Becoming a Certified California Florist (CCF)

Quarterly Publication of the Original Los Angeles Flower Market of American Florists Exchange, Ltd. | Spring / April 2016 • Volume 25 - Number 2
Becoming a Certified California Florist ( CCF)
Epic Achievement for Floral Designers
Story begins on page 4
Floral Merchandiser for General Produce, Le Ann
Castro CCF, proudly poses with her produce display
for the 2015 Farm to Fork event in Sacramento.
Today’s Wedding Flowers: Lush, Organic and Loose
See Page 8
Where Good Ideas are Always in Bloom
The Original Los Angeles Flower Market
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B
Wall St. & San Julian St.
Merchants
Street map above
A See detail (above right)
Vendors in The Original Los Angeles Flower Market
of the American Florists Exchange, Ltd.
1 JC Grand Tree Inc. . . . . . . . . . . . 213 833.0002
Orchids & Cymbidiums
B Casa Blanca
Wholesale Flowers, Inc. . . . . . . 213 488.3321
Full Service
C Decor Center . . . . . . . . . . . . . . . . . 213 629.6949
Floral Supplies
D Mellano & Company . . . . . . . . . 213 622.0796
Full Service
E Mellano & Company
Wholesale Florist. . . . . . . . . . . . . 213 622.0796
Full Service
3 Imported Flowers
from Paradise, Inc. . . . . . . . . . . . 626.383.1367
Miscellaneous Cut Flowers
4 Dan Stamis, Inc. . . . . . . . . . . . . . 213 622.6770
Greens
5 Blossom Valley. . . . . . . . . . . . . . . 213 891.9320
Roses
6 G.M. Floral . . . . . . . . . . . . . . . . . . . 213 489.7050
Full Service
7 & 7B Dayro’s Wholesale . . . . . . . . . . . 213 623.5177
Roses & Cut Flowers
F LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
7A Flower Salad . . . . . . . . . . . . . . . . . 213 624.4866
G Floral Supply Syndicate . . . . . 213 624.3982
8 Designer Direct Showcase . . . 213 488.9765
Floral Supplies
H Moskatel’s, Inc. . . . . . . . . . . . . . . . 213 689.4590
Floral Supplies
I
Stamis Wholesale . . . . . . . . . . . . 213 622.6770
Floral Supplies
J Cris Flowers. . . . . . . . . . . . . . . . . . . 213 488.1797
Floral Supplies
K Jay’s Plants . . . . . . . . . . . . . . . . . . . 213 612.0353
Greens
L Floral Prop Rental . . . . . . . . . . . . 213 622.1700
Floral Supplies
Miscellaneous Cut Flowers, Greens
Floral Supplies
10 Tommy’s Flower
& Vase Land . . . . . . . . . . . . . . . . . . 213 622.1205
Floral Supply
11 Eliseo’s Wholesale . . . . . . . . . . . 213 627.4898
Miscellaneous Cut Flowers
12A & 13A Kimura Plus . . . . . . . . . . . . . . . . . . 213 488.1620
Orchids
12B - 13B Beth Madisson Flowers . . . . . 626 512.4085
Miscellaneous Cut Flowers
14 Choice America
Flower Wholesale . . . . . . . . . . . 213 489.8377
Miscellaneous & Exotic Flowers
15 - 17 Julia’s Wholesale Flowers . . . 213 891.1514
Roses & Cut Flowers
18 Zavala Wholesale Flowers. . . . 213 488.0085
20 Wall Street Floral . . . . . . . . . . . . 213 304.8933
Supermarket Florals, Rose Petals & Roses
23, 33-34 Mellano & Company. . . . . . . . . 213 622.0796
Full Service
24 Valle Wholesale Flowers. . . . . 213 688.8810
Full Service
26 Gonzalez & Sons
Wholesale Flowers . . . . . . . . . . 213 627.7678
Miscellaneous Cut Flowers
27 C & K Wholesale . . . . . . . . . . . . . 213 327.0313
Vases & Ceramics
28 - 29B Ted’s Evergreens. . . . . . . . . . . . . 213 624.1524
Greens
29A - 30 Vases by Robert . . . . . . . . . . . . . 818 434.1512
Vases
31 Balloons Away . . . . . . . . . . . . . . . 213 683.8819
Balloons
32A Gilbert Wholesale
Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 689.9564
Miscellaneous Cut Flowers
32B A Ruiz Wholesale
Flowers . . . . . . . . . . . . . . . . . . . . . . . 213 622.3695
Exotic Cut Flowers
36 - 38 Tropical USA . . . . . . . . . . . . . . . . . 213 614.1915
Exotic Cut Flowers
39 Tommy’s Flower &
Vase Land . . . . . . . . . . . . . . . . . . . . 213 688.8810
Floral Supply
40 S.O.S Wholesale
Flower Market . . . . . . . . . . . . . . . 213 896.0322
Miscellaneous Cut Flowers
41 Growers Direct
Flowers, Inc.. . . . . . . . . . . . . . . . . . 213 688.8855
Cut Flowers
44 Paradise Garden
Wholesale Flowers . . . . . . . . . . 213 488.5144
Full Service
45 Orchids Oasis . . . . . . . . . . . . . . . . 213 627.3805
Orchids
50 Martin Sanchez . . . . . . . . . . . . . . 213 629.4154
Fruit, Candy & Stuffed Animals
754 Wall Street, Los Angeles, CA 90014 | Visit us at OriginalLAFlowerMarket.com
Contents
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.
