to present - Texas State Florists` Association

Transcription

Laura Dowling
to present
Flowers Styled for the White House
The Bloomin’ Texan
May 2015
The Bloomin’ Texan | May 2015 | 1
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The Bloomin’ Texan
M A Y 2 0 1 5 | V O L U M E X X X XI | N U M B E R 5
From the
President
5 Thrive to Survive? Survive to Thrive?
The reversal of the phrase…“Thrive to SURVIVE
vs. Survive to THRIVE” reminds me of the age old
question… “Which came first; the chicken or the
egg”? After “boiling it down” both phrase options
are (not only) entirely possible, but both with almost
identical, positive results!
Several industry leaders have asked how TSFA has
survived when so many other associations have faltered.
In response, we firmly believe the cause behind TSFA’s
survival is the perseverance to center our main focus towards education; which in-turn,
benefits the entire floral industry. In fact, that is not why TSFA has SURVIVED… It
is why TSFA has THRIVED!
Member Coby Neal AIFD, premier designer and owner of The Flower Studio, Austin,
attended our recent Texas Floral Showcase in Temple. Coby said that he learns
something new every single day. I believe that is one of the reasons why he is so
successful; as are many of our TSFA Members. Our association is invaluable to the
enhancement of our knowledge through the many incredible opportunities that are
offered and available to us.
A great and recent example of an educational event is…“Florescence 2015”, held at
The Museum of Fine Arts, last month. The TSFA designers and judges that were invited
to participate fashioned a PHENOMENAL and UNFORGETTABLE experience.
A final thought…
I found it especially interesting that when I looked up the definition of the word…
THRIVE, almost all of the synonyms listed were “floral related” adjectives; i.e.,
flourish, bloom, blossom and grow well. And I can’t fathom any other industry
(EXCEPT OURS) that is more knowing…more capable…and more qualified to
define THRIVE!
TEXAS CUP DEADLINE
IS JUNE 12TH
6
ALL YOU NEED TO
PLAN YOUR TIME AT THE
TEXAS FLORAL EXPO
7 REGISTER TODAY TO BE ONE OF 25 IN THE HANDS-ON DESIGN EXPERIENCES
8 THE ABSOLUTE BEST IN THE WORLD TRAVEL TO TEXAS
10
LAURA DOWLING TO
PRESENT AT THE
TEXAS FLORAL EXPO
12
15
TAKE TIME TO VOTE!
THANK YOU TELEFLORA
THE OFFICIAL PUBLICATION OF THE TEXAS STATE FLORISTS’ ASSOCIATION
P.O. Box 170760 | Austin, Texas 78717 | 512.834-0361 | FAX 512.834-2150 | 800.375-0361 | www.tsfa.org | E-mail: txsfa@sbcglobal.net
TSFA BOARD
President Susan Weatherford
Immediate Past President Pam Fuller AAF TMFA
First Vice President Norman Northen TMFA
Second Vice President Debbie Wright AAF TMFA
Retail Directors
Elaine Carrell TMFA | Bruce McShan | Nicola Parker TMFA
Wholesale Director Luke Harwell TMF
Grower Director Jimmy Klepac
STAFF
Executive Director | Bloomin’ Texan Editor | Dianna Nordman AAF
Administrative Assistant | Tanner Kudela
Production | Barb Donovan
2015-2016 TSFA BLOOMIN’ TEXAN EDITORIAL ADVISORY BOARD
Annie Fentz-Smith | Dov E. Kupfer AIFD CFD | Robin Martinez AAF TMFA
Lynn Lary McLean AAF AIFD PFCI TMF | Elaine Nevarez | Sandy Ramirez TMFA
Bridget Weatherford
The Bloomin’Texan USPS 304-350.is published monthly, except for July. $8 of the annual membership dues is applied toward a subscription to The Bloomin’Texan. Located at 9004-C Anderson Mill Rd., Austin,TX 78729. Periodicals Postage Paid at Austin,Texas and at additional mailing offices.
Opinions expressed in this publication do not necessarily reflect official policy of the Texas State Florists’ Association. POSTMASTER: Send address changes to The Bloomin’Texan, P.O. Box 170760, Austin,TX 78717.
BRONZE
SILVER
GOLD
PLATINUM
Southern
Floral
Company
Past Presidents
Established 1927
WHOLESALE GREENHOUSE
Making Texas Education Possible
please visit tsfa.org for the most up-to-date list of underwriters and their links
TEXAS DESIGNERS ARE
INVITED TO ENTER THE
TEXAS CUP COMPETITION
Second Place
Second Place Ribbon | $300 Cash Prize
Third Place
Third Place Ribbon | $200 Cash Prize
2015 Texas Cup Competition Design Categories
Prior to the actual program the competitors will create two designs for later presentation to include the
Wedding Bouquet and the Interpretative Design.
Wedding Bouquet
A wedding bouquet style of the competitor’s choice will be designed with the flowers and product provided by
TSFA.
Interpretative Design
The Interpretative Design Category in the 2015 Competition will reflect a design suitably creative for a sixty
inch round table where guests at a wedding would be seated for a dinner reception. The competitor will design
a container or prop to set the base of the design according to rules of the competition. The table linen, flowers,
and supplies as well as other creative elements will be provided by TSFA for this category. These will be
presented on the tables for viewing and commentary during the presentation.
Surprise Situation
This design will be created on stage during the presentation.There is simply not a wedding florist around that
has not experienced a “surprise situation” that adds to the excitement and thrill of being an event planner,
wedding specialist, or wedding floral designer!!!! Each competitor will be given an envelope and 30 minutes to
complete a design that answers the situation in flowers.
The Stars of Texas Event will Shine during the Texas Floral Expo
H
First Place
The Texas Cup Trophy | First Place Ribbon | $500 Cash Prize
The Texas Floral Endowment Scholarship in the amount of $600 toward travel expenses to the National
Alliance of Floral Association Designer of the Year Competitor to represent TSFA.
RISTS’
AS
FLO
H
The Texas Cup Competition is open to Texas State Florists’ Association members.
E
T IO N
CIA
SO
The 2015 Texas Cup Competition will be held Friday, July 17,
2015 in conjunction with the Texas Floral Expo.
TEXAS ST
AT
ENTRY DEADLINE IS JUNE 12TH
TE
XAS CUP
BE PART OF THE
TEXAS CUP
Share a wedding design
concept for the Contestant
Surprise Situation.
