CARL BOWER PHOTOGRAPHY...Flower Market, a 22,000-square-foot wholesale market located next to the...

CARL BOWER PHOTOGRAPHY

The magazine of the Society of American Florists (SAF) 21

Take July to declare independence from lackluster holiday sales and plot an open house that lights up your profits

BY MARY WESTBROOK

E very year by mid-July, Christmas has arrived at Palmer Flowers in Fort Collins,

Colorado. By then, the year’s holiday displays already are appearing — albeit in the

back of the 2,220-square-foot showroom, far from the eyes of customers on the hunt for

late-summer and fall-themed items, people who just aren’t quite ready for Christmas.

DAYS UNTIL C H R I S T M A S

1 1 7

make it jolly Michele Adams, Tim Jordan and Spiro Palmer start prepping for their Christmas open house in January. Palmer Flowers in Fort Collins, Colorado, features up to 10 distinct vignettes each year (one shown, top left). Shops across the country, including Arizona Family Florist (top right), are turning open houses into multi-day, family-friendly affairs.

> 117 DAYS UNTIL CHRISTMAS

But, let’s be honest: Halloween? Thanksgiving? For the vast majority of florists, those holidays aren’t big floral events — at least not compared to an ac-tive wedding season, Valentine’s Day or Mother’s Day. (How many cornucopias did you sell last year?)

Christmas, however, is still when florists can shine and profit as they fight off competition from Wal-Marts and Home Depots teeming with poinsettias and national companies offering free delivery on every gift imaginable. One major challenge? Making sure customers rushing from holiday parties to school pageants to work happy hours think of your shop first for gifts.

Enter your open house — and make sure dozens of customers do the same. This is where you show customers just how merry and into the holidays they can get and how your products and tal-ent can keep them deep in the spirit (and tinsel). Indeed, 75 percent of respon-dents to a Society of American Florists’ survey on open houses said the events help jumpstart sales and build relation-ships with customers while exposing those customers to the brand.

That’s why, at Palmer Flowers, Tim Jordan and his team start talking Christmas in January, when stray strands of tinsel from the previous year’s cele-bration are still hiding in corners. By July 15, they’ve started setting up the eight to 10 holiday display vignettes specific to that year. Somewhere in a backroom, the staff is poring over floor plans and reviewing inventory, all part of the prep

for the store’s November open house, when a crowd of up to 2,000 people will be so big, staff members will sometimes have to duck outside and go around the building to grab an item left on the other side of the store.

That’s just how Jordan, who sees in-store events as a major opportunity for florists, likes it.

“It has to be a spectacle,” he said. Creating a spectacle might sound in-

timidating and expensive, but here’s the good news: A great open house starts with good planning. Even if you aren’t quite on Jordan’s timeline, you can still get moving.

This month, we turned to florists with long-running, successful open houses and asked them to assume the role of Santa’s elves, putting together some practical tips, advice and inspira-tion on how to create a memorable, sales-generating event. Merry Christmas! Now, get to work…

Your Christmas Wish: An Event That Attracts a BIG Crowd

Elf Advice: Cater to Kids, Do-it-yourselfers and Noshers

Want a tremendous group of people at your open house? Time the event right, market it to families and give attendees plenty of fun things to do throughout the event.

WAUKESHA FLORAL & GREENHOUSE Waukesha, Wisconsin

Event: Two days; November

Guests: Hundreds

Budget: About 6 percent of annual advertising budget

Standout Feature: Expert-led educational sessions , family-friend activities galore and community connections, including team members dressed as “homemade dancing poinsettias” for a local holiday parade.

Former Floral Management Marketer of the Year Waukesha Floral & Greenhouse in Waukesha, Wisconsin, has long incorporated children’s activities and crafts into its two-day open house in November, said Jane Loppnow. Doing so “allows the kids to keep occupied while mom, dad or grandparents watch a design show or shop.”

