Father of the Bride - The Los Angeles Flower Market

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.
November – December 2011 • Volume 20 - Number 6
Father of the Bride
Tony Alvarez AIFD CCF Designs for Daughter’s Big Day
Story begins on page 14
Tony Alvarez AIFD CCF escorts daughter
Amanda down the aisle on her wedding day
Hot or not? Check out this year’s Colors of the Season.
See page 6
Great Holiday Prices and Fantastic Products –
All at the Original Los Angeles Flower Market!
D
Enlarged to show
market vendors
Hours:
Trade/Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m.
M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m.
Public: ($2 admission weekdays; $1 on Saturday)
For holiday and special hours, see www.LAFlowerDistrict.com.
Los Angeles Flower Market of the American Florists Exchange, Ltd.
The Merchants of the
Los Angeles Flower Market
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
Imported Flowers
from Paradise, Inc. . . . . . . . . 213 488.1443
Dan Stamis Wholesale . . . . 213 622.6770
A. Dalsol Orchid Warehouse . . . . 213 614-1925
4.
B. Floral Delivery Co-op . . . . . . . 213 623.6974
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 387.1357
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667
December Only
D. See detail (above right)
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
F. Mellano & Company . . . . . . . . 213 622.0796
Full Service
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . 213 622.0796
Full Service
7B.
Dayro’s Wholesale . . . . . . . . 213 623.5177
8.
H.O. Norman . . . . . . . . . . . . . 213 614.1031
Street map above
I. Dayro’s Wholesale . . . . . . . . . . 213 623.4355
Greens
Roses
Full Service
Roses & Cut Flowers
Roses & Cut Flowers
Floral Supplies
J. J. Dayro’s Certified
Florist, Inc. . . . . . . . . . . . . . . . . . 213 623.5239
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
K. Floral Supply Syndicate . . . . . 213 624.3982
Floral Supplies
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650
Floral Supplies
12A. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867
Exotic orchids
Roses
Miscellaneous Cut Flowers
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.8069
13B Roses & Carnations
13A. Adriana’s Wholesale . . . . . . . 213 624.0407
14.
Choice Flowers . . . . . . . . . . . 213 489.4879
17.
Stelzner Wholesale . . . . . . . 213 891.1514
Miscellaneous & Exotic Flowers
Miscellaneous Cut Flowers
18.
Zavala Wholesale Flowers . . 213 488.0085
20.
Cal Pom Pons . . . . . . . . . . . . . 213 623.6651
23, Mellano & Company . . . . . 213 622.0796
33, 34. Full Service
24.
Valle Wholesale . . . . . . . . . . 213 688.8810
26.
Gonzalez Wholesale . . . . . . 213 613.0756
27.
C&K Wholesale . . . . . . . . . . 213 327-0313
Full Service
Miscellaneous Cut Flowers
28. Ted’s Evergreens . . . . . . . . . 213 624.9510
29B. Greens
29A. Vases by Robert . . . . . . . . . 818 434.1512
- 30 Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683.8819
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
37. Exotic Cut Flowers
Paraiso Flowers . . . . . . . . . . 213 488-0376
39.
Full Service
40.
Miscellaneous Cut Flowers
42.
43.
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Growers Direct . . . . . . . . . . .213 688-8805
Cut Flowers
Paradise Gardens . . . . . . . . 213 488.5144
44.
Full Service
45.
Orchids
50.
Fruit, Candy & Stuffed Animals
Orchid Oasis . . . . . . . . . . . . . 213 627.3805
Sanchez, Martin . . . . . . . . . 213 629.4154
Supermarket Florals, Rose Petals & Roses
Visit OriginalLAflowermarket.com for
Shopping Hours, Parking Info and More.
Contents
This newsmagazine is published bi-monthly by The Los Angeles Flower Market of
The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA
90014 • Internet: www.bloominnews.com. Subscription and advertising details at
BloominNews.com.
Cover Story: Father of the Bride
Los Angeles Flower Market of the American Florists’ Exchange
LA Flower Market Map
www.originalLAflowermarket.com
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
People and Places
Board of Directors
Feature: Colors of the Season
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
‘Tis the Season
Los Angeles Flower Market Hours & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.originalLAflowermarket.com
Potpourri
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: peg@wordpix.com
Roundabout
Art Director
Happenings/Calendar
Michael Wheary, Calypso Concepts
14
2
4
6
8
10
12
16
LAFD Association Member Badge Program
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Celebrating 90 Years in 2011
Subscribe Your Florist Friend
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Index to Advertisers
Armstrong Growers/Ecke Ranch . . . . . . . . . . . . . . . . . . . . Page 13
Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . . . . Page 20
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . Page 11
Los Angeles Flower District Badge Program . . . . . . Page 17-18
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Phil Rulloda School of Floral Design . . . . . . . . . . . . . . . . . . Page 4
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . Page 10
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 12
T H E B LO O M I N ’ N E W S The Original
Los Angeles Flower Market
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
3
NOV – DEC 2011
People & Places
American Academy of Floriculture
Grants AAF Honors to Eight
achievement) Award. Paul Goodman PFCI, of Floral Finance
Eight industry members were accepted into the presti-
Jr Award for his exemplary service and dedication to business,
Business Services in Tulsa, Oklahoma, received The Paul Ecke
gious ranks of the Society of American Florists American
industry and community. Raymond Cloyd Ph.D. from Kansas
Academy of Floriculture (AAF) on September 15 during SAF’s
State University was recognized for his exceptional research
Annual Convention in Orlando. They were Jenny Behlings
and teaching with the Alex Laurie Award for Research and
AAF PFCI SDCF of South Dakota; Don Coleman Jr AAF of
Education. John Dolan of Dolan International was honored
Arizona; Greg Coleman AAF, Arizona; James Dsaly AAF,
with the Gold Medal Award for introducing dozens of new
South Carolina; Kimie Miyamoto AAF, New York; Shelley
varieties to the market.