If your entry is selected, you
will be chosen to introduce
the Surprise Situation to the
competitors on July 17th.
Email your Surprise Situation
to txsfa@sbcglobal.net.
TO ENTER THIS
PRESTIGIOUS
COMPETITION
Visit tsfa.org for the complete
rules and the details related
to the 2015 Texas Cup
Competition. Download
the Entry form and mail the
Throughout the evening in this incredible setting, the Stars of Texas will be recognized and honored. Texas
Master Florists and those whom have advanced and received their TMFA will experience their recognition of
completed form with the
a sweet beginning of their career in flowers. The Hall of Fame and the TSFA Achievement Award as well as other
entry fee to the Texas State
areas of distinction will be awarded throughout the evening. Whether it be a student entering the world of
Florists’ Association, PO Box
design or those that have achieved greatness, the stars will align in celebration of the evening.
170760, Austin, TX 78717 or
As we develop the new approach to education, TSFA with the support of the Texas Floral Education
email the form to txsfa@
Underwriters, brings a platform of education to each and every event along with celebrated excitement and
enthusiasm. Plan now to join in this event and be the first to know the winners of the evening and the one to
sbcglobal.net.
take home the coveted Texas Cup!
The Stars of Texas Event will celebrate the accomplishments in a dinner setting surrounded by the work of
those competing in the Texas Cup Competition. Sweet Beginnings will unveil the creative compositions that
reveal the areas of wedding study and informative and entertaining commentary that will support this subject
of design.
All You Need to Plan your
Time at the Texas Floral Expo
Basics to Brilliance
Sunday, July 19, 2015 | 5:15 pm – 7:45 pm
Instructor: Hitomi Gilliam AIFD
Hands on Design Experience
underwritten by Teleflora
Gold Level Texas Floral
Education Underwriter
Texas Floral Education
Partner
Flowers provided by
L&G Wholesale
Bronze Level
Texas Floral Education Underwriter
and Texas Floral Product Partner
July 17-20, 2015
FRIDAY, JULY 17, 2015
1:00pm – 3:00pm
3:00pm – 5:00pm
4:00pm – 5:00pm
5:00pm – 7:00pm
5:30pm – 6:30 pm 7:15pm – 10:00pm
Classy Glass | A Hands on Design Experience
Jerome Raska AAF AIFD PFCI CFD
Presentation underwritten by Syndicate Sales
Silver Level Texas Floral Education Demonstration
Texas Floral Education & Product Partner
Just a Pretty Table | An Interactive Demonstration
Jacob McCall AAF AIFD CFD
Presentation underwritten by The Elite Flower
Silver Level Texas Floral Education Underwriter
Texas Floral Education and Product Partner
The Art of the Bouquet | A Hands on Design Experience
J. Keith White AIFD CFD | Presentation underwritten by FTD, Inc.
Texas Floral Education Partner
Flowers Provided by Pikes Peak of Texas
Gold Level Texas Floral Education Underwriter
Texas Floral Product Partner
Marketing to a Social World | An Interactive Demonstration
Ashley DeFranco
Presentation underwritten by Flower Shop Network
TSFA Annual Meeting
Product Gallery Opening and Reception
Product Power | Save the Date...Let the Events Begin
Stars of Texas Event
Texas Cup Competition|Awards|Presentation|Dinner
Sweet Beginnings
Interpretative Design | Bouquet | Surprise Situation
Commentary by Rich Salvaggio AAF AIFD PFCI
Presentation underwritten by Teleflora
SATURDAY, JULY 18, 2015
Life Changing Mechanics and
Techniques for Today’s Florists
Sharing some of the most efficient and creative systems of
designing flowers to enable florists to fill orders in record time
creates the basis for this Hands on Design Experience.
Learn what is needed to make a difference in today’s marketplace
for guaranteed profitability, efficiency and CREATIVITY, if you are
open for CHANGE!! The design experience will include two and
halfThe
hours
of instruction
Bloomin’
Texanwith
| refreshment
May 2015 provided.
| 6
Photo Credit: Hitomi Gilliam AIFD
9:00am – 10:00am
10:00am – 6:30pm
10:00am
10:15am – 10:45am
11:00am – Noon 12:00pm – 1:30pm
12:15pm – 12:45pm
1:30pm – 3:00pm
Presented by the Texas State Florists’ Association
Partially underwritten by the Texas Floral Endowment
Basics 101…Anything But Basic
Celebrating TSFA’s 101st Year!!!!
J Schwanke AAF AIFD CFD PFCI TMF
Presentation Underwritten by
Acolyte Designs, Inc | Chrysal Americas | Design Master Greenleaf Wholesale Florists | Priest International, Inc
Rio Roses | Southern Floral Co | TSFA Growers Division
Texas Floral Education Underwriters
Texas Floral Education & Product Partners
$101 Winner to be Awarded
Product Gallery
Wake up Texas!! Morning Coffee Bar in the Product Gallery
Product Power | New Products Showcase
Pure Inspiration
Hitomi Gilliam AIFD | Presentation underwritten by Teleflora
Product Gallery | Lunch on your own
Behind the Curtain with Hitomi
Hitomi Gilliam AIFD | Presentation underwritten by Teleflora
Making Every Day’s Life Extraordinary
Pim van den Akker | Presentation underwritten by BloomNet
Platinum Level Texas Floral Education Underwriter
3:15pm – 3:45pm
4:00pm – 5:00pm
5:15pm – 5:45pm
4:00pm – 6:30pm
5:00pm – 6:00pm
5:30pm - 6:30pm 6:30pm
6:30pm
Product Power | Parties on Parade
Texas Floral Expo Extends to July 20th
Parties…Basic yet Brilliant
with an all day Hands On Design Experience
Monday, July 20, 2015 | 9:00 am - 4:00 pm
The design experience will include six hours of instruction
with lunch provided.
