2025 GLFEE
Ignite & Inspire:
Rekindle Your Floral Flame

Presenter:
Derrick Myers

Presenter:
Tim Huckabee

Sponsored by CrockettMyers
Business Session
Location: River Overlook E/F

This all-day business session will give you to tools and inspiration you need to keep your business growing and profitable in the years to come. The Day begins by exploring the topic of:

“Turning Flowers into Dollars”

Delve into the “dark side” of the floral business…. The numbers!

We start by examining financials statements, their structure, and how they should be setup to provide the reader with the most information.  Then learn how to analyze your shop to determine what areas of your business need improvement. We’ll look at sales, costs of goods sold, payroll, marketing, wire business, delivery costs, etc.  You will learn proven strategies to increase your profits.  Derrick Myers of Crockett Myers & Associates, Inc. will lead you on your journey to “Turn Flowers into Dollars”.

Next you will venture into:

“The Dream Florist”

Every florist dreams of the perfect flower shop.  In this session you will learn management techniques that can get you and your employees all working towards the same vision.  Learn to set goals for yourself and your staff that can make your dreams a reality. In this session we go through an interactive journey and define the “perfect flower shop” for each attendee.  Through visualization (nothing hokey) we walk through the front door of our “Dream Shop” and create it as we continue, in our minds eye, from the front door through the showroom, design room, offices, and out the back through the delivery area.  Each participant will then have a clear direction of where they wish to go with their flower shop (multi-store, event only, etc.) and the results of this clarity are nothing short of amazing.

After Lunch, Derek will be joined by Tim Huckabee, owner of The Profitable Florist. Your journey will continue with:

2024 Sales Skills Every Shop Needs

Make sure you are aware and implementing modern sales techiniques, especially with how much has changed over the last couple years.

Your adventure will end with the solid lessons focusing on:

“Pricing for Profits”

Controlling cost of goods sold is one of the most difficult jobs of the florist.  Florist that purchase their flowers properly, don’t allow their designers to over stuff, and properly price their arrangements usually hit their target cost of goods sold percentage.  In this session we will look at some of the most common pricing strategies and analyze their effectiveness.

As you can see, this day will be an amazing journey that you and your key staff members will not want to miss out on.  Don’t miss this chance to spend the day with Derrick Myers, one of our industries smartest men.  You won’t be sorry; you’ll leave invigorated and with the tools you’ll need to make 2024 your most successful year yet! 

Instructor:
Rene Van Rems AIFD

Sponsored by World Flower Council, Mayesh & Great Lakes Floral Foundation
Hands-On Workshop
Location: River Overlook A/B

This workshop is unique in that it addresses both the (Creative) designer and owner mentality.

Rene will discuss and demonstrate best practices for today’s floral industry environment and how to set yourself apart.  Optimum product mixes, design options and skill short-cuts are all addressed in this high-pace class, including a 5 minute-or-less floral design.  Learn how to upscale ”basic” product and design high-end with limited luxury flowers.  High-style design, European design concepts, everyday hand-tied bouquet techniques and packaging are all part of this participatory event.

* Additional Fees Apply, Bring Your Tools.   

Presenter:
Cara Knapp CF

Sponsored by DWF
Hands-On Workshop
Location: River Overlook A/B

Come learn how to bring the magic of flowers together and create your own spring hand-tied bouquet with techniques that will transfer to every season.

* Additional Fees Apply, Bring Your Tools.   

Presenter:
Stephanie Brady PMP

Sponsored by Society of American Florists
Business Session
Location: River Overlook E/F

There’s no better way to demonstrate the joy of giving and receiving flowers than to empower people to do just that. That’s the idea behind the Society of American Florists’ annual goodwill initiative, Petal It Forward. The one-day event, held each year the third Wednesday in October, asks floral professionals from all over the world to give passersby two bouquets — one for the recipient to keep and one for them to give away. In this session, Stephanie Brady shares tips from Petal it Forward veterans for partnering with wholesalers and suppliers and getting media coverage and easy hacks for pulling off a successful event.

