In Bloom - The Texas State Florists Association
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TEXAS A P R I L
in Bloom
2 0 2 12019 - 2020
Making Texas F loral Education Possible
PLATINUM
California Association of
Flower Growers & Shippers
GOLD
SILVER
Southern
Floral
Company
Established 1927
Past Presidents
WHOLESALE GREENHOUSE
BRONZE
please visit tsfa.org for the most up-to-date list of underwriters and their linksTexas in Bloom 4 BEGINTRANSFORMATION
YOUR OWN PERSONAL
APRIL 2021 | V O L U M E X X X X V II | N U M B E R 4
5 TEXAS FLORAL EXPO CHAIRS
FROM THE President 6-11
Happy Spring! I have really been enjoying the mornings
waking up hearing birds singing and the nicer weather EXCEPTIONAL PRESENTERS BRING
for days. The glimpse of life evolving before us, the EXTRAORDINARY PROGRAMMING
slowing of the pandemic and everyone recovering from
the winter storm. My hope is that you all had minimal
damage with everything being repaired and back to
normal. We have been living through some really crazy
12-13 THE SCHEDULE
14
times and it has affected our industry in so many ways.
Our TSFA building suffered some winter storm damage REGISTRATION
and is undergoing repairs that will take some time.
15 STARS OF TEXAS EVENT
TSFA President Our amazing staff continues to work from home in full
Gina Waters AAF TMFA
force, accomplishing so much. Very exciting things are
underway for TSFA & our members. Thank you ladies!
You are an inspiration to us all.
Our 2021 TEXAS Floral Expo themed Transformations is quickly approaching and
will include something for everyone. Hands-on Workshops, Business Sessions,
16-17 TRANSFORM YOUR SKILLS
HANDS-ON WORKSHOPS
Design Lectures & Demonstrations, time to Lunch and Learn and the TSFA
18-19
Designer of the Year Competition to name a few! So get ready to sharpen your
skills, enter the competition, sign up for a workshop and make sure the dates are
on your calendar. I am sure you do not want to miss this event. This certainly will
BUSINESS EDUCATION
be the first in-person event that most of us have attended in quite some time. I
20
am looking forward to seeing each and everyone of you. We are all in much need
of a time to share ideas, catch up and see one another! The TEXAS Floral Expo LECTURES & DEMONSTRATION
is it! Bring a friend! You don’t have to be a TSFA member to attend. This issue
with each and every program outlined and each and every presenter highlighted.
If you are one that likes to plan ahead, check out tsfa.org for the events following
the TEXAS Floral Expo. We have two Texas Floral Showcases scheduled, one in
21
Waco in August and one in Lubbock in October, featuring Jody McLeod AIFD. Each
includes a dinner presentation and Product Gallery with a hands-on workshop TEXAS DESIGNER OF THE YEAR
earlier in the day. Signature Statements with Ian Prosser AIFD, will prove to be COMPETITION
an extensive series of study. Schedule all you can to add to your education! Hope
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to see you there!
DESIGN PRESENTATIONS
“Challenges are gifts that force us to search for a new center of gravity. Don’t
fight them. Just find a new way to stand.” -Oprah Winfrey
22 LUNCH & LEARN TO EXPAND
OPPORTUNITIES
THE OFFICIAL PUBLICATION OF THE TEXAS STATE FLORISTS’ ASSOCIATION
PO Box 859 | Leander, Texas 78646 | 512.528.0806 | FAX 512.834.2150 | www.tsfa.org | dnordman@tsfa.org | caroles@tsfa.org | amandam@tsfa.org
TSFA BOARD STAFF
President Gina Waters AAF TMFA Publisher and Managing Editor | TSFA Executive Director Dianna Nordman AAF
Immediate Past President Tom Wolfe, Sr. Editor | Lynn Lary McLean AAF AIFD PFCI TMF
First Vice President Cheryl Vaughan TMFA Association Coordinator | Carole Sayegh
Second Vice President Kassie Baker TMF Education Assistant | Amanda McCoy
Retail Directors Production | Graphics by Kandi, Inc.
Charles Ingrum | Jodi McShan AAF AIFD PFCI TMF | Susan Piland TMF
Wholesale Director Hein Verver
Grower Director Jimmy Klepac
Texas in Bloom USPS 304-350.is published monthly, except for July. $8 of the annual membership dues is applied toward a subscription to Texas in Bloom. Located at 413 S. West Dr. Leander, Texas 78641. Periodicals Postage Paid at Leander, Texas
and at additional mailing offices. Opinions expressed in this publication do not necessarily reflect official policy of the Texas State Florists’ Association. POSTMASTER: Send address changes to Texas in Bloom, P.O. Box 859, Leander, Texas 78646
3 | TEXAS in Bloom | APRIL 2021Texas Floral Expo
June 25-27, 2021
Westin Galleria
Houston, Texas
Transformation is defined as a thorough or dramatic change.
Concurrent programming is offered each day in a variety of formats.
Select from these concurrent sessions as to which offerings most benefit you!
Included throughout the weekend are optional Hands-on Design Workshops
with additional registration and limited class size.
Study &Select what’s Best to Begin your own personal Transformation.
PRODUCT GALLERY will feature what’s new from the Texas TEXAS DESIGNER OF THE YEAR COMPETITION returns
Floral Education Underwriters with time to see friends, renew to the Expo. Expect unlimited possibilities with Fabian Salcedo
acquaintances and network to discuss the most important as Chair. Experience Botanical Transformations!
topics of the day!
LUNCH & LEARN on Saturday and Sunday as part of your
BUSINESS SESSIONS will provide the absolute best in Expo registration. Creative Flair and Preserved Possibilities
business instruction to transform your bottom line. expand possibilities.
DESIGN LECTURES & DEMONSTRATIONS will inspire BREAKFAST & DINNER PRESENTATIONS will enlighten,
while addressing today’s most important topics. educate and entertain with all included in your Expo
registration.
HANDS-ON DESIGN WORKSHOPS with nationally recognized
instructors bring the most current in topics to increase your
potential and transform your skills.E X P O • 2 0 2 1
TEXAS FLORAL EXPO CHAIRS
BUSINESS SESSIONS PRESENTATION BOUQUETS
Marissa Guerrero AIFD Debbie Gordy AIFD TMFA
DESIGN LECTURES & DEMONSTRATIONS PRESIDENTIAL SUITE
Kassie Baker TMF Amy Neugebauer AIFD TMFA
DESIGNER OF YEAR COMPETITION VIP FLOWERS
Fabian Salcedo Robin Martinez TMFA
HANDS-ON WORKSHOPS ELECTION
Susan Piland TMF Shari Sandlin TMFA
STARS OF TEXAS EVENT FRESH PROCUREMENT
Jodi McShan AAF AIFD PFCI TMF Jodi McShan AAF AIFD PFCI TMF
STARS OF TEXAS DECOR SUPPLY PROCUREMENT
Kirksey Gregg AIFD TMF Amy Neugebauer AIFD TMFA
SATURDAY LUNCHEON PAST PRESIDENTS’ SALE
Nicola Parker AIFD TMFA Debbie Woltmann TMFA
SATURDAY LUNCHEON DECOR WORKROOM MANAGER
AIFD South Central Regional Chapter Members Ed Fimbel TMF
SUNDAY LUNCHEON AND DECOR
Scott Hasty AIFD
ANNUAL MEETING DECOR
Brad Weinstein
LOBBY DECOR
Sheri Jentsch AIFD TMFEXCEPTIONAL PRESENTERS BRING EXTRAORDINARY PROGRAMMING
Exceptional floral design professionals and business of flowers instructors travel to Texas to
present, in a variety of formats, extraordinary programming during the Texas Floral Expo.