Behind the Curtain with Jacob
Instructor: Pim van den Akker
It’s 5:00 Somewhere
Product Power | New Products Showcase
Book Signing | Meet the Designers
Product Gallery Closes
Take the Night Off!! Dining out with Friends
Develop and Grow Your Own Personal
Floral DNA
SUNDAY, JULY 19, 2015
8:30am – 10:00am
8:30am – 5:00pm
10:15am – 11:00am
10:15am – 11:15am
11:30am – 12:45am
12:45am – 1:45pm
1:45 pm – 3:15pm
3:45pm – 5:00pm
5:00pm
5:15pm – 7:45pm
Wake Up Texas! Breakfast with Randy Pennington
Make Change Work
Presentation Underwritten by Vickery Wholesale Greenhouse
Everything’s Coming Up Roses
A Presentation of New Varieties
The Sweet Smell of Success | The Business of Roses
Oscar Fernandez
Presentation underwritten by Rio Roses
A Dozen Roses | A Dozen Ways
Jerome Raska AAF AIFD PFCI CFD
Flowers Provided by Rio Roses
First Impressions…Endless Possibilities
Matt Wood AIFD PFCI | Presentation underwritten by Winward
Bronze Level Texas Floral Education Underwriter
Lunch on your own
Laura Dowling
Presentation underwritten by the Texas Floral Endowment
Flowers Provided by Southern Floral Co.
Roses on Parade
J. Keith White AIFD CFD
Presentation underwritten by FTD, Inc.
Flowers Provided by Pikes Peak of Texas
Announcement of Grand Prize
TSFA Past Presidents Flower Sale benefitting Texas Floral Education and the Texas Floral Endowment
A Hands on Design Experience
Life Changing Mechanics and Techniques for Today’s Florist
Hitomi Gilliam AIFD
MONDAY, JULY 20, 2015
9:00am – 4:00pm
Develop and Grow Your Own Personal Floral DNA
Pim van den Akker|Presentation underwritten by BloomNet
Hands on Design Experience underwritten by BloomNet
“Explore the limits of your personal possibilities and try to
exceed them without losing them in the process. You will grow in
discovering possibilities.” Pim van den Akker
Learning an approach to quickly create incredible designs with
new techniques and themes from Pim van den Akker’s seven books
will set the stage for this design experience. To discover what
appeals to you and not to simply imitate famous designers or only
do what others want will open a new world of expression. Join
Pim as he leads you to surprise yourself and exceed beyond what
you know today. Pim will share how to combine materials and
shapes to create your very own atmosphere so that you will have
what you need to develop
and grow your
own personal
The Bloomin’
Texan
| May floral
2015DNA.
| 7
photo credit: www.pimvandenakker.com
The Absolute Best in the World
will travel to Texas in July to Educate,
to Share, to Make a Difference
Saturday, July 18, 2015 | 9:00am - 10:00am
“Flowers should be fun and
then we each add our own
brand of creativity. It’s
amazing to work with nature’s
beauty and to have the
opportunity to turn feelings
into flowers.” J Schwanke
Saturday, July 18, 2015 | 11:00am - Noon
J Schwanke
AAF AIFD CFD PFCI TMF
Hitomi Gilliam AIFD
Basics 101...
Anything but Basic
Pure Inspiration
Presentation underwritten by
Acolyte Designs, Inc | Chrysal Americas
Design Master | Greenleaf Wholesale Florists
Priest International, Inc | Rio Roses
Southern Floral Co | TSFA Growers Division
Texas Floral Education Underwriters
Texas Floral Education and Product Partners
Texas is presenting 101 Design Ideas that
will make your life in the design room just a
little easier. uBloom.com Floral Expert
J Schwanke AAF AIFD PFCI TMF will show
you how! What a perfect opportunity to
learn and share incredible flower tips, tricks,
and techniques that will help you the very
next day in your flower business. Make YOUR BUSINESS more Profitable,
Faster, Easier and a whole lot more FUN.
Saturday, July 18, 2015|1:30pm - 3:00pm
Nature, Art, Architecture, and Fashion
inspire the life’s work of this designer. A sense
of style embodies her true understanding of
“Inspiration surrounds you
nature. This style is seen reflected in her work
every moment of your day
whether you know it or not... through her understanding of art in its many
forms. This understanding opens the creative
You just have to be open to
capture these opportunities!!” process to unlimited opportunity. Architecture
has long provided a platform of study with
Hitomi Gilliam
grounded inspiration while fashion has
embellished to complete. With thoughtful consideration, opportunity awaits
pure inspiration from this presentation.
Saturday, July 18, 2015 | 4:00pm - 5:00pm
Pim van den Akker
Jacob McCall
AAF AIFD CFD FSMD
Making every day’s
life extraordinary
Parties...Basic yet Brilliant
Presentation underwritten by BloomNet
“There is a story behind all of
this which is a story thick with
passion and pleasure. It is a
story best told together by each
in his own way, but always
with a shared vision, always
wanting our sector to sparkle
and letting the world around
us experience what true beauty
is and what floral beauty can
do.” Pim van den Akker
Making every day’s life extraordinary will expand
the creative process as van den Akker shares
his journey. In doing so he creates customized
work as standard. Whether it’s a business party
or a product presentation, van den Akker makes
it a unique show in keeping with the moment,
transforming that moment into an amazing
sensory experience. What van den Akker creates
is more that simply an extraordinary look at
design. By bringing together natural shapes
and materials in his inimitable style van den
Akker creates atmosphere most of all with
extraordinary amazement.
“Industry awareness and
education is the key to our
success! To be able to share my
experiences with the state of
Texas is thrilling! By the time
I arrive I will have completed
my experience at theWorld
Cup and will be able to
share all I have learned.To me,
that is what it’s all about!”
Jacob McCall
As Florists look for ways to expand
their businesses, event planning and party
styling unfold into a continuous stream
of possibilities. There are consistent
opportunities. This presentation will speak
of the most basic yet brilliant concepts of
event design. Ideas will be shared that can
travel home to set up your new division or
add to what you are already accomplishing
in this area.
Texas Floral Expo | July 17-20, 2015 | Sugar Land, Texas
Hands On Design Experiences | Interactive Demonstrations | Design Presentations
It is all part of the Texas Floral Expo!
Will you be there?!!!