Social Session
Sponsored by: DWF
Location: River Overlook Foyer

Mix and mingle with fellow GLFEE attendees from 8:00pm – 10:00pm.

We’ll have fun and games accompanied by a playlist that will get your heart and soul pumping.

They’ll be chances to win a drink from the cash bar all while enjoying some delicious pizza and creating new connections!

Presenter:
Alejandro Figueria Fernandes AIFD, CFD, PFCI

Sponsored by BloomNet
Hands-On Workshop
Location: River Overlook A

If you know more about how to use Midnight foam, you will become much more comfortable with its versatility. Alejandro Figueria AIFD, CFD is an expert at incorporating midnight foam into event design.

Join him while he shares great tips on using midnight foam exposed for clean, updated, and modern designs. Smither’s great new “Know” foam campaign will help settle your mind as you “Know” more about all types of foam products as we enter into the world of sustainability. 

* Additional Fees Apply, Bring Your Tools. 

Presenter:
Michelle Soupley AIFD, CFD

Sponsored by DWF
Hands-On Workshop
Location: River Overlook B

Join us for a hands-on floral design class where creativity blooms! This immersive workshop will delve into the art of creating stunning corsages.

In this session, Michelle will guide participants through the intricate process of crafting a classic pin-on corsage with a quick demonstration; Learn the delicate balance of selecting blooms, arranging them harmoniously, and using wires and tape to create an elegant accessory suitable for any special occasion.

As the session progresses, participants will then embrace modern trends by crafting a stylish wrist corsage and a matching pocket square.

Discover the fusion of contemporary design elements with traditional floral artistry to create captivating, on-trend accessories.

* Additional Fees Apply, Bring Your Tools.

Presenter:
Derek Woodruf AAF, AIFD, CF, CFD, PFCI

Sponsored by Sydicate Sales
Hands-On Workshop
Location: River Overlook C

In this hands-on design workshop, you’ll flex your “Brand” NEW muscles and create a modern arrangement from start to finish using new philosophies in modern floral design such as: Modern mechanics, unusual color palettes, and new and efcient design practices.

* Additional Fees Apply, Bring Your Tools.

Presenter:
Jerome Raska AAF, AIFD, CF. CFD, PFCI

Sponsored by AIFD North Central
Main Stage Design Show
Location: Steelcase Ballroom A

Are you a floral designer whose goal is to master the combination of principles, elements, and ultimate creativity of your craft? Maybe you are a seasoned designer and are looking to hone your skills or perhaps you have successfully completed your CF and are wondering what’s next? In this dynamic panel, you’ll learn about the path to AIFD as well as the benefits of being involved in this prestigious association through the lens of designers who have either made the journey, are fresh on the scene or are on the path.

Additionally, you’ll be inspired and educated on how to hone these techniques in your store or studio in a practical manner that’s profitable.

Presenter:
Shirley Lyons

Sponsored by Great Lakes Floral Foundation
Business Session
Location: River Overlook E

The same is true for your floral business. Learn what you need in your “owners manual” to keep your business running smoothly now and be ready to sell at the best price when the day comes.

• Routine Maintenance – inside and out with a proper “systems” manual

• Tune it up/Clean it/ Get out the shop vac – financially & physically

• Lube and Oil with Solid Financials with “regular maintenance”

• Beef up the Engine with leadership/management skills and training

Presenter:
Derek Myers CPA, CFP

Sponsored by Crockett Myers
Business Session
Location: River Overlook F

Business owners should have access to regular “financial statements” which include a Balance Sheet, an Income Statement and a Cash Flow Statement.

Learn how to read, understand, and use these statements to focus your energy, reduce cost, improve cash flow and make more money without increasing your sales.