In recent years, however, the busi-ness has added even more options, including free mini-seminars on holiday trends. Each demonstration lasts about an hour and is led by two staff members (designers or team members from the plant department.) One recent session that was popular: “Gifts of Nature,” a demo that featured “earthy, outdoorsy northern-style decorations and a simple hearthside bundle of cut birch logs with a rustic burlap tie and pine/cedar embel-lishments,” according to Loppnow.

The sessions serve at least three purposes. They provide entertainment, underscore the shop’s expertise and generate excitement for items available that day for purchase. (Loppnow said it isn’t unusual, in fact, for customers to flock to the stage after the presentation and start pulling out things to buy.)

“Anything featured in the demon-stration tends to be the first thing off the shelf,” she said.

In Towson, Maryland, Radebaugh Florist and Greenhouses added chil-dren’s events several years ago to its two-day open house in early December, including a visit from Santa, a face painter and crafts in the greenhouse.

22 FLORAL MANAGEMENT | JULY 2016 | WWW.SAFNOW.ORG


“It coincided with the year we started selling fresh Christmas trees, so we wanted to make it a fun for the whole family day,” said Kaitlin Radebaugh. (The shop sold about 300 trees last year, up from 215 in 2013.) “We then added Christmas music, hot chocolate, a fire pit and cookies to the tree area outside. We have a shed on the property, and we added a huge Snoopy to it, so it makes a great photo spot for families.”

Radebaugh has also offered hands-on classes (for $55), on topics such as wreath decoration, and free bow-making workshops in addition to a “sip and shop” preview event the Thursday before the open house for invited VIP guests.

“It was such a success, we are now going to add it to the weekend,” Radebaugh said.

In Phoenix, another Marketer of the Year, Arizona Family Florist, has also put families at the center of its holiday cel-ebrations with a little help from pop cul-ture. For the past three years, the shop has invested in costumed characters around the shop at Christmastime.

“It started in the retail store in 2013 with ‘Santa,’ an actor from a party plan-ning company we found online,” Eileen Watters explained. “We hired a profes-sional photographer and served cookies and soft drinks. Santa handed out candy canes to all the kids. All for free.”

Thanks in part to street signage and social media posts, that year, the five-hour event on the Saturday before Christmas drew hundreds. The following year, the business opened its Arizona Flower Market, a 22,000-square-foot wholesale market located next to the 700-square-foot retail store. With more space, the open house could expand significantly.

“2014 was the year of ‘Frozen,’ the Disney movie, so we hired two ring-ers for Anna and Elsa who came in full costume with the music soundtrack and everything,” Watters said. “We cre-ated a themed vignette with the help of a vinyl banner printed with an outdoor snow mountain image. We brought in an ornate piece of furniture for Elsa to sit on and gave the kids little ‘Frozen’ trinkets to take home.”

A well-timed Facebook post helped spread the word and, by mid-morning, “the line was out the door and all the

way to the next storefront,” Watters said, adding that year-over-year transac-tions that year were up 60 percent.

Arizona Family repeated that feat again last year, when the open house co-incided with the opening of “Star Wars: The Force Awakens.” The shop again hired actors to play characters from the movie and also raffled 20 tickets to a local pre-screening (“a great way to get customer contact information,” Watters noted.) About 500 people turned out for the event, this time held two weeks before Christmas, instead of one, and the number of transactions rose by another 25 percent.

NICE: To get the biggest crowd, timing matters — a lot. You don’t want to hold an event too close to Christmas or on already crowded dates (no Black Friday). “It was definitely easier to have [the 2015 event] farther out from the holiday,” Watters said. “As we got closer to the holiday and busier, we didn’t have to try and handle both. Also there is less competition with last-min-ute shopping if you do the event earlier.” Nearly three-quarters of respondents to the SAF survey said they host their open house in November. Local events also play a part in planning, of course. (“If at all possible, it’s best for us to avoid holding an open house during a Green Bay Packers football game,” said Loppnow, in Wisconsin.)

