a quarterly publication of the los angeles flower market...
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A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. Summer/July 2013 • Volume 22 - Number 3
Hidden Garden Floral Design:
Amy Child Marella
Amy Child Marella‘sSystem for Success
Story begins on page 4
The Coffee Bean & Tea LeafRefreshment & Camaraderie in Space #39 See Page 12
California will grow on you
Why California?
for
Fun ‘N Sun : California Floral ConventionJuly 17-20, 2013Fess Parker’s Doubletree Resort by Hilton • Santa Barbara, CaliforniaRoom Rate $183.00 plus tax
Membership Transportation BenefitsNORCAL offers members the lowest transportation rates possible to get the products to their destinations fresher & faster! As a member you have the combined volumesthat give the Association the power to negotiate exclusive contracts with air andground carriers which mean big savings! Membership does make a difference.
Some of Our Services:FedEx Program: The industry standard. Our exclusive program, with discounts of over62.5% and many custom features designed to lower shipping costs.OnTrac Program: Our exclusive door to door program offers members discounted ratesover 70% off list rates, plus many other custom features unique to our membership.Discounted Airline Rates: NORCAL members receive the lowest air cargo rates available with the major airline cargo carriers.
To Become a member:And receive exclusive rates on California flower shipments contact Linda Long, Membership Services, at 831-479-4912 or email [email protected].
For more information visit our Website: www.cafgs.org
Discounted Shipping Rates on California Flowers
California Flowers. Endless Possibilities. All await you at Fun ‘N Sun
Come Meet Your CA Growers, Shippers, Distributors, PackagingPartners and Transportation Service Providers
• NEW Vendors, Varieties & Greens!•Largest ALL California floral display and floral exhibits
available in one location•Grower’s Xpedition (visit exciting Grower destinations)•Networking Opportunities•GOLF Tournament•Industry Educational Sessions
Where great ideas and great people connect.Visit our website for more information:www.cafgs.org Su
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Norcal0313_Layout 1 1/30/13 4:39 PM Page 1
T H E B LO O M I N ’ N E W S 3 S U M M E R | J U LY 2 0 1 3
Cover Story: Hidden Garden Floral Design:Amy Child Marella‘s System for Success 4
People and Places 6
Potpourri 8Feature: The Coffee Bean & Tea Leaf Refreshment & Camaraderie in Space #39 12
Happenings/Calendar 13
Los Angeles Flower Market Map 14
ContentsThis newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by
The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location:
754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Sub-
scription and advertising details at BloominNews.com.
PublisherOriginal Los Angeles Flower Market of the American Florists’ Exchange
www .originalLAflowermarket .com
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
Board of DirectorsAmerican Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Original Los Angeles Flower Market Hours & InfoMaps, Tenants, Hours, the Season's Flowers and More can be found at
www .originalLAflowermarket .com
Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114Phone 800 200-1101• FAX 918 743-1105
Email: [email protected] • www.bloominnews.com
Art DirectorMichael Wheary, Calypso Concepts
LAFD Association Member Badge ProgramFrank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
SubscribeThose working in the California floral and horticultural industries may join our mail-ing list at no cost. Subscribe at BloominNews.com to the print and/or email edi-tions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828.
DisclaimerNeither the Bloomin’ News nor the Original Los Angeles Flower District recom-mends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers.
Advertise in Bloomin’ NewsVisit Bloominnews.com or contact our editor for advertising rates, dimen-
sions and details. Advertise in color. We’ll design your first ad for free!
Index to AdvertisersAdvertise in the Bloomin’ News . . . . . . . . . . . . . . . . . . . . . . Page 3
Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11
California Association of Flower Growers & Shippers . . . Page 2
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
Original Los Angeles Flower Market History Book . . . . . . Page 9
Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . Page 10
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
More than 60 Years in Publication
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Maximum Exposure, Lowest Industry Cost
4
magine you have a ‘system’ for success. It’s a simple formula
that pulls together your consistently exquisite floral designs
with the genuine interest you show to your clients every
time they call upon you, the sincere attention you devote
to the details of every order and your overall good business
management and employee relations.
Some might say every floral retailer knows this system.
Amy Child Marella applies it daily. It is a business operating
approach that she and her staff take to heart, and it has served
Hidden Gardens Floral Design, here in Los Angeles, extraordinarily
well since the doors first opened in 1999.
Steady growthUsing her strong philosophy and inspiration gleaned from daily
visits to the Original Los Angeles Flower Market and Southern
California Flower Market, Amy has been happy to see the Hidden
Gardens’ client list grow steadily. “Putting it all together in the right
package makes a difference,” she says.
The shop has outgrown two spaces. Its first relocation was from
Amy and Greg Marella’s apartment to a small studio nestled in a
quaint retail area on Santa Monica Boulevard near the Mormon
Temple. A friend called Amy’s business ‘Hidden’ Gardens because
it was truly hidden and very small. Yet in spite of being small and
a little hard to find, clients who loved their arrangements and
personal service regularly referred others.