Presenter:
Jerome Raska AAF, AIFD, CF. CFD, PFCI

Presenter:
Libbie Conley CF

Sponsored by CalFlowers & FloraCraft
Main Stage Design Show
Location: Steelcase Ballroom A

Presenter:
Lori Wilson, PFCI

Presenter:
Ellie LaFever, PFCI

Sponsored by Flower Cique
Business Session
Location: River Overlook E 

Have you ever asked yourself:

Why won’t my employees do what I want them to do?

Why does my boss have to micromanage me?

Why is there so much conflict among my team?

How can my teamwork smarter, not harder – together?

To be a successful leader, you must first understand yourself. Life places inner and outer expectations on each one of us. And we all respond differently, depending on our natural tendencies to either “meet” or “resist” these expectations. Our responses impact the way in which we work and live, whether we thrive or fail, and have peace or conflict.

Lori and Ellie will help you discover the tendencies of yourself and your team, with clues into what makes people tick and ways to use this to your advantage in every aspect of your life. 

Presenter:
Bob Negen

Sponsored by WhizBang Training
Business Session
Location: River Overlook F

The biggest drivers of retail success are no longer location, location,
location…. They are originality, adaptability, and creativity!

Here, in this thought-provoking program, you’ll learn how to develop an amazing customer experience infused with the deep authenticity your customers crave.

Presenter:
Cindy Tole AIFD, CFD, PFCI

Sponsored by Teleflora
Business Session
Location: Steelcase Ballroom A

Every bride has a unique personality and a special vibe that is all her own. She will find that perfect dress!

We will complete her amazing wedding day vision with the perfect bouquet! Join us for “Bloomed in Love” as we create one-of-a-kind wedding bouquets with beautiful blooms that your brides will fall in love with!

Presenter:
Doug Bates AIFD, CF, CFD

Presenter:
Andrew Stinson, AIFD, CFD, PFCI

Sponsored by Floristware
Main Stage Design Show
Location: Steelcase Ballroom A

Have you ever thought that elements and principles of floral design were only for design contests and main stage presentations?

And you struggle translating the incredible designs you see at Expo into your everyday work?

This refresher on the elements & principles of design, seen through the lens of FMF research (Floral Marketing Fund research), will show you how to increase perceived value and profits without increasing your costs.

Presenter:
Renato Sogueco AAF, PFCI

Presenter:
Jackie Lacey AAF, AIFD, CFD, PFCI

Sponsored by BloomNet
Business Session
Location: River Overlook E

We see this new buzz word Sustainability growing in popularity.

Why does it matter?

Why should I take notice?

Is it going to be another “Green” trend that just withers away? Join us as we look at the best sustainability practices based on the AFE/FMF (American Floral Endowment / Floral Marketing Fund) sustainability study results and why it should matter to you.

How do you seed the idea in your area and be on the front end of the growing trend in our industry and the world as we meet the need of the present without compromising the ability of future generations to meet their own needs.

Presenter:
Lori Wilson PFCI

Presenter:
Ellie LaFever, PFCI

Sponsored by Flower Cique
Business Session
Location: River Overlook F

Join Ellie & Lori for an engaging and informative class that will empower you with the essential skills to enhance your e-commerce photography and effectively harness the power of Canva to create visually stunning and professional graphics for your floral business.

From designing captivating social media posts to crafting eye-catching emails for marketing, you will discover the tools and techniques to effectively showcase your flowers and attract customers.

In this session, we’ll also demonstrate essential tips and tricks for product photography to capture the beauty of your products and ultimately increase sales. Beginners welcomed!

Presenter:
Sandy Schroeck AIFD, CFD, PFCI

Sponsored by Smithers Oasis
Main Stage Design Show
Location: Steelcase Ballroom A

Discover expert event installation tips and innovative floral designs using OASIS Floral Products.

Whether you’re a seasoned professional or a budding floral enthusiast, this program will inspire and educate, helping you create stunning arrangements that elevate any event.  

Explore the art of event floral design with talented Smithers-Oasis Design Director Sandy Schroeck and unlock the secrets to transforming ordinary spaces into extraordinary floral elegance. 

