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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
Michael & Tricia Macres, Macres Florist.
JDP Photography.
Story begins on page 4
By Design: Garlands Adorn People, Places and Vases See Page 8
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Empowering Florists Everyday
THE BLOOMIN’ NEWS 3 SPRING 2015
Cover Story: Macres Florist, Santa Ana, Honors Its Rich Tradition 4
People and Places 6 Feature Story: 50 Years Ago,Local Florists Started AIFD 7Feature Story: Reach Your Prom Customer: in School 7By Design: Garlands Adorn People, Places and Vases 8Feature Story: Selling to Millennials 10Potpourri 12Roundabout 18Happenings/Calendar 19Los Angeles Flower Market Map 20LAFD Badge Program 21
Contents
This newsmagazine is published quarterly (January 1, April 1, July 1, Octo-ber 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloomin-news.com. Subscription and advertising details at BloominNews.com.
PublisherOriginal Los Angeles Flower Market of the American Florists’ Exchange
www.originalLAflowermarket.comLook for us on Facebook!
Special Holiday Hours, maps, tenants, seasonal flowersand more available at www.originalLAflowermarket.com
Market Information: 213 622-1966Market Manager/Mellano: 213 622-0796
Board of DirectorsAmerican Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano, Jon Prechtl, John Williams, Paul Ecke III
Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114 • Phone: 800 200-1101Email: [email protected] • www.bloominnews.com
Art DirectorMichael Wheary, Calypso Concepts
LAFD Association Member Badge ProgramFrank Reyes
766 Wall Street, Los Angeles, CA 90014www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
SubscribeThose working in the California floral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the print and/or email editions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828.
DisclaimerNeither the Bloomin’ News nor the Original Los Angeles Flower Market rec-ommends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers.
Advertise in Bloomin’ NewsVisit Bloominnews.com or contact our editor for advertising rates, dimensions and details. Advertise in color. We’ll design your first ad for free!
Index to AdvertisersBloomin' News Goes Green . . . . . . . . . . . . . . . . . . . Page 15BottomLine Brokers, Sean Edelstein . . . . . . . . . . . . . Page 13Cal Flowers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11Floral Supply Syndicate . . . . . . . . . . . . . . . . . . . . .Page 6, 13GM Floral . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16Integrated Marketing Works . . . . . . . . . . . . . . . . . . . Page 17Los Angeles Flower District Badge Program . . . . .Page 21, 22Los Angeles Flower District . . . . . . . . . . . . . . . . . . . . Page 24Mellano & Company. . . . . . . . . . . . . . . . . . . . . . . . . . Page 9Original Los Angeles Flower Market . . . . . . . . . . . . . . Page 3Original Los Angeles Flower Market History Book . . Page 12Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 23TK Ribbons and More . . . . . . . . . . . . . . . . . . . . . . . . Page 14UFN, LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2Vases by Robert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 18
It’s YOUR Flower Market!
More Than 90 Years’ of service
754 Wall Street, Los AngelesLAFlowerDistrict.com
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety, Selection and Great Pricing
The Original Los Angeles Flower Market
4
Michael and Tricia Macres have a lot to say about longevity. Macres Florist, their busi-ness 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 (in-volved 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 free-dom and opportunity. He got his start selling fresh flow-
ers on New York streets. In 1898, grabbing with gusto the American dream, he opened Macres Florist in mid-town 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 Vis-ser’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 numer-ous flower shows for Southern Cal-ifornia’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 (Mi-
chael’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. Al-bert’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
By Peggi Ridgway
Macres Florist, Santa Ana,Honors Its Rich Tradition
A special moment between Michael and Tricia Macres replicates the movie poster behind them. JDP Photography
5
and Broadway store for three days after-ward. The float would be the first of many Macres-built, award-winning Rose Parade floats for Santa Ana. For that ambitious project, Albert Ma-cres devised a method of keeping the float flowers from wilting that made the “Gar-den” float the envy of all the other deco-rators. 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 five-year-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 last-ing 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 ex-perience with the wholesale aspect of the floral busi-ness. 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 full-service FTD florist since 1938. A long-time member of the Santa Ana Chamber of Commerce, Michael Macres has been hon-ored 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 Region-al Occupation Program (ROP), the Elks Lodge; and he chaired the Downtown Santa Ana Business Association for four years. It goes without saying that Macres’ busi-ness longevity is due to good management and, as Michael says, a deeply held philos-ophy that there is a flower for every senti-ment. 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.”
