PDF - The Los Angeles Flower Market

Quarterly Publication of the Original Los Angeles Flower Market of American Florists Exchange, Ltd. | Summer / July 2016 • Volume 25 - Number 3
Designing for the Field to Vase Event
Flower Fields at Carlsbad Star of Show
Story begins on page 4
Kit Wertz (left) and Casey Schwartz, designers for the Field to Vase Dinner Tour at the Flower Fields.
All Generations Buying More Flowers
See Page 8
Where Good Ideas are Always in Bloom
The Original Los Angeles Flower Market
39
J
H
I
H
Hours:
C
Trade-Only Hours: Mon, Wed & Fri 2am - 8am, Tue & Thurs 5am - 6am, Sat Public, Sun Closed
Public Hours: ($2 admission weekdays; $1 on Saturday) Mon, Wed & Fri 8am - 12pm, Tue & Thurs 6am - 11am, Sat 6am - 2pm, Sun Closed
For holiday and special hours, visit OriginalLAFlowerMarket.com.
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.
Publisher
Original Los Angeles Flower Market
of the American Florists’ Exchange
www.originalLAflowermarket.com
Look for us on Facebook!
Special Holiday Hours, maps, tenants, seasonal flowers
and more available at www.originalLAflowermarket.com
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
Board of Directors
Cover Story:
Designing for the Flower Fields
and Field-to-Vase Event
4
Roundabout
6
Books For You
6
Feature Story:
All Generations Buying More Flowers
Potpourri
10
Happenings/Calendar
14
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Paul Ecke III
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Email: [email protected] • www.bloominnews.com
8
Got News? Send to our Editor!
(see left column)
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Subscribe
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Disclaimer
More Than 90 Years’ of Service
It’s YOUR
Flower Market!
Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements displayed in this
publication but presents them as a service to our readers.
Advertise in Bloomin’ News
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rates, dimensions and details. Advertise in color. We’ll design
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Index to Advertisers
BottomLine Brokers, Sean Edelstein . . . . . . . . Page 11
California State Floral Association . . . . . . . . Page 16
Floral Supply Syndicate . . . . . . . . . . . . . . Page 10, 12
Mayesh Wholesale Florist . . . . . . . . . . . . . . . . Page 12
Mellano & Company . . . . . . . . . . . . . . . . . . . . Page 7
Original Los Angeles Flower Market . . . . . . . . . Page 3
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
The Original
Los Angeles Flower Market
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
SUMMER 2016 | 3
The Field to Vase design team included,
from left, Julie Kennedy, Kit Wertz, Adrienne Sorg, Jason Chen, Casey Schwartz.
Shirts matched the design theme colors.
Designing for the Flower Fields &
O
Guests socialize and
enjoy Kit and Casey’s
floral arrangements
at the Field to Vase
dinner in Carlsbad.
From these positions,
the design team moved
vases to final spots for
an ombre effect.
Photo by Kit Wertz
n Wednesday, April 13, 2016, my partner
and sister, Casey Schwartz and I found ourselves surrounded by a rainbow of blooming ranunculus and dining on splendid cuisine, wine,
beer and coffee, all locally grown. We were two of the
145 guests seated for an American Grown Field to Vase
Dinner Tour, part of a nationwide tour of pop-up dinners being held in the middle of flower fields. We were
honored to be the floral designers for the event.
The setting was The Flower Fields owned by the Ecke
Family and farmed by Mellano & Company. It was a gorgeous, weather-perfect Southern California evening.
An Amazing, Nationwide Concept
These “field to vase” dinners are being held to
build the awareness and support for American Grown
Flowers and the family farms that grow them. Flower
farmers with the American Grown Flowers program
developed this campaign to help consumers better
connect and identify with their homegrown blooms
4 | THE BLOOMIN’ NEWS
and to appreciate high quality, variety, freshness and
consistency of American Grown Flowers.
We were selected to be the designers for the dinner at The Flower Fields in Carlsbad, just one of
seven dinners on this year’s nationwide tour. The
first 2016 Field to Vase Dinner was held at Sun Valley Floral Farms in Arcata, California in March. The
tour will conclude in Woodland, Washington in
November. (You can view the entire schedule, including a 2017 date for a dinner in Alaska, at FieldtoVaseDinner.com.)
