Essential Marketing for Florists

AIFD Opens Registration for 2017 Symposium ‘X’

Got plans for the 4th of July?

Why not take an extended holiday break in Seattle with some of the most talented and creative designers in the world?

The American Institute of Floral Designers just opened up registration for the organization’s National Symposium “X,” July 1-5, at the Washington State Convention Center and the Sheraton Seattle Hotel.

“X” will feature 11 high-level stage presentations from some of the industry’s most prestigious designs, covering such themes as permanent botanicals, armatures, color and texture trends in weddings, and Christmas. It also includes a welcome reception, two celebratory dinner events, education sessions, hands-on classes, and a partners’ expo.

The hands-on classes will be taught by four of AIFD’s brightest instructors:

  • Ron Murray, AIFD, “Rock, Paper, Scissors, Flowers”
  • Francis Weeks, “Botanical Jewelry with Fresh Flowers and Textures”
  • Cathy Hillen-Rulloda, AIFD, PFCI, “Xceptional Social Media Management for Florists”
  • Doug Bates, AIFD, “Xacting in Detail – Floral Jewelry from Decorative Wire”
image courtesy of Cindy Anderson, AIFD, PFCI

In addition to the elaborate design programs and decor, the AIFD Symposium is a time when aspiring designers, endeavoring to achieve AIFD’s Certified Floral Designer (CFD®) designation and ultimately an invitation to become an accredited member of AIFD, will participate in the AIFD Professional Floral Design Evaluation (PFDE). The PFDE will take place on June 29th. AIFD highly recommends the Premium Registration, as it is the greatest value. This includes all programs, seminars (with a few exceptions, such as the hands-on workshops), and two dinner functions. However, there are other options designed to fit everyone’s budget and time restrictions, including single-day registration and view-only events.

“With 11 stage programs, five workshops, and tons of networking events, the interaction within the industry is invaluable,” said Symposium coordinator Cindy Anderson, AIFD, PFCI. “I have learned more design techniques and business tips from Symposium than any other event and have made lasting friendships and industry connections that would have otherwise been unlikely. We’re in a big, global industry and Symposium shrinks it to a manageable size.”

Symposium does not just cater to AIFD-certified designers, but to all florists who want to sharpen their technical skills and get some creative ideas.

“We are a global society; our customers are global shoppers,” Anderson said. “They want what they want and we have to be ready to provide it to them.  We must remain current and diverse with our skills to be relevant to the industry and the economy that sustains us.”

For more details and to register, visit http://aifd.org/2017-symposium/.

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