Sunday, July 19, 2015 | 10:15am - 11:15am
Sunday, July 19, 2015 | 11:30am - 12:45am
Jerome Raska
AAF AIFD PFCI CFD
Matt Wood AIFD PFCI
A Dozen Roses
A Dozen Ways
First Impressions
Endless Possibilities
Flowers provided by Rio Roses
Gold Level Texas Floral Education Underwriter, Texas
Floral Product Partner
Presentation underwritten by Winward
Bronze Level Texas Floral Education Underwriter
To understand the link between creative
expression and the business of flowers one
must step out of the design room and take
a moment to stop and think. Am I doing
all I can with this flower? Am I offering
my customer’s a choice? Are there other
approaches I can take? In the first of a series
of educational offerings entitled Stepping
Out of the Design Room the response will be clear. The distinctive design
styles shared, will cause your rose sales to soar to new heights unlocking
increased sales linked to creative expression.
The savvy florist of today is always
looking for opportunities to expand the
potential of their business. Options that
“Years ago when I was
level the peaks and valleys of traditional
developing my own style, I
retail are most often considered. To consider
asked a designer whom I highly an offering of decor for the home can easily
respected his advice. He joyfully make a difference in daily sales. The first
shared ‘just make it pretty’.
impressions of this presentation will leave
Simply stated, those few words you with endless possibilities. Developing
continue to define my work
story boards, understanding color blocking,
today.” Matt Wood
designing permanent botanicals in a
whole new way and the many elements
of merchandising will illustrate just how easy it is to “just make it pretty”
when you study at the hands of a master of permanent botanicals.
Sunday, July 19, 2015 | 1:45pm - 3:15pm
Sunday, July 19, 2015 | 3:45pm - 5:00pm
“I learned long ago the
importance of taking the time to
step away from the design table
and think about the overall
aspects of the flower business. It
is so much more than stems in a
vase.” Jerome Raska
Laura Dowling
J. Keith White AIFD CFD
Flowers Styled for the
White House
Roses on Parade
Presentation underwritten by FTD, Inc.
Flowers provided by Pike’s Peak of Texas
Presentation Underwritten by the Texas Floral
Endowment
Flowers Provided by Southern Floral Co.
The focus on creating a new romantic
style of flower arranging with free-flowing
lines of vines and flowers emanating from
“It is my hope that by sharing
a classical bouquet compose Flowers Styled
my story, I will inspire others
for theWhite House. This approach is most
to identify and follow their
evocative of nature and the garden, and
passion knowing that it can
balances a strong artistic vision with the
lead to extraordinary things.”
wildness of nature. It is a philosophy that
Laura Dowling
transcends fads and trends to articulate
an original style that has both classic and
modern elements. Intrigued with French floral design and a study of
French floral art under the direction of leading Parisian designers, the style
developed through the talent and expertise of Laura Dowling. This style
will unfold with the many layers of development during this presentation.
“Own your thoughts and peruse
to invigorate your creative
energies with new products,
styles, and design ideas that can
be translated into salable designs
that fit into consumer’s daily
lives.” J. Keith White
From the design table to the boulevard,
get an awe inspiring look at the floral designs
presented by FTD Education Consultant
J. Keith White, lead designer for the Rose
Parade® VIP vehicles. Experience the design
aspect of colors, textures and eye-catching
appeal used for the boulevard view and High
Definition TV broadcast. Become inspired by
these techniques and incorporate them into
your own visual merchandising, everyday
and event design work.
Laura Dowling to present
at the Texas Floral Expo
I
Presentation Underwritten by the Texas Floral Endowment
Flowers provided by Silver Level Texas Floral Education Underwriter Southern Floral Company | Texas Floral Product Partner
first trip to Paris, she visited a
s one born with a love of
flower shop. It was the shop of
flowers or is that passion
Christian Tortu. She saw flowers
found through a lifetime of
in a different way, sparkling as
memories and experiences? Was it
little jewels, for the moment
bringing flowers inside the home
that literally took one’s breath
from her Grandparent’s prize
away connecting emotionally and
winning gardens? Was it the stories
told by her Mom over the years
immediately being inspired to
about roses being handed to guests
learn more. Famous for french
only after she as a toddler enjoyed
floral design, a visit to this leading
the fragrance? What initiated
French designer’s studio was the
this love of flowers? What events
life changing moment along with a
contributed to reaching a pinnacle
visit to the Château de Chenonceau
that touches literally thousands day
in the Loire Valley later that day.
after day after day?
It was at the Château that she
What happens in all of us that
saw fresh flowers from the gardens
creates a life changing moment?
in every room reflective of a
For Laura Dowling after
childhood memory. The flowers of
traditional academia and a career
the chateau brought it to life among
in communication it was a trip to
the tapestries and the antiques.
Paris in the year 2000, where in
The rooms faded in comparison.
The Bloomin’ Texan | May 2015
| 10
addition to all one does on their
The power of the arrangements
dominated and it was there that she
saw flowers in yet another way. No
longer was a design simply a vase of
arranged blossoms but now it was
an artistic placement specifically
created. This was a moment that
touched the soul and forever
remembered. That moment when
a fascination becomes a subject you
know will be a lifelong passion and
a purposeful study.
The first trip to Paris resulted
in many more, each involving
continued study with Parisian
designers. L’Ecole des Fleurs held
at the Hotel de Crillon became a
place of study with Christian Tortu
as the teacher. With designers
invited to attend, the expanse of
knowledge and amazement was
beyond expectation.
In 2003 with a business license
and a studio in her home in Old
Alexandria, Laura filled a niche
offering french floral design to the
area. Commissioned for events as
prestigious as the opening of the
Chinese Embassy, bouquets of a
thousand roses at the Kennedy
Center, events in the residence of the
Vice President to name a few, she
continued her full time position in
strategic communication at the Nature
Conservancy while doing what she
loved.
In the spring of 2009 her husband
read that Nancy Clarke was retiring as
the White House florist and encouraged
Laura to apply. For seven months there
were rounds of interviews resulting in a
flower competition with three finalists.
A plan and presentation for a State
Dinner, a design for the Blue Room, and
flowers for the Oval Office followed by
a viewing and interview with the First
Lady resulted in her selection.
The style that she had mastered
over the years was selected as the style
that would transcend fads and have
both classical and modern elements.
The use of various ideas for containers
was expanded. Though the historically
significant containers were still seen in
some areas, Laura was free to integrate
and take the French approach to create
the container of natural materials to become a part of the
design. The style graced every room, was seen by all who
visited, whether it be heads of state or the thousands of
visitors that arrive every day. Her career in communication
enabled her to reach out to many creative industries
collaborating to create and constantly amaze all who walked
through the White House doors.
