PDF - The Los Angeles Flower Market

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‘s
System for Success
Story begins on page 4
Amy Child Marella
The Coffee Bean & Tea Leaf
Refreshment & Camaraderie in Space #39
See Page 12
Discounted Shipping Rates
on California Flowers
Membership Transportation Benefits
NORCAL offers members the lowest transportation rates possible to get the products
to their destinations fresher & faster! As a member you have the combined volumes
that give the Association the power to negotiate exclusive contracts with air and
ground 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 over
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OnTrac Program: Our exclusive door to door program offers members discounted rates
over 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
Why California?
Fun ‘N Sun :
California Floral Convention
July 17-20, 2013
Fess Parker’s Doubletree Resort by Hilton • Santa Barbara, California
Room Rate $183.00 plus tax
California Flowers. Endless Possibilities. All await you at Fun ‘N Sun
Come Meet Your CA Growers, Shippers, Distributors, Packaging
Partners and Transportation Service Providers
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
for
Sunflower photo courtesy of
Dos Gringos, A Flower Company
• NEW Vendors, Varieties & Greens!
•Largest ALL California floral display and floral exhibits
California will grow on you
Contents
Cover Story:
This 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. Subscription and advertising details at BloominNews.com.
Hidden Garden Floral Design:
Amy Child Marella‘s System for Success
4
www .originalLAflowermarket .com
People and Places
6
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
Potpourri
8
Publisher
Original Los Angeles Flower Market
of the American Florists’ Exchange
Board of Directors
Feature:
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Christopher Calkins
The Coffee Bean & Tea Leaf
Original Los Angeles Flower Market Hours & Info
Refreshment & Camaraderie in Space #39
12
Happenings/Calendar
13
Los Angeles Flower Market Map
14
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www .originalLAflowermarket .com
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101• FAX 918 743-1105
Email: [email protected] • www.bloominnews.com
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
M ore than 60 Years in Publication
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Subscribe
Those working in the California floral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the print and/or email editions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828.
Disclaimer
Neither the Bloomin’ News nor the Original Los Angeles Flower District recommends or endorses any products or advertisements displayed in this publication
but presents them as a service to our readers.
Advertise in Bloomin’ News
Visit Bloominnews.com or contact our editor for advertising rates, dimensions and details. Advertise in color. We’ll design your first ad for free!
Index to Advertisers
Advertise in the Bloomin’ News . . . . . . . . . . . . . . . . . . . . . . Page 3
Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11
California Association of Flower Growers & Shippers . . . Page 2
Maximum Exposure, Lowest Industry Cost
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
T H E B LO O M I N ’ N E W S
www.BloominNews.com • 800.200.1101
3
S U M M E R | J U LY 2 0 1 3
Amy Child Marella in her design studio.
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
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 growth
4
Using 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
Trisha Haner is Hidden
Garden Floral Design’s
wedding consultant.
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 Gardens
During 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.
Taylor Maligmat is in charge of corporate sales.
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.
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.
Choices
As 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 forward
Veteran floral designer Alfonso works with an arrangement.
Sugey Rebollar, left, and
Jonathan Ryan are lead
designers with the studio.
Now, 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.
5
People & Places
In Memoriam: Bettie Norman Tompkins
July 2 in Las Vegas. Ania represented the California State
Bettie Norman Tompkins’ face was familiar to many at
Floral Association.
the Original Los Angeles Flower Market, as she visited with
Californians Winners of Weddings Contest
wholesalers and waved to
friends just as her father,
In its fourteenth annual “Picture Perfect Weddings”
Harold Norman, had done
contest, Florists Review magazine presented awards to
before her. President of
several California floral designers: Jenny McNiece, AIFD,
Norman
Company,
of Jenny McNiece Flowers in Arroyo Grande, received the
founded by her father in
Best Bouquets award. Her florals were featured in a photo
1942, Bettie died on May
spread taking place at Santa Margarita Ranch in Santa
5, 2013. Bettie developed
Margarita. Melinda Lynch, AIFD, of Festive Designs in San
macular degeneration like
Luis Obispo, received the Best Ceremony award. The twelve-
Seed
her father, yet she and
person wedding party and florals were photographed at
husband Gerald raised five children and she came to enjoy
the wedding and reception site, a family avocado, citrus
an extended family that included ten grandchildren and ten
and cattle ranch.
great-grandchildren. Her dream and her passion were to
SAF Awards Ecke Scholarship
continue her father’s business. Her family honors her dream
Garret Owen, a horticultural science student at North
by carrying on the Norman Seed Company business today.