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Original Los Angeles Flower Market
of the American Florists’ Exchange
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Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
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American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Paul Ecke III
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Email: [email protected] • www.bloominnews.com
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Cover Story:
Becoming a Certified California Florist (CCF)
Epic Achievement for Floral Designers
4
6
People and Places
By Design: Today’s Wedding Flowers:
Lush, Organic and Loose 8
10
14
Potpourri
Roundabout
Feature Story:
Happenings/Calendar
15
15
16
Los Angeles Flower District
Badge Association
17
Why We Honor Administrative Assistants
Books For You
Got News? Send to our Editor!
(see left column)
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Index to Advertisers
BottomLine Brokers, Sean Edelstein . . . . . . . . Page 11
CalFlowers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
California State Floral Association . . . . . . . . Page 20
Floral Supply Syndicate . . . . . . . . . . . . . . . Page 6, 11
Going Green . . . . . . . . . . . . . . . . . . . . . . . . . . Page 14
LA Flower District Badge Association . . . Page 17–18
Mayesh Wholesale Florist . . . . . . . . . . . . . . . . Page 10
Mellano & Company . . . . . . . . . . . . . . . . . . . . Page 7
Original Los Angeles Flower Market . . . . . . . . . Page 3
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19
Vases by Robert . . . . . . . . . . . . . . . . . . . . . . . Page 12
The Original
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SPRING 2016 | 3
Becoming a California
Certified Florist (CCF)
An Epic Achievement for Floral Designers
By Peggi Ridgway
Carrie Phillips, CCF, high school
floral design instructor in Angels
Camp, CA, is shown here with her
students, from left: Paula Myers,
Hannah Ellsworth, Daphne Standfill, Carrie Phillips, Kylie Hockett,
Hannah McCullough, Melissa
Phillips and Angelika Stalcup.
4 | THE BLOOMIN’ NEWS
In any field or occupation, professional credentials are more important now than
ever before. Accountants and financial managers, nurses and physicians, personal organizers, administrative assistants, floral designers and florists present greater credibility
when they have undergone additional training and become credentialed or accredited.
Customers seem to prefer credentialed professionals who offer the extras that accompany certification.
Certification in a highly specific field carries a strong message: You know more.
You offer more. In floristry, you’re the real deal, a professional, and your customer can
count on you for more than he or she would expect elsewhere. And being certified,
you might set premium prices.
California florists are learning that becoming a California Certified Florist (CCF),
through a program offered by California State Floral Association, is worth every hour
devoted to study, practice and the training and certification process.
Becoming certified (a learning and training experience in itself) carries a lot of benefits. It:
• Demonstrates your commitment to the floral design profession.
•S
trengthens your marketability. You stand out above others being considered
for corporate gigs and events.
•A
wards you credibility. That CCF behind your name carries a lot of weight.
• Increases your customer satisfaction potential. You are more proficient in the
technical and creative aspects of floral design, resulting in products that please.
•R
aises your confidence level. You meet high standards of proficiency and
realize your value.
• Includes you as a member of a proud community of florists who are committed to maintaining high standards of professionalism in the floral industry.
“Certification made me want to be a better florist,” says Jolene DaHoog Harris,
CCF, of The Dutch Flower in Fallbrook. Harris, who earned the CCF designation in
late 2014, was recognized in the pinning ceremony during the California State Floral
Association’s annual “Calif Flora” convention in Riverside.
“People always ask: How do you get certified?,” Harris says. Certification is important to the customer. Certified and accredited florists are known to command higher
prices for their work overall.
“(The CCF) validates me,” says Eric Dyer, “and it gives me the ‘street cred’ with
other florists.” Dyer teaches floral design and metal fabrication at Woodland Hills High
School, which allows him and his students to tag their program, “Petals and Metals.”
“Our team is very excited for this recognition,” says Dyer. “ We have developed a
school-based enterprise. We will host a weekly on-site store on Thursday evenings to
sell student-created products within our community.”
Suzanne Skorheim, who teaches floral design in a full certificate program at
Long Beach City College, decided to study for certification to set an example for
her students. “If I can do it, you can do it,” she tells them, strongly emphasizing
the benefits of being certified. “I wish more florists knew about the certification program
and would pursue it for themselves.”
It’s not uncommon for floral design instructors like Suzanne, who pursue the CCF
designation, to bring their students along on their professional journey. Carrie Phillips
Continued on page 13
Pinned at the 2015 CCF ceremony.