In this homespun setting with its cobblestone walkways and
historical significance (it’s on the National Register of Historic
Places), Hidden Gardens Floral Design blossomed quickly. Amy’s
father helped with deliveries. One employee, Juan Villatoro, helped
with processing and deliveries. Juan is among the business’s
current 20 full-time employees. The team effort was in place from
the start.
The studio’s cherished family of prestigious clients expanded
rapidly (high-end clients Montage Beverly Hills, The Beverly
Hills Hotel, Hotel Bel Air, Riviera Country Club, entertainment
companies, award shows, etc.) until even the landlord observed
the extraordinary growth. (“With our buckets in the courtyard, it
was obvious we were outgrowing our space,” Amy recalls.) In 2003
Amy moved the company to a more spacious studio at 11054
Pico Boulevard in West Los Angeles, where Hidden Gardens now
employs a substantially larger full-time staff.
Today Amy is joined by the talented Taylor Maligmat, event
planner, whose entertainment background suits her well for the
fast-paced environment; Trisha Haner, a wedding and special event
professional who has carved out a special niche for the studio’s
wedding design services. A host of amazing designers, sales staff,
processors and drivers complete the Hidden Gardens team.
Hidden Garden floral design:Amy Child Marella‘s System for Success by Peggi Ridgway
I
Amy Child Marella in her design studio.
Trisha Haner is Hidden Garden Floral Design’s
wedding consultant.
5
Amy compliments the studio’s six full-time designers saying they
“are very creative and knowledgeable.” One designer does modern,
contemporary design perfectly; another does English Garden design
perfectly. “Each has an individual skill set and talent and contributes
to the team effort.” She also speaks proudly of her highly experienced
flower buyer Tara Cottrell*, who took Amy’s place making those daily
shopping trips to the wholesale Flower Market.
Before today’s Hidden GardensDuring her career in the touring area of the music industry, where
she met her husband Greg, Amy Child found she had a strong
passion for floral design. Her creativity begging for expression,
she began arranging flowers for co-workers, friends and family.
It wasn’t long until she was walking the aisles of the Original Los
Angeles Flower Market, intent on learning as much as she could
about flowers.
She carried with her a small book to make notes about the flowers
and products available during the days and weeks she visited the
Market. That book became a valuable reference in future years.
It was during the Flower Market business jaunts that she
discovered new blooms and greens, noticed trends and envisioned
the possibilities for designs with specific flowers, hardware, supplies,
techniques and styling. As her reputation as a floral designer grew,
she became a regular customer of Blossom Valley, Choice Flowers,
Tommy’s Flower Land, Mellano, Mayesh Wholesale Florist and
other Market wholesalers.
ChoicesAs growth occurred within the Hidden Gardens Floral Design
business, Amy faced challenges. If she continued to drive to the
Flower Market in the early mornings, she would miss seeing her
children (Zach is now eight; and Samantha is five). “Flower buying
was the last thing I gave up and it was my favorite,” she says, noting
that Tara Cottrell is a real professional at flower selection and
buying. Amy still visits the Market occasionally, but mornings are
reserved for the family.
Moving forwardNow, with her business system working extraordinarily well,
Amy Child Marella continues to work closely with talented staff
who are dedicated to her philosophy of attending to all the details
and special requirements for every single client and turning out
spectacularly beautiful floral designs.
*Tara Cottrell, Hidden Gardens’ product buyer, was a contestant in 2010 on “The Arrangement” reality show with celebrity floral arranger Eric Buterbaugh on Logo TV.
Amy Child Marella’s Tips for Success in a Fast-Changing Marketplace• Be prepared to change.
• Stay current. If you choose to not participate (in changing technology, for example), you lose.
• Update your website look, overall image and branding.
• Be aware of trends in design.
• Get involved in blogging, tweeting, Facebook … today’s client is involved and engaged
• Visit top wedding sites (StyleMePretty.com, Pinterest.com, Lover.ly)
• Stay relevant.
The Coffee Bean & Tea Leaf
Amy Child Marella’s Tips for Success in a Fast-Changing Marketplace
Taylor Maligmat is in charge of corporate sales.
Veteran floral designer Alfonso works with an arrangement.
Sugey Rebollar, left, and Jonathan Ryan are lead
designers with the studio.
T H E B LO O M I N ’ N E W S 6 S U M M E R | J U LY 2 0 1 3
People & Places
In Memoriam: Bettie Norman Tompkins Bettie Norman Tompkins’ face was familiar to many at
the Original Los Angeles Flower Market, as she visited with
wholesalers and waved to
friends just as her father,
Harold Norman, had done
before her. President of
Norman Seed Company,
founded by her father in
1942, Bettie died on May
5, 2013. Bettie developed
macular degeneration like
her father, yet she and
husband Gerald raised five children and she came to enjoy
an extended family that included ten grandchildren and ten
great-grandchildren. Her dream and her passion were to
continue her father’s business. Her family honors her dream
by carrying on the Norman Seed Company business today.