Casey and I were fortunate to have the support of
a fantastic and highly skilled team of our own. We
could not have done it without freelance designers
for Flower Duet (our Torrance studio) Adrienne Sorg
and Julie Kennedy, and San Diego botanical artist and
landscape architect Jason Chen.
Our view of the Flower Fields
from our on-site design "studio."
Photo by Julie Kennedy
Mike Mellano, who farms the
land of the Ecke family at the
Flower Fields in Carlsbad, talks
about the farm and his workers.
Kasey Cronquist, IOM, CEO/
Ambassador for California Cut
Flower Commission, looks on.
Field to Vase Dinner Tour By Kit Wertz
Design Cues and Locally Sourced Flowers
Casey goes for a ride on the
tractor to transport the flowers
to the tables in the fields.
Photo by Kit Wertz
We had a plethora of flowers to integrate into our
design theme. In addition to the fabulous ranunculus direct from the fields around us, local flower farmers donated gorgeous blooms. (Mellano & Company, Dramm
& Echter and Resendiz Brothers were generous donors.)
I took a cue right from The Flower Fields and made an
ombre effect using only the bright colors of yellow, pink,
orange and red. To mimic the waves of colored flowers
in the field and the Pacific Ocean within sight, our team
used three sizes of vases (sponsored by Syndicate Sales)
to create an undulating effect down each of the eighteen
dining tables. We created more than 125 designs in about
eight hours working in a trailer on the farm. Each vase
could include a combination of gerbera daisies, proteas,
ruscus, waxflower, spray roses, alstroemeria, hypericum
berries, rice flower, boxwood and on-site grown ranunculus and ranunculus seed pods. It was a heavenly experience using such fresh products straight from the fields!
Continued on page 13
SUMMER 2016 | 5
R OUNDABOUT
Avante Gardens, owned by Cathy Hillen-Rulloda, has relocated. On May 31 Avante Gardens merged
with Everyday Flowers at 1609 E. McFadden Avenue,
Suite A. The move is intended to offer customers more
products and services backed by nearly 50 years of
combined professional florist ownership.
“Flower Farmer Day,” held at the state capitol in
Sacramento on June 1, brought farmers and legislators together at the start of California Grown Month.
Farmers and CCFC staff represented our industry by
meeting with legislators and lobbying on floral issues
and concerns.
Succulent expert Debra Lee Baldwin invites you to
watch her demonstration video on “Stunning Succulent Arrangements” at Debraleebaldwin.com. Imagine
unusual designs with these special products.
Rene van Rems wowed designers again with a wedding trends workshop at Mellano & Company in Santa Ana, sponsored by Teleflora’s Los Angeles Coastal
Counties Unit. He followed that in June with a floral
Super Floral magazine interviewed San Bernardinobased Liane Mast, floral director for Stater Bros. Markets. Liane shared her wisdom and experience on why
businesses benefit when they listen to their employees.
BOOKS
Y O U
Ralph Yack reports that the non profit foundation
Floralgive.org partnered with Windermere Real Estate
/ Leaskou Partners on Mother’s Day to present a complimentary rose to every open house visitor. Floralgive.
org raises funds for the Windermere Foundation, assisting low income and homeless families.
Jan Wilder, Flower Fusion in Costa Mesa, took
the Best Reception floral design prize in Florists Review magazine. Jan’s wedding photos featured a monarch butterfly themed wedding and reception at the
Shade Hotel in Manhattan Beach. Also featured in the
magazine’s Design Showcase were bouquets and florals
by Melinda Lynch, AIFD of Festive Designs (San
Luis Obispo); Kelly Bishop of Buds & Blooms (El
Centro); Gina Weaver of Gina’s Floral Enchantment
(Ukiah); Carrie Thengvall (Chico); Suzanne Smith
(Temecula); Kathy Simeone (Woodland); Jenny
McNiece (Arroyo Grande).
Carpinteria flower farmers hosted a crowd of visitors
on tours of the Carpinteria area flower fields in
April, gladly sharing their passion for growing flowers.