Carolina State University, was awarded the 2013 Paul
Ania Norwood Recipient
of AIFD Scholarship
Ecke Jr. Scholarship, a merit-based scholarship honoring
Ania Norwood AIFD, CFD of Newport Beach was one
Owen opened his own commercial greenhouse when he
of 35 floral association winners from around the country
was only fifteen years old and has aspirations of helping
who received complimentary registration to the American
growers through research and extension. He is pursuing a
Institute of Floral Designers 2013 Symposium, held July 28-
doctorate degree.
the late floriculture pioneer from Southern California.
Congratulations, Rene van Rems, whose “Corsages &
12 in Carpinteria). Legislative Action Day, led by CSFA,
‘Bouts” workshop in June was so popular he had to add a
went off without a hitch in March in our capitol in Sacrasecond class. The Bloomin’ News editor was happy to see
mento. At Golden West College in Huntington Beach, Noel
the return of the annual Floral DeTribbey AIFD, of La Costa, was
sign Competition to the 2013 San
guest designer for “Monumental
Diego County Fair in June, on the
Mechanical Meltdown – An AvoidPaul Ecke Jr Flower and Garden
ance Guide,” in April, sponsored
Show Stage. Also held at the Fair
by the Shirley Haas Chapter of the
was a one-day “My Big Fair WedStudent American Institute of Floding Day,” which attracted floral
ral Designers (SAIFD) through its
designers, suppliers, consultants
Artist in Residence Program. We
and wedding planners. Anthony
noticed Carly Cylinder, owner
Along with other Original Los Angeles Flower
Alvarez AIFD CCF EM and Debof Flour L.A. Inc. was featured in
Market vendors, Growers Direct is a busy place.
bie Alvarez AIFD CCF facilitated a
Florists Review’s April 2013 issue.
“Weddings and Wire – A Dynamic
Many of Carly’s creations combine
Combination of Flowers and Art” workshop this past April
food with flowers. And Hank Maarse, of Jacob Maarse
at the Shinoda Design Center in Santa Ana. The hands-on
Florist in Pasadena was interviewed for the “Good Deeds
class was sponsored by California State Floral AssociaDone Right” story by Mary Westbrook in the April issue of
tion (whose annual convention is planned for October 11the SAF magazine, Floral Management.
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
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766 Wall St. | L.A. | CA 90014
Potpourri
Ag Day a Huge Success
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.
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.
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. Serving the entire floral
industry, FloralGig supplies 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.
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
Notecards They’ll Notice
“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-thescenes look at float building during “Deco Week.” To
enter, visit Facebook.com/CaliforniaGrownFlowers.
• 4 x 5” floral themed notecards with a blank inside
• Great gift item for your flower shop
New Breeding Company Launched
Floral Notecards
Mitchell & Maxwell, a “boutique seed purveyor”
dedicated to “making gardening cool for urban affluents” 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
Deliver Your Message with a Floral Flair
Contact: Peggi Ridgway/Wordpix
www.MyFloralNotecards.com • [email protected]
A little division of Wordpix, producer of the Bloomin’ News.
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
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.
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, coowner 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
“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.
GIVE A PRICELESS GIFT
150 Years of our Floral History
Teleflora Partners with Tributes .com
Hardbound with dust cover, more than 300
pictures, timeline and flower family memories
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.
Only
35
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
$
(includes shipping)
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
T H E B LO O M I N ’ N E W S
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.
9
S U M M E R | J U LY 2 0 1 3
Potpourri
Local Farms Showcased on PBS
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.”
“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
California Grown
Flowers to Your Door
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.
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.
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
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.