Ania Norwood Recipientof AIFD Scholarship
Ania Norwood AIFD, CFD of Newport Beach was one
of 35 floral association winners from around the country
who received complimentary registration to the American
Institute of Floral Designers 2013 Symposium, held July 28-
July 2 in Las Vegas. Ania represented the California State
Floral Association.
Californians Winners of Weddings Contest In its fourteenth annual “Picture Perfect Weddings”
contest, Florists Review magazine presented awards to
several California floral designers: Jenny McNiece, AIFD,
of Jenny McNiece Flowers in Arroyo Grande, received the
Best Bouquets award. Her florals were featured in a photo
spread taking place at Santa Margarita Ranch in Santa
Margarita. Melinda Lynch, AIFD, of Festive Designs in San
Luis Obispo, received the Best Ceremony award. The twelve-
person wedding party and florals were photographed at
the wedding and reception site, a family avocado, citrus
and cattle ranch.
SAF Awards Ecke Scholarship Garret Owen, a horticultural science student at North
Carolina State University, was awarded the 2013 Paul
Ecke Jr. Scholarship, a merit-based scholarship honoring
the late floriculture pioneer from Southern California.
Owen opened his own commercial greenhouse when he
was only fifteen years old and has aspirations of helping
growers through research and extension. He is pursuing a
doctorate degree.
Congratulations, Rene van Rems, whose “Corsages & ‘Bouts” workshop in June was so popular he had to add a second class. The Bloomin’ News editor was happy to see the return of the annual Floral De-sign Competition to the 2013 San Diego County Fair in June, on the Paul Ecke Jr Flower and Garden Show Stage. Also held at the Fair was a one-day “My Big Fair Wed-ding Day,” which attracted floral designers, suppliers, consultants and wedding planners. Anthony Alvarez AIFD CCF EM and Deb-bie Alvarez AIFD CCF facilitated a “Weddings and Wire – A Dynamic Combination of Flowers and Art” workshop this past April at the Shinoda Design Center in Santa Ana. The hands-on class was sponsored by California State Floral Associa-tion (whose annual convention is planned for October 11-
12 in Carpinteria). Legislative Action Day, led by CSFA, went off without a hitch in March in our capitol in Sacra-mento. At Golden West College in Huntington Beach, Noel
Tribbey AIFD, of La Costa, was guest designer for “Monumental Mechanical Meltdown – An Avoid-ance Guide,” in April, sponsored by the Shirley Haas Chapter of the Student American Institute of Flo-ral Designers (SAIFD) through its Artist in Residence Program. We noticed Carly Cylinder, owner of Flour L.A. Inc. was featured in Florists Review’s April 2013 issue. Many of Carly’s creations combine
food with flowers. And Hank Maarse, of Jacob Maarse Florist in Pasadena was interviewed for the “Good Deeds Done Right” story by Mary Westbrook in the April issue of the SAF magazine, Floral Management.
Along with other Original Los Angeles Flower
Market vendors, Growers Direct is a busy place.
TRIM
BLEED
Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25)
Issue Date: August 2011
Version: M&C_AugBeyondFullService_Full_MECH2.pdf
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www.mellano.com
From selling in a cold chain maintained environment to sourcing flowers for your events and creating a spacious production area that you can rent to meet your design needs, our goal is to put our long history of selling flowers to work for you. Stop by our L.A. wholesale house or give us a call to learn more.
SPAN THE GLOBE... �OR OUR OWN BACK YARD� TO FIND EXACTLY WHAT YOU NEED WHEN YOU NEED IT.
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KEEP IT COLD... IN OUR CAREFULLY MAINTAINED
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766 Wall St. | L.A. | CA 90014
T H E B LO O M I N ’ N E W S 8 S U M M E R | J U LY 2 0 1 3
Potpourri
Ag Day a Huge Success On March 20, about 46 booths at the state capitol
showcased the diversity of agriculture in California,
whose farmers account for 75 percent of domestic
flower production. The California State Floral Association
joined with the California Department of Food and
Agriculture and legislative and agriculture leaders to
make the event a hit among the thousands of people
who visited the booths. More than 3,000 bouquets,
designed by students, were distributed and featured
flowers donated by dozens of California growers.
Richard Gourd, Wilton Lee, Catherine Zikakis and Ann
Quinn represented CSFA at a “Salute to Ag” legislative
dinner that evening.
Florists Help Oklahoma Tornado Victims Florists throughout the U.S. rallied for the cause of
helping victims of the May tornadoes that devastated
parts of Moore and neighboring towns in Oklahoma.
