Villa Park's The Flowery - Original LA Flower Market

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Potpourri 90 Years to be Celebrated at Flower Market A breakfast buffet will be held early on the morning of Friday, January 21, 2011, for the tenants and customers of the Los Angeles Flower Market (American Florists’ Exchange, Ltd.), in celebration of the Ninetieth Anniversary of the Market’s establishment. The board of directors will be present for the occasion. Consumers Choose Quality over Price In November, the Floral Marketing Research Fund released its study on Consumer Preference for Flowers as Gifts. When compared with other attributes when purchasing flowers, consumers ranked quality the highest consideration in the buying process, followed by color, price, design and other factors. The “Consumer Preference for Flowers as Gifts: Age Segments, Substitutes, and Perceived Risks” is the result of a two-year project funded by FMRF. Reports can be downloaded at www.Floralmarketingresearchfund.org. SAF Meeting New Legislators The Society of American Florists’ senior director of government relations Jeanne Ramsay is attending a slew of “meet and greet” events in Washington, D.C. The gatherings are intended to introduce most of the 94 newly elected legislators to the one hundred twelfth Congress and to give Sell Your Shop Faster and for the Highest Price Possible! Available for Sale! Great 50+ Year Flower Shop next to an L.A. Cemetery, Longterm lease available, Offered at $149,000. Owner will carry! High volume shop in Orange County, corner location, nets over $180k. I only sell Businesses! Sean Edelstein 949-551-2060 www.4saleflowershops.com Orange, Riverside, San Bernardino & Los Angeles Counties An Independently Owned and Operated Member of The Prudential Real Estate Affiliates, Inc. them an opportunity to talk about the issues of special interest to them. “SAF will need to knock on a lot of doors in the coming weeks,” Ramsay says, “and we’ll need a big crowd at Congressional Action Days (in) March to help us out.” Flowers for Kids Sample Free to Members The Flowers for Kids program that helps florists talk about flowers to children in schools, Scouts and other organizations, is making its lesson plan and script available to Society of American Florists’ members at no cost. FFK has trained 2,200 florists in the U.S., Japan, Mexico, Canada and Europe. Founder Ramiro Penaherrera says that with a little training, florists can give a 24-minute class about flowers, flower care and bouquet making. Each child makes a bouquet to take home and an invitation to visit the store with an adult, for free flowers. For details, SAF members should email: info@flowersforkids.org. Florist Develops Mobile App Art Conforti, of Beneva Flowers in Sarasota, Florida, who is known for his innovative ideas for floral services and products, wants to “stop florists from playing catch-up.” He’s introduced the “floralApp,” a buying application for florist, for use on mobile phones. Conforti notes the explosion of applications (25,000 for iPhone alone) and increasing use of smartphones make it necessary for florists to secure the valued mobile phone real estate. Learn more by calling (888) 923-7401. CCFC Redesigns Website, Introduces New Features Built to evolve and reflect trends, activities and availability of California’s flower farms, the newly designed CCFC.ORG is a “work in progress,” says California Cut Flower Commission Chief Executive Officer Kasey Cronquisit, IOM. In 2009, the popular website provided more than 41,000 referrals to California farms from its online farm directory and gets hundreds of thousands of page visits annually. The Commission’s year of analysis led to these new features at CCFC.org include: Seasonal Availability Chart, Improved Social Networking/Sharing, Social Media Sharing Features, Extensive California Flower Library, Increased Video Capabilities, Enhanced Profiles for California Farms. FTD Partnership Turning Funeral Homes into Flower Sellers Funeral homes in the U.S., Canada and the Caribbean will be able to sell flowers directly from their branded websites, due to a new partnership between FTD and Batesville Casket Company. Funeral homes using Batesville’s Weblink site THE BLOOMIN’ NEWS 10 JAN – FEB 2011
eceive a co-branded floral website, designed and hosted by FTD. Consumers can access this site from a link on the funeral home’s website. Orders originating at the site will transmit to FTD.com and then to an FTD florist. Q: When is a Valentine’s Day Bouquet of Roses Not a Traditional Bouquet? A: When the roses are in a variety of colors and/or are mixed with other flowers. In 2010, red roses fell from favor, as bouquets of mixed flowers and roses in other colors gained popularity. The percentage of consumers purchasing red roses for Valentine’s Day dropped five percentage points from 2009. But the rollback was offset by an additional eight percent of consumers who purchased mixed flowers and non-red roses compared with the year before. SAF One-Minute Audio Boosts Holiday Sales A 60-second audio for radio stations, from the Society of American Florists, gave a heaping helping of advice for partygoers and florists over the recent holidays. In the release, SAF Flower Factor spokeswoman Jeanne Benedict injected her own advice about using a local florist. Gloeckner Grant Proposal Deadline Nears April 1, 2011 is the deadline to submit a grant proposal to the Fred C. Gloeckner Foundation for a research/educational project in floriculture or a related field at educational and research institutions. For more information, call 914 698-2300 or see www.Gloecknerfoundation.org. Florist Population Takes a Dive … Again The U.S. Census Bureau’s recently released County Business Patterns shows the year 2008 as the twelfth straight year of declining numbers of retail florists and floral shop employees. The 2008 population of 18,509 reflects a 6.3 percent drop from 2007. The last year in which the count increased was 1996, when it stood at 26,728. Eye-Opening Valentine’s Day Stats According to the Society of American Florists, many consumers (42 percent) who purchase flowers for Valentine’s Day are women, including: 45 percent who purchase Valentine Potpourri flowers for their moms; 11 percent order the VDay flowers for their children, 7 percent for their grandparents and, surprisingly, 19 percent buy the flowers on this romantic occasion for themselves. And what about our pets? The National Retail Federation says 3 percent of us buy flowers for our pets. SAF Action Items Informative and entertaining speakers at the Society of American Florists’ September 2010 conference in Orlando, gave their audiences a lot to think about … and do. Here’s an action item for retail florists: Don’t be afraid to run (and play) with the big boys. Oralia and David Espinoza of Spring Garden Flower Shop in San Antonio, who won Floral Management’s Seventeenth Annual Marketer of the Year award, did just that. Oralia’s idea to sell coveted Fiesta “pins” during her city’s biggest nonprofit party tripled her shop’s event and corporate business. As Oralia says, “If you have an idea and truly believe in it, run with it.” Remember to Watch . . . The documentaries that J. Schwanke produced with California flower growers and the California Cut Flower Commission. Visit www.Ubloom.com for the “California Grown Experience.” Continued on next page SENDING FLOWERS TO AMERICA Over 100 Years of History of the Southern California Flower Industry Sweepstakes winner “Birds and Bees” was designed by Charles Marder and modeled by Susan Fekety. $ 56 00 (includes shipping) The Perfect Gift Year ‘Round! Send check payable to American Florists’ Exchange to: AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014. Also available at: www.FlowerMarketHistory.com and main entrance of the Original Los Angeles Flower Market. Credit card payment acceptable with billing name, address, card number and expiration date. THE BLOOMIN’ NEWS 11 JAN – FEB 2011 Each
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Page 17 and 18: L.A. Flower District Association /B
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Villa Park's The Flowery - Original LA Flower Market

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