PDF - The Los Angeles Flower Market

A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. | Spring / April 2015 • Volume 24 - Number 2
Macres Florist, Santa Ana,
Honors Its Rich Tradition
Story begins on page 4
Michael & Tricia Macres, Macres Florist.
JDP Photography.
By Design: Garlands Adorn People, Places and Vases
See Page 8
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Contents
This newsmagazine is published quarterly (January 1, April 1, July 1, October 1) 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.
Publisher
Original Los Angeles Flower Market
of the American Florists’ Exchange
Cover Story: Macres Florist,
Santa Ana, Honors Its Rich Tradition
4
People and Places
6
Feature Story: 50 Years Ago,
7
Local Florists Started AIFD Feature Story: Reach Your
www.originalLAflowermarket.com
Look for us on Facebook!
Special Holiday Hours, maps, tenants, seasonal flowers
and more available at www.originalLAflowermarket.com
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
Prom Customer: in School 7
By Design: Garlands Adorn
People, Places and Vases 8
Feature Story:
Board of Directors
Los Angeles Flower Market Map
10
12
18
19
20
LAFD Badge Program
21
Selling to Millennials American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Paul Ecke III
Potpourri
Editorial and Advertising
Roundabout
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114 • Phone: 800 200-1101
Email: peg@wordpix.com • www.bloominnews.com
Happenings/Calendar
Art Director
Michael Wheary, Calypso Concepts
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
More Than 90 Years’ of Service
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Disclaimer
Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements displayed in this
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It’s YOUR
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Index to Advertisers
Bloomin' News Goes Green . . . . . . . . . . . . . . . . . . . Page 15
BottomLine Brokers, Sean Edelstein . . . . . . . . . . . . . . Page 13
Cal Flowers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11
Floral Supply Syndicate . . . . . . . . . . . . . . . . . . . . . Page 6, 13
GM Floral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
Integrated Marketing Works . . . . . . . . . . . . . . . . . . . Page 17
Los Angeles Flower District Badge Program . . . . Page 21, 22
Los Angeles Flower District . . . . . . . . . . . . . . . . . . . . . Page 24
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Original Los Angeles Flower Market . . . . . . . . . . . . . . . Page 3
Original Los Angeles Flower Market History Book . . . Page 12
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 23
TK Ribbons and More . . . . . . . . . . . . . . . . . . . . . . . . Page 14
UFN, LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
Vases by Robert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 18
THE BLOOMIN’ NEWS
The Original
Los Angeles Flower Market
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
3
SPRING 2015
Macres Florist,
Santa Ana,
Honors Its
Rich Tradition
By Peggi Ridgway
A special moment between Michael and Tricia Macres replicates the
movie poster behind them. JDP Photography
M
ichael and Tricia Macres have a lot to say
about longevity. Macres Florist, their business at the corner of Fifth and Broadway
in Santa Ana, has welcomed customers and
made impressive civic contributions since 1935. The
Macres family has been in the floral business even longer
than those 80 years, however, thanks to the vision and
determination of founder Harry Macres, his son Albert
and Albert’s son, today’s owner, Michael Macres (involved in the business since the age of thirteen), and
Michael’s wife Tricia Macres.
A Greek immigrant to America, Harry Macres came
here by himself during a time when millions of others
also made the ocean voyage to America, seeking freedom and opportunity. He got his start selling fresh flow4
ers on New York streets. In 1898, grabbing with gusto
the American dream, he opened Macres Florist in midtown Manhattan. His brothers, John and Tom, later ran
the shop until it was sold and Harry moved to Orange
County, California.
Following the California Flower Path
Harry and Mary Macres’ first store, on the south
side of Lincoln Boulevard in Anaheim, was opened in
1922 and later sold to Bill Visser, founder of today’s Visser’s Florist. Visser wanted a shop in the town where
Walt Disney was about to build a large theme park. He
changed its name to Vissers-Macres and operated it until
he expanded across the street.
The Anaheim shop was just one of
several the Macres family bought and
operated through the years. The
Santa Ana shop opened in 1935 and
evolved into the anchor store for
the growing business. Macres Florist
opened in Laguna Beach in 1946. In
1956, a Macres store began serving
customers in Orange. In the 1960s,
the family bought Flowerland, The
Bouquet Shop and Mission Florist,
which have all been replaced with
modern developments in recent
years. Harry Macres staged numerous flower shows for Southern California’s annual County Fairs and
created florals at Dodgers Stadium
and many major venues throughout
the Los Angeles area.
Innovation and Roses
When Harry’s son Albert (Michael’s father), came into the business,
he quickly made a name for himself. He
grew the Macres reputation for quality, great customer
service and beautiful flowers to express every emotion. Albert’s real passion, based on his love of everything floral,
was the annual Rose Parade in Pasadena, and he began
building floats for Santa Ana in 1947.
In 1948, Albert and Harry built the “Garden of the
Golden West” float for the city of Santa Ana. According
to the Santa Ana Register, 3,500 roses surrounded 1,000
bird of paradise flowers. An aisle of heather and clusters
of orchids gave the finishing touches.
Not surprisingly, the float earned the First Place
award in the category of cities with population of up
to 50,000. Santa Ana residents were thrilled, as were
the Macres, who displayed the float outside their Fifth
and Broadway store for three days afterward. The float would be the first of many
Macres-built, award-winning Rose Parade
floats for Santa Ana.
For that ambitious project, Albert Macres devised a method of keeping the float
flowers from wilting that made the “Garden” float the envy of all the other decorators. He placed the stems of the blooms
into small, water-filled Alka-Seltzer bottles,
laying the foundation for today’s ubiquitous
water tubes.