Volunteers met at Greenleaf Wholesale Florist in
Oklahoma City on the Saturday following the tornadoes,
to assemble sympathy arrangements. “We have had a
great response from many shops” said Oklahoma State
Florists’ Association. In addition, Teleflora put out the
word to its member florists in an expertly coordinated
effort by Teleflora vice president of education Marie
Ackerman. Thousands of flowers, including roses, white
hydrangeas, white roses and white orchids, arrived from
California and other countries, to decorate venues for
memorial services.
Floral Gig Finds Employees for You Enyver Appenzeller of Brea, California, has founded
Floral Gig, a job search website specializing in matching
great companies with
great employees. Ser-
ving the entire floral
industry, FloralGig sup-
plies applicants for
openings listed on the
site by floral designers,
retail shops and those
needing extra help for
events. As a freelance
floral stylist, Enyver had
been helping friends in the industry. Her own designs
have been showcased at prestigious hotels and
events in multiple states. Check out this new service at
Floralgig.com or call Enyver (pronounce: en-eh-ver) at
714 310-6189.
“Farm to Float” Contest Announced The California Cut Flower Commission invites you to
enter its contest for a chance to win a trip for two to
Pasadena, tickets to the January 1, 2014 Tournament
of Roses Parade, a flower farm tour and a behind-the-
scenes look at float building during “Deco Week.” To
enter, visit Facebook.com/CaliforniaGrownFlowers.
New Breeding Company Launched Mitchell & Maxwell, a “boutique seed purveyor”
dedicated to “making gardening cool for urban afflu-
ents” was founded in early 2013 by Mitch Goldsmith,
son of Joel Goldsmith of Goldsmith Seeds, and Max
Ecke, son of Paul Ecke III of Paul Ecke Ranch. Mitch’s
grandfather Glenn Goldsmith will provide the genetics
for the seed operation started by these two 20-year-olds
Notecards They’ll Notice
• 4 x 5” floral themed notecards with a blank inside• Great gift item for your flower shop
Contact: Peggi Ridgway/Wordpixwww.MyFloralNotecards.com • [email protected]
A little division of Wordpix, producer of the Bloomin’ News.
Contact: Peggi Ridgway/Wordpix
Floral NotecardsDeliver Your Message with a Floral Flair
T H E B LO O M I N ’ N E W S 9 S U M M E R | J U LY 2 0 1 3
Potpourri
who are reintroducing the passion of their fathers for
the floral industry. Granddad Glenn has been working
for nearly 20 years in Hawaii in a backyard greenhouse,
where he’s developed a new class of “annual” genetics
with varieties, colors and grower- and consumer-friendly
features. Max and Mitch see themselves as “on the same
page” with a passion to reach an untapped market. The
company headquarters in Gilroy.
“Mother Nature” Wins SAF VaseOff! A design called “Mother Nature” by Virginia designer
Rowena Johnson was voted the winner of SAF’s VaseOff!
Challenge this past
Spring. The challenge
was to celebrate the busy,
on-the-go mom. The
Fall VaseOff! Challenge
will be presented to
four new contestants as
part of SAF’s Consumer
Marketing Program,
which uses public
relations and social
media to promote positive messages about flowers,
plants and florists.
Teleflora Partners with Tributes .com Many friends and family members create lasting
tributes in honor of deceased loved ones at Tributes.
com, where the obituary will always be available
and the tribute preserved. Teleflora now partners
with Tributes.com to make same day, 100-percent
hand-arranged and delivered florals available for
Tributes.com users. Teleflora plans to expand this
collaboration by launching an online program for
Tributes.com’s Premier funeral home partners.
All orders are prepared and delivered exclusively
through the Teleflora florist network.
Science Improves Flower Life A recent study funded by the American Floral
Endowment identified three techniques that when
used together could better maintain the quality of
fresh cut flowers: Thyme oil; Modified Atmosphere
Packaging (MAP is a special film that increases shelf
life of perishables); and 1-methylcyclopropene (MCP), a
synthetic plant growth regulator that inhibits ethylene.
According to lead researcher Thomas Gianfagna, this
eco-friendly approach uses natural compounds to
reduce disease and increase postharvest longevity.
Alaska Discovers the Peony Trade “Out of the darkness of Alaska comes the bright
brilliance of the peonies,” says Wayne Floyd, co-
owner of Cool Cache Farms. The internationally
desired luxurious peony requires a cold growing
environment with a short growing season. On Alaska’s
Kenai Peninsula, more than 30 farms now grow this
in-demand flower, bringing large chain store buyers
in personally to see for themselves. Even though
peony farming is expensive (a huge investment
and then you wait three to four years for maturity),
Floyd expects the peony industry to transform the
peninsula’s economy as farmers purchase equipment
and hire people. But it’s long-lasting. Peonies produce
for more than 75 years before they die.
Continued next page
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
Pay by check to :
American Florists’ Exchange Book, c/o Mellano,766 Wall Street, Los Angeles, CA 90014
Also available at Original Los Angeles Flower Market main entrance.
