For the fifth consecutive year, the Wholesale Florist & Florist Suppliers Association set an attendance record at its conference at the Trump Doral in Miami, Oct. 22-24. Dozens of exhibitor booths were visited by the more than 760 in attendance.

The tabletop area was humming all three days with brisk activity, reinforcing the event as the premier networking event in the industry for floral wholesalers and their suppliers.

In addition to the many beautiful displays, the program was filled with several informational sessions. Ramiro Penaherrera served as moderator for two panel discussions comprised of industry experts, “Explore What Retailers Want” and “Buyers On The Move,” that both drew large crowds and were met with positive responses by the attendees.

Among the other educational events:

• Lane Devries of the Sun Valley Group gave an impassioned presentation on what the United States needs to do to catch up to the rest of the world in getting behind Women’s Day, which falls on March 8.

• Ramiro Peneherrara discussed what is being done and where the opportunities lie with Memorial Day Flowers.

• Jessica Walker, an intern at Kennicott Bros, recapped via an audio presentation her “Halfway to Valentine’s Day” event which involved distributing flowers to attendees at a minor league baseball game.

• Tim Dewey of DVFlora chaired a panel of WF&FSA Marketing Committee members in discussing Essential Marketing Skills to Help Your Customers Succeed.

The event’s keynote speaker was Steve McClatchy, author of the New York Times Bestseller Decide! McClathy’s inspired session dealt with the premise of “Decide! which is the Business of You — Double Your Productivity, Reduce Your Stress and Balance Your Life.” McClatchy’s presentation was spirited and very well received.

On the business side, Tom Figueroa of Nordlie/Kennicott, passed the WF&FSA presidential duties over to Alan Tanouye of Floralife/Oasis. During his incoming speech, Tanouye stressed the importance of volunteerism and urged the membership to give back to the organization and the industry.

The membership also elected a new slate of leaders including Rob Shibata from Mount Eden Floral Co. as first vice president; Santiago Cock-Rada from Liberty Blooms as treasurer; and Alvaro Crespo from Limil Wholesale Flowers, Laurie Nesbitt from Florists Supply Limited, John Donati from Ocean View Flowers and Tom Wolfe Jr. from Wolfe Wholesale Florist to round out the board of directors.

The Leland T. Kintzele Award, WF&FSA’s highest honor, which is given annually to individuals who over the course of their career has demonstrated dedication, service and contributions to the industry that sets them apart from their contemporaries, was presented to Gary Doran, formerly of Kennicott Bros. in Chicago. Doran was recognized for his many industry accomplishments, not the least of which was his vision of reshaping the WF&FSA Conference into the major industry event that it is today.

The conference wrapped up with a great presentation by Kevin Ylvisaker, who gave attendees a detailed look at the latest in floral trends.

Next year’s conference will again be held at the Trump Doral in Miami, Oct. 21-23.

Nick Fronduto is chief operating officer at Jacobson Floral Supply Inc. in Boston. He can be contacted at [email protected].