From left, California State Floral
Association president Wilton Lee
CCF, Liane Benedict CCF, Catalina Go
Chua CCF, Samantha Green CCF and
California Certified Florist Committee
Chair Kay Wolff AIFD, CCF.
About the
California Certified
Florist Program
Started in 2006 by a group of
floral professionals, the CCF
program is overseen by California State Floral Association
and managed by Kay Wolff,
AIFD CFD CCF, floral design
instructor at Merritt College in
Oakland. Merritt College is affiliated with the CCF program,
as are the City College of San
Francisco and Golden West
College in Huntington Beach.
Registration for the CCF exam
is $355 plus $50 for first year
membership in California
State Floral Association, for
a total of $405. Maintaining
the CCF designation requires
maintaining CSFA membership and participating in
continuing education events.
The written exam covers
flower identification, flower
and plant care and handling,
and floral design concepts and
techniques. A hands-on design exam, conducted during
CSFA’s annual Calif Flora convention in October, includes
flowers to wear, a sympathy
arrangement, hand-tied wedding bouquet, the designer’s
choice and duplication design.
Usually a “prep” class is held
in northern California and
in southern California some
weeks before the exam.
Study materials, judges score
sheet and details about the
CCF program are available at
CalStateFloral.com and CaliforniaCertifiedFlorist.org.
SPRING 2016 | 5
P EOPLE
Master Florists Honor Inductees
Rose Robinson, Luc Huynh and Jeanne Taggart Boes were honored on January 30 by California’s Master Florists Association as its newest inductees. The induction took place at MFA’s annual Hall
of Fame Awards ceremony in Oakland.
Brad Ratliff Elected Parade Prez
Long-time Tournament of Roses volunteer, former chairman and director Brad Ratliff of La Canada Flintridge was recently selected to be president
for the 2016-2017 Tournament year. Ratliff will
provide leadership for the 128th Rose Parade, presented by Honda, and the 103rd Rose Bowl Game
presented by Northwestern Mutual on Monday,
January 2, 2017.
In Memoriam: Robert (Bob) Taylor
The former owner of Flowers by Robert Taylor
&
P LACES
AIFD in his home town of West Covina passed away
on January 12, 2016.
Bob served as president of local florist organizations and as district representative for
FTD’s District 10A,
making friends from
Santa Maria to San
Diego and Las Vegas.
He worked for Forest
Lawn Hollywood Hills
flower shop, Flowers by Kirk in Van Nuys, Granada
Hills Florist and at Enchanted Florist in Burbank. For
25 years, he wrote for The Bloomin’ News.
In Memoriam: Ron Ota
Sympathy is expressed to the friends and family
of Ron Ota of Flower Power in Camarillo, who
passed away on December 9. A long-time member
of California State Flower Association, Ron served
three tours of duty as a Marine in Vietnam. He
owned the Flower Power shop since the early 1980s
and taught and judged floral design in regional and
national venues.
In Memoriam: Franz Fruehwirth
The long-time chief breeder of the Ecke Ranch
passed away on December 28, 2015. A native of
Hungary, Mr. Fruehwirth developed the first
marketable long-lasting variety of poinsettia and
premiered several hardy and vibrant plants. He was
inducted into SAF’s Floriculture Hall of Fame in
1999 and awarded the Luther Burbank Award by the
American Horticultural Society in 2003.
In Memoriam: Ted Kubota
We regret to announce the death of Ted Kubota
in December 2015. Mr. Kubota was executive vice
president of the California Floral Council and owner
of Kubota Farms.
6 | THE BLOOMIN’ NEWS
www.mellano.com
Hey!
1-800-635-5266
YOU DESERVE PROVEN FARM GROWN FRESH FLOWERS!
Why trust your flowers to anyone else?
š=kWhWdj[[ZiWj_i\WYj_ed
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Become a part of our family today, it’s a fun place to be.
YOUR DESTINATION FOR THE WORLD’S FINEST FRESH FLOWERS AND FOLIAGE
Today’s Wedding Flowers :
Lush, Organic and Loose
By Kit Wertz
Throughout 2016, wedding florists will focus on broadening the shapes
of bouquets and statement pieces while adding more foliage and
branches to all types of wedding floral designs. From bouquets to backdrops, brides and grooms are seeking locally sourced flowers and asking designers to create “field-to-vase” compositions. Instead of using just
a few different varieties of blooms in a design, florists may use 15-20
different types of flowers and foliage to form a lush and organic look.
Flower Duet’s wide variety of flowers in this
lush and organic bouquet include a nod to
Pantone’s 2016 color of the year, “Serenity”
in the form of Tweedia.Photo by Kit Wertz.
Bouquets Take a New Shape
Lisianthus, Larkspur and Gypsophila are framed by
seeded Eucalyptus in this bouquet by Flower Duet.
Photo by Krista Mason Photography.
For many years, florists were asked to create bridal bouquets in a “roundy-moundy” shape that was neat and tidy.