GIVE A PRICELESS GIFT 150 Years of our Floral History Hardbound with dust cover, more than 300
pictures, timeline and flower family memories
$35 (includes shipping)
American Florists’ Exchange Book, c/o Mellano,
pictures, timeline and flower family memories
Only
T H E B LO O M I N ’ N E W S 1 0 S U M M E R | J U LY 2 0 1 3
Potpourri
Local Farms Showcased on PBS “A Growing Passion: The Business of Blooms”
featured the “gold” of San Diego County’s floriculture
industry recently. Interviewed and photographed were
representatives of Obra Verde Growers, Rainbow Protea,
Protea Hills Ranch and Dramm & Echter.
SAF Website Simplifies New Healthcare Law The Society of American Florists’ Health Care Resource
Center provides a wealth of pertinent information in a
consolidated, easy-to-use area on SAF’s website. Start
off with a planning tool by determining whether your
business is a ‘large’ or ‘small’ employer and proceed from
there. The site explains requirements and penalties and
is a comprehensive, leading edge site. Check it out at:
SAFnow.org/health-care-resource-center or call Corey
Connors at 800 336-4743.
Calling for “Simpler, Fairer” Tax Code As the leader of the National Main Street Business
Coalition, the Society of American Florists joined with
sixteen national and state trade associations recently
in urging Congress to simplify the tax code and reduce
compliance costs. Compliance costs are 65 percent
higher for small businesses than large ones. The
Coalition asked the House Ways & Means Committee
for a “simpler, fairer compliance system for Main Street
that allows for investment and innovation without
significantly increasing the effective tax rate.”
California Grown Flowers to Your Door The new “California
Grown Flowers” catalog
is out and it’s a real
winner with colorful floral
photos, elegant artwork,
flower farm profiles, a
color chart and a directory
of California flower farms.
For your copy, visit the
California Cut Flower Commission at CCFC.org.
BloomNet Introduces iPad App The industry’s first floral selection guide available
on the Apple iPad was introduced in early May by
service provider BloomNet. “Expressions of Flowers™
- Essentials” is free for BloomNet Professional Florists.
It creates an array of opportunities to enhance the
retail experience for flower shop owners and their
customers, including the ability to search by occasion,
holiday, product or price. BloomNet is a wholly-owned
subsidiary of 1-800-FLOWERS.COM. For more details,
see Mybloomnet.net or call 1-800-BloomNet.
Power of Flowers Touted by Redbook A full page showing big, bright pink peonies greeted
readers of Redbook’s April issue, with the headline,
“This month, bring him flowers” and accompanying
article occurred thanks to the Society of American
Florists’ public relations efforts. The PR campaign also
resulted in a prime placement in the March issue of O,
The Oprah Magazine. The SAF Fund for Nationwide
Public Relations is possible thanks to SAF retail dues
and contributions of wholesalers, suppliers, importers
and growers. Since 2001, it has generated more than
1.1 billion consumer impressions.
Phil Rulloda’s Basic & Advanced Floral DesignExotics, European & Parallel,
Ikebana, Bridal & Party, Shop Ops, Pricing for Profit
Southern California School of Floral Design843 S. State College Boulevard, Anaheim, CA 92806
714 776-7445 or 800 981-7445 • www.philrulloda.com
2013CLASS SCHEDULE
Instruction Hours:Monday – Friday, 9 a.m. – 5 p.m.
Floral Designer Jan. 7 – 18, Feb. 25 – March 8
April 8 – 19, June 3 – 14, July 8 – 19Sept. 9 – 20, Oct. 28 – Nov. 8
Advanced Floral Designer Jan. 21 – 23, March 11 – 13June 17 – 19, July 22 – 24Sept. 23 – 25, Nov. 12 – 14
Advanced Wedding DesignerJan. 28 – 29, March 25 – 26
June 24 – 25, Sept. 30 – Oct. 1
Special Events/Décor Designer Jan. 30 – Feb. 1, March 27 – 29
June 26 – 28, Oct. 2 – 4
Design for Excellence – AIFD Primer
May 17 – 18
One Day Workshops Hand-Tied – April 29, Oct. 21Novelty – April 30, Oct. 22
Holiday – December 7
Potpourri
T H E B LO O M I N ’ N E W S 1 1 S U M M E R | J U LY 2 0 1 3
Florist Certification Prep Classes Slated The California State Floral Association and the Cali-
fornia Certified Florist (CCF) Program will present “CCF
Prep” classes on Sunday, September 22, 2013. The
location in Southern California will be A To Z Wholesale
Floral Supply, 1511 E. McFadden Avenue, Santa Ana
92705. For more details, call CSFA at 916 448-5266 or
visit CaliforniaCertifiedFlorist.org.