FO R
photography styling workshop with Pat Boemer (photographer of both René’s books) at his Carlsbad studio.
The Flower Chef: A Modern Guide to Do-It-Yourself Floral Arrangements
By Carly Cylinder, the owner and
creative director of Flour LA, Inc., a
bi-coastal flower design studio, this
book is magnificent in its presentation, simplicity and beauty. Taking
a “recipe” approach complete with
prep time, cook time and seasoning,
Cylinder includes all the basics of
design and supplies, then presents
exquisite arrangements to make the
beginning designer look like a pro.
With arrangement names like Wildflower Meadow, Jamaican Delight,
Retro Surf, Tulip Swirl and Midsum-
6 | THE BLOOMIN’ NEWS
mer Night’s Dream, just reading the
text is a delight. Every chef’s recipe
is complete in 10 or fewer steps, all
on one page, with the finished fullcolor design photo on the facing
page. The author tops off this visual
treat with a “very creative designs”
chapter that includes a spectacular
glimmering globe made with metallic wire, orchids and a candelabra.
Order this winner at $19 from Amazon.com and other booksellers.
Available also in Kindle/ebook.
CONTACT INFO:
LOS ANGELES
888-635-5266
mellano.com
THE HIDDEN DIFFERENCE
What makes a flower perform? One hidden difference is maintaining the cold chain.
Mellano & Company bucks the trend selling flowers only in our coolers and delivering in
refrigerated trucks. Why? It’s better for the flowers bringing freshness that makes events
(large or small) the best they can be! Call your sales rep to make your next order.
Consumers of every generation
have come to appreciate flowers over the past few
of all three generations have a high appreciation of
years, and they continue to buy flowers for others
es and emotions:
and themselves.
That’s one of the findings of the 2016 Genera-
tions of Flowers Study conducted by American
Floral Endowment and the Society of American
Florists, an update to the 2009 SAF study. That research explored consumer perceptions of flowers
and purchasing/gift-giving behavior among Gener-
flowers. Flowers attract people through their sens-
• Consumers strongly agreed that the color of
flowers adds to the impact of a gift (70 percent),
the sight and smell can improve their mood (69
percent) and the fragrance is important to them
(64 percent).
• Nearly two-thirds of all respondents feel special
ation Y (ages 22-39), Generation X (ages 40-51) and
when receiving flowers as a gift and find flowers to
Baby Boomers (ages 52-70).
be an emotional gift, while 60 percent said flowers
have a special meaning unlike any other gift.
The current study finds that nearly 73 percent
8 | THE BLOOMIN’ NEWS
Study results for all three generations were
similar in other ways:
• Forty percent purchased flowers in the past
year for home decoration, and 22 percent purchased flowers for themselves.
• 82 percent make gift purchases at local florists,
including nearly two-thirds who shop in-person.
• Just 34 percent said they don’t purchase flowers more often due to viewing flowers as too
expensive. (In 2009, nearly half of respondents
identified cost as a barrier.)
Giving flowers is a memorable occasion.
Nearly 90 percent of consumers can remember
the last time they gifted flowers. On the receiving
end, 77 percent of women respondents said they
recalled the last time they received flowers.
Most consumers bought flowers at local florists in the past year. For everyday flower purchases, 70 percent bought flowers for themselves
at supermarkets and 42 percent from nurseries or
garden centers. More people (30 percent) shop at
farmers’ markets in this survey, compared with 25
percent in 2009. The generations differ in habits:
• Generation Y is more likely to buy flowers
online.
• Generation Y is more likely to buy flowers on
impulse (50 percent), compared to 41 percent of
Generation X and 39 percent of Baby Boomers.
• Social media is a major floral information
source for Generation Y (32 percent) and Generation X (29 percent); but for Baby Boomers,
only fourteen percent.
The floral industry can be thankful that consumers appreciate and recognize value in giving
and purchasing flowers. To download the survey
report, visit Endowment.org/GenerationsStudy.
SUMMER 2016 | 9
P OTPOURRI
Calling Design Contestants!