Now, we are being requested to create different shapes
from medium-sized cascades, to ovals, to very broad bouquets that take on a wide shape with greenery hanging
down. According to farmer-florist Erin Benzakein, founder
of Floret Flowers in Washington state, “Today’s brides
want bouquets with bulk—but rather than tightly bunched
balls, the bouquet shapes take a ‘freshly gathered from
the garden’ look that stretches out horizontally.”
Centerpieces Share Center Stage
Many event rental companies are offering a wide variety of tables
which include the popular large and long wooden “king’s tables”
which call for a new type of centerpiece treatment. In addition to adding items like garlands to the center line of the table, we are asked
to create multiple floral pieces which may include a footed compote
design as well as smaller vases as accents.
Kit Wertz is a professional floral designer, photojournalist, marketing expert, graphic designer,
certified Project Management Professional, Flower District tour guide and television personality.
She co-owns Flower Duet, Torrance, CA, with her sister, Casey Schwartz.
8 | THE BLOOMIN’ NEWS
Oval-shaped bouquets are making a comeback with a large variety of blooms and
greenery as shown here with Flower Duet’s
design using Hellebore, Lisianthus, Veronica, Eucalyptus and Heather.
Photo by Krista Mason Photography.
P OTPOURRI
Ecke Family History Exhibit
Paul Ecke III
The San Dieguito Heritage Museum is featuring
a Spring exhibit about the Ecke family. The Ecke
Ranch poinsettia research and production facility at
Encinitas marketed its poinsettias worldwide and almost singlehandedly made the flower with its beautiful red bracts the world’s Christmas flower. They also
attracted growers to the area and made substantial
contributions to the community. Call 760 632-9711
for hours and details.
MAYESH
EST.1978
MAYESH
We take the extra step to ensure you
with the highest quality floral products
along with impeccable service.
WWW.MAYESH.COM
[email protected]
VISIT OUR SOUTHERN CA LOCATIONS
CARLSBAD | LA MART | LAX | OC | RIVERSIDE | VALLEY
10 | THE BLOOMIN’ NEWS
Field-to-Vase Dinner
Tour Selects Flower Duet
The Field-to-Vase Dinner Tour has selected Flower Duet’s co-owners/designers, sisters Kit Wertz and
Casey Schwartz to design for its April 13 dinner at
The Flower Fields in Carlsbad. The Flower Fields,
maintained by Mellano & Company, is one of six
2016 dinner venues focusing on American Grown
Flowers. Previous dinners have been held on flower farms around the U.S. Kit Wertz is author of the
Bloomin’ News Design page. More: http://www.
americangrownflowers.org/fieldtovase/
Anaheim’s the Place
Floral designers will gather in Orange County for
the AIFD “Inspiration” National Symposium, July
3-7 at the Anaheim Marriot Hotel. An impressive
team of AIFD Elite Partners will contribute products
and support while dynamic hands-on classes will be
led by AIFD’s brightest instructors. Designers working
toward Certified Floral Designer and Professional
Floral Design Evaluation will participate and there
will be a student competition. More at AIFD.org.
Flower Market Sports
Impressive Solar System
The Original Los Angeles Flower Market’s new
solar system panels boast more than 500,000 kilowatts of power to keep flowers beautiful and fresh. In
Los Angeles, the system is second only to that of the
Staples Center.
Mom’s Day Flowers
Last year Mary Westbrook reported in Floral
Management that cut flower vase arrangements
made up most of 2015’s Mother’s Day orders and
consumers preferred vibrant colors. Given the trend
of wedding bouquets to be large, loose and French
country style, might we expect the same for this
holiday? Westbrook suggests offering simple, easily
assembled arrangements in various sizes and colors.
P OTPOURRI
Breeze were given to members of the Tragedy Assistance
Program for Survivors. This year’s program includes
roses and bouquets to be distributed at The Presidio
National Cemetery in San Francisco. To support the
initiative, contact Michael LoBue: [email protected].
Prom Builds Loyalty
Post your prom corsages and florals on Instagram
and tag your prom customers through their Instagram
accounts. They’ll remember you!
Social Media Hastens Trends
Trend forecasters Kristine Kratt AIFD PFCI and
husband Bill Schaffer AAF AIFD PFCI state in their
annual “Flower Trends Forecast” that trends take effect faster today because of social media. Instead of a
to- to three-year wait for European trends to hit the
U.S., they happen instantly.
Continued on page 12
Sell Your Shop Faster & for the Highest Price!
Fourth Rose Parade Float Certified
The California Milk Advisory Board’s float was certified as California-Grown, in addition to the floats
sponsored by CalPoly University and Miracle-Gro and
the FTD Parade Vehicles. All the California-grown
certified floats were award winners.
Seed Company Leaving Lompoc
In 2017, Floranova will relocate to Chile, where it
has a production facility, to glean “significant advantages” from performing research in the production environment. The move is necessitated by a number of
factors including the changing economy.