2013
CLASS 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 – 19
Sept. 9 – 20, Oct. 28 – Nov. 8
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
Jan. 21 – 23, March 11 – 13
June 17 – 19, July 22 – 24
Sept. 23 – 25, Nov. 12 – 14
Advanced Wedding Designer
Power of Flowers Touted by Redbook
Jan. 28 – 29, March 25 – 26
June 24 – 25, Sept. 30 – Oct. 1
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.
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. 21
Novelty – April 30, Oct. 22
Holiday – December 7
Southern California School of Floral Design
843 S. State College Boulevard, Anaheim, CA 92806
714 776-7445 or 800 981-7445 • www.philrulloda.com
T H E B LO O M I N ’ N E W S
10
S U M M E R | J U LY 2 0 1 3
Potpourri
Florist Certification Prep Classes Slated
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.
The California State Floral Association and the California 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.
You’ve Never Seen the Flower Market?
SAF 129th Annual Convention Almost Here
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.
“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
GOING
GREEN
New options for how to
get your digital issue
Three ways to join
our e-mail list
1
Visit http://bit.ly/laflower
T H E B LO O M I N ’ N E W S 2
Text FLOWER to 42828
11
3
Scan QR Code
S U M M E R | J U LY 2 0 1 3
The Coffee Bean & Tea Leaf
Refreshment & Camaraderie in Space #39
the long awaited coffee bean café
opened for business at the original los angeles 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 customer 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.
The Café
Pump Up Sales In August
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!)
What’s Happening
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.
July
Last two days of the
AIFD National Symposium,
Paris Las Vegas Hotel & Casino.
Call 410 752-3318 or email
[email protected].
All-California floral display and
exhibits in one location, new
vendors, varieties and greens;
growers’ visits; golf tournament (on July 17), education
sessions. See CAFGS.org or call
831 479-4912.
1-4
17-22
1-2
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 Gardens, 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 Descansogardens.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.eventbrite.com.
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 Flowerduet.com.
19-22
California Gift Show,
Los Angeles Convention Center. See Californiagiftshow.com
or call 800 318-2238.
21 Teleflora’s Make Someone Smile Week
21-24
“European Trends”
with instructor Els Hazenberg
AIFD AAF - floral design handson workshop at Teleflora’s
Education Center in Oklahoma
City, OK. Call 800 456-7890,
x.6234 or visit MyTeleflora.com
to register.
28
20
“Water-wise Gardening”
class, 2 p.m., Descanso Gardens,
1418 Descanso Drive, La
Canada Flintridge, CA 91011.
Call 818 949-4200 or see Descansogardens.org.
Parents Day
22
American Business
Women’s Day, marking the
1949 founding of the American
Business Women’s Association.
31
Ventura County Fair opens
at the Ventura Fairgrounds.
August
30
Los Angeles County Fair
opens, Fairplex, Pomona.
1-11
Orange County Fair,
OC Fair & Event Center, Costa
Mesa.
September
1-11 Ventura County Fair,
Fairgrounds, Ventura.
2
Fresh Produce & Floral
Council’s Southern California
Expo, Anaheim. Call 714 7390177 or see FPFC.org.
17-20
4-7
Labor Day
4-6
1, 8, 15, 22, 29
16
T H E B LO O M I N ’ N E W S 6 FTD Marketing Express
with Bob Negen of WhizBang!
Training, access at FTDi.com/
ftduniversity.
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.
“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 Descansogardens.org. Through August 22.
“Fun ‘n Sun” California Floral Convention, Fess
Parker’s Doubletree Resort by
Hilton, Santa Barbara. Largest
guest speakers, at Teleflora’s
Education Center in Oklahoma
City, OK. Call 800 456-7890,
x.6234 or visit MyTeleflora.com
to register.
Rosh Hashana
7 “Gala in the Garden – a
Stroll Around the World,”
benefit for the San Diego Botanic Garden. See SDBgarden.
org for more.
8
“Business Smarts Summit” with Paul Goodman
PFCI, Marie Ackerman AIFD
PFCI AAF and other special
AIFD - 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.