Viewing the Rose Parade floats as a fiveyear-old, Michael Macres felt overwhelmed
by the sheer size and beauty. He was born
into a family of flower lovers, float builders
and decorators, and the early impressions became a lasting passion, as they had for his father and grandfather.
Michael took his dad’s advice and, following some
college studies in accounting, went to work for San
Lorenzo Nursery Company. Going to work every day
at the Los Angeles Flower Market, he got first-hand experience with the wholesale aspect of the floral business. He worked directly with customers and growers
and learned the routines of deliveries and ordering and
fulfillment, strengthening his retail foundation in the
flower business. He took over management of Macres
Florist in 1967.
He and Tricia, who today own the “last of the
last” Macres Florist shops, have devoted themselves to
the family business. Tricia quit her banking position in
1985 to manage the financials of the store. Customers
of Mellano & Company and other Market wholesalers,
who make deliveries to the store, Macres has been a fullservice FTD florist since 1938.
A long-time member of the Santa Ana Chamber of
Commerce, Michael Macres has been honored numerous times for their participation
and leadership in the business community.
Michael earned the Small Business Man of
the Year award in 2011, has chaired several
city commissions, worked with Regional Occupation Program (ROP), the Elks
Lodge; and he chaired the Downtown Santa
Ana Business Association for four years.
It goes without saying that Macres’ business longevity is due to good management
and, as Michael says, a deeply held philosophy that there is a flower for every sentiment. With a chuckle, he adds, “Just so the
guy trying to get back into the house doesn’t
have the flowers flying back out to him.”
Macres Florist designer Amelia Vega. JDP Photography
Memorable Macres Moments
In 1939, the City of Huntington Beach hired Albert
Macres to decorate an oil derrick like a Christmas
tree. Albert and his crew stuffed evergreen trees into
the derrick until it gave the appearance of a large
evergreen. Fake snow added a touch of realism rarely experienced in Huntington Beach.
Michael Douglas was filmed in the shop for the
movie, “American President," released in 1995, while
other actors were filmed down the street at Santa
Ana’s 100-year-old courthouse. That courthouse was
also seen in “Gideon’s Trumpet” (1980) with Henry
Fonda and Fay Wray.
“One Saturday (in 2013),” says Michael Macres,
“I took all our employees to the Original Los Angeles
Flower Market, so they could see the operation firsthand. I drove the same route I used to take (to work
at the Market.) They explored the whole market and
thought it was great.”
Macres Florist designer Esperanza Caudill selects white roses for
an arrangement. JDP Photography
5
PEOPLE & PLACES
Reina Makes a Major Business Move
Reina says she “did the opposite of many business people in the floral industry,” as she went from
shop to home studio vs working from home and then
moving into a shop. She achieved so many milestones
during her years as a retail shop owner and designer:
In addition to winning awards (including First in the
Top Ten floral design contest) at California State
Floral Association’s “Calif Flora,” she also earned the
Certified Floral Designer, California Certified Florist
and American Institute of Floral Design (AIFD) accreditations. We sincerely wish her much success.
FSS Hires Santa Ana Manager
Floral Supply Syndicate
has hired Jim Hopkins
as its Facilities Manager of
the FSS location in Santa
Ana, Orange County. For
the past seventeen years,
Hopkins managed San Diego Florist Supply in Torrance and previously was
with Express Wholesale in
Santa Ana.
Congratulations to Reina Sumabat AIFD CCF
CFD. Reina sold Fitzgerald’s Flowers in Downey,
the shop she and husband Ferdinand owned and operated for nearly 25 years, and took a leap into a more
specialized business: She is now designing for weddings and offering Christmas tree service under the
name of Fitzgerald’s Floral Events. Chita and Sergio Avalos are the new owners of the flower shop,
operating as Chita’s Floral Designs.
Baldwin Opens Garden for Tours
Author and speaker on succulents and succulent
container gardens Debra Baldwin now offers private
tours of her half-acre garden, along with workshops, in
April and May. The garden has been featured in several
national magazines and is northeast of San Diego in a
community known for its oak canyons, hilltop vistas
and more. Details: Debraleebaldwin.com.
SAF Hires McBurney as Lobbyist
Shawn
McBurney
has joined the Society
of American Florists as
senior director of government relations. McBurney held the governmental affairs position
with American Hotel &
Lodging Association. He
has extensive experience
in government relations,
having worked on Capitol Hill, for the federal government, for a non-profit and a trade association.
THE BLOOMIN’ NEWS
6
SPRING 2015
>>
50 Years Ago, Local Florists Started AIFD
In the early 1960s, Los Angeles area floral designers
organized the American Institute of Floral Designers.
Following the lead of Alhambra florist Bob Berry, the
initial group (including Bea Frambach, Arthur Ito, Dave
Wittery, Virginia Brugere and Wayne Andrade) held informal meetings at the Ambassador
Hotel in Los Angeles. Before long,
more florists became involved and
this “second tier” helped organize
AIFD. Although an AIFD member,
Bob Berry, became less involved as
his own business grew and he became the floral designer at Santa
Anita Race Track.
Frambach, Ito, Andrade, Bell and David Wittry,
Bates Hinds, Jim Hynd, Art McKee and other area designers were founding or charter members; and the
first eleven AIFD presidents were Southern Californians. Turning 90 in May 2015, Bob Bell no longer designs for a living; but Stella, his wife and sidekick in
the business, continues to design and assemble floral
blankets for Santa Anita’s winning horses.
Today, AIFD is the floral industry’s leading nonprofit organization dedicated to establishing, maintaining and recognizing the highest standard of professional floral design. Six regional
chapters host educational activities.