California State Floral Association offers a qualifying design competition on “Flower Day,” Sunday,
July 17 at the State Fair, 1600 Exposition Boulevard,
Sacramento. The winner will receive complimentary registration to the statewide Top Ten competition at CaliFlora, to be held November 6-7 at the
Original Los Angeles Flower Market. Registration
deadline for the Qualifying competition is July 8, so
call CSFA at 916 448-5266 or email Ann Quinn at
[email protected] now.
AIFD Extends Opportunity for Certification
The American Institute of Floral Designers is expanding opportunities for creative floral designers to
earn the coveted Certified Floral Designer professional designation. Joyce Mason-Monheim AIFD, CFD,
president of AIFD, announced that after AIFD’s National Symposium this month (July) in Anaheim, AIFD
will allow its approved private floral design schools,
certain state floral associations and its university level
student chapters, to grant to their students the CFD®
designation after they successfully complete the course
of study and their designs are evaluated by faculty.
This means CFD candidates are no longer required to
attend AIFD’s Professional Floral Design Evaluation
program prior to the Symposium, substantially reducing costs. Learn about the additional steps and more
from AIFD.org or call 410 752-3318.
Bride in Box a Cool Marketing Package
Lynn Wheatley, founder of an event planning
company in Tulsa, Oklahoma, developed a concept
called Bride in a Box, attributing its appeal to Pinterest,
Etsy and how-to websites. The do-it-yourself couple
selects a “box” (package) that includes its own paper
suite, linens, personal flowers, ceremony/reception
flowers and even wedding weekend management
using Bride in a Box LLC. They save time and
money but still have a cohesive look with professional
management of the event.
Blooms Over Orange County This Month!
Veterans and patients at Orange County hospitals
and retirement facilities will be happily surprised
when members of the American Institute of Floral
Designers present them with floral gifts in July 2016.
Volunteers in the “Blooms Over Orange County”
event will create amazing fresh floral creations and
share their floral therapy. Gail Call AIFD, CFD says
the AIFD professionals “know the healing qualities of
flowers.” The Blooms Over program is held during
the AIFD Symposium “Inspiration”, held July 3-7 in
Anaheim. For details, see AIFD.org.
Only American for the First Lady
More than 1,500 people attended the First Lady’s
Luncheon in Washington, DC in May, where beautiful American Grown flowers were the order of the
day. The Congressional Club wanted 100 percent
American Grown Flowers. Thanks to the contributions of flower farms throughout the United States,
along with a dedicated design team, donated hard
10 | THE BLOOMIN’ NEWS
P OTPOURRI
goods and freight, and donated skills, more than
200 centerpieces and arrangements filled the hall.
The Congressional Club reps were thrilled, saying,
“These are the most stunning flowers we have ever
had at the First Lady’s Luncheon.”
Mayesh Now in Houston
Mayesh Wholesale Florist has opened a wholesale
floral distribution business in Houston, Texas, its seventeenth wholesale location and the first in Texas.
Mayesh CEO Patrick Dahlson said Mayesh recognizes “the great number of talented and innovative
floral professionals operating” in Texas and “we are
looking forward to supporting” this community.
More Parking near the Flower Market
The lot at the
southeast corner of
Seventh and Wall
streets, operated by
L&R Parking, was
recently resurfaced
and the old carwash
demolished, to include more parking spaces for shoppers. Come on down to the Original Los Angeles
Flower Market: There’s plenty of parking.
and potted plant production.
“This donation goes to the heart of what California
flower farmers believe in – sustainability, stewardship
and the value of domestically grown flowers,” says
KKRF Chair Mike Mellano of Mellano & Company.
BloomCheck, established this year by CCFC, is
California’s first sustainable cut flower certification
program. It establishes a system of best management
practices for cut flower farms to help guide, educate
and certify those farms meeting the high standards
involved with growing sustainably in California.
Flower farms that earn BloomCheck certification have
met the most rigorous standards in the United States.
The Kee Kitayama Research Foundation was
founded in 1993 to honor longtime flower farmer and
industry leader Kee Kitayama. KKRF funds research
and provides educational programs for California’s cut
flower and potted plant industry. The foundation is
funded through industry support.
Continued on page 12
Sell Your Shop Faster & for the Highest Price!
Trending Now for Babies-to-be
Gender baby showers, held after the ultrasound results are known, focusing gifts and décor on the sex
of the unborn child. Also, couples baby showers, inviting husbands and wives.
