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ROSEBOWL
SAF (Society ofAmerican Florists) Palm Springs 2011 Sept. 14–17,Westin Mission Hills, Rancho Mirage, Calif. ATTENDED BY FLORAL RETAILERS,WHOLESALERS, GROWERS,AND SUPPLIERS
At SAF’s annual convention,fresh flowers bloom every- where—not just as part of banquet-table centerpieces, as at most meetings, but also at registration, in welcome bouquets that are delivered to each attendee’s hotel room, in arrange- ments in the presidents’ suites, in the lobby areas, as speaker bouquets, on-stage and on tables at every event, at each different meal function, and even on the tables and at podiums in educational sessions. “[We’re] just trying to create a fun, festive atmosphere for everyone,” said LauraWeaver, CMP, SAF’s director of meetings and conventions. “It’s an extension of who we are, so we feel that flowers bring creativity and just an overall good vibe, so that’s why we try tohave them everywhere.” Of course, SAF has a lot more resources to tap for its cut
flowers, which are sourced from growers in the vicinity of the annual meeting, gathered by local wholesalers, and assembled by SAF’s in-house design team, working out of, in the case of SAF 2011, a 3,000-square-foot (or similarly sized) hotel ballroom. Most meetings won’t want to concern them-
selves with anything approaching that level of arrangement. But it’s worth thinking about adding flowers in a few places beyond just ban- quet tables. Three great spots to consider for a bit of extra floral embellishment are the regis- tration desk—an attendee’s first impression of
the conference, and not typically its most thrilling part—any common areas, and even in the restrooms of the meeting facility. “Men’s and ladies’,”Weaver said. Adding extra flowers in these areas doesn’t have to cost
much beyond what you’ve already allocated in your budget for centerpieces and the like, saidWeaver, who recommends using SAF’s directory, at http://nationalfloristdirectory.com, tofind a professional florist in the area of your meeting, and then giving that florist a budget to work with and desired coverage at the outset. “They’ll work to incorporate whatever you want,” Weaver said, “whether it’s how to place the flowers for effect, or what type of flowers might be a better value, so you get more out of it.”
—Hunter R. Slaton
FOR MORE INFORMATION: www.safannualconvention.com
BLOSSOMING:Award-winners at the Society of American Florists’ annual convention each are given bouquets—and that only scratches thesurfaceof thefloral coverageat theconvention.
pcma convene January 2012
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