Student chapters are supported by
AIFD. AIFD also offers scholarships
to talented designers.
Accredited membership in AIFD
is extremely selective and can be
obtained only after a candidate has
effectively demonstrated advanced professional ability. Members proudly wear the AIFD credential with
their names to demonstrate that their peers have found
them to be Accredited in Floral Design.
AIFD celebrates 50 years in 2015. Thank you, California floral professionals for your extraordinary vision
and leadership.
Sources: American Institute of Floral Designers and Bob and Stella Bell
Reach
Your Prom
Customer:
in School
Pioneer Imports & Wholesale of Berea, Ohio, and Fitz Design share some great
ideas for selling your flowers and floral services to prom-goers. Reach those
prom customers where you find them in large numbers: at school.
• Work with the school's media department. Get mentioned in the school paper, on the
morning announcements, on local television, etc. If the media program has reporters,
arrange to be interviewed.
• Buy an ad in the school newspaper; it is usually not very expensive. Be sure to show
pictures of students wearing the corsages! Ads with people in them attract a lot more
attention, especially if they are students of that school.
• Have a great display full of COLORFUL flowers as well as corsage jewelry options. Consider this: flowers are very important to a florist. Jewelry is very important to a teenage
girl! Attract the girl's attention with things they are already interested in.
• MAKE corsages and bouts while you are there. Remember AAA: Action Attracts Attention.
• Never only go for one day; go for at least two days.
• “Plant" flowers around the school. Bring flowers for the most mobile faculty members
of the school to wear so that the most students possible see your designs.
• Work with the limo company that you partner with; and arrive at the school in a limo.
There’s no better way for either of you to attract attention.
• If you were working as part of a fundraiser, don't just mail a check; schedule a time to
PRESENT the check; and arrange for the school media department to be present.
Photo courtesy Fitz Design
This year’s promgoers want to feel they are stars on the red carpet, so get ready
for gold bling, sparkling tulle, vivid colors, rhinestones, sequins and pearls for
these sophisticated ladies. You’ll find all the bling you need at the Original Los
Angeles Flower Market.
Garlands Adorn
People, Places
and Vases
For a wedding at a private estate in Palos Verdes
Estates, our team made 10 garlands of six feet and
more for the reception tables and to adorn this statue outside the front door.
Flowers, photos and article by Kit Wertz
A ring or rope made of leaves and flowers known as a “garland”
has been used since the 14th Century B.C. to adorn people, places
and more often now, even vases. Early garlands were woven and
worn around the head or neck by Greeks and Romans. When we
think of garlands now, we often think of decorating arches, gazebos and mantels; however, some modern floral garlands are still
worn in the form of “leis” during graduation season throughout
Southern California.
Kit Wertz is a professional floral designer,
photojournalist, marketing expert, graphic designer, certified Project Management Professional, Flower District tour
guide and television personality. She coowns Flower Duet, Torrance, CA, with her
sister, Casey Schwartz.
Adding fresh Dendrobium orchids with ornamental grass plumes to a garland made with
feather eucalyptus and salal lends itself nicely for a beach-themed wedding.
In our wedding business, we have many requests for a “Bohemian Chic” or rustic look with lush greenery garlands used in table
top designs, arch décor and sometimes personal adornment in the
form of a hair wreath.
Today’s options for creating hardy garlands are plenty. Greenery leaves that lend themselves well to garlands include ruscus,
salal, pittosporum and all types of eucalyptus. For a more ethereal
look, our clients like plumosa fern or smilax. It’s easy to make these
garlands in your own shop using heavy twine and paddle wire or
to have them made-to-order by a wholesale vendor at The Original
Los Angeles Flower Market.
Keep flowers fresh in green garlands by first placing individual
blooms in small water vials, then tucking them into the garland after it is in place and finally, using a little floral adhesive on each vial
to ensure flowers stay put. Alternatively, use an Oasis Floral Foam
Garland in flexible green netting to ensure ropes of flowers stay in
place and looking fresh.
8
Adorning the outside of a vase or container adds a
new dimension to a floral design.
www.mellano.com
Hey!
1-800-635-5266
YOU DESERVE PROVEN FARM GROWN FRESH FLOWERS!
Why trust your flowers to anyone else?
š=kWhWdj[[ZiWj_i\WYj_ed
š;Wioje8ko<bem[hi
šFhel[dh[ikbji
Become a part of our family today, it’s a fun place to be.
YOUR DESTINATION FOR THE WORLD’S FINEST FRESH FLOWERS AND FOLIAGE
SellingMillennials
to
Bloomin’ News Staff
The age range of roughly 18 to 29, or those born between 1980 and 1999, are known by marketing
experts as the Millennials, although there are dozens of other labels to describe them. The size of the
Millennial group is estimated to be two to three times the size of the Baby Boomer generation, making
them a huge priority in terms of selling bouquets, event flowers and arrangements. Some things we
know about Millennials:
• Millennials like working in teams and collaborating
with groups. They are also seen as multi-taskers,
although the term is misleading. Millennials simply
think fast, having trained their brains since childhood with digital speed.
• They’re powerful. According to a recent Moosylvania study, they spend $1.3 trillion and there are 83
million of them.
• Millennials are more educated than any other
group in our country’s history.
• They dislike being marketed to. Engage them and
let them join the conversation about the arrangement they really want to order.
• They are connected, digitally, and in fact their
decisions and schedules rely upon their connectivity. They use their mobile devices constantly.
Unlike the desktop computer’s web browser, mobile phones (so far) are fairly safe from advertisers,
which is important to millennials. (It might make
more sense to run your ad on Facebook.)