Ace Berry AIFD TMF
Everything's Coming up Roses
From Full Bloom to Everyday Experiences
Stars of Texas Presentation
Sessions underwritten by Rio Roses
Ready Set Grow!
Advanced Hands-on Workshop
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education Underwriter
Ace Berry AIFD TMF worked in the oil fields of Texas for five industry and paying it forward to mentor new designers, conduct
years before finding his true passion … FLOWERS!!! He earned his educational classes and present programs.
Texas Master Florist in 2012 and served as Teleflora Unit President
in 2013. Ace was inducted into the American Institute of Floral In 2017, Ace won Houston Designer of the Year. In 2019, he went
Designers in Denver, Colorado in 2015. These achievements led on to place first and be named the Texas Designer of the Year at
him to open his own floral shop in Fulshear, Texas in 2016. the Texas State Capitol in Austin, Texas. Ace was also inducted
into PFCI in 2019. In 2020, Ace was cast on a floral competition
Ace has traveled the country taking classes and working with some reality show titled Full Bloom where he was named runner up on
of the best designers in the world! He and a friend created Inspired this HBO Max Hit series ! Ace is excited to be part of the future of
Designs, a design team dedicated to their passion for the floral this amazing industry.
Corrine Heck
Contract Terms:
Why Florists Can't Afford to Get This Wrong
Business Session & Panel Discussion
Session underwritten by Details
Texas Floral Education Partner
Bronze Level
Texas Floral Education Underwriter
Corrine Heck is the founder and CEO of Details Flowers clients and users all over the world. Details Flowers Software is
Software, a platform she conceived after spending over twenty based in Ormond Beach, Florida where Corrine lives on an 8-acre
years in several aspects of the floral industry. Taking her extensive farm with Gregory, her husband of nearly twenty years, and their
experience as a florist and her creative drive, she founded Details three children, Avery, Amelia and Aiden.
Flowers Software in 2015 and has grown the platform to include
6 | TEXAS in Bloom | APRIL 2021Ann Jordan AAF AIFD MMFD
The Smart Designer
Business Session
Sessions underwritten by FTD
The Impact of Perception
Design Lecture & Demonstration
Texas Floral Education Partner
Founding Silver Level
Texas Floral Education Underwriter
Ann Jordan AAF AIFD MMFD, FTD Education Consultant and team for the Inauguration of President George W. Bush in 2005.
Boot Camp Instructor, has more than thirty years of retail floral
experience. She has led design classes and hands-on workshops Not only is Ann recognized in the floral industry for her creative
throughout North America. She has studied floral design with skills, she is also known in her community as a prominent floral
some of the greatest designers in the world. designer and business leader. She was nominated for the New
England Business Woman of the Year in 1998 and the Maine Small
Enthusiastic and knowledgeable, Ann has significantly impacted Business of the Year in 2004. Ann has taught floral design students
the floral industry. Her designs were featured in Florists’ Review. at the world-renowned New York Botanical Gardens in all aspects
She has participated in numerous AIFD programs, including the of floristry.
AIFD exhibit at the famed Philadelphia Flower Show. Ann served
as AIFD Symposium Coordinator in 2010 and as AIFD President in A premier FTD Education Team Member for more than a decade,
2012-2013. She has presented on the AIFD Symposium main stage Ann blends her past accomplishments with the latest trends
twice to include presentations River Run in 2008 and Reflection… in all of her teachings, including FTD Boot Camp, a fast-paced,
Five Decades of Design Excellence in 2015. Ann placed third in information-driven crash course in floristry that includes topics
the AIFD Holland Cup Competition in 2004. FTD presented the such as marketing, trends, sales, branding and much more.
John A. Valentine Award in 2000. Ann was a member of the design
Sharon McGukin AAF AIFD PFCI
Fast Forward
Marketing in a Post-Pandemic World
Breakfast Presentation
Sessions underwritten by BloomNet
Back to Business
Getting Back to the Business of Weddings
Texas Floral Education Partner
Founding Platinum Level
Business Session Texas Floral Education Underwriter
Sharon McGukin AAF AIFD PFCI is internationally-known for her Sharon is a Floriology Design Instructor and Video Specialist. She
floral expertise and southern charm. Audiences are entertained is a Design Director for Smithers-Oasis. She authored “Flowers of
by her informative design presentations featuring the latest floral the Heart.” Sharon is a Fellow and Past President of the American
trends and how-to techniques. Institute of Floral Designers. She is a member of Professional
Floral Communicators International and the American Academy
From small-town florist to international designer, Sharon’s flower of Floriculture.
adventures have led this energetic floral designer around the world
as a presenter, trend-tracker, home décor industry consultant, Sharon and her husband, Tim, live in Carrollton, Georgia. They
speaker and blogger. She has decades of experience with flowers enjoy a busy life filled with grandbabies, grand-dogs, the stray cat
across the US, Canada, Europe, Latin America, and Africa. that moved in during Covid, herb gardening, and cooking for large
Whether it be decorating a Tournament of Roses Parade float, southern-style gatherings of family and friends
designing flowers in the White House Flower Shop, or working with
designers from around the globe - this floral fashionista has flower
stories to share!
7 | TEXAS in Bloom | APRIL 2021Joyce Mason-Monheim AAF AIFD PFCI AZMF
Adaptive Mechanics for Today's Floral Design
Hands-on Workshop
Sessions underwritten by Accent Decor
Retail is all about the Details
Merchandising for Consumer Reaction
Texas Floral Education Partner
Founding Bronze Level
Design Lecture & Demonstration Texas Floral Education Underwriter
The love of flowers and the enjoyment of teaching have greatly Joyce is the 2013 winner of the SAF Sylvia Cup Competition and
enriched Joyce Mason-Monheim’s floral career of over forty years. the 2014 Recipient of PFCI Tommy Bright Award. In 2018, AIFD
Joyce has spent the greater part of her career experiencing retail awarded her the prestigious AIFD Distinguished Service to the
floral shop operation, becoming an award winning floral artist and Industry Award.
is currently a free-lance designer and educator residing in Tucson,
Arizona. Joyce’s educational presentations have been enjoyed in As a member of the American Institute of Floral Designers
all 50 states, Canada and around the globe. she is a Past President of this esteemed organization, chaired
numerous committees and task forces and has presented twice at
Joyce has served as President and in leading positions of several AIFD Symposium. She served the organization as the 2019 AIFD
local, state, regional and national organizations. You can see her Symposium Coordinator in Las Vegas.
expertise associated with numerous floral industry companies
and on social media platforms. She has been published in many She is a longtime member of the Professional Floral Communicators
media outlets focusing on trade editorials and design photography. International, the American Academy of Floriculture, is a Certified
She has participated in special events at the White House and Floral Designer, an AIFD Certified Judge, and Arizona Master
Presidential Inaugurations and has designed for the Tournament Florist. She has been placed in the Florida State Florists’
of Roses Parade. Association and Arizona State Florists’ Association Halls of Fame.