SAF 129th Annual Convention Almost Here “SAF Phoenix” is just around the corner, on
September 18-21, at the Sheraton Wild Horse Pass in
Chandler, AZ. With 29 seminars and workshops, three
thought-provoking breakfast sessions, the Sylvia Cup
Competition, Outstanding Varieties Competition,
Premier Products Showcase, a Golf Tournament,
and the Stars of the Industry Awards Reception and
Dinner, there will be countless connections to be
made. Register by August 15 to save $50. See SAFnow.
org or call 800 336-4743.
You’ve Never Seen the Flower Market? Come on down! There’s indoor parking, inexpensive
Flower District badge memberships ($50/year)
and special hours for the public. Check it out:
OriginalLAflowermarket.com.
GOINGGREEN
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the long awaited coffee bean café opened for business at the original los an-geles Flower Market in late April 2013, to a crowd of eager shoppers. on opening day at its ‘soft’ opening on April 13, it served 350 people; and customers continue to queue up for rich lattes, coffees, expresso, iced and cold drinks, tea and smoothies, as well as pastries, sandwiches, croissants, and more. “the café is successfully bringing in new customers from San Julian Street,” says Jim Mellano, market manager. “As a result, these new customers are becoming better acquainted with the original los angeles Flower Market.” the introduction of the coffee bean & tea leaf represents the latest effort on the part of the American Florists’ Exchange to draw cus-tomer traffic by offering more amenities. the café is run by World Coffee Kiosk, LLC dba The Café, of Los Angeles. The Coffee Bean & Tea Leaf is the oldest and largest privately held specialty coffee and tea retailer in the United States. The cafe is viewed by tenants and their customers as a welcome addition to the Original Los Angeles Flower Market.
In August, celebrations await!Consider promoting these occasions in your
community as celebrations deserving of flowers:• National Watermelon Day – always August 3 (Bet you can make a floral watermelon!)• Sisters Day – August 4 (the first Sunday)• National S’mores Day – always August 10 (make s’mores with flowers!)• Elvis Week – August 12-17, 2013 • National Dog Day – always August 26 (pussy willows!)• Peach Month – all month long (peachy peonies?)• Blue Moon Night – August 31 (blue flowers are cool!)
The Coffee Bean & Tea Leaf
Pump Up Sales In AugustPump Up Sales In August
Refreshment & Camaraderie in Space #39
The Café®
What’s Happening
T H E B LO O M I N ’ N E W S 1 3 S U M M E R | J U LY 2 0 1 3
Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.Our calendar listings help you tie your business promotions to special events and observances.
July1-2 Last two days of the AIFD National Symposium, Paris Las Vegas Hotel & Casino. Call 410 752-3318 or email [email protected].
1-4 San Diego County Fair, Del Mar Fairgrounds, Del Mar. Be sure to visit the Flower and Garden Show area.
Through July 8 “When They Were Wild” exhibit showcasing California’s wildflower heritage. The Huntington Botanical Gar-dens, 1151 Oxford Road, San Marino. Phone 626 405-2100 or see Huntington.org.
4 Independence Day
4, 11, 18, 25 “Music on the Main Summer Jazz”, 6 p.m., Descanso Gardens, 1418 Descanso Drive, La Canada Flintridge, CA 91011. Call 818 949-4200 or see Descansogar-dens.org. Through August 22.
9, 23 FTD Marketing Express with Bob Negen of WhizBang! Training, access at FTDi.com/ftduniversity.
12-31 Orange County Fair, OC Fair & Event Center, Costa Mesa.
13 “Light Up the Night” Descanso Gardens benefit, evening of food, music, craft beers, California wine, set in three beautiful locations in the Gardens. $125 tickets available online at Lightup2013.event-brite.com.
16 Fresh Produce & Floral Council’s Southern California Expo, Anaheim. Call 714 739-0177 or see FPFC.org.
17-20 “Fun ‘n Sun” Califor-nia Floral Convention, Fess Parker’s Doubletree Resort by Hilton, Santa Barbara. Largest
All-California floral display and exhibits in one location, new vendors, varieties and greens; growers’ visits; golf tourna-ment (on July 17), education sessions. See CAFGS.org or call 831 479-4912.
17-22 Give And Live Los Angeles (“GALLA”) – L.A. Mart Gift + Home + Design Center at Los Angeles Convention Center. See LAmart.com or call 800 526-2784.
19-22 California Gift Show, Los Angeles Convention Cen-ter. See Californiagiftshow.com or call 800 318-2238.
21 Teleflora’s Make Some-one Smile Week
21-24 “European Trends” with instructor Els Hazenberg AIFD AAF - floral design hands-on workshop at Teleflora’s Education Center in Oklahoma City, OK. Call 800 456-7890, x.6234 or visit MyTeleflora.com to register.
28 Parents Day
31 Ventura County Fair opens at the Ventura Fairgrounds.
August1-11 Orange County Fair, OC Fair & Event Center, Costa Mesa.
1-11 Ventura County Fair, Fairgrounds, Ventura.