Pease AAF, Maine; Susan Wilke AAF PFCI, Wisconsin and
Californian Gets AFE Scholarship
Robbin Yelverton, Michigan.
Kudos to Chelsea McKinley, a student at California
SAF Honors Industry
Champions and Designers
Polytechnic State University, who received an Earl Dedman
At its annual convention in September, the Society of
Endowment in September. Thirteen other students from
American Florists recognized the contributions of several of
other states joined McKinley, with $24,750 awarded in all.
the floral industry’s champions, including these:
The deserving students are studying horticulture and have
Memorial Scholarship for $1,850 from the American Floral
demonstrated a commitment and passion for the industry.
Charles F. Kremp III AAF, of Kremp Florist in Philadelphia,
Kremp has devoted more than 40 years to improvements in
Californians place well
in Sylvia Cup Competition
the floral industry. Lynn Lary McLean AAF AIFD PFCI TMF,
Roslyn Dodds AIFD of Jasmine Creek Florist in El Cajon,
of Lary’s Florist in Texas, received the Tommy Bright (lifetime
won the Cascade Bridal Bouquet contest for the Sylvia Cup,
received the highest honor, SAF’s Floriculture Hall of Fame.
while Cherrie MaiHoa of Queen’s Flowers and Gifts in
Huntington Beach took First Place for the Memorial Tribute
for a Cremation Service and Second Place for the Hotel
2011
Registration Desk Piece. Gerry Gregg AIFD, of California
Natural in Chico (sponsored by California State Floral
CLASS SCHEDULE
Association) won a Third Place ribbon for the Memorial
Instruction Hours:
Monday-Friday, 9 a.m. - 5 p.m.
Tribute for a Cremation Service. John Hosek AIFD PFCI
Floral Designer
CAFA CF of the Design Circle, Verona, Wisconsin won the
Jan 3-14, Feb. 28-March 11
April 11-22, June 6-17, July 11-22
Sept 12-23, Oct 31-Nov 11
Grand Prize. Other Californians who competed were Greg
Lum AIFD CFD of Floricore in San Francisco and Junko
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
Jan 17-19, March 14-16
June 20-22, July 25-27
Sept 26-28, Nov 14-16
Yamamoto of JK Studios in San Diego. The contests featured
Advanced Wedding Designer
and non-perishable embellishments from Smithers-Oasis
Jan 24-25, April 4-5, June 27-28, Oct 3-4
and was introduced by CCFC Executive Director Kasey
fresh product from the California Cut Flower Commission
Special Events/Décor Designer
Cronquist.
Jan 26-28, April 6-8, June 29-July 1, Oct 5-7
Design For Excellence
SAF’s Professional Floral Communicators – International
May 16-17
inducted eight floral professionals to help amplify the voice
Permanent Botanicals
May 25-26, Sept 29-30
of the flower industry. At its Industry Awards Dinner at SAF
One Day Workshops
Palm Springs, PFCI inducted Susan Ayala AIFD PFCI, a
Hand Tied – March 21, Oct 17
Novelty – March 22, Oct 18
Holiday – December 10
freelance designer from Loma Linda, California, along with
seven other designers and financial expert and spokesman
Paul Goodman CPA PFCI, from other states. “The meticulous
Southern California School of Floral Design
review process qualifies each PFCI member as an expert floral
843 S. State College Boulevard, Anaheim, CA 92806
spokesperson and communicator,” said PFCI board chairman
714 776-7445 or 800 981-7445 • www.philrulloda.com
Jerome Raska AAF AIFD PFCI CAFA CF.
T H E B LO O M I N ’ N E W S 4
NOV – DEC 2011
People & Places
AIFD Announces 2011 PFDE Results
Give Something
Floral This Season
The American Institute of Floral Designers’ (AIFD)
Professional Floral Design Evaluation (PFDE) welcomed 21
candidates to become Certified Floral Designers (CFD) at its
acclaimed annual symposium in San Francisco in July. California was well represented in the full AIFD accreditation list
by Lee Gallison CFD, Altadena; Audrey Gardemeyer CFD
As customers browse, offer your services. A simple,
low-key opening such as “May I help you find something?” may offer the opportunity to suggest products
on your display shelves. Need something you can give
to someone? How about:
of Wilton; Jennifer Lato CFD of Sam Ramo; Katie Noonan
CFD of San Luis Obispo; Ania Norwood CFD of Newport
Coast; Rachelle Nyswonger CFD of Chico; and Philip Rice
CFD of Sacramento.
Californians receiving their CFD at the AIFD pre-Symposium
• Floral-themed calendar
event were Danelle Ariaz CFD of Manteca; Hyejin Chon
• Free Bloomin’ News subscription
(Bloominnews.com)
CFD of San Ramon; Jessica Li CFD of San Francisco; Andrea
Fitzpatrick CFD of Dana Point; Mariko Hashimoto CFD of
• Sending Flowers to America pictorial history book
(FlowerMarketHistory.com)
San Jose; Jacqueline Juhlke CFD of Sunset Beach; Minju
Jung CFD of Sunnyvale; Roxana Rodriguez CFD of Torrance;
• Fresh holiday flowers in the colors of the season!