• They want authenticity and a creative, direct tothe-point message that is consistent. Design your
marketing to be brief and factual and not pushy.
• Millennials are a diverse group from all economic
and social backgrounds and experiences. They
easily tolerate other races and groups.
• T hey frequently post reviews of products and
experiences and they read reviews while researching products. Loved the wedding flowers? All their
friends will know it from Facebook, Twitter, Instagram. Social media is extremely important to them.
• They are confident. And they are a caring, social
group that is community oriented. They are affected by personal stories and experiences.
• They grew up with parental support and high expectations from their parents. Many live at home
during college years.
• Take a genuine interest in your millennial customer. They value relationships established on trust.
Sources: US Chamber Foundation, Forbes, NYTimes, BusinessKnowHow.com
10
California Association of
Flower Growers & Shippers
Save the Date
2015 Fun ‘N Sun Convention
July 29 – August 1
Monterey Marriott, Monterey, CA
www.cafgs.org
1500 41st Avenue, Suite 240, Capitola, California 95010 ❀ Phone: (831) 479-4912 ❀ Fax (831) 479-4914
POTPOURRI
San Francisco Flower Mart
to Remain in Heart of City
San Francisco Flower Mart announced recently
a partnership with Kilroy Realty Corporation that
preserves the historic location at Sixth and Brannan
streets, but in a new, state-of-the-art facility. Executive Vice President/General Manager of San Francisco
Flower Mart LLC Bob Otsuka is encouraged by the
design of an up-to-date, efficient facility that allows
the Mart to stay competitive and convenient. Otsuka
says the days ahead will see “seamless continued operations during construction…” Otsuka and team will
continue to manage both the current SFFM and the
new facility, which will contain 115,000 square feet of
warehouse space, 150 parking spaces and an additional
10,000 square feet of retail space. Tenants have been
offered a five-year extension of their leases at current
rent. Tenants in good standing will be offered space in
the new facility, expected to be completed in 2018.
For more details, visit TheNewFlowerMart.com.
educational schedule for 2015, complete with FTD
University Scholarships, to help members learn new
ways to improve profits and drive local business.
Check our Calendar in this issue.
SAF Marketer Contest Underway
The Society of American Florists invites you to toss
your hat into the ring for Floral Management magazine’s
22nd Annual Marketer of the Year Contest. For large
and small successful marketing efforts, you could win
Design Master color tool inc’s $5,000 cash prize, free
registration to the SAF convention in September and
a cover story in Floral Management. For details, call
Kate Penn at 800 336-4743, x.227.
Cronquist Says 2015 Will Be
Great for American Flower Farmers
CEO/Ambassador of the California Cut Flower
Commission Kasey Cronquist shared in his blog
recently that he believes 2015 will be the best year
ever for America’s flower farmers. We are witnessing
a consumer awakening to the question, “Where do
my flowers come from?”
Cronquist predicts increased collaboration between
farms and more farms becoming Certified American
Grown. Growing consumer and industry support for
American grown flowers will also be a major factor,
as studies show that 80 percent of Americans would
pay more for a made-in-USA product and 93 percent
of them say they want to keep the jobs here in the
US (“on-shoring”). There’s also more interest today
in growing flowers locally, and California farmers
are planning to expand. This increased production
translates to sales to meet that growing consumer
demand for local. Hooray for 2015!
FTD Announces 2015 Education Schedule
FTD® Boot Camp, March 23-25, kicks off an
Banner Year for CalFlowers
The California Association of Flower Growers
and Shippers finished 2014 with some impressive
achievements. It rebranded to the name of
CalFlowers, to reflect a larger role in the worldwide
floral industry. The organization has continued to
expand in the transportation area, a key to getting
product to market efficiently. It doubled its exhibit
space at the World Floral Expo in March. It also
sponsored the 2014 Wholesale Florist and Florist
Supplier Association annual meeting. Finally,
planning is underway for the biennial “Fun ‘n Sun”
A Priceless Gift
150 Years of Floral History • $35 including shipping
Pay by check to: American Florists Exchange, c/o Mellano,
766 Wall Street, Los Angeles, CA 90014
THE BLOOMIN’ NEWS
12
SPRING 2015
POTPOURRI
or become an accredited member of the American
Institute of Floral Designers (AIFD)? Start by applying
for the 2015 Professional Floral Design Evaluation by
April 15, 2015. Part one of the PFDE is an online
test; Part two is a live evaluation to be held June 28 in
Denver, just before the AIFD National Symposium
“Journey”. Find out more: AIFD.org/membership/
become-cfd-and-aifd.
Slow Flowers Movement
Makes Big Difference
Just before Valentine’s Day, Debra Prinzing’s Slow
Flowers generated considerable publicity that inspired
consumers to ask, Where do my flowers come from?
Major media outlets including the Denver Post,
Philadelphia Inquirer and Chicago News Tribune,
picked up her story “Slow Flowers’ movement
pushes local, US-grown cut flowers.” Seattle’s
NBC Affiliate, KING5 TV, aired a video. The Los
Angeles Times did a large illustrated piece, “Shower
Your Valentine’s Day Love with California-Grown
Blooms.” Get more details at Slowflowers.com.
Continued on page 14
Sell Your Shop Faster & for the Highest Price!
event, the largest California floral industry trade
show in the country, set for July 29-August 1 in
Monterey. For more details, see CAFGS.org.
CCFC Celebrates 25 Years
Throughout the year of 2015, the California
Cut Flower Commission will celebrate 25 years of
promoting and advocating on behalf of California’s
flower farmers. The CCFC has evolved to be the
leading flower farming advocacy and outreach
organization in North America.