Memorial Day Flowers
CalFlowers will again sponsor the Memorial Day
Flower project at Arlington National Cemetery across
from the nation’s capital. Last year, 120,000 roses were
placed on the headstones of America’s service men and
women and California bouquets donated by Ocean
High Visibility Burbank
• Floral/event, 5-star reviews
• 1500+SF, ample parking
• Room-size walk-in cooler
North San Diego County
• Shopping center location
• Florist, events & merchandise
• Military, corporate and
resort clients
Owners will train and remain if needed.
Buy or Sell With Confidence
Sean Edelstein 949. 551.2060
[email protected]
Orange, Riverside, San Bernardino & Los Angeles Counties
Flower Shop Broker
DRE#01926680
Selling flower shops SINCE 1997
SPRING 2016 | 11
P OTPOURRI
Romantic Wedding
ego, is a San Diego native.
Venue Connects Family
Michael is a branded merchanFlower History
dise and sales partner for Public
Michael Duke and Carmela
Identity. The Dukes chose the
Blair were married on Devenue because of the family’s
cember 5, 2015 in an outdoor
connection to the San Diego
ceremony overlooking the
County floral industry.
Flower Fields (not in bloom,
Michael’s grandfather, Bert
but a lovely country view) in
Johnson, was a wholesaler
Carlsbad. Spectacular florals
(predominantly of gladiolus) in
were arranged by Amy Child
the Los Angeles Flower MarMarella of Hidden Gardens:
ket. He also served as a direcincluding gladiolus in the
tor, along with Paul Ecke Sr.,
wagon where the ceremony
on the American Florists’ ExRose petals fall around the happy
couple. Photo by Chris Park
took place. A mariachi band
change (dba Los Angeles Flowplayed in the outdoor cocktail
er Market) board for nearly 50
area and dinner and dancing were in the Paul Ecke
years. Many of his flower growers were in the Flower
Family Barn.
Fields area. His daughter, Kris Duke, now sits on the
Carmela, an attorney with the County of San DiAFE board with Lizbeth Ecke and Paul Ecke III.
Vases
by
Robert
Vases All Shapes,
Colors, Textures
and Sizes!
Two Flower District Locations:
754 Wall Street, # 29A
Open 6 a.m. – Noon • 213 623-5454
720 S. San Pedro St.
Open 9 a.m. – 3 p.m. • 818 434-1512
Email: [email protected]
Web: www.VasesbyRobert.com
12 | THE BLOOMIN’ NEWS
Becoming a CCF – continued from page 5
is a high school agriculture instructor whose floral student population has increased
from one class of 22 to four classes with more than 100 students.
“I am constantly trying to encourage my students to challenge themselves and always strive for greatness,” she says. “Taking the CCF exam was my way of applying
that philosophy to myself! My students became my motivation and they helped me
to study and prepare for the exam.” Carrie says even the students were on “pins and
needles” awaiting her exam results.
“The best part,” says Eric Dyer, was “the skills I was
tested on were those I teach in my class. My students and I
all worked together to prepare for the exam.”
Suzanne Skorheim, who sees floral design as “an art
form,” believes that just as a fine art painter or a cinematographer may become credentialed by their professional
association, so should the florist.
Most designers who have earned the certification say
it builds self confidence and professionalism and enhances
their portfolio. The CCF has “added value to my resume
and has enabled me to freelance for event companies,” says Ariana Medley. “It provides
confidence for my clients because they know that I’m a professional floral designer.”
CCF applicants may pursue the certification independently to further their careers,
or they can be sponsored by their employers. What retail florist wouldn’t love to display
the California Certified Florist certificates of its employees, demonstrating the fact that
this is an educated, creative and professional design team?
Many florists see the California certification as the first step to national accreditation
through the American Institute of Floral Designers. AIFD recognizes the state certification program as an Approved Pathway Provider and accepts it as additional education
recommended before a candidate begins the Professional
Floral Design Evaluation, the first step to becoming AIFDaccredited.
“Candidates who have acquired advance floral design
education have generally received higher evaluation marks
during the PFDE,” says the AIFD website.
Here at the state level, Cal State Floral Association executive director Ann Quinn says the CCF Committee, chaired
by Kay Wolff AIFD CCF CFD, “is very active.” Members
of the certification committee are “100 percent committed
to ensuring the continued integrity of the CCF program.”
As more small floral shops open and unique floral enterprises populate the Internet,
becoming certified makes perfect sense as it allows certified florists to stand out, to
shine. Standing out with CCF has never been more important.
As Le Ann Castro (cover photo), floral merchandiser for General Produce, says:
“This is one of the pinnacle achievements for a florist… to be recognized …This
achievement just feeds a designer ‘unquenchable desire’ to create, design and keep
learning more and more in the always changing world of floral design.”
Eric Dyer CCF, right, with
Alecia Caballero, lead
designer and future Agriculture teacher. Eric designed
the mixed flower arrangement,
Alecia the roses.
Ariana Medley CCF with
her arrangement at the
2014 California State
Floral Association show.