1, 8, 15, 22, 29 “Music on the Main Summer Jazz”, 6 p.m., Descanso Gardens, 1418 Descanso Drive, La Canada Flintridge, CA 91011. Call 818 949-4200 or see Descansogar-dens.org. Through August 22.
4-7 “Business Smarts Sum-mit” with Paul Goodman PFCI, Marie Ackerman AIFD PFCI AAF and other special
guest speakers, at Teleflora’s Education Center in Oklahoma City, OK. Call 800 456-7890, x.6234 or visit MyTeleflora.com to register.
6 FTD Marketing Express with Bob Negen of WhizBang! Training, access at FTDi.com/ftduniversity.
12-14 FTD Boot Camp. Learn more at FTDi.com/FTDUniversity.
17 Flower District Tour and Design Class (“Sumptuous Garden Roses”) by Flower Duet of Torrance. Take the tour 7-9 a.m., then design class from 10-Noon at Flower Duet’s Torrance studio. Tour only: $20; design class only: $85; tour and design combo: $100. Call 310 792-4968 or register at Flower-duet.com.
20 “Water-wise Gardening” class, 2 p.m., Descanso Gardens, 1418 Descanso Drive, La Canada Flintridge, CA 91011. Call 818 949-4200 or see Des-cansogardens.org.
22 American Business Women’s Day, marking the 1949 founding of the American Business Women’s Association.
30 Los Angeles County Fair opens, Fairplex, Pomona.
September2 Labor Day
4-6 Rosh Hashana
7 “Gala in the Garden – a Stroll Around the World,” benefit for the San Diego Bo-tanic Garden. See SDBgarden.org for more.
8 National Grandparents Day
8-11 “Trendsetter: New Design Ideas for 2013/14” with instructor Hitomi Gilliam
AIFD - floral design hands-on workshop at Teleflora’s Educa-tion Center in Oklahoma City, OK. Call 800 456-7890, x.6234 or visit MyTeleflora.com to register.
10 FTD Webinar Series, “Drive Profits by Understand-ing Your Cost of Goods Sold,” with Derrick Myers CPA CFP. See FTDi.com/ftduniversity.
11 Patriot Day
13-14 Yom Kippur
17 Citizenship Day
18-21 SAF PHOENIX 2013 – 129th Annual Convention, Sheraton Wild Horse Pass, Chandler, AZ. See SAFnow.org.
21 Flower District Tour and Design Class (“Daring Dahlias”) by Flower Duet of Torrance. Take the tour 7-9 a.m., then design class from 10-Noon at Flower Duet’s Torrance studio. Tour only: $20; design class only: $85; tour and design combo: $100. Call 310 792-4968 or register at Flowerduet.com.
22 California Certified Florist (CCF) “Prep” classes, A To Z Wholesale Floral Supply, 1511 E. McFadden Ave., Santa Ana. Call 916 448-5266 or see Cali-forniaCertifiedFlorist.org.
27 Native American Day
Save the DatesOctober 12-13 – “Calif Flora 2013” California State Floral Association annual conven-tion, at Gallup and Stribling Orchids, 3450 Villa Real, Carpin-teria. Call CSFA: 916 448-5266 or Email: [email protected].
Kick Up Summer Fun with Fresh Flowers fromThe Original Los Angeles Flower Market
The Merchants of the Los Angeles Flower Market
Street map above
A. Lee’s Orchids . . . . . . . . . . . . . . . . 213 627 .8880
B. Floral Delivery Co-op . . . . . . . . 213 623 .6974 213 387 .1357
C. Paul Ecke Poinsettias . . . . . . . . 213 622 .8667 December Only
D. See detail (above right)
E. Natural Floral . . . . . . . . . . . . . . . 213 489 .4023 Full Service
F. Mellano & Company . . . . . . . . . 213 622 .0796 Full Service
G. Mellano & Company Wholesale Florist . . . . . . . . . . . . 213 622 .0796 Full Service
I. BNB Floral Supply . . . . . . . . . . . 213 623 .0063 Floral Supplies
J. Shibata Floral Company . . . . . 213 995 .1299 Floral Supplies
K. Floral Supply Syndicate . . . . . . 213 624 .3982 Floral Supplies
L. Moskatel’s, Inc . . . . . . . . . . . . . . . 213 689 .4650 Floral Supplies
M. Stamis Wholesale . . . . . . . . . . . 213 622 .6770 Floral Supplies
N. Floral Prop Rental . . . . . . . . . . . 213 622 .1700 Floral Supplies
O. Chris Flowers Full Service . . . . . 213 488 .1797 Jay’s Plants . . . . . . . . . . . . . . . . . 213 612 .0353
P. LA Flower District Association (Badge) . . . . . . . . . 213 627 .3696
Q. Mellano & Company . . . . . . . . . 213 622 .0796 Full Service
Los Angeles Flower Market of the American Florists Exchange, Ltd .