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 rare-ly 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 first-hand. 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
Macres Florist designer Amelia Vega. JDP Photography
PEOPLE & PLACES
THE BLOOMIN’ NEWS 6 SPRING 2015
Reina Makes a Major Business Move
Congratulations to Reina Sumabat AIFD CCF CFD. Reina sold Fitzgerald’s Flowers in Downey, the shop she and husband Ferdinand owned and op-erated for nearly 25 years, and took a leap into a more specialized business: She is now designing for wed-dings and offering Christmas tree service under the name of Fitzgerald’s Floral Events. Chita and Ser-gio Avalos are the new owners of the flower shop, operating as Chita’s Floral Designs.
Reina says she “did the opposite of many busi-ness 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) ac-creditations. 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 Di-ego Florist Supply in Tor-rance and previously was with Express Wholesale in Santa Ana.
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 gov-ernment relations. Mc-Burney held the govern-mental affairs position with American Hotel & Lodging Association. He has extensive experience in government relations, having worked on Capitol Hill, for the federal gov-ernment, for a non-profit and a trade association.
Photo courtesy Fitz Design
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 in-formal 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 be-came the floral designer at Santa Anita Race Track. Frambach, Ito, Andrade, Bell and David Wittry, Bates Hinds, Jim Hynd, Art McKee and other area de-signers were founding or charter members; and the first eleven AIFD presidents were Southern Califor-nians. Turning 90 in May 2015, Bob Bell no longer de-signs 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 non-profit organization dedicated to establishing, main-taining and recognizing the highest standard of pro-
fessional 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 abil-ity. 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, Cali-fornia floral professionals for your extraordinary vision and leadership.
Sources: American Institute of Floral Designers and Bob and Stella Bell
>> 50 Years Ago, Local Florists Started AIFD
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. Con-sider 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.
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.
ReachYouR PRomcustomeR: in school
8
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, gaze-bos and mantels; however, some modern floral garlands are still worn in the form of “leis” during graduation season throughout Southern California.
In our wedding business, we have many requests for a “Bohe-mian 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. Green-ery 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 af-ter 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.
Flowers, photos and article by Kit Wertz
Kit Wertz is a professional floral designer,
photojournalist, marketing expert, gra-
phic designer, certified Project Manage-
ment Professional, Flower District tour
guide and television personality. She co-
owns Flower Duet, Torrance, CA, with her
sister, Casey Schwartz.
Garlands AdornPeople, 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 sta-tue outside the front door.
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.
Adorning the outside of a vase or container adds a new dimension to a floral design.
YOU DESERVE PROVEN FARM GROWN FRESH FLOWERS!
YOUR DESTINATION FOR THE WORLD’S FINEST FRESH FLOWERS AND FOLIAGE
TRIM
BLEED
Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25)
Issue Date: April 2013
Advertiser: Mellano & Company
Contact: Bruce Brady (707.845.5665)
Agency: Tractor Design Co
Contact: Matt Warner (503.502.5168)
-
Hey!
Hey!
www.mellano.com1-800-635-5266
Why trust your flowers to anyone else?
Become a part of our family today, it’s a fun place to be.
10
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:
Sources: US Chamber Foundation, Forbes, NYTimes, BusinessKnowHow.com
• They’re powerful. According to a recent Moosylva-nia 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 are connected, digitally, and in fact their decisions and schedules rely upon their connec- tivity. They use their mobile devices constantly. Unlike the desktop computer’s web browser, mo-bile 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 frequently post reviews of products and experiences and they read reviews while research-ing products. Loved the wedding flowers? All their friends will know it from Facebook, Twitter, Insta-gram. Social media is extremely important to them.
• They grew up with parental support and high ex-pectations from their parents. Many live at home during college years.
• 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 child-hood with digital speed.
• They dislike being marketed to. Engage them and let them join the conversation about the arrange-ment they really want to order.
• They want authenticity and a creative, direct to-the-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.
• They are confident. And they are a caring, social group that is community oriented. They are af-fected by personal stories and experiences.
• Take a genuine interest in your millennial custo-mer. They value relationships established on trust.