Presenter:
Sandy Schroeck AIFD, CFD, PFCI

Sponsored by Great Lakes Floral Foundation
Business Session
Location: River Overlook E

Learn how to build your business through PR, basically for FREE! I did it- you can too.

We’ll identify ways to create “news hooks” in and for your business, create a 12-month (floral related) PR Plan and easily follow it along with Sample Press Releases for a variety of floral specific occasion not just – Valentines and Mother’s Day.

Presenter:
Derrick Myers CPA, CFP

Sponsored by Crockett Myers
Business Session
Location: River Overlook F

Business owners should have access to regular “financial statements” which include a Balance Sheet, an Income Statement, and a Cash Flow Statement.

Learn how to read, understand, and use these statements to focus your energy, reduce cost, improve cash flow and make more money without increasing your sales.

Presenter:
Bob Negen

Sponsored by WhizBang Training
Business Session
Location: River Overlook E

Creating your dream team is not “hire and hope.” It’s about mastering a proven process to get and keep the very best people.

In this program, you will learn strategies and practices to build an amazing team, the kind of team that will make you the florist of choice in a world of infinite options.

Presenter:
Deborah De La Flora AIFD, PFCI

Sponsored by FTD
Main Stage Design Show
Location: Steelcase Ballroom A

Step into the enchanting world of retail floristry with Deborah as your guide! In this captivating presentation, Deborah unveils a treasure trove of gorgeous floral designs tailored for your business. Immerse yourself in the artistry as she delves into the importance of elements, principles, color, and everything in between, offering insights that elevate your daily designs to new heights.

But that’s not all – join Deborah on a journey through the fascinating realm of designing for competitions, where creativity knows no bounds. Discover the secrets behind creating stunning arrangements that captivate the judges, including the importance of good, clean mechanics. 

Prepare to be inspired, educated, and enchanted by the floral wonders that retail floristry has to offer.

Whether you’re a seasoned professional or just starting, Deborah’s expertise will leave you brimming with fresh ideas and a renewed passion for the art of floristry.

Sponsored by Experience Grand Rapids
Social Session
Location: Tradeshow Room

Enjoy a drink with some cheese and crackers and get a professional head shot taken while networking with friends at the reception before the Banquet!  “Do you hate having your portrait taken? If so, we have the photographer you’ve been waiting for, Russ Climie from Tiberius Images.  For nearly 20 years he has helped those that hate having their photo taken look confident and feel comfortable in front of the camera. He even guarantees that the next photo he takes of you will be your favorite!”

Sponsored by Experience Grand Rapids
Social Session
Location: Steelcase Ballroom A

Embark on a floral journey at GLFEE’s “A World of Flowers” banquet dinner. Immerse yourself in the vibrant colors and delicate fragrances of blooms and design styles from around the world as you join us for networking, industry awards, CF inductions, and a delicious dinner celebration. RSVP to be captivated by the beauty of a world where flowers take center stage.

Petals of Progress: Insights on the State of the Industry

Society of American Florists CEO Kate Penn kicks off the awards dinner with a recap of the state of the floral industry:

What are our biggest challenges?

Where are the most promising opportunities?

And what floral industry businesses who are growing all have in common?

Get insight and perspective you can use in your own business as you navigate 2024 and beyond.

*Additional fees apply to attend the Banquet unless you register with a weekend Value Pass

*Additional fees apply unless you register with a weekend Value Pass

Presenter:
Lisa VanderMeer CF

Sponsored by Mayesh Wholesale
Hands-On Workshop
Location: River Overlook A

In this hands-on workshop attendees will learn the basics of creating a bridal bouquet using the hand-tied technique.

By learning and mastering the hand-tied technique designers are able to create bridal and wedding party bouquets from basic and structured to bountiful and loose, no special mechanics required. Also, learn how to fulfill your wedding client’s dreams with tips and tricks for fast and efficient production of large scale wedding parties.