The combinations of flowers were always embellished
with texture. The use of color most often offered a surprise
element. An understanding of bringing flowers into the
home and just as in the chateau visited years below, she
allowed each design to find a place of prominence to be
noticed and appreciated.
With the majestic impact of the setting and the
protocol to follow, one would sometime find solace in the
actual place where all the work takes place. That room
is in the basement and is called the White House Florist.
There are boxes of flowers to be processed and buckets
to be washed and containers and supplies and candles to
be cleaned. There are invoices to be paid with the phone
ringing to discuss a last minute detail, and the daily placements to be completed
and installed. There is inventory to be put away, the shop’s part of Christmas to be
planned, the 4th of July to celebrate, and Halloween to be creatively presented for
the children of all ages. There are plans to be made, linens to be selected, and color
palettes to determine floral selections to be presented for discussion for the events
ahead followed with story boards to be finalized.
....and then one steps out to set the residence flowers in place crossing the hall
where secret service agents stand on duty, a design needing to be placed outside
of the closed door of the Situation room, standing in the East Room setting a State
Dinner as the helicopter lands with the President of the United States descending the
stairs and walking across the lawn, bringing just a little beauty that one hopes will
touch the soul of those who visit as it does the of the one whose hands created it.
What an honor and privilege it is for Texas to welcome Laura Dowling to the
stage of the Texas Floral Expo as she shares her story and the art of design that she
created in the Flowers Styled for theWhite House.
610 PARK STREET
BAYTOWN, TX 77520
281•427•7454
888•538•7721
Take Time to Vote!!!
These candidates have responded to the request from the Nominating Committee to lead Texas State
Florists’ Association during the next term of office.Their willingness to serve and give unselfishly
of their time is to be commended.Take time to vote during the Texas Floral Expo and support those
who seek a position in Association Leadership.
President
P
TSFA members support
AUSTIN
the Bloomin’Texan. Please
support these advertisers.
Proudly Serving
The Metroplex Since 1948
Susan Weatherford
Susan Weatherford has been involved with and participated in a number of different
facets of the floral industry. She is Vice President of Southern Floral Company, is
a member and a previous Wholesale Director of The Allied Florists’ of Houston,
member and past Mentor of Wholesale Florists & Floral Suppliers of America,
member of International Floral Distributors, and most proudly member, past
Wholesale Director, and current President of the Texas State Florists’ Association.
As a passionate believer in TSFA and the floral industry, Susan is never shy of new & innovative ideas,
and takes action with the support and interaction with many industry leaders.
BURNET/MARBLE FALLS
FLOWER & GIFT SHOPS
Second Vice President
109 N. MAIN
BURNET, TX 78611
2105 HWY. 281 NORTH
MARBLE FALLS, TX 78654
800-McShan
(830) 693-7006
McShanFlorist.com
214-324-2481
(512) 756-4401
Mary McCarthy AIFD TMFA
DALLAS
AUSTIN
I have been involved in the floral industry for 12 years, opening my shop, The
Blooming Idea in 2002. I am an active member of Allied Florists of Houston, serving
a two-year term as president from 2013-2014. I served on the board
of the Texas State Florist Association as retail director from 2011-2013.
It would be my honor to serve once again on the board as Second Vice President.
Retail Directors (elect 1)
1-800-252-9145
Fax 1-512-345-1336
Ken Freytag • TSFA Past President
www.freytagsflorist.com
Cheryl Vaughan TMF
AUSTIN
Cheryl opened Creative Petal Designs in 1998 in her home in Dripping Springs until
opening her studio in 2004. Her passion is weddings and special events mostly in
the Dripping Springs and Austin area. She is a member of TSFA and has enjoyed
serving on the Education Committee for the past two years. She is a strong believer
in continuing
education and is thankful for the opportunities she has had with TSFA.
B
TSFA Order Exchange Network
A
Y
Floral
T Event Designer and Owner of Bloomstreet Designs — Wimberley
*33O
years design experience in flower loving madness
ABILENE
* TSFA
W active member since 2007
* TSFA
N Education Committee Member 2009-current
* The Bloomin’ Texan Advisory Board 2010-current
SHERI * TSFA Convention Volunteer 2007-current
Garygarland
Norman called the floral industry. My desire as your
We are MONTGOMERY
strategically
woven together by a beautiful
WHITE
Owner
Retail Director,
is to keep us connected and successful by KNOWING each of you. Together we can
AAF • TMFA
create 610
fresh
innovative solutions for every members1800
needs.
PARKand
STREET
Industrial - Abilene, TX 79602
Est. 1935
401 WEST 20TH STREET
HOUSTON, TEXAS 77008
Sandy Ramirez TMFA Support Your Advertisers!
713.862.8811
800.723.3252
fax 713.864.2686
www.heightsfloralshop.com
SAN ANTONIO
HOUSTON
CORPUS CHRISTI
SPECIALIZING IN
FLORAL EXCELLENCE
Grower Director
BAYTOWN, TX 77520
281•427•7454
888•538•7721
Phone: (325) 695-7000
AUSTIN
Patrick
Berry
www.garysfloralgallery.com
SAN ANGELO
Shirley Floral Company
I am the owner of Vickery Wholesale Greenhouse.
I was a late entry to TSFA,
& Greenhouse
starting early in the 21st century. Since then, I have served on the TSFA board of
Joel
Shirley
Directors for a total of ten years in one capacity
or Paul
another.
I have served two times
President
previously as Grower Director and I was President of TSFA in 2011-2012. I was
Phone:
325 655-9111
chair of the nominating committee 440
thisW Beauregard
year, which may seem
strange,
since I am
San Angelo, TX 76903
Fax: 325 653-8585
now a candidate. My business is onewww.shirleyfloral.com
of only a few active grower members
800 588-9111 in TSFA
e-mail: saflower@wcc.net
currently, and due to our love of and commitment to TSFA, we take turns in fulfilling this duty. It is my
turn. I am honored and proud to serve TSFA in any capacity that I am needed and I am very excited to
be having fun
again as your Grower
Director.
SAN ANTONIO
BURNET/MARBLE
FALLS
Greg Waters
CORPUS CHRISTI
DALLAS
DALLAS
Take Time to Register!
One form per person. This form may be copied to accommodate additional registrants or you may go online to register at tsfa.org.
