1,000 people! It was an unexpected number for such an early hour lecture slot. Especially, since the night before was filled with a fabulous dinner followed by an intense party at the National Symposium from the American Institute of Floral Designers (AIFD). In total more than 1,100 florists had registered for this 4-day event. The fact that 90% of them turned up for the demonstration that the Flower Council organized, exceeded all expectations.

One big party!

The lecture room participants were richly rewarded for their early morning presence. In just 45 short minutes, the designers Miranda ter Voorde and Pascal Koeleman put on a performance that sparked all kinds of excitement. "Celebrating the Wonderful World of European Cut Flowers", was the title of the show and it was definitely one big party. It was a party with a message, by the way. Because in this energetic show, that was filled with jokes, there were also numerous lessons for the florist.

Make Choices

The message was that there are still plenty of possibilities to grow your sales, that is, if you are willing to make some clear choices in your store presentations. Your message must also be clear and implemented in a very consistent fashion. Miranda and Pascal were rewarded with heavy applause and much enthusiasm by the audience participants for their show.

Party Flowers Photo Book

In addition to the podium demonstration the Flower Council of Holland, together with the support of the EU, had a table display for their newest book entitled, "Party Flowers2". The luxurious photo book, which contains work from various European top designers, is full of ideas on how to use flowers creatively for various events.  

The Party Flowers book series has been a great success! In no time the inventory of 500 books that were shipped to the AIFD convention, sold out. In the fall of 2008 the next edition, entitled "Party Flowers3", will be released.