NAUGHTY: Don’t let your desire to create a fun-filled event trump your busi-ness savvy. “I am a strong believer in charging for educational workshops,” said Paul Goodman, CPA, one of Floral Management’s regular columnists. “Give your time if necessary, but don’t go in the hole on supply costs.” Radebaugh suggests reusing materials for free demos; e.g., her shop’s bow-making workshop. (Read more about cost-saving tips on p. 28.)

Your Christmas Wish: Generate Buzz and Goodwill

Elf Advice: Partner Up

‘Tis the season to give back, and partnering with a community group can help you shine.

PALMER FLOWERSFort Collins, Colorado

Event: Two days; November

Guests: 1,500 to 2,000

Budget: 25 percent of annual budget

Standout Feature: Thousands of shoppers fill the shop to check out its distinct and truly spectacu-lar displays, which the shop starts plan-ning with intricate layouts in January.



In Auburn, New York, Cosentino’s Florist does eight to 10 open houses around Christmas each year, starting in the week before Thanksgiving and going through the week before Christmas. “Each designated evening is for a non-profit organization,” said Jessica Cosentino, AAF.

In recent years, the Red Cross has joined the shop in the effort, as well as Habitat for Humanity, the Zonta Club of Auburn, the Chamber of Commerce and others. The groups sell the tickets while the shop covers food and wine (appetizers and finger foods at a cost of $1.50 to $2 per person) and all ticket proceeds go to the charity, minus a $50 bartender fee.

“The overall goal is to get people in our store,” Cosentino said, add-ing that all guests leave with a cou-pon and encouragement to return in December and January. The shop also generally gets some good press for the events, which draw about 40 to 60 people per party.

During each event, the Cosentino team does decorating demos, tours of the shop and greenhouse and even Q&A sessions.

“We often have people come in and play music, sing, read poems and dis-play their crafts,” Cosentino said, add-ing that the partnership model works better than a traditional open house because the philanthropic angle draws the right demographic and provides added incentive for people to attend.

“Open houses do not work for us,” she said. “We would be competing with malls and big box stores for traffic.”

Loppnow and her team always host a food drive to benefit their local food pantry. Instead of paying for the open house’s popular seminars, attendees are asked to donate one or two nonper-ishable items.

(Read other tried-and-true ideas on charitable partnerships on p. 26.)

NICE: Goodman said following the lead of Cosentino’s makes sense — and he advocates charging for events. “All the proceeds go to the charity, minus a small amount to help with food costs,” he suggested. “This way the charity sells tickets to your event.” (None of the florists in the SAF survey charged for their events.)

RADEBAUGH FLORIST AND GREENHOUSESTowson, Maryland

Event: Two days; early November

Guests: 500 to 600

Budget: About $1,000 for activities, food, beverage and Facebook ads

Standout Feature: Christmas trees and family-friendly photo ops and activities (including face painting for little ones)

COUNTS ON CHRISTMAS

No one charged a fee

34 percent served appetizers

61 percent served alcoholic beverages at 2015 open house

5 percent served a light dinner (e.g., sliders, buffet)

77 percent served “light snacks and munchies” (e.g., pretzels,

peanuts, cookies, sweets, etc.)

52 percent invited their entire customer base

FREE

Earlier this year, the Society of American Florists surveyed its members on basic info related to holiday open houses. Here are some highlights:


NAUGHTY: Don’t forget about public relations. A charitable angle can also shift your open house from a purely commercial transaction to a potential news story in the eyes of local report-ers. “Reach out to local media and pitch them for live, on-site coverage,” said Watters, who has managed to get reporters on site three years in a row. (Get more advice on how to pitch the media at safnow.org/moreonline.)

Your Christmas Wish: Get on the Crowded Calendar

Elf Advice: Use Social Media

Printed mailers and postcards. Invitations. Emails. Maybe even radio, newspaper and TV ads. While all of these options can play a role in promoting your event, Jordan said social media is (not surprisingly) the most cost-effective way to draw a crowd — and, he adds, a lot of florists may be under-utilizing the event tools within Facebook.

For instance, on the site, once you cre-ate an event, any invited participant who replies “yes” or “interested” will receive up to five reminders about the event, gener-ated automatically through Facebook.