SPRING 2016 | 13
R OUNDABOUT
California Ag Day was a big success on March 16 at
the state capitol. More than 3,000 people strolled the
Capitol grounds and participated in food sampling
and exhibits. California State Floral Association’s
booth was a huge hit once again.
San Francisco Flower & Garden Show in March. Also
appearing at the Flower & Garden Show was Debra
Lee Baldwin, who gave two presentations on “Creative Succulent Container Gardens” in the main pavilion. (See her new book in Books for You, this issue.)
Flower Duet’s Casey Coleman Schwartz was
asked back for a fourth season doing floral design on
Creative Living, a national PBS television show hosted
by Sheryl Borden. Casey’s sons Will and Sam became
television instructors for segments geared toward kids.
Casey’s sister Kit Coleman Wertz appeared as designer/commentator at the “Discovery”-themed 2016
Mayesh Wholesale Florist introduced another competition, following the success of the collaborative
flower wall contest last year. This one, introduced in
January, asked blog followers to vote on their favorite
tablescape. Sixteen gorgeous tablescape designs were
included in the competition. The winners had $3,000,
$2,000 and $1,000 donated to their favorite charities.
GOING
GREEN
New options for how to
get your digital issue
Three ways to join
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1
Visit http://bit.ly/laflower
14 | THE BLOOMIN’ NEWS
2
Text FLOWER to 42828
3
Scan QR Code
Why We Honor
Administrative
Assistants
the individual’s level of responsibility and management. Many perform clerical duties (typing,
filing, phones); some also advertise and interview prospective employees, a human resourc-
By Peggi Ridgway
es task; some are office managers supervising
clerical employees and receptionists; many
It’s not what you think. As Kellen McKillop
says in her “aftercollege” blog, “today’s ad-
ministrative assistant is pretty different from yesterday’s secretary.” An administrative assistant
must be very aware of projects and events taking place in the company and in the industry.
He or she must anticipate what the business,
especially her manager, is going to need to address the important events, put out fires and run
the company smoothly. Many CEOs would have
a hard time functioning well without their AAs.
So when the flowers arrive, they find a special
place on the AA’s desk or credenza because
they are well deserved.
This anticipation and awareness will lead the
AA to do a little research, gather information,
perform bookkeeping tasks. A few AAs write
and to be prepared with the numbers, reports,
and produce the employee newsletter, serving
sources, etc., in addition to normal duties.
as editors and basic level graphic designers. A
The well organized, highly supportive AA has
stunning mixed floral arrangement is a small to-
a big influence on the company’s success and
ken of appreciation for the person who does so
for that, she is to be recognized. Typical tasks
much and is such an integral part of the com-
vary from industry to industry and according to
pany’s performance and success.
FO R
Y O U
OOKS
perhaps speak to others involved in the situation
Grab Your Crayons, It’s Time
to Color with Debra Lee Baldwin
Garden photojournalist, author
and queen of succulents Debra Lee
Baldwin has graced us with an exciting new book. Happily, Sensational
Succulents is a coloring book. The
current popularity of adult coloring books has mental health experts
jumping in with their endorsements
for the complex and, in this case, relaxing patterns that naturally occur in
the plant world, fun mandalas made
up of plants, and hours of restor-
ative, creative fun, designs. Furthering “mindfulness”, another highly
popular trend, the illustrations in
Debra Lee Baldwin’s Sensational
Succulents: An Adult Coloring Book
of Magical Shapes and Amazing Patterns, are printed on only one side
on high quality paper, so you can use
markers, crayons or colored pencils,
for hours of mindful fun. Published
by Timber Press and available for
$12.95 wherever books are sold.
SPRING 2016 | 15
C A
L
E
N D A
R
Check our website OriginalLAflowermarket.com
for Flower Market shopping hours, parking info and more.
Our calendar listings help you tie your business promotions to special events and observances.
APRIL
Keep America
Beautiful Month
1
April Fool’s Day
1 – 30
“The Paul Ecke
Ranch: 100 Years of Blooming History” exhibit at the San
Dieguito Heritage Museum, 450
Quail Gardens Drive, Encinitas.
Call 760 632-9711 or visit
SDheritage.org.
2 “Cactus Chat & Carving
Demo,” with Debra Lee Baldwin
at Waterwise Botanicals Nursery
in Bonsall.
“Woodlands Themed
Floral Design” at Huntington
Library in San Marino with
designers from Flower Duet.
Call 310 792-4968.
2, 9, 16, 23, 30
The
Wall Farmers Market, 9 am to
2 pm, on Wall Street between
Seventh and Eighth streets,
Los Angeles.
4–6
“Wildflower Wedding
Workshop” with Rene van Rems
at Rene’s Floral Design Studio
in Carlsbad. Will feature large
scale floral designs and installations. $795 includes flowers
and supplies. Contact Cathy
at 888 824-7364 or email rene@
renevanrems.com.