Northeast LA County Florist
• High visibility
bldg 2200 sf
• Gorgeous displays
• Strong customer
base
Still Time to Apply for AFE Scholarship
The American Floral Endowment deadline is May
1 to submit applications for sophomore through senior year or graduate program in a university. This
is financial assistance “to help in their journey of becoming the next great leaders in floriculture and horticulture,” says AFE Executive Director Debi Aker.
See Endowment.org.
• 2 large coolers
• FTD POS
• Delivery van
Owner can train; and may carry loan portion.
Buy or Sell With Confidence
Sean Edelstein 949. 551.2060
Sean@BLBrokers.com
Orange, Riverside, San Bernardino & Los Angeles Counties
Flower Shop Broker
AIFD Calls for PFDE Candidates
Want to be recognized with the floral industry’s
coveted Certified Floral Designer (CFD®) designation
THE BLOOMIN’ NEWS
DRE#01926680
Selling flower shops SINCE 1997
13
SPRING 2015
POTPOURRI
AIFD 2015 Symposium
Registration Now Open
AIFD’s 2015 “Journey”
Symposium, happening June
30 to July 4, 2015 in Denver, Colorado, will deliver
new hands-on classes, fourteen stage programs from
world-class designers, new
techniques, fresh, artistic
ideas and so much more. Register now at AIFD.org.
California Flowers Get More
Love from Rose Parade
FTD’s decorations for the VIP vehicles in the
January 1, 2015 Rose Parade were certified California Grown, meaning 85 percent were grown in the
USA, specifically, California. Cal Poly’s float used
more than 36,000 California Grown flowers with
6,000 of them roses. Together, FTD and Cal Poly
used some 40,000 stems of California Grown Flowers. Cal Poly’s float, Soaring Stories, won the Most
Beautiful Non-Commercial Float award.
“Highlighting the use of California Grown flowers
not only harkens back to the origins of the parade,”
said Kasey Cronquist, CEO/Ambassador, California Cut Flower Commission, “it puts a focus on the
important movement toward American Grown, sustainable flowers that farmers are literally delivering
from their farms to our homes.”
Help René Decorate the Rotunda
“Art Alive 2015” will celebrate 100 years of Balboa
Park at the San Diego Museum of Art in grand 1915
style. Designer René van Rems AIFD could use a
little help on his team as they transform the entryway
of the SDMA (the rotunda) to mirror television’s
Downton Abbey style. Work begins April 15 on
props, containers, garlands and more. Contact Cathy
at René’s Floral Training Center: 888 824-7363.
Learn What’s Happening
in the Funeral Market
The Floral Marketing Research Fund, in collaboration with American Floral Endowment, offers a
free report on the relationship between floral retailers,
funeral directors, their preferences, donations versus
flowers, and more. See Endowment.org.
SAF Promotes Women’s Day
The Society of American Florists worked with
speaker/author Christine Arylo to help florists
successfully promote Women’s Day on March
8. Arylo wrote for AboutFlowersBlog.com and
created videos for SAF’s social media channels and
her Twitter feed. Resources at SAFnow.org offered
highly useful materials, including ads, radio scripts
and creative ideas.
Continued through page 16
THE BLOOMIN’ NEWS
14
SPRING 2015
FO R
Y O U
BOOKS
POTPOURRI
Taking the Flower Show Home
By Bill Schaffer AIFD AAF PFCI and Kristine Kratt AIFD PFCI
More than 300 images show how an
epic floral show is organized and
award-winning “floral theater” masterpieces are created. Schaffer and
Kratt, both multiple award winning
floral designers, take the reader behind the scenes and detail the steps
to creating show quality winning
designs at home. Six award winners
are analyzed from conception with
sketches to placing the final stem in
the spectacular design. Veteran exhibitors share their excitement in cre-
ating large scale installations and applying their resourcefulness in crucial
moments. Design tips, supplies and
materials lists, selecting flowers and
discovering the insight you already
possess construct a clear path to a
beautiful, award quality design.
Purchase for $45 at major bookstores
or from Schiffer Publishing
(Schifferbooks.com)
4880 Lower Valley Rd., Atglen, PA 19310
Phone: 610 593-1777
GOING
GREEN
New options for how to
get your digital issue
Three ways to join
our e-mail list
1
Visit http://bit.ly/laflower
THE BLOOMIN’ NEWS
2
Text FLOWER to 42828
15
3
Scan QR Code
SPRING 2015
POTPOURRI
CalFlowers and World
Floral Expo’s Unique Pavilion
CalFlowers created a 3,000 square foot pavilion for
growers and shippers to showcase their wares to retailers, wholesalers and others during the March 1113 World Floral Expo in Los Angeles. Joined by the
California Cut Flower Commission, robust marketing and promotion helped drive buyers and business
partners to the associations’ member displays. The
WFE, which has been held in many other countries,
brought together US and international flower growers for the first time, here in Los Angeles.
ment, won the MarCom Platinum Award, its fourth
award. The video won over 6,500 entries as the best
nonprofit film. The one-minute video was developed
to educate the floriculture industry about AFE’s positive impact on critical industry problems. You can
view it at Endowment.org/awareness.
Fund Your Floriculture
Research Project with AFE
The American Floral Endowment is calling for
research pre-proposal applications for 2016-2017
funding, with applications due by June 1, 2015.
Primary research priorities focus on fresh cut flowers,
fresh cut greens, flowering potted plants, foliage
plants and bedding plants. See Endowment.org.
Ship Flowers in Water?