Ivana Royse CCF CFD of Bellflower; Chikako Uzawa CFD of
• Floral-themed T-shirt, ball cap or mouse pad
Mission Viejo; and Elisa Valdez CFD of Clovis.
• Garden center gift certificate
In Memoriam
• Gift certificate to a floral design class
John Van Wingerden, the last surviving brother of “The
• Unique vases and containers
Dutch Brothers Nursery” in Carpinteria, passed away on
• Flower bulbs in pots
August 21, 2011 after a brief illness. Although a successful
grower in his homeland, The Netherlands, John immigrated
to Carpinteria in 1967 with his three brothers and sister and
their respective spouses and children, where he embraced his
new homeland wholeheartedly. He and his brothers produced
carnations and chrysanthemums in greenhouses brought
from Holland. In 1976 when they divided the business, John
started Maximum Nursery, eventually becoming one of the
first Gerbera producers in the United States.
Advertise in
The Bloomin’ News
Reach 6,000+ florists and others in the So Cal floral industry!
Published January, March, May, July, September & November
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T H E B LO O M I N ’ N E W S 5
Size
Single/Annual Rates
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$
175, $150 each
1/2 page
$
400, $350 each
1 page
$
600, $525 each
Cover
$
800, $725 each
Guidelines & Details
The deadline to reserve ad space is six weeks
before month of publication. You may submit
your own artwork or we will design an ad
based on information you provide. Except for
cover ads, ad position in the newsletter is subject to change.
NOV – DEC 2011
A Thanksgiving Cornucopia
Courtesy Debbie Fields, Floral Fields Weddings
& Special Events, Sherman Oaks – www.floralfields.net
Courtesy Debbie Fields,
Floral Fields Weddings & Special Events, Sherman Oaks
COLORS
SEASON
THE
OF THE
A smorgasbord of colors presents itself now on the eve
of our winter holidays. Recent trends have moved away
from the traditional, especially for Christmas, and fascinated us with a rainbow of tints, mixed metallics and
color hues far from our expectations.
Word around the fresh flower cooler, however, is that
reds and greens are returning this year for Christmas, but
glittering pinks and sparkling whites and silver still hold a
prominent place in design.
Here are a few outstanding holiday arrangements shared
by floral designers you may know, along with some of the
mix-and-match visual concepts that have come across
our desk:
Fresh Holiday Arrangements fr
6
Courtesy Casey Coleman Schwartz and Kit Wertz of Flower Duet,
Torrance – www.flowerduet.com
Courtesy Flower Duet, Torrance
Christmas Presents
Courtesy Flower Fields Weddings
& Special Events, Sherman Oaks
• Mix and match metallic colors against evergreen.
• Use pink where you might ordinarily place red.
• Add a third color to traditional red and green (see
Floral Fields photo here).
• Plan a highly structured, organized stacking arrangement in black and white with a “pop” of a bright
primary color (such as red).
• Use primary colors.
• How about monochrome color schemes like those
pictured below?
•P
lace bright primary-color balls inside a clear glass vase.
Courtesy Flower Duet, Torrance
•M
ake an arrangement that looks like a pop art painting:
multi-colored bright florals against a solid-colored square
or rectangle backdrop that frames it like a painting.
• Sparkle and glitter on natural objects like branches and
pine cones;
• Try blue! Team blue with silver for a frosty effect.
• Add gold and silver metallic pigments to black vases
and other objects, for a classy look.
• Experiment with a bronze that has a rosy hue.
• Mix textures, shapes and colors (see Flower Duet’s “Holiday Jewels” on this page).
• Spray-on colors to bark, pine cones and poinsettias.
om Los Angeles Area Designers
Courtesy Flower Duet, Torrance
Courtesy Flower Duet, Torrance
7
tis the seaso
Christmas Capital of California
F
rom the moment you roll into Encinitas, California in San Diego County, you’ll know that you’re in the
heart of the “Christmas Flower Capital of the World” – the Paul Ecke Poinsettia Ranch.
The Ecke Ranch Poinsettia Open House
is a Mecca for everyone when it comes
to the poinsettia industry. The newest
varieties, plant innovations and the
high standards the Ranch represents
in commercial production are on display. The Ecke Design Center weighs
in, too, with unique and creative displays demonstrating the latest colors
and trends for retail packaging and
merchandising and for the consumer’s
home designs.
The Design Center fascinates the visitor with its colorful displays of new poinsettia varieties and combinations of natural materials and products. A “Winter Rose Poinsettia Salad” is featured with Paul Ecke Ranch
dressing (delicious but not poisonous!). There’s sparkle and shine, bold colors and interesting patterns,
even playful holiday treats with bright, fruity colors.
Watch for Paul Ecke Ranch’s spectacular new varieties
this season and visit the open house for your inspiration.
ZAP
Your Holiday Stress!
Stress for those in the flower business can be through
the roof during the winter holidays. Demands aren’t
just at home and personal, they’re at work and business,
too. The balancing act gets kind of crazy some days. Try
some of these to lighten your load and relax:
Selectively, say “No” instead of Yes.
Schedule a “no commitment” evening at home weekly.
Delegate! Delegate! Delegate!
Prioritize and plan ahead.
it’s only stretching.
Exercise every day, even if
Eat sensibly. Avoid salt and sweets.