Attendee Name_______________________________________________ Email_____________________________________________________
Shop/Business_________________________Address________________________________City/State/Zip________________________________
Phone_______________________________________________________Fax______________________________________________________
Please circle your event choices and cost, total and send with payment by email: txsfa@sbcglobal.net,
fax: 512.834.2150 OR mail: TSFA, P.O. Box 170760, Austin, TX 78717. Questions? Call TSFA 512.834.0361.
CIRCLE YOUR CHOICES AND COST. TOTAL AT THE BOTTOM OF FORM. ADVANCED (before 7/15) AT THE DOOR (after 7/15)
Member Non-member
Member Non-Member
CHOICE #1
“I WANT IT ALL” AT THE TEXAS FLORAL EXPO
Friday Product Gallery Opening Reception with “Grab & Go” Food
Friday Stars of Texas Event to include — Texas Cup Competition |
“Sweet Beginnings” Presentation | Awards | Dinner
Saturday Product Gallery “Wake up Texas!” with bagels and coffee
Saturday and Sunday Design Presentations
Friday and Saturday Product Power Presentations
“Make Change Work” Breakfast and Presentation
“Everything’s Coming Up Roses” New Varieties Display
$175
$275 Not Available
CHOICE #2
Only on Friday — Package
$ 65
$105
$ 95
$125
$ 35
$ 50
$ 45
$ 60
$ 55
$ 85
$ 65
$ 95
Choice #3
Choice #4
CHOICE #5
Choice #6
Choice #7
CHOICE #8
Choice #9
Choice #10
Choice #11
Choice #12
Choice #13
Or to register for individual events:
Friday Product Gallery Opening Reception with “Grab & Go” Food and
“Product Power” Presentation
Friday Stars of Texas Event | Texas Cup Competition
“Sweet Beginnings” Presentation | Awards | Dinner
Only on Saturday — Package Or to register for individual events:
Saturday in the Product Gallery to include “Wake up Texas!” with bagels and coffee and Six Product Power Presentations
Four Design Presentation
Only on Sunday — Package
“Make Change Work” Breakfast and Presentation
Four Design Presentations and “Everything’s Coming up Roses” New Varieties Display and “The Sweet Smell of Success”
$145$215
$ 50
$ 75
$ 60
$ 85
$150
$200
$160
$210
$135 $195
$ 35
$ 50
$175
$225
Texas Floral Expo Offers Additional Education Opportunities
Hands on Design Experiences — Limited to the first 25 attendees
Choice #15
Choice #16
Friday, July 17, 2015 — “Classy Glass”
Friday, July 17, 2015 — “The Art of the Bouquet”
Sunday, July 19, 2015 — “Life Changing Mechanics & Techniques for
Today’s Florist”
Monday, July 20, 2015 — “Develop and Grow Your Own Personal
Floral DNA”
Interactive Demonstrations — Limited to the first 75 Attendees
Friday, July 17, 2015
“Just a Pretty Table”
“Marketing to a Social World” Choice #17
Choice #18
Behind the Curtain — Includes front row seats at related Design
Presentation — Limited to the first 15 Attendees
Saturday, July 18, 2015
With Hitomi Gilliam With Jacob McCall
Choice #14
$115 $185
PAYMENT INFORMATION
o U.S. Check/Money Order (payable to TSFA)
$165$235
$ 45
$ 60
$185
$235
$ 55
$ 55
$ 75
$ 75
$ 75
$125
$ 75
$ 75
$ 95
$ 95
$ 95
$150
$225
$270
Not Available
$ 50
$ 45
$ 75
$ 65
$ 70
$ 65
$ 25
$ 25
$ 45
$ 45
Not Available
Not Available
$ 95
$ 85
Total_____________________________________
o VISA
o MasterCard
o American Express
o Discover
Zip____________
The
Bloomin’Billing
Texan
| May 2015 | 13
Credit Card#________________________________________Exp._________Signature____________________________________Code:_______
More Design Experiences at the Texas Floral Expo
HANDS ON DESIGN EXPERIENCES
Classy Glass Hands on Design Experience underwritten by Syndicate Sales
Instructor: Jerome Raska
AAF AIFD PFCI CFD
Flowers provided by Rio Roses
The Art of the Bouquet
Instructor: J. Keith White
AIFD CFD
Friday, July 17, 2015 | 3:00pm - 5:00pm
Hands on Design Experience underwritten by FTD, Inc.
Flowers provided by Pike’s Peak of Texas
INTERACTIVE DEMONSTRATIONS
Just a Pretty Table Friday, July 17, 2015 | 1:00pm - 3:00pm
Instructor: Jacob McCall
AAF AIFD CFD
Interactive Demonstration underwritten by The Elite Flower
Marketing to a Social World Friday, July 17, 2015 | 3:00pm - 5:00 pm
Instructor: Ashley DeFranco
TREAT Yourself
We talk about taking time for ourselves. We discuss the
importance of a reward for a job well done! In this business
called flowers we are always there setting someone else’s table,
welcoming someone else’s grandchild, making certain that all is set
for the holidays at someone else’s home! It is your turn now! We hope
you will Treat Yourself with four days at the Texas Floral Expo. We
know you want it all and we offer just that on the registration form!!!
Time with friends, Time to inspired and renewed, Time to treat
yourself to the best of the best in design and management! When you
love what you do it is hardly a job they say! So attending the Texas
Floral Expo just may be the best treat you can give yourself all year
The Bloomin’
Texan
| May 2015
| 14 today!
long!
Take time to
Treat Yourself
and register
Interactive Demonstration underwritten by Flower Shop Network
TSFA recognizes
GOLD LEVEL TEXAS FLORAL EDUCATION
UNDERWRITER
Where did the idea come to start Teleflora?
Founded in 1934 by Edwin S. Douglas, Teleflora was originally known as
Telegraph Delivery Service. The company has been privately owned since 1979
by husband-and-wife team Lynda and Stewart Resnick, and now has 3,000
employees worldwide in 20 countries.Throughout its 80-year history, Teleflora
(www.teleflora.com) has served as the world’s leading flower delivery service
connecting consumers with the nation’s finest network of more than 13,000
local florists throughout the U.S. and Canada.
What feature(s) cause Teleflora to stand out above the competition?
What makes Teleflora different from the rest?