Why not? That’s the approach of Ode a La Rose,
an innovative online flower delivery service in the
Northeastern U.S. Founded by two ex-Wall Streeters,
Ode a La Rose arranges flowers in a state-of-the-art
anti-spill vase, which means the customer does not
need to arrange the flowers.
Give Your Customer a Timer
Peachtree Petals, a leading floral provider in Atlanta,
Georgia, recently introduced an online timer for sameday flower orders. Located on the florist’s website,
the static clock ticker displays on each web page and
conveys how much time the customer has left to order
a same-day arrangement. (The cutoff is 3 p.m.)
Another Award for AFE
The animated awareness video “Murder, Sex and
Greed,” published by the American Floral Endow-
Easter bunnies,
baskets and
containers, lush
ribbons, fabrics
and more –
in Spring colors
and textures
to enhance
your exquisite
designs!
GM
FLORAL CO
THE BLOOMIN’ NEWS
Look For Us On The Second Floor!
Convenient, secure parking inside the 2nd floor of the SCFM at 742 Maple Avenue
Located in the Southern California Flower Market
Enter 740 Maple Avenue, 2nd. Floor or 755 Wall St. 2nd. Floor
Los Angeles, CA 90014 • Phone: 213 489-7055 • Fax: 213 489-7706
16
SPRING 2015
Spring into the
Colors of Nature!
Take yourself to 50 acres of extraordinary color overlooking the Pacific Ocean.
Spend a few hours experiencing a place where kids can run free and parents can
enjoy a beautiful day in one of nature’s wonders.
Open March 1ST thru May 10TH, 9am – 6pm daily
Visit TheFlowerFields.com to learn more or call 760.431.0352
5704 Paseo Del Norte, Carlsbad, CA 92008
ROUNDABOUT
Good job, curator Bob Gordon AIFD, who led
the decorating of the Flower Pavilion at the San
Francisco Flower and Garden Show, March 18-22
at the San Mateo Event Center. The Northwest and
Southwest Regions AIFD created a major enlargement of floral at the show, which featured Alan
Nunn from England, a gold medal winner of the
Chelsea Flower Show.
What? You’ve Never
Visited the Flower Market?
Come on down!
There’s indoor
parking, inexpensive Flower District
badge memberships and special
hours for wholesale and retail.
Kudos to Jan Wilder and Flower Fusion, Orange
County, whose customers’ wedding, held at The
Segerstrom Center for the Arts in Costa Mesa, was
featured recently in the 2015 Ceremony Magazine.
And to Avante Gardens in Anaheim for being
featured by CBS2 Los Angeles’s “Best Florists for
Valentine’s Day Flowers in OC.”
Check our hours at:
OriginalLAFlowerMarket.com
entryway rotunda of the San Diego Museum of Art
in Balboa Park.
René van Rems, we noticed you entertaining and
educating at the Northeast Floral Expo in Connecticut in March. Also in March, René’s once-in-alifetime workshop with the owners of Fiesta Parade
Floats to learn about float decorating – great idea.
And René will be designing the floral décor for the
Congrats to Kaytlin O’Dell, a grower with Mellano and Company in north San Diego Country,
who was one of several millennials featured in Floral Management’s December 2014 edition.
It’s unique: The first of ten Field to Vase “popup” dining events to draw awareness to the value
of buying locally grown flowers occurred on March
5 in Carpinteria. Held at Westland Orchids, the
event showcased the floral designs of Margaret
Joan Lloyd of nearby Montecito. For more details
on these family-style dinners, see Americangrownflowers.org/.
Vases by Robert
An article in the Los Angeles Times by Debra
Prinzing, author and founder of Slow Flowers,
highlighted a number of local flower growers and
shared alternatives to the traditional red roses for
Valentine’s Day. Rolling Stone Nursery in the
Fairfax District, Tar Kolla of Silver Lake Farms,
Potted in Atwater Village, students, interns and
volunteers at Muir Ranch (nonprofit farm at Pasadena’s John Muir High School), Spruce LA, designer Clover Chadwick of Dandelion Ranch
and Kit Wertz and Casey Schwartz, owners of
Flower Duet in Torrance. The article noted such
alternatives as potted living plants including orchids,
succulent “hearts”, seasonal and California flowers,
Tillandsia (air plant) terrariums, and more.
Vases All Shapes, Colors
Textures and Sizes!
Two Flower District Locations:
754 Wall Street, # 29A 720 S. San Pedro St.
Open 6 a.m. – Noon
Open 9 a.m. – 3 p.m.
213 623-5454
818 434-1512
Email: vasesbyrobert@yahoo.com
Web: www.VasesbyRobert.com
THE BLOOMIN’ NEWS
18
SPRING 2015
C A
L
E N D A R
Check our website OriginalLAflowermarket.com for
Market shopping hours, parking info and more.
Our calendar listings help you tie your business promotions to special events and observances.
APRIL
Keep America Beautiful Month
Volunteer Month
1
April Fool’s Day
1 – 30 The Flower Fields are in full
bloom! Carlsbad, I-5, Palomar exit. 9:00
a.m. to 6:00 p.m. every day. See ad, this
issue.
3
Good Friday
3 – 11
Passover
4–5
Easter Brunch by Patina, Descanso Gardens, 1418 Descanso Drive,
La Canada Flintridge. Reservations required; call 818 949-4200 or see
Descansogardens.org.
4, 11, 18, 25 “The Wall” farmers
market at the Original Los Angeles Flower
Market on Wall and Seventh Streets, Los
Angeles. 9 a.m. to 2 p.m.
5
Easter Sunday
14 FTD three-day workshop design and
business techniques, at FTD headquarters.