Derrick Myers CPA CFP PFCI
Lost in Space
Where in the world are my profits?
Business Session 2019 - 2020
Building Your A-Team Sessions underwritten by
Texas Floral Education Partners
Texas Floral Education Underwriters
Business Session
All-Star Panel Discussion with Derrick Myers
Panel Discussion
After graduating with a Bachelor of Arts degree in Economics, in the floral industry. His strategies have proven instrumental in
with certificates in accounting and finance, Derrick went on to increasing the profitability of many florists. He shares these
successfully attain his Certified Public Accountant designation, techniques during his coaching sessions as well as through his
and was made a partner in the accounting firm of Crockett, Myers & seminars. These techniques focus on helping florists reduce costs,
Associates. He continued his professional education and became manage staff, save taxes, and run a more profitable business.
a Certified Financial Planner. Derrick provides the expertise to
guide businesses and individuals toward their financial goals Since 1983 Derrick has been working to create and perfected his
through management advisory services, as well as tax, estate and “Floral Analysis Program” while working with hundreds of florists
financial planning. and being active in numerous florists' associations. The “Floral
Analysis Program” breaks down and analyzes financial statements
Over the past 35 years in his role as a business consultant and in such a way that Derrick can show the florist owner exactly where
coach, Derrick has developed financial strategies which are unique to focus their time and energy to reduce costs and increase profits.
8 | TEXAS in Bloom | APRIL 2021Beth O’Reilly AIFD TMF
Cultivating Your Floral Journey
From Roots to Full Bloom
Stars of Texas Presentation
Sessions underwritten by Rio Roses
Story Telling through The Art of Floral Design
Advanced Hands-on Workshop
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education Underwriter
Beth O’Reilly AIFD TMF is a multifaceted floral industry expert She has presented numerous hands-on workshops and floral
with experience in product development, social media marketing, education seminars throughout the United States and Canada
floral design education, wholesale logistics & distribution, sourcing, with a well known reputation for excellence in design techniques
sales management, as well as luxury event production and design. and trends.
With a Bachelor of Fine Arts in Fine Art Sculpture, Beth’s greatest Named Texas Designer of the Year in 2006 and Mayesh Design
passion is to create three-dimensional installations using flowers Star in 2015, Beth went on to most recently compete in the HBO
as her medium. She recently was commissioned by The San Diego Max Hit series Full Bloom! Her skill carried her forward, placing
Museum of Art to create a two-story installation for Art Alive 2021. her to lead group challenges along the way. If you have not tuned
into the series, it is available to stream at HBO Max.
In 2007, she was Certified as a Texas Master Florist (TMF) and
an accredited member of The American Institute of Floral Full Bloom prompted her to reevaluate a business idea that she had
Designers (AIFD). She has served on industry boards and elected long abandoned. “Flower the Moment with Beth O’Reilly” offers
to leadership as South Central Regional Chapter President in 2010 a wealth of services and products for floral designers and floral
and a former Wholesale Director for Allied Florists of Houston. enthusiasts.
Ken Senter AIFD
The Creativity of Floral Design
Inspiration through Creative Flair
Luncheon Presentation Session underwritten by Smither-Oasis
Texas Floral Education Partner
Founding Bronze Level
Texas Floral Education Underwriter
During his lifetime in the floral industry, Ken Senter AIFD has House florist. Most recently, Ken established and coordinated the
spent his entire career learning floristry and helping to educate Jim Johnson Cup to give designers a platform to compete and
his fellow florist. He started his journey with a Bachelor of Science honor Mr. Jim Johnson AIFD.
degree in Floriculture from Texas A&M in 1975 and immediately
opened a retail flower shop in College Station, Texas. Ken and his He has always been involved, not only as a designer, but as one
wife, Donna Senter AIFD own The Senterpiece, a Wedding and who loves to work behind the scenes to help promote the floral
Event Company in Houston, Texas. industry. In 1979, he served on the TSFA Board and was the
youngest to do so at the time. He is a former President of Central
Ken has designed and commentated floral programs across the Texas Allied Floral Association. He served as President of the AIFD
USA, Canada, Mexico and in Indonesia. He has competed on South Central Regional Chapter and currently serves as a Director
numerous occasions winning the SAF Sylvia Cup Competition in at Large on the AIFD National Board.
1986. This competition is considered the most prestigious floral
design competition in America. He has also won the California His true passion is to help designers achieve their goals and
Top Ten Competition and twice was a Gold Medalist in the AFS reach their dreams. He serves as the 1st Vice Chair of the AIFD
National Finals. He has placed in the Top Three in over twenty Membership Committee which organizes the PFDE process to
floral competitions. In 2016, he represented the United States in test to achieve AIFD accreditation.
the “Gateway to the America’s Cup” International Floral Design
Competition in Vancouver, Canada. He served as a Judge during Ken has presented during several TFSA Conventions including the
the “Gateway to the America’s Cup” International Floral Design 75th and 100th TSFA Anniversary Conventions.
Competition in Orlando, Florida. He has designed for The WhiteRenato Cruz Sogueco AAF PFCI
Crucial Website Strategies to
Attract the Hyper-Digitized Consumer Session underwritten by BloomNet
Business Session Texas Floral Education Partner
Founding Platinum Level
Texas Floral Education Underwriter
Renato Cruz Sogueco, AAF PFCI, serves as Vice President of technology, digital marketing strategy and business, consumer
Digital Strategy and Education at BloomNet, a premier florist and demographic trends at the Floriology Institute in Jacksonville,
services company. His primary role is to serve member florists Florida and the new online learning platform, Floriology Now. Prior,
by developing customized services and solutions focusing on he served as Chief Information Officer (CIO) for the Society of
digital marketing strategies such as search engine optimization American Florists (SAF), the floral industry’s trade organization
(SEO), search engine marketing (SEM), social media, content providing marketing, technology and government relations for
marketing and mobile strategy to help them build web traffic flower growers, suppliers, wholesalers and retailers.
and engage customers. He also serves as lead educator for new
Jenny Thomasson AAF AIFD PFCI EMC
Preserved Possibilities
Luncheon Presentation
2019 - 2020
Session underwritten by
Texas Floral Education Partners
Texas Floral Education Underwriters
Jenny Thomasson AAF AIFD PFCI EMC is an accredited member Honored to have presented in 2015, 2018 at the AIFD Symposium
of the American Institute of Floral Designers, Professional Floral and representing North America 2016, 2018 at Fleuramour in
Communicators International and European Masters Certification. Belgium, a member of the decorating team for the White House
She is a touring commentator for the Education Specialist Team for for Christmas, an AIFD Team Designer at the Philadelphia Flower
Teleflora, featured designer in industry publications and podcasts, Show 2016, 2017, as well as a dynamic speaker and educator for
a lead instructor at the Dr. Delphinium Design Institute in Dallas, various groups and schools. A design competitor here within
Texas, sole proprietor for Jenny T Floristry and a newly published the United States as well as China, crossing borders to teach in
author of her own book, Perishable Poetics: Manifesting Emotion Mexico and Canada and utilizing virtual platforms for programs
through Contemporary Floral Design. and lectures. Jenny has a passion for pushing the boundaries of
American floristry and for promoting the art form in a fresh and
modern way.
