in the hotel elevator. Those face-to-face talks give me invaluable connections. Professionals from every corner of the industry from all around the world come to the SAF annual convention for that same reason.”

There will be 39 educational sessions and other events led by 38 expert speakers. Several sessions will address the issues of finding and retaining quality employees and working with millennials — two issues that affect every segment of the industry.

The kick-off breakfast will feature author and culture expert Jamie Notter, founding partner at WorkXO in LaGrange, IL, who will speak on “Winning the Talent Wars with Culture.” In his presentation, he will share his research and several stories about organizations that have figured out how to attract and retain top talent. He will also present results from an SAF survey of owners, managers, and rand-and-file employees, revealing how members define their workplace culture.

During the keynote breakfast and business session, speaker Jackie Lacey, Floriology director of education and industry relations, will present “Age-Appropriate Allure: Fashion Your Flowers to Fit Four Generations.” He will demonstrate how to design the same flowers to appeal to baby boomers, Gen X-ers, millennials and Gen Z, and will also offer marketing opportunities for each.

Along with these targeted sessions, the educational lineup will cover a variety of other topics from floral design trends and social media marketing, to care and handling and pricing, online advertising and customer service. New this year are late afternoon hands-on floral design workshops and “BYOD” — bring your own device — tech workshops for participants to study and practice niche subjects in a small setting.

In addition, the convention will include the 50th annual Sylvia Cup Design Competition, a Supplier Expo, an Outstanding Varieties exhibition, the Stars of the Industry Awards Reception and Dinner, and much more.

If you register by Aug. 9, you can save $205 and there is also an easy payment plan. For more information, go to