The “Teleflora Difference” is our commitment to keeping 100% of flower orders
in the hands of local florists in neighborhoods around the country. Unlike its
competition, Teleflora delivers upon the promise of “professionally-arranged
floral arrangements that arrive in a vase, which are hand-delivered by a local
florist; ready to be enjoyed, often on the same day.” [A Teleflora bouquet never
ships prepackaged flowers in a box dropped on your doorstep left for the
recipient to unpack and arrange themselves.]
We all talk of the changes in the floral industry. How will the
changes in recent years shape the floral industry of the future? What
is Teleflora doing to maintain the integrity of your customer? What
is Teleflora doing to help shape a successful future?
We believe in maintaining our 80-year heritage and value to the consumer,
which is focused on delivering “professionally-arranged and hand-delivered
floral arrangements by a local florist.” By doing more to consistently reinforce
the many positive, mood-enhancing attributes and the emotional joy attached to
sending and receiving flowers, we will further the category among consumers.
We also see the value in educating consumers to become more knowledgeable
in recognizing the difference when a floral arrangement is touched by a local
florist who works hard to ensure life’s every memorable moment and occasion is delivered as promised.
What do you find today’s floral consumer is looking for?
86 percent of consumers prefer a “hand-delivered and hand-arranged” floral arrangement. Consumers today
are seeking the freshest flowers and are willing to pay a higher price for better value – flowers guaranteed to
last longer, while arriving at their destination on-time.
In what way do you directly help those selling flowers today meet the need of the consumer?
Teleflora invests heavily in providing its florist network with a variety of resources, support and tools to
grow their businesses profitably and sustainably. These offerings include providing one of the most robust
floral education and design programs serving as host to more than 100 events per year, far exceeding any
other in the industry. Teleflora also sponsors many educational programs in communities across the
U.S. and Canada. Teleflora also provides its local florist members with the latest tools and
innovative technology, including powering the largest upgraded web hosting business,
serving as a one-stop service partner (for mobile, Internet search marketing and Yelp)
to help its florists tackle the ever-changing economy, technology and help
save them time.
Why did Teleflora support TSFA’s new floral education direction?
Teleflora is committed to floral education, design programs, and
advancing the floral industry as a whole, so it was natural for
us to support TSFA in this way.
you’re invited to...
MEDIA PARTNERS
GETINVOLVED
SUNDAY, AUGUST 9TH
@ THE NRG CENTER
3,000+ ENGAGED BUYERS
“ One-of-a-kind event tailored to
YEAR-ROUND EXPOSURE
engaged couples offering
ESTABLISHED AUDIENCE
inspiration, hot new trends, and
ALLURING FEATURES
the best planning resources all
QUALIFIED LEADS
MORE REFERRALS
under one roof!
”
SPONSORS
ASSOCIATION
PARTNER
Find
out how to exhibit with us @ YOURWEDDINGEXPERIENCE.COM
Texas Welcomes Jacob McCall
America’s representative to the World Cup
Silver Level Texas Floral Education Underwriter The Elite Flower
T
en years old and working at Ziegler’s Florist in his hometown
after school, Jacob McCall experienced a love of flowers at a
very early age. Richard Ziegler soon became his idol and he
wanted to be just like him! Knowing what we know today, this early
experience is quite the opening chapter of an amazing story.
After high school and an education at the University of Florida
in Theatre and Performing Arts, Jacob was scouted to work in
entertainment at Walt Disney World to include being Prince
Charming in the famous Magic Kingdom Parade. The vast
experiences over these years contribute to the showmanship seen as
our story continues.
His love of flowers led him back to retail floral opportunities
specializing in event planning and presentation throughout the
Southeast. These experiences continued as a window opened to
work with FTD out of Miami as part of the FTD Quality Assurance
Team. It was this experience that opened yet another door with one
of the largest growers in the world. The Elite Flower also operating
out of Miami saw great potential in Jacob as Director of Design and
Marketing. Knowing The Elite Flower’s care of family and support
of community, Jacob knew from the beginning that this was a door
that opened opportunities to design and educate at a level he was
ready for.
“The flexibility The Elite Flower offers me, their belief in education,
the provision of education and insurance of well being for their staff
treating each and everyone as family, as well as the goal of producing
only the best in florals are the key elements that set The Elite Flower
as a premier company in this industry. I am proud to represent the
company and the product” shared Jacob at a recent event.
Jacob’s love of competition was discovered quite by accident and as
so often in this industry, with the help of another. While working
at a shop in Orlando the owner registered him “to attend” a local
floral event. Little did he know that the event was a local design
competition of which he had been entered! Winning second place, his
interest was sparked and this would turn out to be only one of many
competitions that led to the 2014 Win of the Sylvia Cup, the highest
honor in design competition in the United States.
Texas is honored to have Jacob McCall present at the Texas Floral
Expo and thrilled to welcome Silver Level Texas Floral Education
Underwriter The Elite Flower who will also provide the flowers
for this presentation. “Jacob will represent the United States at the
World Cup in Berlin and then travel to share his expertise in Texas!”
shared Texas Floral Expo Chair Gayle Johnson. “We know that his
presentation will certainly be more brilliant than basic. It will be
fascinating to hear of his experience in Germany. Texas wishes him
well!”
An AIFD Foundation Symposium Scholarship awarded in 2007
to attend AIFD National Symposium in Palm Desert led to his
membership in AIFD in 2011. The same gentleman that saw
something in Jacob years before when he entered him in his first
design competition completed the Foundation Scholarship application
on his behalf. “Len Morgansea told me ‘These people will be your
family.’ and what truth there was in those words. AIFD opened to
me a world of design and introduced me to those who openly shared
their talent making a difference in who I am as a designer today.”
As Texas prepares for the wealth of knowledge and design expertise
to be received from this young man, we welcome his design response
to ever changing times, his love of color, and his years of event
planning. The magic learned years ago will come to life on stage as we
all sit back and enjoy the brilliance of Jacob McCall. Another chapter
written with many more stories to be told.
Matt Wood
Bronze Level Texas Floral Underwriter Winward
T
he road less traveled as was stated so many years ago, is often the one that touches the soul and paves the way
to a world of opportunity. After two years as a Landscape Architecture Major and discovering the importance
of renderings and construction, the road to be traveled by this designer was set for a change. Looking for
other options, Matt Wood enrolled in a floral design class. Surrounded with moss and bark, pinecones and twigs, and
the beauty of garden flowers in the light, his creativity had long sought, set the stage for what will unfold.