Attendees will create a two step hand-tied bridal bouquet showing how the same technique can produce different results. Starting their design with a recipe for a tightly bound structured bouquet and then adding elements to create movement and loosen up the structure ending up with a flowing whimsical bouquet. 

* Additional Fees Apply, Bring Your Tools. 

Presenter:
Sandy Schroeck AIFD, PFCI

Sponsored by Smithers Oasis
Hands-On Workshop
Location: River Overlook B

Join our immersive hands-on class where you’ll create exquisite elevated floral centerpiece using lush foliage exclusively within the innovative event saddle by Smithers Oasis.

Explore the art of greenery arrangement and elevated your design skills in this unique workshop, perfect for both beginners and seasoned florists alike.

* Additional Fees Apply, Bring Your Tools. 

Presenter:
Doug Bates AIFD, CF, CFD

Sponsored by Floristware
Hands-On Workshop
Location: River Overlook C

Join our sympathy floral design class, where compassion meets creativity. In this hands-on workshop, we’ll guide you through the art of expressing empathy through flowers, while emphasizing the fundamental elements and principles of design.

You’ll create arrangements that not only soothe the soul but also reflect a deep understanding of safeguarding profitability, even while providing fabulous product.  Join us as we weave together blooms and sentiments to bring comfort in times of loss. 

* Additional Fees Apply, Bring Your Tools. 

Presenter:
Shirley Lyons

Sponsored by Great Lakes Floral Foundation
Business Session
Location: River Overlook E

The same is true for your floral business.  Learn what you need in your “owner’s manual” to keep your business running smoothly now and be ready to sell at the best price when the day comes.

• Routine Maintenance/inside and out with a proper “systems” manual.
• Tune it up/Clean it/ Get out the shop vac financially & physically.
• Lube and Oil with Solid Financials with “regular maintenance”.
• Beef up the Engine with leadership/management skills and training.
• Demonstrate options of ever greater horsepower growth for a buyer.
• Polish the chrome and sell it for top dollar.

Presenter:
Lori Wilson, PFCI

Presenter:
Ellie LaFever, PFCI

Sponsored by Flower Cique
Business Session
Location: River Overlook E 

Have you ever asked yourself:

Why won’t my employees do what I want them to do?

Why does my boss have to micromanage me?

Why is there so much conflict among my team?

How can my teamwork smarter, not harder – together?

To be a successful leader, you must first understand yourself. Life places inner and outer expectations on each one of us. And we all respond differently, depending on our natural tendencies to either “meet” or “resist” these expectations. Our responses impact the way in which we work and live, whether we thrive or fail, and have peace or conflict.

Lori and Ellie will help you discover the tendencies of yourself and your team, with clues into what makes people tick and ways to use this to your advantage in every aspect of your life. 

Presenter:
Alejandro Figueria Fernandes AIFD, CFD, PFCI

Sponsored by BloomNet
Main Stage Design Show
Location: Steelcase Ballroom A

Maintaining your brand in an industry that continues to change focus with the changing trends, can be a challenge. Add in the growing consumer trend of working with a sustainable business and it gets even more challenging.

Alejandro is not only a great designer with a modern flair but can also show you how to market sustainable practices to help you maintain your brand and grow your audience through social marketing.

Join Alejandro on this look at sustainable options for statement and event design in today’s market. 

Sponsored by: Syndicate Sales
Social Session
Location: Steelcase Ballroom A

This is a time for all of us to come together as an industry and share a meal. There is no charge for the luncheon as it is included in your registration to attend the Expo. During lunch you’ll hear from Association and Foundation leadership about what’s going on.

Followed by an inspirational keynote, Soil to Self: Nurturing Growth, Empowerment, and Blossoming our Roots presented by Dr. Breigh Jones-Coplin. She will use the life of flowers to help illustrate the power of embracing authenticity and sustaining personal growth through mindfulness and self-care, unlocking the
keys to lasting growth and self-exploration.

Lunch is included in your registration.
Please check box on registration form if you plan to attend.