Contact Emily Bucholz, (630 724-6692 or
ebucholz@FTDi.com.
15
Tax Day
18 Debra Lee Baldwin talks about
succulents at Weidners’ Gardens, 695 Normandy Road, Encinitas. Free. 10:00 a.m.
Flower Market tour, 7-9 a.m., with Flower
Duet designers, followed by a Spring Bulb
Floral Design workshop at the Torrance
studio. Phone to reserve: 310 792-4968.
20 – 24
Administrative Professionals
Week
22
Earth Day. Register your Earth Day
event at Earthday.org/2015.
Administrative Professionals Day
25 – 26
Earth Day at Descanso
Gardens, 1418 Descanso Drive, La Canada Flintridge. Call 818 949-4200 or see
Descansogardens.org.
26 – 29
“Sympathy Tributes: A Modern
Approach” with Tom Bowling AIFD PFCI
at Teleflora Education Center, Oklahoma
City, OK. Non-members $749.95. 800 4567890, x.6234 or Myteleflora.com.
Market, Wall and Seventh Streets, Los Angeles. 9 a.m. to 2 p.m.
25 National Mom Prom Night, ‘girls
night out’ with prom flavor.
See Momprom.org.
7 – 10 “Wedding Professional” design
class with Susan Ayala AIFD PFCI at Teleflora Education Center, Oklahoma City, OK.
Non-members $749.95. Call 800 456-7890,
x.6234 or see Myteleflora.com.
MAY
1
May Day (Lei Day in Hawaii).
1 – 10 The Flower Fields are in bloom!
Carlsbad, I-5, Palomar exit. 9:00 a.m. to
6:00 p.m. every day. See ad, this issue.
2
Debra Lee Baldwin talks about succulents at Rogers Gardens, 2301 San
Joaquin Hills Road, Corona del Mar. Free.
9:00 a.m.
7 – 8 SAF “Retail Growth Solutions”
Conference, Hartford Marriott Farmington, CT. $375 non-members. Register at
SAFnow.org or call 800 336-4743.
8 – 10 International Floriculture Expo,
Chicago, IL. Who will be the Iron Designer?
Details: Floriexpo.com.
June 9 – 11
“The Wall” farmers
market at the Original Los Angeles Flower
Market on Wall and Seventh Streets, Los
Angeles. 9 a.m. to 2 p.m.
International Floriculture
Expo and United Fresh Produce Association’s United Fresh 2015, and Food
Marketing Institute’s FMI Connect.
McCormick Place, Chicago.
5
Cinco de Mayo celebration of Mexican culture.
14
8
National Public Gardens Day
2, 9, 16, 23, 30
9 – 10 Patina Mother’s Day Brunch, 9
and 11 a.m. at Descanso Gardens, 1418
Descanso Drive, La Canada Flintridge. Call
818 949-4200 or see Descansogardens.org.
10
Mother’s Day
16 Flower Market tour, 7-9 a.m., with
Flower Duet designers, followed by a
Peonies workshop in Torrance. Reserve: 310
792-4968.
16 – 17 Rose Festival, Descanso Gardens. For reservations and pricing call 818
949-4200 or see Descansogardens.org.
25
Memorial Day
31 “Colorful Summer Flowers in a
Vase” workshop with Flower Duet designers at South Coast Botanic Garden. Call
310 544-1948.
JUNE
5 – July 5
San Diego County Fair, Del
Mar Fairgrounds, Del Mar. See SDFair.com.
6, 13, 20, 27 “The Wall” farmers
market at the Original Los Angeles Flower
19
Flag Day in the U.S.
16
FTD one-hour webinar on business
tips and tactics for FTD florists. Contact
Emily Bucholz, (630) 724-6692 or ebucholz@FTDi.com.
21
Father’s Day
27 “Summer Flowers/Garden Roses”
floral design workshop with Flower Duet
designers, at the Huntington Library, San
Marino. Call 310 792-4968.
28 International Lonely Bouquet day.
Spread smiles, a flower at a time with a “take
me!” tag and leave for a stranger to find.
30 – July 4 AIFD National Symposium
“Journey”, Sheraton Denver Downtown,
celebrating the legacy and the future of
AIFD members. Visit AIFD.org for details
SAVE THE DATE
July 29 – August 1, 2015: Fun ‘N
Sun Convention at the Monterey Marriott,
Monterey. By CalFlowers. Call 831 479-4912
for information or see CAFGS.org.
September 9 – 12, 2015:
SAF 131st
Annual Convention, Ritz Carlton Amelia
Island, FL. Register at SAFnow.org or call
800 336-4743.
Where Good Ideas are Always in Bloom
The Original Los Angeles Flower Market
J
H
I
H
Hours:
C
Trade-Only Hours: Mon & Wed 2am - 8am, Tue & Thurs 5am - 6am, Fri 2am - 8am, Sat Public, Sun Closed
B
Public Hours: ($2 admission weekdays; $1 on Saturday) Mon & Wed 8am - 12pm, Tue & Thurs 6am - 11am,
Fri 8am - 2pm, Sat 6am - 2pm, Sun Closed
For holiday and special hours, see OriginalLAFlowerMarket.com.
Wall St. & San Julian St.