With a change in major and a degree in hand, a floral business is set in a small town offering new ideas to bring
the customer coming back. A bridal registry, a garden center, displays of gifts that complemented the floral bouquets
were among the many ideas that this young designer offered. Silk flowers as the blossoms were called back then were
an important part of his merchandising and thus the love began.
Becoming a member of AIFD was only natural in that so many members had already walked into Matt’s life each
contributing in a unique and specific way adding elements that would carry through even today. Whether it be the
that first design class taught by Ralph Null, or the words of Joe Smith “Just make it pretty”or the recognition of Rocky
Pollitz with placement on the team of Teleflora Education Specialists opening many doors, each contributed and made
a difference.
As a Teleflora Unit President Matt attended the Unit President’s meeting and met owner Lynda Resnick. “It was
here that I understood it all for the first time. As Lynda presented the table linen, the accessories, the florals whether
silk or fresh, it all was there to accent the home. This was so powerful and I completely understood that all I had been
doing worked in unison. It was no longer a silk flower arrangement and a picture frame and a porcelain bird but an
interior statement that all went together to create home decor. She touched my life and changed my way of thinking.”
With impeccable style and known design expertise, Matt was in demand for shows across the country. “Silk
flowers” were in vogue. This was his time to shine. Finding his place in upscale interior design studios and showroom
installations he became known for the beauty of unified placements in the home. He came to each project with a plan.
He was methodical with great style and pure class. The Southern style of garden floral.
The President of Winward, Garrison Tai, had heard about Matt and placed the call. For sometime, the creator and
owner of Winward, Patrick Tai, had looked to manufacture and import the finest handmade permanent botanicals. This
inspired dream and the connection with one who had looked for a way to be more creative with this type of product
connected and set the stage for a new vision. Living in Dallas at the time, the call resulted in a move to San Francisco
and being named Creative Director at this most prestigious company offering permanent botanicals. The industry
quickly learned that when a silk flower looks like a Winward silk flower with the realism long desired, it has earned
the name permanent botanical.
Winward has now been home for over two decades. Day to day, Matt peruses every lifestyle magazine, studies
trends so that he can set trends, reviews inventory just as we all do to see what needs to be done to move it through,
and reaches out to clients to help each be more successful in all they do. Looking at the broader perspective, there is
domestic travel to showrooms in Atlanta and Dallas, product development and designing prototypes for pre mades for
Frontgate, Restoration Hardware, and Gumps to name a few while working with celebrities such as Jane Seymour to
expand product lines. International travel involves product development in China, Hong Kong, and India.
As we reflect on our experiences and see the road less traveled in what we do, we will see links to the success
of this dear man. Whether we are finding our way in retail or freelancing as designers, or working in the industry in
whatever way we find suits us best, it is knowing the principles and elements of design, understanding the essential
importance of selecting the container, researching the best in the florals, and then knowing when to stop the moment
it is perfect. Embrace the flowers. Love the idea of the permanent botanical to accent the home. Grasp the idea of the
how it all comes together to become the finishing touch. Permanent Botanicals are not a replacement for fresh flowers
but a decorative accessory in the finest of homes.Your first impressions will lead you to look beyond to endless possibilities.
TSFA Calendar of Events
MAY
JUNE
Level 1 High School Floral Certification Testing in two locations:
Klein ISD Service Center, Klein, Texas and Skyline High School, Dallas Texas
5 National Teacher Day
10 Mother’s Day
11- TSFA School of Floral Design Classes, 14 Houston, Texas
Basic Floral Design | Wedding Design
Sympathy Design | Floral Management Care & Handling of Cut Flowers and Foliages
For registration information telephone
the TSFA office at 512.834.0361 or online at texasschooloffloraldesign.com
16 Level 1 School Floral Certification Testing, Region 8, Pittsburg, Texas
17 TSFA Board of Directors Meeting held at the TSFA School of Floral Design in Austin. 10:00 am
18- TSFA School of Floral Design Classes,
21 Houston, Texas
For registration information telephone
the TSFA office at 512.834.0361 or online at texasschooloffloraldesign.com
25 Memorial Day (Observed)
11 Texas Certified Florists Classes,
13 held at the TSFA School of Floral Design 2
in Austin, Texas
For registration information call the TSFA office at 512.834.0361 or tsfa.org
13 Texas Master Florist Exam, Austin, Texas
18 Austin and Houston, Texas
TSFA School of Floral Design Classes, Austin and Houston, Texas
For registration information telephone the TSFA office at 512.834.0361 or online at texasschooloffloraldesign.com
25 Austin and Houston, Texas
For registration information telephone the TSFA office at 512.834.0361 or online at texasschooloffloraldesign.com
JULY
17-Texas Floral Expo, held at
20 Sugar Land, Texas
Don’t Wait! Make your hotel reservations today as rooms
are booking up fast.
Special room rates are available for Texas Floral Expo attendees of $139. To make your hotel reservations, call 281.275.8400 and ask for the TSFA
Expo rate. Rate valid through June 19,
2015, or whenever room block is full.
TSFA Advertisers
Inside Cover BloomNet | 866.256.6663
12Freytag’s Florist | 800.252.9145 | www.freytagsflorist.com
12 Heights Floral Shop | 713.862.8811 | 800.723.3252 | www.heightsfloralshop.com
12 McShan Florist | 800.331.3349, ext. 7931 | www.mcshanflorist.com
Back Cover Teleflora | 800.421.2815 | www.myteleflora.com | 800.291.1061 | 512.834.0361
12 Tubbs of Flowers | 800.288.1978 | www.tubbsofflowers.com
12 Vast America | 800.383.3338 | www.vastamerica.com
drop-shipping got you down?
cheer up with teleflora.
When other floral companies are turning their backs on you, rest assured that we’ll always have
yours. In fact, we are now the only major floral service that channels 100% of all orders to local
florists. We’ve been a faithful partner for over 80 years, and we’ll continue to support you for
years to come. So smile—our future together is looking bright.
myteleflora.com
©2015 Teleflora. All Rights Reserved. FM12319
(800) 421-2815

to present - Texas State Florists` Association

Transcription

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