Soak up sunshine to stay immune to colds and flu.
Get your 8. Sleep, that is. Don’t fudge on rest.
Step outside the fray. Breathe slowly, deeply.
Take control. You’ll
be healthier and happier.
www.mellano.com
Hey!
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DELUXE CENTERPIECES
LARGE SWAG
�” TO ��” WREATHS
�” MIXED CANDLE RING
For a full list of our Holiday product line that includes beautiful strands of garland, a variety
of decorative pieces and bulk goods (such as cones), call us today at 1-800-635-5266 or visit
www.mellano.com for these, and other fine, fresh, featured flowers and foliage.
G=C@23AB7</B7=<4=@B63E=@:2¸A47<3AB4@3A64:=E3@A/<24=:7/53
Potpourri
“Language of Flowers” Gains Popularity
Petals Rain from Sky in Sacramento
The debut novel by Vanessa
Diffenbaugh
called
At the California Capital Air Show held on September 11,
“The
2011 to remember the victims of the 9/11/01 air attacks on
Language of Flowers” has
the East Coast, some 10,000 floral petals rained from the sky.
enjoyed
and
The pilot of a Coast Guard C-130 Hercules, covering a mile-
readership since its release in
long swath of ground, released the colorful confetti. Jim
August 2011. The mesmerizing
Relles of Relles Florist in Sacramento said some petals were
story of an awkward, quiet girl
still drifting down a couple hours later. Relles coordinated the
in the foster care system who
drop with the California State Floral Association, R&K Fritts and
discovers a way of expression
Flora Fresh Inc. and some 50 floral growers and wholesalers
in flowers has been acquired
contributed the petals.
for film by Fox 2000. With Lucy
great
sales
Florists for Change Forms New Network
Fisher and Douglas Wick as
producers (think “The Great Gatsby”), the film will be released
Florists from about 100 U.S. shops, who attended SAF’s
in Spring 2012. As a side note, the Society of American Florists
August 17 Florists for Change meeting in Las Vegas, agreed
assisted the publisher, Random House, in creating the buzz
to pursue a two-track course of action to improve profit-
for this book. In return, the author’s Random House website
ability for retailers. The group will explore the feasibility of
includes links to SAF’s Flower Factor blog and online florist
forming a nonprofit florist-to-florist, direct-order network
directory. SAF members who order 20 or more copies receive
as an alternative to wire services. They will also talk with wire
a 50 percent discount. Florists who take advantage of this
service executives about transforming their commission
offer will best realize the benefits when the movie is released
structures for incoming and outgoing orders so it’s more
in 2012. To order at $12.50 (free shipping), call Random House
profitable for the filling florist and provides more value to
customer service at 1-800-733-3000 and let them know you
the consumer.
are an SAF member.
CCFC Launches “Field Notes”
Sell Your Shop Faster and for the Highest Price Possible!
The California Cut Flower Commission recently introduced
a new quarterly newsletter, Field Notes, hoping to connect
retail flower buyers with flower farmers. Field Notes will
be “blooming with useful news and resources,” says Kasey
Cronquist, CCFC executive director. For a free subscription,
visit www.CCFC.org/fieldnotes.
Available for Sale!
Christmas Cards on the Wane?
50 year+ established
Los Angeles flower shop
Unity Marketing, a consumer market research firm, reports
Corner location, next to a cemetery
Huge lot with expansion potential
Only $99,000! Seller will carry.
that consumers aged 25 to 34 are less likely than consumers
in older age groups to buy and send Christmas cards. Those
in the 25-34 age group tend to send their greetings by Webbased services for electronic “cards,” and social media like
75+ year established
Inland Empire flower shop
Facebook, Twitter. The push of a button and no financial
Website has great search engine placement
Lots of house accounts
$115,000! Seller will carry.
outlay are very attractive.
Descanso Gardens Opens Art Gallery
I only sell Businesses!
Sean Edelstein 949-551-2060
After nearly five years of planning, design, fundraising and
construction, Descanso Gardens’ new Sturt Haaga Gallery
www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
opened to the public on September 17, 2011 with an exhibit
of botanical portraiture of the noted Philadelphia artist
An Independently Owned
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
T H E B LO O M I N ’ N E W S Andrea Baldeck. The new gallery evolved from the original
garage adjacent to the historic Boddy House. Funding came
10
NOV – DEC 2011
Potpourri
entirely from private sources, led by a $2.1 million gift from La
“besieged by imports of Colombian blooms,” have united to
Canada Flintridge residents Heather Sturt Haaga and Paul G.
lobby Congress through industry associations for better deals.
Haaga Jr. Additional funding came from The Ralph M. Parsons
“The Californians want Washington to toss a struggling U.S.
Foundation, Georgianna and Paul Erskine of Pasadena and
industry a budgetary nosegay” by supporting the proposed
individual and foundation supporters. “What an imaginative
floral distribution center, to consolidate shipments and cut
and unusual setting the new gallery provides,” said artist,
transportation costs.
photographer and author Andrea Baldeck, “. . . truly a new
Syngenta Invests in R&D in Gilroy
flower to be discovered in the midst of this lovely garden.”
America In Bloom Celebrates #10
Syngenta Flowers, Inc., a global leader in breeding and
production of hybrid flower seed and vegetative cuttings for
White House florist Laura Dowling headlined America In
pot and bedding plants, is investing $8.25 million in its Gilroy,
Bloom’s 10th Annual Symposium and Awards ceremony
California research and development campus. It intends to
on October 6 at George Washington’s River Farm, the
build a world-class R&D Center for Excellence for ornamental
headquarters of the American Horticultural Society. AIB
horticulture.
started in 2001 and each year holds a beautification contest
Florist Numbers Fall
for cities and towns.