1. JX Grand Tree Inc . . . . . . . . . . 213 833 .0002
3. Imported Flowers from Paradise, Inc . . . . . . . . . 213 488 .1448
4. Dan Stamis Wholesale . . . . . 213 622 .6770 Greens
5. Blossom Valley . . . . . . . . . . . . 213 891 .9320 Roses
6. G .M . Floral . . . . . . . . . . . . . . . . 213 489 .7050 Full Service
7. Dayro’s Wholesale . . . . . . . . . 213 623 .5177 Roses & Cut Flowers
7A. Flower Salad . . . . . . . . . . . . . . 213 624 .1974 Miscellaneous Cut Flowers, Greens
7B. Dayro’s Wholesale . . . . . . . . . 213 623 .5177 Roses & Cut Flowers
8. Designer Direct Showcase Inc . . . . . . . . . . . . . . 213 488 .9795 Floral Supplies
10. Tommy’s Flower Land . . . . . 213 622 .1205 Roses
11. Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627 .4898 Miscellaneous Cut Flowers
12A-. Kimura Plus . . . . . . . . . . . . . . . 213 488 .162013A
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623 .806913B Roses & Carnations
14. Choice Flowers . . . . . . . . . . . . 213 489 .4879 Miscellaneous & Exotic Flowers
15- Julia’s Wholesale . . . . . . . . . . 213 891 .151417 Roses & Cut Flowers
18. Zavala Wholesale Flowers . . 213 488 .0085
20. Cal Pom Pons . . . . . . . . . . . . . 213 623 .6651 Supermarket Florals, Rose Petals & Roses
23, Mellano & Company . . . . . . 213 622 .079633, 34. Full Service
24. Valle Wholesale . . . . . . . . . . 213 688 .8810 Full Service
26. Gonzalez Wholesale . . . . . . 213 613 .0756 Miscellaneous Cut Flowers
27. C&K Wholesale . . . . . . . . . . . 213 327 .0313
28. Ted’s Evergreens . . . . . . . . . 213 624 .951029B. Greens
29A. Vases by Robert . . . . . . . . . . 818 434 .1512- 30 Ceramics
31. Balloons Away . . . . . . . . . . . 213 683 .8819
32A. Gilbert Wholesale . . . . . . . . 213 689 .9564
32B. A Ruiz Wholesale . . . . . . . . . 213 622 .3695 Exotic Cut Flowers
36. - Tropical U .S .A . . . . . . . . . . . . . 213 614 .191538. Exotic Cut Flowers
39. World Coffee Kiosk / Coffee Bean Cafe
40. S .O .S . . . . . . . . . . . . . . . . . . . . . 213 896 .032242. Miscellaneous Cut Flowers
43. Growers Direct . . . . . . . . . . . 213 688 .8805 Cut Flowers
44. Paradise Gardens . . . . . . . . . 213 488 .5144 Full Service
45. Orchid Oasis . . . . . . . . . . . . . 213 627 .3805 Orchids
50. Sanchez, Martin . . . . . . . . . . 213 629 .4154 Fruit, Candy & Stuffed Animals
DEnlarged to showmarket vendors
Hours:Trade/Wholesale: Mon-Wed: 2 to 8 am; Tues: 5 to 6 am; Thurs: 5 am to noon; Fri: 2am to 3 pm; Sat: 5 am to 3 pm.
Public: ($2 admission weekdays; $1 on Saturday) Mon-Wed: 8 am to noon; Tues: 6 to 11 am; Thurs: 6am to noon; Fri: 8am to 3 pm; Sat: 6am to 3 pm.
For holiday and special hours, see www.LAFlowerDistrict.com.
Where Good Ideas Are Always In Bloom14
Flowers can’t thrive under these conditions. Neither can florists.Florists lose $500 million every year to drop-shippers.
CALIF FLORA 2013Gallup & Stribling Orchids, 3450 Via Real, Carpinteria, CA 93013 (south of Santa Barbara)
Sponsored by California State Floral Association and Gallup & Stribling Orchids
• “Top Ten” Floral Design Annual Competition – Winner progresses to SAF national competition
• Student Floral Design Compe-tition – showcasing designs by students from all over the state
• Educational Seminars – led by creative and passionate design instructors
• Design Show – Spectacular design program by world renowned designer
• Trade Show – Talk directly with floral industry suppliers, association leaders and publi-cation editors
• Auctions – Take home gor-geous floral arrangements and silent auction treasures
• Camaraderie – Catch up with old friends and make new con-tacts for your business
Get More Details/Register:
Call CSFA: 916 448-5266Email: [email protected]
SAtuRdAy. OCtOBeR 12 • SundAy, OCtOBeR 13, 2013
754 Wall Street, Los Angeles, CA 90014
PRESORTED STANDARDU.S. POSTAGE
PAIDLOS ANGELES CA
PERMIT #3644RETURN SERVICE REQUESTED
Competitor 2012 Top Ten Winner Ivana Royse CCF, CFD, Ivana’s Floral Designs.