10 | TEXAS in Bloom | APRIL 2021Renee Tucci AIFD PFCI
Rooted for Growth
Hands-on Workshop
Sessions underwritten by Teleflora
Texas Floral Education Partner
Finding Your Sympathy Style
Design Lecture & Demonstration
Founding Gold Level
Texas Floral Education Underwriter
Renee began her involvement in the floral industry while she was for the Singapore State Dinner. In 2017, she joined the Continuing
an undergraduate at Delaware Valley University, where she earned Education department at Bucks County Community College as
a Bachelor of Science in Ornamental Horticulture in 2004. She part of the AIFD Education Program. In 2018, she was inducted
has been heavily involved in the Philadelphia Flower Show since into the Professional Floral Communicators International.
2005, spent three years leading the execution of florals for the
main entrance garden and, in 2020, was honored to be asked She has had the pleasure of speaking to many garden clubs across
to produce the Princess Grace Rose Garden on behalf of the the country and in Nassau, Bahamas. As a freelance floral designer,
Principality of Monaco. she is proud to produce the visions of the event studios that she
is honored to work with. As an educator, she is moved by the lives
In 2016, she was inducted into the American Institute of Floral that she empowers and touches. As a designer, she finds joy in
Designers and assisted the White House floral team with designs creating with such impermanent and delicate materials.
Derrick Vasquez AIFD
Wedding Petals
The Inspiration, the Design & the Details California Association of
Flower Growers & Shippers
Design Presentation
Session underwritten by Cal Flowers
Texas Floral Education Partner
Platinum Level
Texas Floral Education Underwriter
For over thirty years, Derrick Vasquez AIFD has been a leader His expertise in headress design has been awarded first place
in the area of special events. His company, Events by Derrick, designations by such organizations as Assistance League of San
is sought after when only the finest will do. Inducted into the Bernardino’s Headdress Ball and Damas de’ Caridad Ball, Las
American Institute of Floral Design in 1984, he has since served Florista’s Headdress Ball. He has also judged these high level
in numerous leadership positions within AIFD, the Society of competitions on numerous occasions.
American Florists and regional floral organizations. He is a Past
President of AIFD South West Regional Chapter. He served AIFD His designs have appeared in such magazines as Flowers &, Florist
as President in 2000-2001. He served the AIFD Foundation as Review, Designing for Profit, Finer Things and Canadian design
CEO and continues to serve as a Trustee. AIFD recognized him as publications. His work has been highlighted main stage during AIFD
a Fellow of the institute in 2005. Symposia in Dallas, Texas, Kansas City, Missouri and Washington,
D.C. Derrick was on the Presidential Inaugural Floral Design Teams
He was named among California’s Top Ten Designers by The for President George H. Bush, President Bill Clinton and President
California Floral Association five times. He served as AIFD George W. Bush.
Symposium Chair and Society of American Florists Convention His designs bring events to life with a myriad of charities to include
Chair. Derrick has been Cal Flowers Fun ‘N Sun lead designer Santa Claus, Inc., Christmas Tree Lane, Assistance League of San
for over ten years. He has designed countless presentations Bernardino, Child Help Forest of Hope, Festival of Trees as well as
throughout the United States, Japan, Korea, Singapore and Taiwan. Loma Linda Children’s Hospital events.
11 | TEXAS in Bloom | APRIL 2021JUNE 25-27, 2021
Presented by the Texas State Florists' Association | Partially Underwritten by the Texas Floral Endowment
TEXAS FLORAL EXPO SCHEDULE
FRIDAY, JUNE 25, 2021 7:30 pm - 10:30 pm STARS OF TEXAS EVENT
10:00 am - Noon BUSINESS SESSION
The Smart Designer DESIGN PRESENTATIONS
Ann Jordan AAF AIFD MMFD Presentations underwritten by
Session underwritten by Texas Floral Education Partner
Texas Floral Education Partner Founding Gold Level Texas Floral Education
Founding Silver Level Texas Floral Education Underwriter Rio Roses
Underwriter FTD
Cultivating Your Floral Journey
10:00 am - Noon HANDS-ON WORKSHOP From Roots to Full Bloom
Rooted for Growth Beth O’Reilly AIFD TMF
Renee Tucci AIFD PFCI
Workshop underwritten by Everything’s Coming up Roses
Texas Floral Education Partner From Full Bloom to Everyday Experiences
Founding Gold Level Texas Floral Education Ace Berry AIFD TMF
Underwriter Teleflora
1:00 pm - 3:00 pm BUSINESS SESSION SATURDAY, JUNE 26 2021
Lost in Space: Where in the world are my profits? 8:00 am - 9:30 am BREAKFAST PRESENTATION
Derrick Myers CPA CFP PFCI Fast Forward: Marketing in a Post-Pandemic World
Session underwritten by Sharon McGukin AAF AIFD PFCI
Texas Floral Education Partners Presentation underwritten by
Texas Floral Education Underwriters Texas Floral Education Partner
Founding Platinum Level Texas Floral Education
1:00 pm - 3:00 pm HANDS-ON WORKSHOP Underwriter BloomNet
Adaptive Mechanics for Today’s Floral Design
Joyce Mason-Monheim AAF AIFD PFCI AZMF 9:30 am - 4:30 pm PRODUCT GALLERY
Workshop underwritten by TEXAS FLORAL EDUCATION UNDERWRITERS
Texas Floral Education Partner TSFA ELECTION
Founding Bronze Level Texas Floral Education
Underwriter Accent Decor TEXAS DESIGNER OF THE YEAR
COMPETITION CATEGORIES 1 AND 2
3:15 pm - 3:45 pm TSFA ANNUAL MEETING
4:00 pm - 6:00 pm BUSINESS SESSION
Crucial Website Strategies to Attract the
Hyper-Digitized Consumer Chair Fabian Salcedo
Renato Sogueco AAF PFCI Experience underwritten by
Session underwritten by Texas Floral Education Partners
Texas Floral Education Partner Gold Level Texas Floral Education Underwriter
Founding Bronze Level Texas Floral Education Texas Grown and Texas Floral Education
Underwriter Floriology Underwriters
4:00 pm - 6:00 pm HANDS-ON WORKSHOP 10:30 am - 11:30 am DESIGN LECTURE & DEMONSTRATION
Expanding Creative Expression Retail is all about the Details
Study with one of today's top talents Merchandising for Consumer Reaction
Details to be announced in the May issue Joyce Mason - Monheim AAF AIFD PFCI AZMF