MillennialsSellingtoB l o o m i n ’ n e w s s t a f f
Millennials
California Association of Flower Growers & Shippers
2015 Fun ‘N Sun ConventionJuly 29 – August 1
Monterey Marriott, Monterey, CA
www.cafgs.org
Save the Date
1500 41st avenue, suite 240, Capitola, California 95010 ❀ Phone: (831) 479-4912 ❀ fax (831) 479-4914
THE BLOOMIN’ NEWS 12 SPRING 2015
POTPOURRI
San Francisco Flower Martto 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. Execu-tive 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 op-erations 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.
FTD Announces 2015 Education Schedule FTD® Boot Camp, March 23-25, kicks off an
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 BeGreat 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!
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 Gift150 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 13 SPRING 2015
POTPOURRI
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.
Still Time to Apply for AFE Scholarship The American Floral Endowment deadline is May 1 to submit applications for sophomore through se-nior year or graduate program in a university. This is financial assistance “to help in their journey of be-coming the next great leaders in floriculture and hor-ticulture,” says AFE Executive Director Debi Aker. See Endowment.org.
AIFD Calls for PFDE Candidates Want to be recognized with the floral industry’s coveted Certified Floral Designer (CFD®) designation
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 MovementMakes 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!
Northeast la county Florist• High visibility bldg 2200 sf• Gorgeous displays
• Strong customer base• 2 large coolers• FTD POS• Delivery van
Owner can train; and may carry loan portion.
Buy or Sell With confidenceSean edelstein 949.551.2060
[email protected] Orange, Riverside, San Bernardino & Los Angeles Counties
Flower Shop BrokerDRE#01926680
SelliNg FloWer ShopS SiNce 1997
THE BLOOMIN’ NEWS 14 SPRING 2015
AIFD 2015 SymposiumRegistration Now Open
AIFD’s 2015 “Journey” Symposium, happening June 30 to July 4, 2015 in Den-ver, Colorado, will deliver new hands-on classes, four-teen stage programs from world-class designers, new techniques, fresh, artistic
ideas and so much more. Register now at AIFD.org.
California Flowers Get MoreLove from Rose Parade
FTD’s decorations for the VIP vehicles in the January 1, 2015 Rose Parade were certified Califor-nia 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 Flow-ers. 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, Califor-nia Cut Flower Commission, “it puts a focus on the important movement toward American Grown, sus-tainable 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 Happeningin the Funeral Market
The Floral Marketing Research Fund, in colla-boration 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
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THE BLOOMIN’ NEWS 15 SPRING 2015
POTPOURRI
GOINGGREEN
New options for how to get your digital issueThree ways to join
our e-mail list
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Taking the Flower Show HomeBy 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” mas-terpieces are created. Schaffer and Kratt, both multiple award winning floral designers, take the reader be-hind 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 ex-hibitors share their excitement in cre-
ating large scale installations and ap-plying 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.
BOOKS
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Purchase for $45 at major bookstores or from Schiffer Publishing
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4880 Lower Valley Rd., Atglen, PA 19310 Phone: 610 593-1777
THE BLOOMIN’ NEWS 16 SPRING 2015
POTPOURRI
CalFlowers and WorldFloral Expo’s Unique Pavilion
CalFlowers created a 3,000 square foot pavilion for growers and shippers to showcase their wares to re-tailers, wholesalers and others during the March 11-13 World Floral Expo in Los Angeles. Joined by the California Cut Flower Commission, robust market-ing 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 grow-ers for the first time, here in Los Angeles.
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.
Another Award for AFE The animated awareness video “Murder, Sex and Greed,” published by the American Floral Endow-
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 posi-tive impact on critical industry problems. You can view it at Endowment.org/awareness.
Fund Your FloricultureResearch 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.
Give Your Customer a Timer Peachtree Petals, a leading floral provider in Atlanta, Georgia, recently introduced an online timer for same-day 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.)
Easter bunnies, baskets and
containers, lush ribbons, fabrics
and more – in Spring colors
and textures to enhance
your exquisite designs!
Look For Us On The Second Floor!Convenient, secure parking inside the 2nd floor of the SCFM at 742 Maple Avenue
GMFLORAL CO
Located in the Southern California Flower MarketEnter 740 Maple Avenue, 2nd. Floor or 755 Wall St. 2nd. Floor
Los Angeles, CA 90014 • Phone: 213 489-7055 • Fax: 213 489-7706
Open March 1ST thru May 10TH, 9am – 6pm dailyVisit TheFlowerFields.com to learn more or call 760.431.0352
5704 Paseo Del Norte, Carlsbad, CA 92008
Spring into the Colors of Nature!Take yourself to 50 acres of extraordinary color overlooking the Pacifi c 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.
