Real Local Florists Inc. (RLF) held a Technology and Profit Summit and its annual national meeting July 27-30, 2014 at the Las Vegas World Market in Las Vegas, Nevada. Real Local Florists Inc. is the new name of the former Florists for Change Inc.
The mission of RLF is to improve the economics of the retail florist. To that end, the Board of Directors in planning this summit, assembled a variety of seminars on ways to improve efficiency and profit for real local florists. The Board also used this occasion to thank departing Board Members Betsy Hall and Steve Juiffre with special presentations.
Board Member Harold Hoogasian discussed various profitability issues including valuation and business segmentation. Board Member Doug Fick instructed florists on how to start and run a mini-local wholesale floral business. A roundtable discussed DIY (Design-It-Yourself) and how to make it work for the traditional retail florist. Board Member Dr. Keith Hill talked about his shop’s success with a performance-based pay structure. Board member Mike Fiannaca shared his shop’s worksheets for recipe-based product development and production. Sarah Botchick of Pioneer Imports and Wholesale instructed florists on the use of social media in the floral industry. Board Member Bonnie Bank, CPA, Esq. shared accounting and legal strategies for increased profitability and liability protection.
The summit included presentations from vendors/industry service providers Green Box Floral, Hortica Insurance, Media 99 and GotFlowers. All of the vendors were available throughout the summit for consultations with the florists in attendance. We appreciate the vendors who donated raffle prizes – a $500 shopping spree from Burton & Burton, won by Sohaila Murtaza of Laguna Flowers in Elk Grove, CA, baby merchandise from Angel Dear, won by Randy Pinto of Fremont Flowers in Fremont, CA and 2 ceramic doves from Melrose International, won by Anna Lawrence of Amy’s Flowers in Sparks, NV. RLF provided the grand prize, an iPad mini, which was won by Dawn Baumgarten of Log Cabin Florist, Bakersfield, CA.
A special thank you goes out to John, Sue, Amy and Matt of DiBella Flowers in Las Vegas for all their help with organizing and running the summit. DiBella Flowers also provided gorgeous floral arrangements that adorned the podium.
The annual meeting informed member florists regarding the developments of the past year, starting with the name change to Real Local Florists Inc. and branding efforts. The associate member program has been terminated in favor of a new membership structure which includes two levels of membership, one for real local florists and the other for floral industry service providers and suppliers. The annual and current financial statements were presented. The Board discussed the RLF website (www.reallocalflorists.com) and the underlying technology which allows consumers to purchase directly from a florist’s website, gives each RLF florist member a profile page that can also serve as a mini-website for florists that don’t have one, and allows seamless transmission of florist-to-florist orders. The Board also explained the decision to allow non-member florists to be listed on the RLF website. The results of the election for the Board of Directors were announced, and the Board later elected the officers. The new board includes six continuing directors and one new director, Robin Heller:
Mike Fiannaca, Chairman
Keith Hill, Vice Chairman
Dirk Lorenz, Secretary
Bonnie Bank, Treasurer
Doug Fick, Board Member
Robin Heller, Board Member
Harold Hoogasian, Board member
The Board and the members present discussed the news from earlier that day of FTD’s purchase of Proflowers and its related gifting brands and the importance of building RLF’s membership in order to maintain and increase the traditional retail florists’ share of the floral gifting market. The annual meeting concluded with a plea for assistance from members in helping to build membership and to serve on committees to further the mission of the organization.
Florists who attended the event went home energized with new ideas for their shops. Some comments:
"Besides practical business applications and how-to’s, we got to meet some of the most generous florists I have ever met. For those of you who have wondered if your membership money is worth it…trust me, it is. For those of you who were not able to attend you unfortunately missed a wonderful opportunity for business and personal growth…Pick up a drum and make your own noise about being a Real Local Florist…Thank you for making this summit meeting exceed my expectations.” David Rohr, The David Rohr Floral Studio, Cathedral City, CA.
"What a great meeting…you had to be in a coma if you didn’t bring back many positive ideas to use in your shop.” Dawn Baumgarten, Log Cabin Florist, Bakersfield, CA.
"Real Local Florists is a very forward thinking group of passionate people determined to make a difference in our industry. The programs were excellent and very relevant to my business!” Karen Koven, AIFD, Karen’s Floral Expressions, Bollingbrook, IL.
Attendees were treated to the extensive complimentary hospitality of the Las Vegas World Market and its exhibitors including free meals and nightly cocktails.
The 2015 Summit and annual national meeting is being planned for July 2015 in New York City!
The Board is excited about the future of Real Local Florists Inc. and how it will benefit our real local florist members and the floral industry as a whole!
For more information regarding this press release, please contact:
Bonnie Bank, Treasurer; Superior Florist, New York, NY – bonnie@superiorflorist.com
On behalf of the rest of the Board of Directors:
Mike Fiannaca, Chairman, Sparks Florist, Sparks, NV
Keith Hill, Vice-Chairman; Beaverton Florists; Beaverton, OR
Dirk Lorenz, Secretary, Fremont Flowers; Fremont, CA
Doug Fick, Board Member, Broadway Floral Home and Garden; Portland, OR
Robin Heller, Board Member, Flowers By David; Langhorne, PA
Harold Hoogasian, Board Member; Hoogasian Flowers; San Francisco, CA
Source: Real Local Florists Inc.