“All you have to do is get them to mark ‘Interested,’” Jordan said, “and then the notifications feel organic and unob-trusive. They’re coming from Facebook, not from me. It’s invaluable to any event.”

Facebook rules prohibit businesses from simply inviting all of their follow-ers to an event, so instead, Jordan pays to create both boosted posts and paid ads for the event. (Last year, he invested $3,000 total in event advertising.)

“You have to invest money, or you won’t get exposure,” he said, adding that he does ask his managers and em-ployees to invite all of their friends and family members via Facebook, which is one way to skirt the social media plat-form’s rules.

Watters agrees that Facebook is one of the best avenues for promotions.

“It’s an inexpensive way to reach a large, targeted audience,” she said. “You can add parameters such as geographic

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Inside: Putting Pantone’s 2016 Colors to the Test, p. 20, 422015 Holiday Sales Results, p. 32Is Your Website ADA Compliant? p. 40

february 2016 | volume 32 | number 12

Passionate about securing the industry’s future, Texas florists get floral design into high school’s fine arts curriculum

HIGH SCHOOL BUDS



region, age, gender, interests and more. The best part is, you set the budget.” (Read more about online advertising at safnow.org/moreonline.)

NICE: Newspapers may not have quite the cool factor (or reach, in many cases) of social media, but those older forms of communication have their place, particularly if they are free, said Watters. “Most local newspapers have an events section that you can list your event in for free or very inexpensively,” she said. Remember to update your graphics on social media and your web-site to reflect the upcoming event, said Jordan. “That creates a comprehensive campaign.”

NAUGHTY: Don’t neglect your so-cial media presence during the event. “If the event is off to a slow start, or there’s a lull in activity, post a pic on Facebook as a reminder to your fans to come on down,” Watters said. “You can do it right from your phone.” Jordan posts a countdown to Santa’s arrival on

STUCK IN A RUT? TRY THIS!If you find yourself doing the same old same old every year at Christmas, never fear. Here’s a virtual grab bag of ideas, cour-tesy of respondents to the Society of American Florists’ survey on open houses.

Reach out to VIPs. At Karin’s Florist in Vienna, Virginia, Maris Angolia, AAF, follows up her open house with a “VIP, invitation-only” wine and cheese event. “We have done this one for five years,” she wrote. The event is three-hours long on a Tuesday evening in early December.

Go for Gals (or be NSFW). In Pratt, Kansas, Lou Lynne Moss, AIFD, AAF, PFCI, coordinates a “Girls’ Nite Out” at the Flower Shoppe to coincide with a larger local effort spear-headed through the Chamber of Commerce. “All downtown businesses are open from 4 p.m. to 8 p.m.,” she said. “We still have children and guys participate, but it’s mostly women who get decorating ideas for the upcoming holiday.” Want some-thing more risqué? Jerome Raska, AIFD, AAF, PFCI, CAFA, CF, co-owner of two retail floral and event operations in metro Detroit, has a “Sexy Santa” on hand in Detroit.

Mix Up Your Music. Who says you have to pipe in the same old Christmas tunes? Sal Greco of Wallingford Flower & Gift Shop in Wallingford, Connecticut, was one of several respon-dents to recommend live music and local bands. (Bonus: With any luck, the bands and musicians can plug your event on their social media sites.)

Dangle a Carrot. In Clark, South Dakota, Melanie Smith gives $5 gift certificates to anyone who completed a gift wish list for the season at Clark Flower & Gift Shop. (Ahem: What a good way to get oodles of customer information — for example, contact info and gift preferences — in an unobtrusive way.)

Show What (Else) You Do. John Throne of Countryside Floral & Garden in Issaquah, Washington, has more than Christmas on his mind during his open house: He’s also think-ing future events. That’s why he has a special area to show customers all his business can do. “We do a tent out front the shop for food, cocktails, and highlight a new rental item or floral-event style,” he said.

Ask Customers for Advice. At Phillip’s Flowers & Gifts in metro Chicago, Jim Phillip said he’s planning to take some of the planning tasks off his plate and ask customers for help. “We’re starting a small committee, which will start brainstorm-ing creative ideas to make this year’s open house successful.”