Data released by the U.S. Census Bureau for 2009 reflect
Flower Subscription Service with a Twist
another decline in the number of retail florist establishments
Bryan Burkhart and Sonu Panda, who met in 1997 at the
and the number of employees. The number of florists fell from
University of Pennsylvania, in 2007 started H.Bloom, a service
18,509 in 2008 to 17,124. California lost 182 florists in the year,
that invites consumers to subscribe to orders for flowers
with 1,431 now in operation. Our state also saw the largest
weekly, bi-weekly or monthly. A subscription model has a
decline in number of employees, down by 1,690 people (22.3
distinct advantage. The week’s needs are pre-determined
percent). Nevada, the District of Columbia and Delaware had
by the subscriptions, which lowers spoilage from typical
larger decline percentages.
30 percent or more to around two percent. Not yet offered
nationwide, H.Bloom, which calls itself the “Netflix of flowers,”
SENDING F LOWERS TO A MERICA
has just entered the Chicago market and plans entry into 25
more cities soon.
Over 100 Years of History of the
Southern California Flower Industry
1-800-flowers Expands
1-800-Flowers.com recently purchased Flowerama, a floral
56
$
retailer with more than 100 locations in 28 states, bringing the
company’s franchise-owned operations to about 250.
FloraFile is Great
Image Tool for Florists
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
If you have a Facebook account, you can log in to the
FloraFile flower library recently introduced by Mayesh
Wholesale Florist. It’s a custom collection of flowers from the
Mayesh FloraPedia where you can store and organize your
00
Each
(includes shipping)
A
Great
Holiday
Gift!
favorite floral images and create your own FloraFiles for your
projects, weddings and events.
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
WSJ Highlights California Growers
Also available at: www.FlowerMarketHistory.com and
main entrance of the Original Los Angeles Flower Market.
An early August Wall Street Journal edition inspired support
for America’s flower farmers by publishing an article by
Credit card payment acceptable with billing name,
address, card number and expiration date.
Elizabeth Williamson on the state of California flower growers.
Williamson noted how California growers, who have been
T H E B LO O M I N ’ N E W S 11
NOV – DEC 2011
Roundabout
Debbie Fields and Floral Fields Weddings & Events of
CCF teamed up with Reina and Ferdinand Sunabat to give the
Burbank and Sherman Oaks took the Bride’s Choice Award
Norcal Design Show at the La Costa Resort in Carlsbad in July.
at WeddingWire.com, moving it into the top five percent of
The “Gatsby Wedding” theme was popular and included live
wedding pros nationwide. There’s been plenty of flower-
models.
related activity at the Huntington Library, Art Collections
& Botanical Gardens in San Marino recently, including a
Kudos to Katie Noonan, Noonan’s Wine Country Designs, and
large scale flower photography show by David Leaser and
Melinda Lynch AIFD of Festive Designs in San Luis Obispo,
Mark Hanauer and a drawing class during which visitors drew
who were featured in a one-page photo-story in the September
from self made collages made from leaves, flowers and other
issue of Florists Review magazine. The photos featured florals
natural materials.
designed for Noonan’s best friend’s wedding.
Mayesh Wholesale Florist launched its first ever video contest
Sold out workshops! That’s the word from Rene van Rems
in August, a competition to select the next Mayesh Design
AIFD as he scrambles to schedule more, including the “Hands-
Star. The winner will be a charismatic floral designer and
On Wedding Tablescape and Party Décor” workshop held
spokesperson to demonstrate and narrate educational videos.
October 30 in Vista and his upcoming November 13 “HandTied & Cascading Bouquet” workshop on November 13.
Kudos to the “Korean Florist Association” whose inaugural
meeting was held on August 29 at the YongSuSan Restaurant
“You’re On in 3, 2, 1. . .”
in Los Angeles. Around 160 Korean florists work in Orange
and Los Angeles counties. Angie Bai of Angie’s Flowers on
Floral designers aspiring to take their design skills to the
stage got some pointers on effective speaking during the
AIFD Symposium “Imagine,” held in July 2011 in San
Francisco. PFCI chairman and program leader Jerome
Raska AAF AIFD CAFA PFCI started off by acknowledging
the anxiety felt by many people at the thought of speaking to a crowd. Raska and Robert Williams AAF PFCI,
vice president North American Operations for SmithersOasis, offered advice to 40 attendees about commentating a flower demonstration, including these tips:
Wilshire Boulevard in Los Angeles, is one of the organizers of
this new group and can be reached at 213 384-4322.
Tony Alvarez AIFD CCF says he and wife Debbie Alvarez AIFD
Business Design Since 1989
• Remove your meeting name tag before presenting
• When you talk about it, touch it.
• Say the word, and define the word. Don’t assume
your audience understands.
• Say the proper names of products and their company
names.
• Smile. You’ll look like you’re having fun. Your audience wants it to be enjoyable.
• As far as using notes or an outline, do what works
best for you.
The Right Design for Your
Website, Newsletter, Book
or Company Manual
• Do not read PowerPoint slides.
• If your microphone stops working, ask the audience
for a 5-minute break so you can have it fixed. If it
can’t be fixed, invite the audience to move closer to
you, and speak as if you are talking to the last row.
• Practice. Record yourself, and watch the recording.