10 – 13 “Testing, Testing
… 1,2,3: A primer on using
the Principles & Elements of
Design,” with Kevin Ylvisaker
AIFD PFCI at Teleflora Education
Center in Oklahoma City. Call
800 456-7890.
12 FTD webinar for FTD members on timely business topics.
16
“Succulents and Fresh
Flowers Floral Design” at
Flower Duet in Torrance. Flower
District tour in the morning
is optional. Call 310 792-4968
or register online at
Flowerduet.com.
SAF’s “1-Day Profit Blast”
in Cincinnati, OH. See SAFnow.
org/events.
Earth Day
“Earth Day”
flower-focused programs at
Descanso Gardens including
plant sale. 1418 Descanso Drive,
La Canada Flintridge, 9 am to
5 pm. Call 818 949-4200 or see
Descansogardens.org
National Public
Gardens Day
4, 11, 18, 25 The Wall
Farmers Market, 9 am to 2 pm,
on Wall Street between Seventh
and Eighth streets, Los Angeles.
8
5 – 8 “The Art of Design
Mechanics” with Hitomi
Gilliam AIFD, at Teleflora Education Center in Oklahoma
City. Call 800 456-7890.
Mother’s Day
17 Rose Workshop, caring
for garden roses, at Descanso
Gardens, La Canada Flintridge,
10 a.m. More: Descansogardens.org.
27 “Wedding Wire Work for
Wearables” at Flower Duet in
Torrance. Flower District tour in
the morning is optional. Call 310
792-4968 or register online at
Flowerduet.com.
20 – 21 “Design for
Excellence” AIFD Primer by Phil
Rulloda AAF AIFD PFCI, Southern California School of Floral
Design, Anaheim. Philrulloda.
com or 800 981-7445.
National Arbor Day
National Mom Prom
Night. Girls night out to benefit
a charity. Momprom.org
MAY
Older American Month
May Day (Lei Day in Hawaii)
11 – 12 “Drought Tolerant
Plant Festival” with Debra Lee
Baldwin at Sepulveda Garden
Center, 16633 Magnolia Blvd.,
Encino.
14
Flag Day
18
Ramadan begins
(through July 18)
Juneteenth
Father’s Day
30
21
Summer Solstice
Memorial Day
3 – 7/4 San Diego County
Fair, Del Mar Fairgrounds, Del
Mar. SDFair.com
16
9 – 11 International
Floriculture Expo (Ife) with
United Fresh Produce Association’s United Fresh 2015 and the
Food Marketing Institute’s FMI
Connect at McCormick Place
in Chicago.
19
National Rose Month/
Love Month
Sculpture in the
Garden, San Diego Botanic
Garden, 37 acres featuring
works by 27 artists, all for sale.
230 Quail Gardens Drive,
Encinitas. Open 9 am to 5 pm.
(760) 436-3036.
6 – 8 FTD Boot Camp for
members on business and
design skills.
“Succulent Celebration”
with Debra Lee Baldwin at
Waterwise Botanicals Nursery
in Bonsall.
JUNE
1 – 31
4 “Roses, Roses, Roses!!!”
at Huntington Library in San
Marino with designers from
Flower Duet. Call 310 792-4968.
7, 14, 21, 28 The Wall
Farmers Market, 9 am to 2 pm,
on Wall Street between Seventh
and Eighth streets, Los Angeles.
14 – 15 Rose Festival,
Descanso Gardens, La
Canada Flintridge. More:
Descansogardens.org.
24 – 30 Administrative
Professionals Week
1
6
Mother’s Day Brunch
in the Rose Garden at
Descanso Gardens in La
Canada Flintridge; $66 nonmember; or $28 nonmember
child. Limited seating. Reserve
online at Descansoorders.com.
23 – 24
30
Cinco de Mayo
“Succulent Color Bowls”
with Debra Lee Baldwin at
Weidner’s Gardens, Encinitas.
22
5
FTD webinar for FTD
members on timely business
topics.
28 – 7/4
American
Flowers Week. Americanflowersweek.com
L.A. Flower District Association /Badge Program
2016 Membership Information • www.laflowerdistrict.com
Who can become a member?
Membership in the Los Angeles Flower District Association is open to florists, floral-trade related businesses, and to
vendors who hold valid, proper and legal resale certificates.
What are the program’s benefits?
Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping
conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform
record keeping system of resale numbers.
What are the fees to register?
Membership Fees are $50 for a 1-year membership (Year 2016). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00 each. 2016 membership badges will expire on January 1, 2017
and fees will not be prorated later in the calendar year.
What if I forget my badge?
A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the Flower District
Association / Badge Program who forget their identification.
What are the market hours? Trade/Wholesale Only Hours are:
Monday and Wednesday 2:00 a.m. to 8:00 a.m.
Tuesday 5:00 a.m. to 6:00 a.m.
Thursday 5:00 a.m. to 12:00 p.m.
Friday
2:00 a.m. to 2:00 p.m.
Saturday 5:00 a.m. to 2:00 p.m.