THE BLOOMIN’ NEWS 18 SPRING 2015
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 enlarge-ment of floral at the show, which featured Alan Nunn from England, a gold medal winner of the Chelsea Flower Show.
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.”
René van Rems, we noticed you entertaining and educating at the Northeast Floral Expo in Connect-icut in March. Also in March, René’s once-in-a-lifetime 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
entryway rotunda of the San Diego Museum of Art in Balboa Park.
Congrats to Kaytlin O’Dell, a grower with Mel-lano and Company in north San Diego Country, who was one of several millennials featured in Flo-ral Management’s December 2014 edition.
It’s unique: The first of ten Field to Vase “pop-up” 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 Americangrown-flowers.org/.
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 Pasa-dena’s John Muir High School), Spruce LA, de-signer 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.
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: [email protected]: www.Vasesbyrobert.com
Vases all Shapes, colorstextures and Sizes!
Vases by Robert
What? You’ve Never Visited the Flower Market?
Come on down! There’s indoor parking, inexpen-sive Flower District badge member-ships and special hours for whole-sale and retail.
Check our hours at:OriginalLAFlowerMarket.com
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.
C A L E N D A R
19
APRILKeep 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, Descan-so Gardens, 1418 Descanso Drive, La Canada Flintridge. Reservations re-quired; 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 [email protected].
15 Tax Day
18 Debra Lee Baldwin talks about succulents at Weidners’ Gardens, 695 Nor-mandy 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 Can-ada 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. 800 456-7890, x.6234 or Myteleflora.com.
25 National Mom Prom Night, ‘girls night out’ with prom flavor.See Momprom.org.
MAY1 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 suc-culents at Rogers Gardens, 2301 San Joaquin Hills Road, Corona del Mar. Free. 9:00 a.m.
2, 9, 16, 23, 30 “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 Cinco de Mayo celebration of Mexi- can culture.
8 National Public Gardens Day
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 Gar-dens. 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 design-ers at South Coast Botanic Garden. Call 310 544-1948.
JUNE5 – 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
Market, Wall and Seventh Streets, Los An-geles. 9 a.m. to 2 p.m.
7 – 10 “Wedding Professional” design class with Susan Ayala AIFD PFCI at Teleflo-ra Education Center, Oklahoma City, OK. Non-members $749.95. Call 800 456-7890, x.6234 or see Myteleflora.com.
7 – 8 SAF “Retail Growth Solutions” Conference, Hartford Marriott Farming-ton, 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 International Floriculture Expo and United Fresh Produce Asso-ciation’s United Fresh 2015, and Food Marketing Institute’s FMI Connect. McCormick Place, Chicago.
14 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 [email protected].
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 DATEJuly 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
Wall St. & San Julian St. Merchants
Street map aboveA See detail (above right)
B Casa Blanca Wholesale Flowers, Inc. . . . . . . 213 488.3321Full Service
C Decor Center . . . . . . . . . . . . . . . . . 213 629.6949Floral Supplies
D Mellano & Company . . . . . . . . . 213 622.0796Full Service
E Mellano & Company Wholesale Florist . . . . . . . . . . . . . 213 622.0796
Full Service
F LA Flower District Association (Badge) . . . . . . . . . 213 627.3696
G Floral Supply Syndicate . . . . . 213 624.3982Floral Supplies
H Moskatel’s, Inc. . . . . . . . . . . . . . . . 213 689.4590Floral Supplies
I Stamis Wholesale . . . . . . . . . . . . 213 622.6770Floral Supplies
J Cris Flowers. . . . . . . . . . . . . . . . . . . 213 488.1797Floral Supplies
K Jay’s Plants . . . . . . . . . . . . . . . . . . . 213 612.0353Greens
L Floral Prop Rental . . . . . . . . . . . . 213 622.1700Floral Supplies
Vendors in The Original Los Angeles Flower Market of the American Florists Exchange, Ltd.