Wordpix Solutions
Raska’s final advice:
Contact Peggi Ridgway
Keep in mind that your audience is rooting for you.
They want you to succeed.
800 200-1101 / info@wordpix.com
Producer of The Bloomin’ News
T H E B LO O M I N ’ N E W S 12
NOV – DEC 2011
Premium Quality
Poinsettias
at Wholesale
Prices
Opens November 14
The Ecke Poinsettia Los Angeles Flower Market
Mellano & Company
“Growing for you since 1925”
766 Wall Street • Los Angeles, CA 90014
Phone: (888) MELLANO • Fax: (213) 622-4942
Orders can be picked up there, as well as cash-and-carry purchases
Armstrong Growers
Certified Grower of Paul Ecke Poinsettias • 2200 E. Route 66, Suite 200 • Glendora, CA 91740 Phone: 800-229-1707 • Fax: 626-852-3381
600 Stems White Dendrobium Orchids • 300 Schwarzwalder Mini Calla Stems • 100 Crystal Blush White Callas • 150 Red Tulips
of
the
Father Bride
Father of the Bride – that’s me! It seems like yesterday that my days
were filled with diapers and training wheels and there was very
little inkling of all the hoopla to follow in just 25 short years. You
think you are working toward a comfortable retirement, maybe
a vacation home in the Sierras. But no, you are really working
toward an inevitable event that will drain your bank account and
the color from your face.
It’s not just a wedding you should be preparing for. It’s a lifealtering event that mimics the symptoms of a heart attack
with every check you write to every vendor! Mind you, as an
established floral designer, I was better prepared than most. I
knew that my precious daughter, Amanda, would want armloads
of Lily of the Valley, as well as every hard-to-find, out-of-season,
delicate blossom she had ever seen her mother Debbie and me
work with!
And I knew that wedding venues are costly. But nothing prepared
me for the reality that the hotel Amanda wanted for her special
event would just not hold the mushrooming guest list. (I’m not
exaggerating!). I could have emailed my closest friends and
family members, but the wording on Amanda’s invitation alone
would require half the bridal party and an Oxford English scholar
to complete.
A heartfelt tip to parents with daughters: It’s not too early to
consider auctioning one of your organs on eBay! (I hear kidneys
are the organ of choice.) All kidding aside, my daughter Amanda’s
wedding was incredible. My wife Debbie (Debbie Alvarez AIFD
CCF) and I assembled the dream team of friends, family and floral
designers that created a memorable day for those in attendance.
It was a mammoth undertaking in a gorgeous setting.
The beautiful, historic and elegant Bixby Mansion in Long Beach,
where we prepared for three months before the event and which
was provided by our dear friend Duane Rose, made an awesome
The Making of This Great Wedding
Nuptials in progress.
Tony and Debbie’s grandchild Tyla at the reflection pool. Floating arrangements were made
of composite Siberia Oriental Lily petals waxed before assembling on a floating disc.
Advance: We started working on the Bixby gardens three
months prior to the wedding. The team planted 350 white geraniums, ten white topiary rose bushes, 23 iceberg floribunda
roses, five flats of white impatiens, several pieris Japonica
and gardenia shrubs as well as eight 5-gallon white azaleas,
64 white agapanthus, eight strelitzia Nicolai, six white hybrid
delphinium, twelve flats of dusty miller and 3,200 square feet
of sod. We moved four trees, installed one pallet of flagstone
pavers in a new patio area, transplanted 87 plants to a newly
landscaped area, installed a new sprinkler system, constructed
a full sized white wooden columned gazebo for the ceremony
and refurbished the original Bixby fountain.
Wedding Week: Twelve designers, along with eighteen helpers and designer assistants started working two days before
the wedding to put all the wedding designs together. Duane
Rose, retired owner of Gerard’s Flowers in Long Beach, graciously allowed all this work and preparation to take place at
his Bixby Mansion for the special occasion. Frank and Margaret Hofland, owners of Accent Décor, timely shipped the plate
glass troughs, black Mitsumata branches and gorgeous black
burnished aluminum containers for the table décor. Finally,
Rene van Rems AIFD’s masterful designs made for a truly extraordinary event. Whew!
300 White Lilac Stems • 15 Bunches White Hydrangeas • 5 Bunches White French Tulips • 1,000 White Carnations • 300 Vendela Roses
270 Uluhe Fern Shoots • Bunches each of White Larkspur, Spirea, White Lisianthus, White Ranunculus, White Hybrid Delphinium
Tony and Debbie Alvarez:
30 Years Designing Together
Holly Money Collins AIFD is the unintended matchmaker
behind this husband-wife team that has wowed flower lovers
for 30 years with their designs and creativity. Collins introduced them as they all stood in line waiting for tickets for a Cal
Poly (San Luis Obispo) floral design program by the late Tom
Powell AIFD. Collins told of a competition open to attending
students, to design to a “bon voyage” theme that required
wrapping a 6” plastic pot of daffodils.
Working as a team, Tony and Debbie scrambled for items
to work with the theme, rounded up a road map, sunglasses,
tanning lotion, a small sketch pad, postcards and a disposable
camera from their cars and the student store. Their entry was
spontaneous and fun and they won First Place.
Today the couple own and operate Floral Phenomenon, a
Ventura-based event business specializing in weddings. Husband and wife serve on the California State Floral Association
board of directors. Debbie teaches floral design in ROP at
Camarillo and is an AIFD board member, South West Region.