Workshop underwritten by Design Lecture & Demonstration underwritten by
Texas Floral Education Partners Texas Floral Education Partner
Texas Floral Education Underwriters Founding Bronze Level Texas Floral Education
Underwriter Accent Decor
5:00 pm - 7:00 pm PRODUCT GALLERY
TEXAS FLORAL EDUCATION UNDERWRITERS 10:30 am - Noon BUSINESS SESSION
TSFA ELECTION Building Your A-Team
Derrick Myers CPA CFP PFCI
Session underwritten by
Texas Floral Education Partners
Texas Floral Education Underwriters
12 | TEXAS in Bloom | APRIL 202112:30 pm - 2:30 pm LUNCHEON PRESENTATION 10:00 am - 11:00 am DESIGN LECTURE & DEMONSTRATION
The Creativity of Floral Design The Impact of Perception
Inspiration through Creative Flair Ann Jordan AAF AIFD MMFD
Ken Senter AIFD Design Lecture & Demonstration underwritten by
Presentation underwritten by Texas Education Product Partner
Texas Floral Education Partner Founding Silver Level Texas Floral Education
Founding Bronze Level Texas Floral Education Underwriter FTD
Underwriter Smither-Oasis
11:00 am - 12:30 pm BUSINESS SESSION AND PANEL DISCUSSION
3:00 pm - 4:00 pm BUSINESS SESSION All-Star Panel Discussion with Derrick Myers
Back to Business Session underwritten by
Getting Back to the Business of Weddings Texas Floral Education Partners
Sharon McGukin Texas Floral Education Underwriters
Session underwritten by
Texas Floral Education Partner 11:30 am - 12:30 pm PANEL DISCUSSION
Founding Platinum Level Texas Floral Education Taking the Mystery out of Certification
Underwriter BloomNet Experts outline the Steps to Lead you to Success
Kassie Baker TMF
4:30 pm - 6:00 pm DESIGN PRESENTATION Jackie Lacey AIFD
Wedding Petals Ken Senter AIFD
The Inspiration, the Design & the Details
Derrick Vasquez AIFD 1:00 pm - 4:00 pm LUNCHEON PRESENTATION
Presentation underwritten by Preserved Possibilities
Texas Floral Education Partner Jenny Thomasson AAF AIFD PFCI EMC
Platinum Level Texas Floral Education Presentation underwritten by
Underwriter CalFlowers Texas Floral Education Partners
Texas Floral Education Underwriters
6:00 pm - 7:30 pm DINNER ON YOUR OWN
TEXAS DESIGNER OF THE YEAR
7:30 pm - 10:30 pm ADVANCED HANDS - ON WORKSHOP FINAL ROUND
Workshops underwritten by
Texas Floral Education Partner
Founding Gold Level Texas Floral Education
Underwriter Rio Roses
Joyce Mason Monheim AAF AIFD PFCI AZMF
Story Telling through The Art of Floral Design Competition underwritten by
Beth O’Reilly AIFD TMF Texas Floral Education Partners
Gold Level Texas Floral Education Underwriter
Ready Set Grow! Texas Grown and the Texas Floral Education
Ace Berry AIFD TMF Underwriters
SUNDAY, JUNE 27, 2021
7:30 am - 8:00 am MORNING GATHERING
Coffee and Texas Treats
8:00 am - 9:00 am DESIGN LECTURE & DEMONSTRATION
Finding Your Sympathy Style
Renee Tucci AIFD
Design Lecture & Demonstration underwritten by
Texas Floral Education Partner
Founding Gold Level Texas Floral Education
Underwriter Teleflora
8:30 am - 10:00 am BUSINESS SESSION & PANEL DISCUSSION
Contract Terms:
Why Florists Can’t Afford to Get This Wrong
Corrine Heck
E X P O • 2 0 2 1
Session underwritten by
Texas Floral Education Partner The Westin Galleria is the Texas Floral Expo’s
Bronze Level Texas Floral Education host hotel where all programming
Underwriter Details
will be presented.
To make your hotel room reservation please call
713.960.8100 to book directly and request the Texas
State Florists’ Association rate of $129.00.REGISTRATION FORM
Westin Galleria Houston
June 25-27, 2021 | Houston, Texas
One form per person.This form may be copied to accommodate additional registrants or you may go online to register at tsfa.org.
E X P O • 2 0 2 1
TSFA members receive a 25% Discount on Registration prices
Please circle your event choices and total cost. Send with payment by email: txsfa@sbcglobal.net,
fax: 512.834.2150 OR mail: TSFA | P.O. Box 859 | Leander, TX 78646. Questions? Call TSFA 512.528.0806
ADVANCED REGULAR
(before 6/21) (after 6/21) Total all Choices Here
CHOICE #1 BEST COMBINATION OF EVENTS $395 $505 $_____________
Friday, June 25, 2021
The Smart Designer
TSFA Member
Lost in Space: Where in the World are my Profits? subtract your 25% discount here
Crucial Website Strategies to Attract the Hyper-Digitized Consumer $_____________
Product Gallery | Opportunities to Shop and Network
Stars of Texas Event and Presentations| TSFA Awards & Recognitions | Dinner Member Registration Total
Cultivating your Floral Journey From Roots to Full Bloom | Everything's Coming up Roses
Saturday, June 26, 2021
$_____________
Fast Forward: Marketing in a Post-Pandemic World Program | Breakfast Non Member Registration Total
Product Gallery | Opportunities to Shop and Network | TSFA Election
Texas Designer of the Year Competition Categories 1 & 2 $_____________
Concurrent Programs: Retail is all about the Details | Building Your A-Team
Luncheon and Presentation | The Creativity of Floral Design: Inspiration through Creative Flair
Back to Business: Getting Back to the Business of Weddings Attendee Name
Wedding Petals: The Inspiration, the Design & the Details
Sunday, June 27, 2021 ___________________________
Morning Gathering | Coffee and Texas Treats
Email
Concurrent Programs: Finding your Sympathy Style | Contract Terms Why Florists Can’t Afford to Get This Wrong
Lecture Demonstration The Impact of Perception ___________________________
Taking the Mystery out of Certification | All-Star Panel Discussion with Derrick Myers
Luncheon and Presentation | Preserved Possibilities | TSFA Volunteer Appreciation Business
Texas Designer of thr Year Competition Final Round ___________________________
CHOICE #2 Friday, June 25, 2021 $155 $189 Address
Please review the Friday programming as noted above
___________________________
CHOICE #3 Saturday, June 26, 2021 $185 $209
Please review the Saturday programming as noted above City|State|Zip
CHOICE #4 Sunday, June 27, 2021 $135 $159 __________________________
Please review the Sunday programming as noted above Phone
OPTIONAL EVENTS
Choices 5-8 noted below include Hands-on Design Workshop and are optional events. ___________________________
We encourage you to consider adding these choices to your selection!