Give Back. Raska said he usually holds a fundraiser for a local organization through a silent auction during his two-day open house. The auction features handcrafted holiday gifts. Bullhead City Florist, in Bullhead City, Arizona, routinely part-ners with a local women’s cancer group. “We have a Christmas tree, and people can add an ornament to it to show support for someone dealing with cancer, or in memory of someone,” said Charles Roberson. Each patron pays $5 for an ornament, do-nated by the shop, and the proceeds go to the charity. -M.W.

Facebook, along with updates through-out the day.

Your Christmas Wish: Empty Shelves

Elf Advice: Shop Smart and Make Visuals Sing

Want to see empty shelves come Dec. 25? Buy smart and buy early, said Jordan.

He and a team of four travel to-gether to the Dallas Market Center in January to start shopping for holiday merchandise. (In addition to the Palmer Flowers location in Fort Collins, Jordan owns two other stores.) The first two days of their trip, they walk the show floors and take notes on items. Then, they draw up lists and preliminary floor plans. On their third and fourth days, they place orders.

Having so many people with him adds costs, but Jordan said his team members’ perspective is important. “Christmas is this very personal thing,” he said. “Even if your styles match up on a daily basis, when it comes to Christmas, our personal experiences re-ally frame how we celebrate. So, ideally, you want your team of people to have different styles and ideas, too.”

While it can be tempting to get deep discounts by buying large quanti-ties, Jordan said he prefers to buy a “diverse Christmas set,” meaning the minimum order of a large number of items rather than hundreds of any one thing. To entice customers, “you have to display different and unique things all over your store,” he said, adding that he usually has up to 10 distinct vignettes throughout the store. “It’s sometimes hard to know which of those unique things will resonate with customers. The thing that I love and can’t live without — we may buy 12 of


and have two left over. This other thing that I am lukewarm on, we may sell out of in seven hours.”

In Dallas, Jordan and his team also take extensive notes on displays — a strategy Loppnow employs, too. (Read more about Jordan’s inspiration on p.14.)

“At market, many companies display their merchandise by themes or have assigned a name or theme (e.g., Winter Whites),” Loppnow said. “I pay attention to the names and descriptions and ‘bor-row’ them for our open house themes.”

And, of course, a good deal can always go a long way toward moving products.

“Discounts are a great method to get people engaged, but they should be limited to certain specials of the open house,” Goodman said. “Many custom-ers will buy the special, and then add some other purchases at regular prices. That’s much better than an across-the-board, percentage-off discount for pur-chases made at the open house.”

ARIZONA FAMILY FLORISTPhoenix, Arizona

Event: One day; early to mid-December

Guests: About 500

Budget: Hard goods cost in 2015 for two photo booths and costumed characters, plus movie tickets for raffle were $2,500.

Standout Feature: Costumed characters pulled straight from pop culture and current box office must-see movies (such as “Frozen” in 2014)



Indeed, Loppnow said she relies “on our part-timers to work extra that weekend, and full-timers will receive an extra day off during the following week

NICE: For a festive environment, refreshments are important. Sixty-one percent of survey respondents said they served alcoholic beverages at their 2015 open house; 77 percent served “light snacks and munchies” (e.g., pret-zels, peanuts, cookies, sweets, etc.). While you’ll want to have someone on staff documenting the day (for your own records and social media promo-tions), you can probably ditch the pro-fessional photographer for Santa shots if your budget is tight. “Bill the event as a ‘Selfie with Santa,’ or any other character,” Watters suggested. “Most people are perfectly comfortable taking their own photos.”

NAUGHTY: Resist the urge to bake your own goods, a number of flo-rists said. The idea is well-inten-tioned, but it creates extra work during a busy time. Instead, go to a wholesale or big box and pick up pre-pared cookies. Raid your own shelves, and you might be able to increase transactions: A number of respon-dents noted they highlight food from their own gourmet sections, including locally produced items.