Tony is a presenter and frequent instructor for CSFA and in
recent months has also worked for the destination wedding
event firm in Maui owned by Lois Hiranaga AIFD.
Proud parents.
backdrop for the ceremony and reception. The creative team of
florists was led by the charming and talented René Van Rems
AIFD. We were assisted by my sisters-in-law Marcia Kimura,
procurement specialist for Mayesh Flowers, and Rochelle Dumlao,
owner of Verdugo Florist in Glendale, and several other talented
designers. With all this talent and creativity, what more could a
dad want?!
The Big Day came and seemed to flash by and soon we were
saying goodbye to the last guest. Debbie (co-chair for the day)
and I collapsed in a heap in a patio chair. That’s when the real
magic began.
Centerpiece made of White Crown Flower Leis, Uluhe fern shoots, White Siberia Oriental Lilies,
Schwartzwalder Mini Callas, White Dendrobium Orchids, Vendela Roses and White Hydrangeas
Amanda and her new husband, our son-in-law Gene Farris, a Cox
Cable Communications specialist, came to us to say goodbye and
thank you. With a hug and a tear, she lovingly told us we had made
her day more beautiful than she could ever have imagined!
With those few words, all the sweat and energy, along with the
drained bank accounts, seemed a distant memory and I felt an
overwhelming satisfaction for having done a job so well. I guess
that when all is said and done, that’s one of the reasons we’re in
the flower business: We make more than flower arrangements.
We create great memories that last a lifetime!
Tony Alvarez AIFD CCF
1,000 hanging silver paper origami cranes with one red crane for happiness, a Japanese
tradition for good wishes.
Siberia White a Lilies • 50 White Tulips • 100 Stems White Stock • 90 Stems White Hyacinths • 265 ft of Crown flower Leis • 150 Red Tulips
What’s Happening
Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.
November
1–4
International Horti Fair 2011, Amsterdam RAI,
The Netherlands. Call 011-31-29-734-4033 or visit
Hortifair.com
2
El Dia de los Muertos (All Souls Day or Day of the Dead)
2–4
Expo Haarlemmermeer, Vijfhuizen, The Netherlands.
Call 011-31-20-662-2482 or see Iftf.nl for details.
Japanese Garden Festival with drummers, large-scale
origami construction and a tea ceremony in the midst of
fall blooms at Descanso Gardens, La Canada Flintridge,
10-4 pm. See Descansogardens.org or call 818 949-4200.
6
Daylight Saving Time ends
7–10
National Conference & Trade Show of the Specialty
Cut Flower Growers at the Sheraton Reston in Reston,
Virginia. Call 440 774-2887 or see Ascfg.org for details.
Thanksgiving Day
25
Friday after Thanksgiving – Holiday season kickoff
in retail industry
27
Muharram
December
Flower Auction FloraHolland Aalsmeer, The Netherlands. See Floraholland.com.
5–6
24
3
Botanic Bling trunk show of botanic-themed jewelry
and accessories, Boddy House, Descanso Gardens, La
Canada Flintridge, 10-4 pm. See Descansogardens.org
or call 818 949-4200.
7
Pearl Harbor Remembrance Day
12
National Poinsettia Day
20–28
Hanukkah
21
Winter Solstice
24
Christmas Eve
8
Election Day
25
Christmas Day
10–11
L.A. Mart Gift Sample Sale, Los Angeles. See
lamart.com or call 800 526-2784.
Dec. 26
–Jan.1
Kwanzaa, African American holiday celebration
11
Veterans Day
31
New Year’s Eve
12
Flower Market Tour, 7 am: Take a morning jaunt to
the Los Angeles Flower District with floral designer Ray
Tucker. Learn the ins and outs of shopping this local
landmark and get tips for holiday decorating. $25. Register in advance. Call Descanso Gardens 818 949-4200.
Save the Dates
January 1, 2012, Tournament of Roses
January 24-27, The Special Event, Tampa, Florida
November 1-4, Horti Fair 2011, Amsterdam, The
Netherlands
“Hand-Tied & Cascading Bouquet” workshop with
Rene van Rems,, 9 am-5 pm, 3260 Corporate View Drive,
Vista, $245. See Renevanrems.com or call 888 824-7363.
FO R
Y O U
BOOKS
13
June 29-July 3, 2012 – the 2013 AIFD National
Symposium, Las Vegas.
Teleflora Releases New Profit Minded Florist Book
The Profit Minded Florist: A Financial
Startup & Operating Guide for Retail
Florists, has been released in a fourth
revised edition by Teleflora. First written
in 1987 by Floral Finance’s Paul Goodman CPA in cooperation with Teleflora’s
Education Center, the book covers every
aspect of financial information to assist
retail florists in setting up and successfully running a profitable floral shop. Its six
tabbed sections cover Accounting; De-
T H E B LO O M I N ’ N E W S sign Room; Operations; Marketing; Starting, Buying and Selling a Shop; and Forms
& Instructions. New chapters focus solely
on marketing including initial steps, budgeting, media, tracking, handling contribution requests, website management
and email marketing.
New Profit Minded Florist retails for
$129.95 plus shipping. Call 800 421-2815
or visit Myteleflora.com.
16
NOV – DEC 2011
L.A. Flower District Association /Badge Program
2012 Membership Information • www.laflowerdistrict.com
Who can become a member?
Membership in the Los Angeles Flower District Association is open to florists, floral-trade related businesses, and to
vendors who hold valid, proper and legal resale certificates.