Fax
CHOICE #5 Friday, June 25, 2021 $125 $150 ___________________________
Hands-on Design Workshop | Renee Tucci AIFD PFCI
Rooted for Growth PAYMENT INFORMATION
Limited to the first 30 registered. ❏ U.S Check|Money Order (Payable to TSFA)
❏ VISA ❏ MasterCard
CHOICE #6 Friday, June 25, 2021 $125 $150 ❏ American Express ❏ Discover
Hands-on Design Workshop | Joyce Mason-Monheim AAF AIFD PFCI AZMF
Adaptive Mechanics for Today’s Floral Design Credit Card #
Limited to the first 30 registered.
___________________________
CHOICE #7 Friday, June 25, 2021 $125 $150 Exp __________Code __________
Hands-on Design Workshop | Expanding Creative Expression
Study with one of today's top talents. Details to be announced in the May issue Billing Zip ____________________
Limited to the first 30 registered.
Date ________________________
CHOICE #8 Saturday, June 26, 2021 $155 $195
Advanced Hands-on Design Workshops | Beth O’Reilly AIFD TMF | Ace Berry AIFD TMF
Signature
Story Telling through The Art of Floral Design | Ready Set Grow! ___________________________
Limited to the first 20 registered.Everything's Coming up Roses
From Full Bloom to Everyday Experiences
Friday, June 25, 2021 | 7:30 pm - 10:30 pm | Design Presentation
Presenter: Ace Berry AIFD TMF
Let’s talk about elevating business in a year of change! The Full Bloom
experience expanded my business in the year of a pandemic to be the best
year ever. Let’s talk about elevating design to transform our success to where
everything’s coming up roses!
Sessions underwritten by Rio Roses
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education Underwriter
Cultivating Your Floral Journey
From Roots to Full Bloom
Friday, June 25, 2021 | 7:30 pm - 10:30 pm | Design Presentation
Presenter: Beth O’Reilly AIFD TMF
As one of the top floral competitors on the HBO Max Season 1 series “Full
Bloom”, Beth O’Reilly AIFD, TMF shares her experience while encouraging
every designer to nurture their own unique floral journey. By building a strong
foundation of design techniques, incorporating inner confidence and practicing
design problem solving skills, Beth provides insight and an actionable road
map to blaze your own trail in floristry.
STARS OF TEXAS
Sessions underwritten by Rio Roses
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education UnderwriterHANDS-ON WORKSHOPS
Rooted for Growth
Friday, June 25, 2021 | 10:00 am - Noon | Hands-on Workshop
Instructor: Renee Tucci AIFD PFCI
There's no question that plants are on trend and won't be going away
anytime soon. In this hands-on experience, we'll curate botanical
composition that will make the most proficient Plant Parent swoon!
Workshop underwritten by Teleflora
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education Underwriter
Adaptive Mechanics for Today's Floral Design
Friday, June 25, 2021 | 1:00 am - 3:00 pm | Hands-on Workshop
Instructor: Joyce Mason-Monheim AAF AIFD PFCI AZMF
The essential part of any floral design has always been good sound
mechanics. We deal with this every single day by meeting the needs
of trending floral compositions. Emerging today we see sustainability
playing an important role in design development. Rediscover alternative
approaches for stability in floral design using Accent Décor products
along with elements of biophilia to satisfy our love and craving for nature
with our artistry. Let us repurpose and recycle the products we have,
revisit practical ideas we have always known and reduce our use of
unsustainable products.
Workshop underwritten by Accent Decor
Texas Floral Education Partner
Founding Bronze Level
Texas Floral Education UnderwriterExpanding Creative Expression
Friday, June 25, 2021 | 4:00 pm - 6:00 pm | Hands-on Workshop
Study with one of today's top talents. Details to be announced in the May issue
Workshop underwritten by
Texas Floral Education Partners
2019 - 2020 Texas Floral Education Underwriters
Story Telling through The Art of Floral Design
Saturday, June 26, 2021 | 7:30 pm - 10:30 pm | Advanced Hands-on Workshop
Instructor: Beth O’Reilly AIFD TMF
Create a floral masterpiece with meaning. When there’s a story connected to a flower arrangement
or installation, it makes it so much more meaningful. In this advanced hands-on workshop, Beth will
share techniques and mechanics that will guide you in creating botanical art that reflects your own
unique style. We invite you to tell your story through flowers in this fun and creative workshop.
Sessions underwritten by Rio Roses
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education Underwriter
Ready Set Grow!
Saturday, June 26, 2021 | 7:30 pm - 10:30 pm | Advanced Hands-on Workshop
Instructor: Ace Berry AIFD TMF
Let’s talk about building relationships with local funeral homes. Let’s talk about inspired
designs to increase your sympathy business. With the numerous changes in this area, the
subject is one to be addressed with creative thinking to develop long term relationships.
Sessions underwritten by Rio Roses
Texas Floral Education Partner
Founding Gold Level
Texas Floral Education UnderwriterBUSINESS EDUCATION
The Smart Designer
Friday, June 25, 2021 | 10:00 am - Noon | Business Session
Instructor: Ann Jordan AAF AIFD MMFD
Our industry is changing and with that come challenges in the design room.
Today’s flower shops need high performance people who work passionately,
quickly and with profit in mind. In this workshop, you will learn how to create
designs that are trendy and innovative while streamlining productivity.
Session underwritten by FTD
Texas Floral Education Partner
Founding Silver Level Texas Floral Education Underwriter
Lost in Space Where in the world are my profits?
Friday, June 25, 2021 | 1:00 am - 3:00 pm | Business Session
Instructor: Derrick Myers CPA CFP PFCI
In all business there are areas that suck up money and resources like a black
hole in space. In this seminar we will isolate some of the common areas that
affect florists. Knowing where to focus and what to avoid can reduce costs
and greatly increase the profit of your business. A dollar saved in cost is a
dollar added to your bottom line profit. It takes about eight dollars in sales
to have the same effect on profit and yet we tend to focus all of our time
and effort on sales growth. In this session we deep dive into the several cost
centers of your business and show you how to track, measure and adjust
costs so you increase profits like you never thought possible.
Session underwritten by
2019 - 2020
Texas Floral Education Partners
Texas Floral Education Underwriters
Crucial Website Strategies to Attract
the Hyper-Digitized Consumer
Friday, June 25, 2021 | 4:00 pm - 6:00 pm | Business Session
Instructor: Renato Sogueco AAF PFCI
Think consumers were over reliant on their smartphones to shop before the
pandemic? These days they are downright addicted after months of social
distancing and self-isolation. And you may have reaped the benefits! Many
florists truly have flourished during the pandemic, but only if they had a strong
digital presence which included a search-engine optimized (SEO) website
that featured all the right phrases that vaulted them to top of search results,
were active on social media and effectively advertised online.