Merchants
Street map above
A See detail (above right)
Full Service
C Decor Center . . . . . . . . . . . . . . . . . 213 629.6949
Floral Supplies
D Mellano & Company . . . . . . . . . 213 622.0796
Full Service
3 Imported Flowers
from Paradise, Inc. . . . . . . . . . . . 213 488.1443
Miscellaneous Cut Flowers
4 Dan Stamis, Inc.
Wholesale Florist . . . . . . . . . . . . 213 622.6770
Greens
5 Blossom Valley. . . . . . . . . . . . . . . 213 891.9320
Roses
E Mellano & Company
Wholesale Florist. . . . . . . . . . . . . 213 622.0796
Full Service
6 G.M. Floral . . . . . . . . . . . . . . . . . . . 213 489.7050
Full Service
7 Dayro’s Wholesale . . . . . . . . . . . 213 623.5177
F LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
G Floral Supply Syndicate . . . . . 213 624.3982
Floral Supplies
H Moskatel’s, Inc. . . . . . . . . . . . . . . . 213 689.4590
Floral Supplies
Stamis Wholesale . . . . . . . . . . . . 213 622.6770
Floral Supplies
J Cris Flowers. . . . . . . . . . . . . . . . . . . 213 488.1797
Floral Supplies
K Jay’s Plants . . . . . . . . . . . . . . . . . . . 213 612.0353
Greens
L Floral Prop Rental . . . . . . . . . . . . 213 622.1700
Floral Supplies
1 JX Grand Tree Inc. . . . . . . . . . . . 213 833.0002
Orchids & Cymbidiums
B Casa Blanca
Wholesale Flowers, Inc. . . . . . . 213 488.3321
I
Vendors in The Original Los Angeles Flower Market
of the American Florists Exchange, Ltd.
Roses & Cut Flowers
7A Flower Salad . . . . . . . . . . . . . . . . . 213 624.4866
Miscellaneous Cut Flowers, Greens
7B Dayro’s Wholesale . . . . . . . . . . . 213 623.5177
Roses & Cut Flowers
8 Designer Direct Showcase . . . 213 488.9765
Floral Supplies
10 Tommy’s Flower
& Vase Land . . . . . . . . . . . . . . . . . . 213 622.1205
Roses
11 Eliseo’s Wholesale . . . . . . . . . . . 213 627.4898
Miscellaneous Cut Flowers
12A - 13A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620
Orchids
12B - 13B Maverick Wholesale
Flowers . . . . . . . . . . . . . . . . . . . . . . . 323 845.5282
Full Service
14 Choice America
Flower Wholesale . . . . . . . . . . . 213 489.8377
Miscellaneous & Exotic Flowers
15 - 17 Julia’s Wholesale Flowers . . . 213 891.1514
Roses & Cut Flowers
18 Zavala Wholesale Flowers. . . . 213 488.0085
20 California Pom Pons . . . . . . . . . 213 623.6651
Supermarket Florals, Rose Petals & Roses
20
23, 33-34 Mellano & Company. . . . . . . . . 213 622.0796
Full Service
24 Valle Wholesale Flowers. . . . . 213 688.1062
Full Service
26 Gonzalez & Sons
Wholesale Flowers . . . . . . . . . . 213 627.7678
Miscellaneous Cut Flowers
27 C & K Wholesale . . . . . . . . . . . . . 213 327.0313
Vases & Ceramics
28 - 29B Ted’s Evergreens. . . . . . . . . . . . . 213 624.1524
Greens
29A - 30 Vases by Robert . . . . . . . . . . . . . 818 322.8826
Vases
31 Balloons Away . . . . . . . . . . . . . . . 213 683.8819
Balloons
32A Gilbert Wholesale
Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 689.9564
Miscellaneous Cut Flowers
32B A Ruiz Wholesale
Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 622.3695
Exotic Cut Flowers
36 - 38 Tropical USA . . . . . . . . . . . . . . . . . 213 614.1915
Exotic Cut Flowers
40 S.O.S Wholesale
Flowers Market . . . . . . . . . . . . . . 213 896.0322
Miscellaneous Cut Flowers
41 Growers Direct
Flowers, Inc.. . . . . . . . . . . . . . . . . . 213 688.8855
Cut Flowers
44 Paradise Garden
Wholesale Flowers . . . . . . . . . . 213 488.5144
Full Service
45 Orchids Oasis . . . . . . . . . . . . . . . . 213 627.3696
Orchids
50 Martin Sanchez . . . . . . . . . . . . . . 213 629.4154
Fruit, Candy & Stuffed Animals
754 Wall Street, Los Angeles, CA 90014 | Visit us at OriginalLAFlowerMarket.com
L.A. Flower District Association /Badge Program
2015 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 $40 for a 1-year membership (Year 2015) or $60 for a 2-year membership (Years
2015 & 2016). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00
each. 2015 membership badges will expire on January 1, 2016 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 and Wednesday 2:00 a.m. to 8:00 a.m.
Tuesday 5:00 a.m. to 6:00 a.m.
Thursday 5:00 a.m. to 12:00 p.m.
Friday
2:00 a.m. to 3:00 p.m.
Saturday 5:00 a.m. to 3:00 p.m.
Non Trade/Public Hours are:
Monday and Wednesday 8:00 a.m. to 12:00 p.m. ($2 admission)
Tuesday 6:00 a.m. to 11:00 a.m. ($2 admission)
Thursday 6:00 a.m. to 12:00 p.m. ($2 admission)
Friday
8:00 a.m. to 3:00 p.m. ($2 admission)
Saturday 6:00 a.m. to 3:00 p.m. ($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
current 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
2015 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2015)
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 is 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 $40.00 – 1-Year Membership (Year 2015 only)
o $60.00 – 2-Year Membership (Years 2015 and 2016)
_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
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Los Angeles Flower District Invites
You to Visit www.LAFlowerDistrict.com
• Floral industry resources • District hours, maps & more • Low Advertising Rates
The official website for the Los Angeles Flower District