What are the program’s benefits?
Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping
conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform
record keeping system of resale numbers.
What are the fees to register?
Membership Fees are $30 for a 1 year membership (Year 2012) or $50 for a 2 year membership (Years
2012 & 2013). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00
each. 2012 membership badges will expire on January 1, 2013 and fees will not be prorated later in the calendar year.
What if I forget my badge?
A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the Flower District
Association / Badge Program who forget their identification.
What are the market hours? Trade/Wholesale Only Hours are:
Monday, Wednesday and Friday
Tuesday, Thursday and Saturday
2:00 a.m. to 8:00 a.m.
5:00 a.m. to 6:00 a.m.
Non Trade/Public Hours are:
Monday, Wednesday and Friday
Tuesday and Thursday
Saturday
8:00 a.m. to 12:00 noon ($2 admission)
6:00 a.m. to 11:00 a.m. ($2 admission)
6:00 a.m. to 12:00 noon ($1 admission)
How does this program affect the parking situation?
There is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders
at the main entrance to the Los Angeles Flower Market (754 Wall St.) on Mondays, Wednesdays and Fridays during
wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking.
How carefully will this program be monitored?
There are approximately 10 security monitors checking for membership badges at the various entrances to the markets.
To ensure the program’s continued success, we ask for all Flower District members to please remember to wear your
2012 badges. Although we realize the program is not by any means foolproof, please remember that this is a program
subject to all the positives and negatives of building a foundation from the ground up.
How do I become a member of the Badge Program?
Fill out the Membership Application form and resale card completely and submit both items along with membership fees to LAFDBP, 766 Wall Street, Los Angeles, CA 90014. Allow seven days for your application to be processed
before picking up your badges.
Remember to attach a copy of your California Board of Equalization Resale Certificate or the processing of your
application will be delayed. Your badges may be picked up either at the entrance to the Los Angeles Flower Market (Monday,
Wednesday, or Friday, from 2:00 a.m. to 8:00 a.m.) or any other time before 12:00 noon at our office.
Thank you for your continued support!
L.A. Flower District Association /Badge Program
2012 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2012)
1. Business Owner’s Name: (Print Clearly)____________________________________________________________________________
2. Home Address:________________________________________________________________________________________________
City__________________________________________________________________________ State _________ Zip_______________
3. Home Telephone ______________________________________________________________________________________________
4. Business Name_ _______________________________________________________________________________________________
5. Business Address _ _____________________________________________________________________________________________
City__________________________________________________________________________ State _________ Zip_______________
6. Business Telephone ____________________________________________________________ Fax #___________________________
7. E-Mail Address ________________________________________________________________________________________________
8. Type of Business:
o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): ______________________________
9. Resale Certificate Number from California State Board of Equalization:
_ ____________________________________________________________________________________________________________
Note: Your membership will not be processed and there will be NO cash refunds or credit in the event the California State Board of Equalization reports back that
your Resale Number as Invalid or Closed.
10.Signature of Applicant __________________________________________________________________________________________
11.Names of individuals as you want them to appear on your badges (optional):
($3.00 extra)
Badge 1. __________________________________ Badge 4. ________________________________________________
($3.00 extra)
Badge 2. __________________________________ Badge 5. ________________________________________________
($3.00 extra)
extra)
Badge 3. __________________________________
Badge 6._ ($3.00
_______________________________________________
_Please check o membership period:
o $30.00 - 1 Year Membership (Year 2012 only)
o $50.00 - 2 Year Membership (Year 2012 and 2013)
_Fee Amount Enclosed: $___________________ Date: ___________________
o Check
o Money Order
o Cash
Please make checks payable to: LAFDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate,
(2) completed application and resale card, (3) payment.
Mail documents to: Los Angeles Flower District Badge Program, 766 Wall Street, Los Angeles, CA 90014
Please allow 7 days for your application to be processed before picking up your badges. Note: Badges will not be mailed out.
Important notice from the State Board of Equalization concerning purchases “for resale.”
Misuse of Resale Certificates
One of the rights granted to holders of seller’s permits is the authority to issue resale certificates for merchandise they intend to resell. The permit is
NOT a “Buyer’s” license to purchase property at wholesale for personal or business use, to decorate one’s home. Such misuse of a resale certificate
for the purpose of evading payment of the sales or use tax or for personal gain constitutes a violation of the law. Those persons who are found to
have made illegal use of their permits may be subject to one or more of the following penalties:
1. Criminal prosecution. This could lead to a fine up to $5,000, imprisonment up to one year, for each offense.
2. A minimum penalty of $500 or 10% of the amount of tax due, whichever is more, for each misuse.
3. A 25% penalty for fraud­­­, or intent to evade the tax, on all unreported tax liability.
4. Revocation of the seller’s permit.
BT-519 Rev. 2 (8-84) (CPPM 265.040) State Board of Equalization
Flowers can’t thrive
under these conditions.
Neither can florists.
Florists lose $500 million every year to drop-shippers.
Banged, battered, destroyed – thanks to drop-shipping. That’s what’s
happening to $500 million of your profits every year. But Teleflora is
determined to Save the Florists. How? By guaranteeing that 100% of
our orders are hand-arranged and hand-delivered by independent
florists like you. Visit savetheflorists.com.
©2010 Teleflora FM2927
PRESORTED STANDARD
U.S. POSTAGE
PAID
LOS ANGELES CA
PERMIT #3644
754 Wall Street, Los Angeles, CA 90014
GOING
GREEN
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