10
FTD Webinar Series,
“Drive Profits by Understanding Your Cost of Goods Sold,”
with Derrick Myers CPA CFP.
See FTDi.com/ftduniversity.
11
Patriot Day
13-14
17
Yom Kippur
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 10Noon 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 CaliforniaCertifiedFlorist.org.
27
Native American Day
Save the Dates
October 12-13 – “Calif Flora
2013” California State Floral
Association annual convention, at Gallup and Stribling
Orchids, 3450 Villa Real, Carpinteria. Call CSFA: 916 448-5266
or Email: [email protected].
National Grandparents Day
8-11
“Trendsetter: New
Design Ideas for 2013/14”
with instructor Hitomi Gilliam
13
S U M M E R | J U LY 2 0 1 3
Kick Up Summer Fun with Fresh Flowers from
The Original Los Angeles Flower Market
D
Enlarged to show
market 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.
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
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.
BNB Floral Supply . . . . . . . . . . . 213 623 .0063
6.
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
14
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.
Floral Supplies
J.
24.
Designer Direct
Showcase Inc . . . . . . . . . . . . . . 213 488 .9795
26.
Tommy’s Flower Land . . . . . 213 622 .1205
Gonzalez Wholesale . . . . . . 213 613 .0756
Miscellaneous Cut Flowers
27.
C&K Wholesale . . . . . . . . . . . 213 327 .0313
28.
29B.
Greens
29A.
- 30
Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683 .8819
32A.
Gilbert Wholesale . . . . . . . . 213 689 .9564
32B.
A Ruiz Wholesale . . . . . . . . . 213 622 .3695
Ted’s Evergreens . . . . . . . . . 213 624 .9510
Vases by Robert . . . . . . . . . . 818 434 .1512
Exotic Cut Flowers
Floral Supplies
10.
Valle Wholesale . . . . . . . . . . 213 688 .8810
Full Service
Roses
Full Service
I.
Blossom Valley . . . . . . . . . . . . 213 891 .9320
23,
Mellano & Company . . . . . . 213 622 .0796
33, 34. Full Service
Tropical U .S .A . . . . . . . . . . . . . 213 614 .1915
36. 38.
Exotic Cut Flowers
39.
World Coffee Kiosk / Coffee Bean Cafe
12A-. Kimura Plus . . . . . . . . . . . . . . . 213 488 .1620
13A
40.
42.
Miscellaneous Cut Flowers
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623 .8069
13B Roses & Carnations
43.
Growers Direct . . . . . . . . . . . 213 688 .8805
Roses
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627 .4898
Miscellaneous Cut Flowers
14.
Choice Flowers . . . . . . . . . . . . 213 489 .4879
Miscellaneous & Exotic Flowers
1517
Julia’s Wholesale . . . . . . . . . . 213 891 .1514
18.
Zavala Wholesale Flowers . . 213 488 .0085
20.
Cal Pom Pons . . . . . . . . . . . . . 213 623 .6651
Roses & Cut Flowers
Supermarket Florals, Rose Petals & Roses
S .O .S . . . . . . . . . . . . . . . . . . . . . 213 896 .0322
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
Where Good Ideas Are Always In Bloom
Flowers can’t thrive
under these conditions.
Neither can florists.
Florists lose $500 million every year to drop-shippers.
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PRESORTED STANDARD
U.S. POSTAGE
PAID
LOS ANGELES CA
PERMIT #3644
754 Wall Street, Los Angeles, CA 90014
RETURN SERVICE REQUESTED
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 Competition – showcasing designs by
students from all over the state
SAtuRdAy. OCtOBeR 12 • SundAy, OCtOBeR 13, 2013
CALIF FLORA 2013
Gallup & Stribling Orchids, 3450 Via Real, Carpinteria, CA 93013 (south of Santa Barbara)
• 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 publication editors
• Auctions – Take home gorgeous floral arrangements and
silent auction treasures
• Camaraderie – Catch up with
old friends and make new contacts for your business
Get More Details/Register:
Competitor
2012 Top Ten Winner Ivana Royse CCF, CFD,
Ivana’s Floral Designs.
Call CSFA: 916 448-5266
Email: [email protected]