In this insightful session, Renato shares the stats, consumer trends and of
course all the best practices of thriving in this hyper digital market, where
consumers rely almost exclusively on digital means to find goods and services.
He’ll share the most-effective SEO trends, social media practices to engage
customers and why you need to invest in search engine marketing, such as
Google Ads to capture your lion’s share of online flower orders.
Session underwritten by BlomNet
Texas Floral Education Partner
Founding Platinum Level Texas Floral Education UnderwriterBuilding Your A-Team
Saturday, June 26, 2021 | 10:30 am - Noon | Business Session
Instructor: Derrick Myers CPA CFP PFCI
In “Building your A-Team” you will learn how to align your employees to the vision you have
established for the company. Once everyone is headed in the same direction you will have time
to empower and motivate. These techniques will be explored, strengthening your skills, to lead
your team forward. You will quickly see that an efficient and congruent team will visualize more
profits and experience a reality that encompasses overall success.
Session underwritten by
Texas Floral Education Partners
2019 - 2020
Texas Floral Education Underwriters
Back to Business Getting Back to the Business of Weddings
Saturday, June 26, 2021 | 3:00 pm - 4:00 pm | Business Session
Instructor: Sharon McGukin
In one year, everything changed. What will we keep? What will we leave behind? This birds-eye
business view explores ideas from consultation to color trends, pricing to products and asks
what’s next? Post-pandemic profits in the new normal? There is no normal. Grab your wedding
planner, we’re moving on!
Session underwritten by BloomNet
Texas Floral Education Partner
Founding Platinum Level Texas Floral Education Underwriter
Contract Terms Why Florists Can't Afford to Get This Wrong
Sunday, June 27, 2021 | 8:30 am - 10:00 am | Business Session & Panel Discussion
Instructor: Corrine Heck
The strength of your contract is the backbone of any successful floral business. Join Details
Founder and CEO, Corrine Heck, for a discussion about everything it takes to create a solid
set of terms and conditions that you can count on. It’s not just about outlining payment terms
and standard operating procedures, your contract is the best defense against the unexpected,
however unlikely. We have found that many florists aren’t considering valuable terms to protect
themselves against common situations and happenings that may disrupt events. Oftentimes new
clauses are added after something unpleasant occurs; getting your terms right before something
goes wrong is your best defense. We’re taking a deep dive into florist contracts and why you can’t
afford to get your contract wrong!
Session underwritten by Details
Texas Floral Education Partner
Bronze Level Texas Floral Education Underwriter
19 | TEXAS in Bloom | APRIL 2021Retail is all about the Details
LECTURES & DEMONSTRATIONS Merchandising for Consumer Reaction
Saturday, June 25, 2021 | 10:30 am - 11:30 am
Design Lecture & Demonstration
Presenter: Joyce Mason - Monheim AAF AIFD PFCI AZMF
Have you ever said… “Just throw it on a shelf…”? The science behind consumer
behavior advises against that. However, finding your strategy for merchandising your
product is often the challenge. This is your opportunity to understand customer
behavior and discover how your display areas can become a power tool for sales.
Together we will walk through this year’s Accent Décor trends and identify targeted
areas of merchandising that will not only tell a compelling story but will increase
sales. Using the elements and principles of design, emotional appeal and sensory
attraction, you will learn to create the positive educated experience consumers
crave and to have them coming back for more.
Design Lecture & Demonstration underwritten by Accent Decor
Texas Floral Education Partner
Founding Bronze Level Texas Floral Education Underwriter
Finding Your Sympathy Style
Sunday, June 27, 2021 | 8:00 am - 9:00 am
Design Lecture & Demonstration
Presenter: Renee Tucci AIFD
Join in on this creative exploration of sympathy design as seen from three
different perspectives: classic and abundant, on-trend and modern, edgy and
avant garde. We'll be reimagining old classics, walking through the designs
having a very vogue moment, and opening our minds to potential possibilities
for placing yourself on the cutting edge of today's sympathy style.
Design Lecture & Demonstration underwritten by Teleflora
Texas Floral Education Partner
Founding Gold Level Texas Floral Education Underwriter
The Impact of Perception
Sunday, June 27, 2021 | 10:00 am - 11:00 am
Design Lecture & Demonstration
Presenter: Ann Jordan AAF AIFD MMFD
Profitable companies believe image to be their number one asset. Floral product is
everywhere, from street corners to the internet. We have one thing that will always
be our own, that’s our image. This intangible personality is our finger print; it is our
reputation. Why is it so important? Self branding creates customer loyalty. If the
mystic of image is missing from your company, how much time and money are you
willing to put into creating one? In this program, Ann will show you how to create
designs that reflect your own brand.
Design Lecture & Demonstration underwritten by FTD
Texas Floral Education Partner
Founding Silver Level Texas Floral Education UnderwriterFast Forward Marketing in a Post-Pandemic World
Saturday, June 26, 2021 | 8:00 am - 9:30 am | Breakfast Presentation
Presenter: Sharon McGukin AAF AIFD PFCI
Accelerated change. Coping with crisis. Customer care. From Making to Marketing,
we are stronger, smarter and more business-savvy thanks to modern mayhem.
Where’s the silver lining? The Post-Pandemic world is wide open to market to.
Fast Forward! We’re moving on.
Presentation underwritten by BloomNet
Texas Floral Education Partner
Founding Platinum Level Texas Floral Education Underwriter
Wedding Petals The Inspiration, the Design & the Details
Saturday, June 26, 2021 | 4:30 pm - 5:30 pm | Main Stage Presentation
Presenter: Derrick Vasquez AIFD
Imaginative. Innovative. Classic. Romantic. Inspired. With each petal, experience
the brilliance of this award winning event designer. With each petal, experience
DESIGNER OF THE YEAR COMPETITION
the magic of inspired designs and learn the necessity of extensive detail.
Exceptional at it best to light the way out of the pandemic into a world that will
welcome again elaborately adorned celebrations.
Presentation underwritten by Cal Flowers
California Association of Texas Floral Education Partner
Flower Growers & Shippers Platinum Level Texas Floral Education Underwriter
California Association of
Flower Growers & Shippers
2021 Texas Designer of the Year DESIGN PRESENTATIONS
Competition
May 21 June 26 June 27
Entry Deadline Categories 1 & 2 Final Round
To Enter
Maximum of Ten Entries
Visit tsfa.org to Review Competition Rules and Entry Qualifications
Download the Entry Form and Mail the completed form with the Entry Fee to
Texas State Florists’ Association, PO Box 859, Leander, TX 78646
OR email the form to txsfa@sbcglobal.net and contact the office
at 512.528.0806 to make payment.LUNCH & LEARN The Creativity of Floral Design
PANEL DISCUSSIONS
Inspiration through Creative Flair
Saturday, June 26, 2021 | 12:30 pm - 2:30 pm | Luncheon Presentation
Presenter: Ken Senter AIFD
Understand the Elements and Principles of Design as guidelines to provide a
foundation for impressive florals. Gather a series of tips and techniques that will
enable you to step out of the box. Discover simple and quick ideas to enhance
your own personal style. Capture Inspiration through Creative Flair.