Your Christmas Wish: No Drama

Elf Advice: Create a Plan and Stick to It

An open house can make for a long day — or several long days — filled with noise, lots of people and stress for your team. That’s why organization and advanced planning are critical, said Watters.

About a week before the event, Watters suggests meeting with team members to make sure they all know their special roles (e.g., greeter, checker, floor assistance, snack table, clean up, etc.). Ensure your staff members stand out from the crowd with “branded clothing, aprons and name badges.”

ables, an open house can fast become a money pit.

Don’t let it be, said Loppnow, who said there are plenty of ways to cut corners and be smart about spending. Bartering with other businesses (including catering companies, restaurants and photogra-phers) can help reduce costs. Another op-tion if you have a healthy event business? Consider purchasing items you might oth-erwise rent. You can reuse them through-out the year or potentially rent them to customers or other businesses.

“We purchased stackable plastic chairs, a speaker/microphone system, bistro tables and a popcorn popper,” Loppnow said. “We have a stage [for demonstrations] built in the corner of our greenhouse. Most of the year, it holds plants.”

While labor is a major cost center, some overtime might be inevitable, said Paul Goodman, CPA, PFCI.

“There’s no way to get around some overtime unless you have a lot of part-time people that can step up,” he said.

NICE: Have a grab-and-go gift sec-tion for customers in need of a gift that day or very soon. Don’t forget to mer-chandise strategically near popular ac-tivities, Watters said. “For our ‘Frozen’ event, the customers had to walk past and wait by a clearance table full of holiday-themed items … We sold a ton of stuff.”

NAUGHTY: Once you have your holiday merchandise in-store, don’t pro-crastinate. Prep it for your sale ahead of time. (Loppnow starts pricing Christmas inventory in July.)

Your Christmas Wish:

Profitable Open Houses

Elf Advice: Keep Costs Low

Entertainment. Refreshments. Themed displays. Lots of helpful staff. Discounted product … With all of these extra vari-

COSENTINO’S FLORISTAuburn, New York

Event: 8-10 events; November and December

Guests: 40-60 people per party

Budget: Charities sell tickets and collect proceeds, minus $50 bartender fee; the shop covers food and wine costs (usually $1.50 to $2 per person)

Standout Feature: Partnerships with local non profits, such as Habitat for Humanity (photo); ticketed sales and goodwill from the press and community.


“If you’re in a culturally diverse com-munity, be sure to have bilingual staff members on hand,” she advised. “We schedule staff members for the day with a specific task related to the event. This also helps mix up the routine by giving them something unique to do.”

With hundreds of people coming through, organization at check-out is key, Watters said. Consider that point with staffing, too.

“With two registers going and at least one wrapper, things moved along pretty well,” she said.

And, remember, whatever you, as the owner or manager do, don’t hide behind Santa on the big day. Get out there on the floor, Jordan said.

“This is a day our customers can meet our owners and partners,” he said. “A day our owners work directly with our customers. Their knowledge and ability provides invaluable support.”

NICE: Make next year’s planning all the easier by taking notes right away, Loppnow said. Ask your staff to share notes and consider holding a debrief-ing meeting in early January, before the madness of Valentine’s Day sets in.

NAUGHTY: Don’t wear out your staff unnecessarily. “Think about limit-ing the length of your event,” Watters said. “The year we had ‘Frozen’ charac-ters and Santa, we held the open house from 10 a.m. to 3 p.m. The entire team was exhausted by the time the event wound down,” she said. An added bonus? “Limiting how long your event lasts also creates a sense of urgency for your customers,” she said. “They don’t have all day to mosey on down.”

Mary Westbrook is the senior contributing writer and editor of the Society of American Florists. [email protected]

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Their secret can be your’s too...

GO DEEPERRead more about fall and spring activities at Arizona Family Florist and Waukesha Floral & Greenhouse — and how those

events help build and sustain momentum created by a Christmas open house

— at safnow.org/moreonline.

CARL BOWER PHOTOGRAPHY...Flower Market, a 22,000-square-foot wholesale market located next to the...

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