Presenter:
Rene Van Rems AIFD, CFD

Sponsored by World Flower Council & Great Lakes Floral Association 

Main Stage Design Show
Location: Steelcase Ballroom A

“Let Amsterdam born master-designer, author and style guy, Rene Van Rems, AIFD, take you on a refresher tour of relevancy in floral retailing from a design perspective.

He will cover tips and tricks for profitable design business strategies that will create a stronger signature style brand. Learn about Euro-style hand- tied bouquets, “labor saving” every-day floral designs, and short cuts in event design work. He will discuss the latest trends and how to apply them to your individual business.

This highly visual presentation will energize you to re-focus on the business of creative, profitable flower sales at realistic price points.

Presenter:
Shirley Lyons

Sponsored by Great Lakes Floral Foundation 

Business Session
Location: River Overlook E

How to Build your business through PR- basically for FREE!

I did it- you can too.

• How to develop yourself as the local “authority” and media magnet on …. business…flowers…holidays….people…emotions….
• How to identify ways to create “news hooks” in and for your business
• How you can be a reporters “GO TO” resource all year long.
• How to easily create a 12-month (floral related) PR Plan and easily follow it.    
• Sample Press Releases for a variety of floral specific occasion not just -Valentines and Mother’s Day. 

How to “read” the local landscape for all kinds of news and PR opportunities that could involve you and your business!

Presenter:
Ace Berry AIFD, PFCI, TMF

Sponsored by Flower Shop Network
Main Stage Design Show
Location: Steelcase Ballroom A

Step behind the scenes of a bustling floral shop in our captivating stage program. Join us as we unveil the daily struggles faced by dedicated florists and the ingenious ways, they overcome challenges to create breathtaking arrangements. In this immersive program, you’ll gain insight into the world of floral design, where creativity meets adversity. Discover the demanding artistry required to transform blooms into works of art while navigating the hurdles of seasonal availability, customer expectations, and the ever-changing floral trends.

This program isn’t just about the challenges—it’s also a celebration of the beauty and artistry that bloom from adversity.

You’ll witness awe-inspiring floral arrangements, hear success stories, and even gain practical insights into flower care and arrangement techniques.

Presenter:
Lori Wilson PFCI

Presenter:
Ellie LaFever, PFCI

Sponsored by Flower Cique
Business Session
Location: River Overlook F

Join Ellie & Lori for an engaging and informative class that will empower you with the essential skills to enhance your e-commerce photography and effectively harness the power of Canva to create visually stunning and professional graphics for your floral business.

From designing captivating social media posts to crafting eye-catching emails for marketing, you will discover the tools and techniques to effectively showcase your flowers and attract customers.

In this session, we’ll also demonstrate essential tips and tricks for product photography to capture the beauty of your products and ultimately increase sales. Beginners welcomed!

Presenter:
Dr. Breigh Jones-Coplin

Sponsored by Syndicate Sales
Business Session
Location: River Overlook F

Are you a people pleaser-or have a colleague who is? Do you dislike group projects, or get anxious when people don’t respond to emails?

These behaviors are driven by your “attachment style” which influences how you show up not only in personal relationships but also in relationships with coworkers, bosses, suppliers, and others. In this interactive session, discover your attachment style and how to identify that of others so you have the tools to create healthy relationships.

Presenter:
Ace Berry AIFD, PFCI, TMF

Sponsored by Flower Shop Network
Hands-on Workshop
Location: DeVos Place, Monroe A

Unlock your creativity in our Floral Wearables Design class!

Immerse yourself in the art of crafting stunning and sellable floral accessories that go beyond traditional arrangements.

From enchanting flower crowns to elegant floral jewelry, boas and beards, discover the secrets of transforming blooms into wearable masterpieces. Explore the intersection of floral design, photography, and marketing as you learn how these captivating wearables can elevate visual storytelling and enhance brand aesthetics.

Join us and blossom into a designer who not only creates beauty but also understands the power of floral wearables in the world of photography and marketing.

* Additional Fees Apply, Bring Your Tools.