Session underwritten by Smither-Oasis
Texas Floral Education Partner
Founding Bronze Level Texas Floral Education Underwriter
Preserved Possibilities
Sunday, June 27, 2021 | 1:00 pm - 4:00 pm | Luncheon Presentation
Presenter: Jenny Thomasson AAF AIFD PFCI EMC
With the resurgence of preserved flowers and fauna in current lifestyle trends, this
presentation will showcase a new and modern way to view these as a sculptural
artform. Taking materials in their natural state and manipulating them to be seen
as additions to a contemporary interior decor, Jenny will explain, in detail, how to
create one of a kind art pieces using the material as the functional and supportive
base as well as the decorative element to the finished compositions.
Session underwritten by
Texas Floral Education Partners
Texas Floral Education Underwriters
2019 - 2020
TWO PANEL DISCUSSIONS TO EDUCATE AND ENLIGHTEN
Taking the Mystery out of Certification
Experts outline the Steps to Lead you to Success
Sunday, June 27, 2021 | 11:30 pm - 12:30 pm
Kassie Baker TMF | Jackie Lacey AIFD | Ken Senter AIFD
Have you thought about being professionally certified and how such designations
may increase your opportunities? Do you have questions about TSFA’s NEW
Professional Certified Florist program and the steps to becoming a Texas Master
Florist? Has the idea of being a member of AIFD crossed your mind? This panel
discussion will bring you the “How To” of Floral Certification.
All-Star Panel Discussion with Derrick Myers
Sunday, June 27, 2021 | 11:30 pm - 12:30 pm | Business Session & Panel Discussion
Derrick Myers
Now that you’ve got a plan for how to Build Your A-Team, join Derrick Myers as he
leads a panel discussion with flower shop employees & owners on how to turn your
blossoming team into All-Stars. Learn what motivates employees and how to retain
them, beyond the paycheck. Plus, management delegation and best practices for
running a shop will be discussed. Join us as we talk about how to make sure your
A-Team is hitting a home run all through the year.TSFA Calendar of Events
APRIL MAY JUNE
1 April Fool's Day 4 National Teacher Day 4 TSFA On Demand Release Date
2 Good Friday 5 Cinco de Mayo PATTERN | Part 5 of a 15 Part Series
Tim Farrell AAF AIFD PFCI
4 Easter 6-12 Nurses' Week
tsfa.org
9 TSFA On Demand Release Date 9 Mother's Day
18 TSFA On Demand Release Date
FORM | Part 2 of a 15 Part Series 16 TSFA Board of Directors Meeting FRAGRANCE | Part 6 of a 15 Part Series
Tim Farrell AAF AIFD PFCI Wolfe Wholesale Florist Tim Farrell AAF AIFD PFCI
tsfa.org Waco, Texas tsfa.org
14 TSFA Finance Committee Meeting 21 TSFA On Demand Release Date 25-27
via Zoom TEXTURE | Part 4 of a 15 Part Series
2021 Texas Floral Expo
15 Level 1 & Level 2 High School Testing Tim Farrell AAF AIFD PFCI
The Westin Galleria
Klein ISD Multipurpose Facility tsfa.org
Houston, Texas
Spring, Texas 31 Memorial Day tsfa.org
*Date is tentative and subject to change
23 TSFA On Demand Release Date
SPACE | Part 3 of a 15 Part Series
Tim Farrell AAF AIFD PFCI
Advertisers
Back Cover
tsfa.org Freytag’s Florist | 800.252.9145 | www.freytagsflorist.com
23-25 Heights Floral Shop | 713.862.8811 | 800.723.3252 | www.heightsfloralshop.com
Professional Certified Florist Classes McShan Florist | 800.331.3349 | www.mcshanflorist.com
Texas School of Floral Design Rio Roses | 866.746.7673 | www.rioroses.com | www.riocorazon.com
The Flower Forrest | 210.822.6766 | www.flowerforrest.com
Wolfe Wholesale Florist
The Florist, LTD | 940.483.1800 | www.thefloristltd.net
Waco, Texas Tubbs of Flowers | 800.288.1978 | www.tubbsofflowers.com
30 Level 1 ONLY High School Testing Vickery Wholesale Greenhouse - Austin | 512.291.0400 | www.vickerygreenhouse.com
Georgetown High School Vickery Wholesale Greenhouse - Dallas | 214.824.4440 | www.vickerygreenhouse.com
Georgetown, Texas Inside Cover Texas Floral Education Underwriters
E X P O • 2 0 2 1
23 | TEXAS in Bloom | APRIL 2021B TSFA Order Exchange Network
A
These TSFA members support
SupportTEXAS
Yourin Advertisers!
YBLOOM.
nge Network T
O
dvertisers!PLEASE SUPPORT THESE ADVERTISERS.
ABILENE SAN ANTONIO
W
CORPUS CHRI
SPECIALIZING IN
N
FLORAL EXCELLENCE
N ANTONIO CORPUS CHRISTI Greg Waters Choice
SHERI Proud Winner of Consumers’
MONTGOMERY Gary Norman
WHITE Owner
“Best Florist” Award Every
AAF • TMFA Year Since 2006
eg Waters 610 PARK STREET 1800 Industrial - Abilene, TX 79602
BAYTOWN, TX 77520
281•427•7454 Phone: (325) 695-7000 www.garysfloralgallery.com
888•538•7721
AUSTIN SAN ANGELO
Shirley Floral Company
& Greenhouse
Joel Paul Shirley
President
440 W Beauregard Phone: 325 655-9111
San Angelo, TX 76903 Fax: 325 653-8585 DALLAS
CORPUS CHRISTI SAN ANTONIO
www.shirleyfloral.com 214-324-2481 ! 800- MCSHANS
800 588-9111
e-mail: saflower@wcc.net
www.mcshan.com ! Since 1948
DALLAS DALLAS
BURNET/MARBLE FALLS SAN ANTONIO
Est. 1935
FLOWER & GIFT SHOPS 401 WEST 20TH STREET
HOUSTON, TEXAS 77008 713.862.8811
109 N. MAIN 2105 HWY. 281 NORTH 800.723.3252
BURNET, TX 78611 MARBLE FALLS, TX 78654 fax 713.864.2686
(512) 756-4401 (830) 693-7006 WACO
www.heightsfloralshop.com
DENTON AUSTIN HOUSTON
WACO AUSTIN FORT WORTH
A Wholesale Florist
Fresh flowers from around the world
1-800-252-9145
Fax 1-512-345-1336 (817) 457-9869
Ken Freytag • TSFA Past President
www.freytagsflorist.com theconnectionwholesaleflorist.com
AUSTIN MIAMI DALLAS
Design Smart…
… Find it Here
it Here Texas State Florists' Associations'
lorists' Associations' 94th Annual Convention and Trade ShowYou can also read