Non Trade/Public Hours are:
Monday and Wednesday 8:00 a.m. to 12:00 p.m. ($2 admission)
Tuesday 6:00 a.m. to 11:00 a.m. ($2 admission)
Thursday 6:00 a.m. to 12:00 p.m. ($2 admission)
Friday
8:00 a.m. to 2:00 p.m. ($2 admission)
Saturday 6:00 a.m. to 2:00 p.m. ($1 admission)
How does this program affect the parking situation?
There is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders
at the main entrance to the Los Angeles Flower Market (754 Wall St.) on Mondays, Wednesdays and Fridays during
wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking.
How carefully will this program be monitored?
There are approximately 10 security monitors checking for membership badges at the various entrances to the markets.
To ensure the program’s continued success, we ask for all Flower District members to please remember to wear your
current badges. Although we realize the program is not by any means foolproof, please remember that this is a program
subject to all the positives and negatives of building a foundation from the ground up.
How do I become a member of the Badge Program?
Fill out the Membership Application form and resale card completely and submit both items along with membership fees to LAFDBP, 766 Wall Street, Los Angeles, CA 90014. Allow seven days for your application to be processed
before picking up your badges.
Remember to attach a copy of your California Board of Equalization Resale Certificate or the processing of your
application will be delayed. Your badges may be picked up either at the entrance to the Los Angeles Flower Market (Monday,
Wednesday, or Friday, from 4:00 a.m. to 8:00 a.m.) or any other time before 12:00 noon at our office.
Thank you for your continued support!
L.A. Flower District Association /Badge Program
2016 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2016)
1. Business Owner’s Name: (Print Clearly)____________________________________________________________________________
2. Home Address:________________________________________________________________________________________________
City__________________________________________________________________________ State _________ Zip_______________
3. Home Telephone ______________________________________________________________________________________________
4. Business Name_ _______________________________________________________________________________________________
5. Business Address _ _____________________________________________________________________________________________
City__________________________________________________________________________ State _________ Zip_______________
6. Business Telephone ____________________________________________________________ Fax #___________________________
7. E-Mail Address ________________________________________________________________________________________________
8. Type of Business:
o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): ______________________________
9. Resale Certificate Number from California State Board of Equalization:
_ ____________________________________________________________________________________________________________
Note: Your membership will not be processed and there will be NO cash refunds or credit in the event the California State Board of Equalization reports back that
your Resale Number is Invalid or Closed.
10.Signature of Applicant __________________________________________________________________________________________
11.Names of individuals as you want them to appear on your badges (optional):
($3.00 extra)
Badge 1. __________________________________ Badge 4. ________________________________________________
($3.00 extra)
Badge 2. __________________________________ Badge 5. ________________________________________________
($3.00 extra)
extra)
Badge 3. __________________________________
Badge 6._ ($3.00
_______________________________________________
_Please check membership period:
o $50.00 – 1-Year Membership (Year 2016 only)
_Fee Amount Enclosed: $___________________ Date: ___________________
o Check
o Money Order
o Cash
Please make checks payable to: LAFDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate,
(2) completed application and resale card, (3) payment.
Mail documents to: Los Angeles Flower District Badge Program, 766 Wall Street, Los Angeles, CA 90014
Please allow 7 days for your application to be processed before picking up your badges. Note: Badges will not be mailed out.
Important notice from the State Board of Equalization concerning purchases “for resale.”
Misuse of Resale Certificates
One of the rights granted to holders of seller’s permits is the authority to issue resale certificates for merchandise they intend to resell. The permit is
NOT a “Buyer’s” license to purchase property at wholesale for personal or business use, to decorate one’s home. Such misuse of a resale certificate
for the purpose of evading payment of the sales or use tax or for personal gain constitutes a violation of the law. Those persons who are found to
have made illegal use of their permits may be subject to one or more of the following penalties:
1. Criminal prosecution. This could lead to a fine up to $5,000, imprisonment up to one year, for each offense.
2. A minimum penalty of $500 or 10% of the amount of tax due, whichever is more, for each misuse.
3. A 25% penalty for fraud­­­, or intent to evade the tax, on all unreported tax liability.
4. Revocation of the seller’s permit.
BT-519 Rev. 2 (8-84) (CPPM 265.040) State Board of Equalization
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Original Los Angeles Flower Market
754 Wall Street, Los Angeles, CA 90014
CALIF 2016 FLORA
Original Los Angeles Flower Market • 754 Wall Street, Los Angeles 90014
OriginalLAFlowerMarket.com
Saturday
November 5
Sunday
November 6
California Certified
Florist Exam
“Top Ten” Floral
Design Competition
Hands-on
Design Classes
Afternoon Design Show
Student Design
Competition
Trade Show, New Varieties,
Silent Auction, CCF Pinning,
CSFA Annual Meeting
Enjoy the programs and camaraderie of floral industry colleagues.
Sponsored by California State Floral Association
Get More Details/Register: Call CSFA: 916.448.5266 • Email: [email protected]