1 JX Grand Tree Inc. . . . . . . . . . . . 213 833.0002Orchids & Cymbidiums
3 Imported Flowers from Paradise, Inc. . . . . . . . . . . . 213 488.1443Miscellaneous Cut Flowers
4 Dan Stamis, Inc. Wholesale Florist . . . . . . . . . . . . 213 622.6770Greens
5 Blossom Valley. . . . . . . . . . . . . . . 213 891.9320Roses
6 G.M. Floral . . . . . . . . . . . . . . . . . . . 213 489.7050Full Service
7 Dayro’s Wholesale . . . . . . . . . . . 213 623.5177Roses & Cut Flowers
7A Flower Salad . . . . . . . . . . . . . . . . . 213 624.4866Miscellaneous Cut Flowers, Greens
7B Dayro’s Wholesale . . . . . . . . . . . 213 623.5177Roses & Cut Flowers
8 Designer Direct Showcase . . . 213 488.9765Floral Supplies
10 Tommy’s Flower & Vase Land . . . . . . . . . . . . . . . . . . 213 622.1205Roses
11 Eliseo’s Wholesale . . . . . . . . . . . 213 627.4898Miscellaneous Cut Flowers
12A - 13A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620Orchids
12B - 13B Maverick Wholesale Flowers . . . . . . . . . . . . . . . . . . . . . . . 323 845.5282
Full Service
14 Choice America Flower Wholesale . . . . . . . . . . . 213 489.8377Miscellaneous & Exotic Flowers
15 - 17 Julia’s Wholesale Flowers . . . 213 891.1514Roses & Cut Flowers
18 Zavala Wholesale Flowers . . . . 213 488.0085 20 California Pom Pons . . . . . . . . . 213 623.6651
Supermarket Florals, Rose Petals & Roses
23, 33- 34 Mellano & Company. . . . . . . . . 213 622.0796Full Service
24 Valle Wholesale Flowers. . . . . 213 688.1062Full Service
26 Gonzalez & Sons Wholesale Flowers . . . . . . . . . . 213 627.7678Miscellaneous Cut Flowers
27 C & K Wholesale . . . . . . . . . . . . . 213 327.0313Vases & Ceramics
28 - 29B Ted’s Evergreens . . . . . . . . . . . . . 213 624.1524Greens
29A - 30 Vases by Robert . . . . . . . . . . . . . 818 322.8826Vases
31 Balloons Away . . . . . . . . . . . . . . . 213 683.8819Balloons
32A Gilbert Wholesale Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 689.9564Miscellaneous Cut Flowers
32B A Ruiz Wholesale Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 622.3695Exotic Cut Flowers
36 - 38 Tropical USA . . . . . . . . . . . . . . . . . 213 614.1915Exotic Cut Flowers
40 S.O.S Wholesale Flowers Market . . . . . . . . . . . . . . 213 896.0322Miscellaneous Cut Flowers
41 Growers Direct Flowers, Inc.. . . . . . . . . . . . . . . . . . 213 688.8855Cut Flowers
44 Paradise Garden Wholesale Flowers . . . . . . . . . . 213 488.5144Full Service
45 Orchids Oasis . . . . . . . . . . . . . . . . 213 627.3696Orchids
50 Martin Sanchez . . . . . . . . . . . . . . 213 629.4154Fruit, Candy & Stu�ed Animals
Hours:Trade-Only Hours: Mon & Wed 2am - 8am, Tue & Thurs 5am - 6am, Fri 2am - 8am, Sat Public, Sun Closed
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.
The Original Los Angeles Flower Market
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754 Wall Street, Los Angeles, CA 90014 | Visit us at OriginalLAFlowerMarket.com20
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 member-
ship 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 Program2015 Membership Information • www.laflowerdistrict.com
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):
Badge 1. _________________________________ Badge 4. _______________________________________________
Badge 2. _________________________________ Badge 5. _______________________________________________
Badge 3. _________________________________ Badge 6. _______________________________________________
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 90014Please 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
L.A. Flower District Association /Badge Program2015 application for new Trade Members (Valid from Jan. 1 - Dec. 31, 2015)
($3.00 extra)
($3.00 extra)
($3.00 extra)
($3.00 extra)
cheer up with teleflora.
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(800) 421-2815
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Original Los Angeles Flower Market754 Wall Street, Los Angeles, CA 90014
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Los Angeles Flower District InvitesYou to Visit www.LAFlowerDistrict.com• Floral industry resources • District hours, maps & more • Low Advertising Rates
The official website for the Los Angeles Flower District