KKRF Grants $70,000 to CCFC
The Kee Kitayama Research Foundation has awarded
the California Cut Flower Commission $70,000 to
advance key areas of research and sustainability for
California’s flower farmers. Up to $40,000 will be
used to further develop and advance the CCFC’s
recently launched sustainability certification program,
BloomCheck. The remaining $30,000 will fund
outside research programs with scientists at universities
and research institutes focused on California cut flower
Available: Established flower shops with great retail locations,
house accounts, long-time customers and exciting potential.
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
SUMMER 2016 | 11
P OTPOURRI
Overtime Bill Defeated
Assembly Bill 2757 (Gonzalez), which would
have altered current overtime requirements for agriculture employees covered under Wage Order 14,
was defeated in a vote of 38-35 (needed 41 votes to
pass). Currently, ag employees are required to be
paid overtime after ten hours in a day and six days in
a week. The legislation would have mandated overtime at 1.5 times pay after an eight hour day and a
five day week worked. Grassroots efforts of farmers and industry members helped defeat the measure
while furthering the building of relationships with
key urban legislators.
Another Step Taken
for San Francisco Market
Kilroy Realty Corporation has acquired an approximately 1.75 acre site at Fifth and Brannan streets,
next to The Flower Mart development site it owns
in San Francisco. KRC now owns about seven acres
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
and plans to develop a world-class office, retail and
flower mart project surrounded by a central public
plaza that embodies the rich urban history of the area.
The flower market will be redeveloped into a modern, state-of-the-art facility which will be an anchor
for the development.
Ecuador Farms Come Through
In spite of a 7.8 earthquake, Ecuador’s rose farmers
scrambled onto Skype and social media in the days
before Mother’s Day and Dia De Las Madres (their
biggest holidays of the year) and were able to deliver
all their orders.
Survey Indicates Bright
Floral Outlook for Supermarkets
A recent release by the Bureau of Labor Statistics
points to a decline in the number of floral shops by
2024; but an increase of five percent in the number
of floral designers in grocery stores.
12 | THE BLOOMIN’ NEWS
> Designing for the Flower Fields, continued
In addition to table centerpieces (which garnered
many kudos!), we made display pieces for the cocktail hour, including three oversized floral baskets
of flowers and two floral sprays, along with accent
pieces. We also prepared buckets and supplies for
a DIY floral crown station supported by Mandie
Thompson of Mellano & Company so guests could
make their own crowns.
When the floral pieces were completed, we
packed the vases into boxes and loaded them, with
help from Jess Williams of Mellano & Company,
into the tractor trailer normally used to harvest the
ranunculus. They traveled over ten acres of flower
fields to the dining tables. My sister Casey rode the
tractor to the dinner spot and unloaded the vases.
Upon her return, we loaded the floral pieces for the
Guests place their
name cards and
snap photos before
dinner. Photo by
Kit Wertz
The first Field to Vase Dinner Tour was held in Carpinteria, CA in 2015. Field to Vase Dinners typically host from 100 to 150 guests.
Ticket prices range from $175 to $225 depending on the venue. Your ticket includes a reception, flower farm tour, a floral design
demonstration, four-course, family-style dinner, presentations, a floral bouquet and a flower lover’s gift bag. The Field to Vase Dinner
typically concludes at sunset, with dessert and coffee service. For more details, visit: FieldToVaseDinner.com
cocktail hour and rode the tractor to the barn for
that event.
One More Thing
Kit's table setting for
the dinner. Photo by
Kit Wertz
Flowers included
locally grown pincushion protea from
Resendiz Brothers,
ranunculus and
waxflowers from
Mellano & Company
and spray roses from
Dramm and Echter.
Photo by Kit Wertz.
One personal touch we added was ribbon streamers
to the light poles, mimicking the flower colors. And
during the cocktail hour, the flower enthusiasts, farmers, designers and fans watched how we made the dinner vase designs and heard our design philosophy.
Dinner in the Flower Fields was lovely and went
by too fast. We heard talks from Kasey Cronquist, administrator of the Certified American Grown Flowers
program; Mike A. Mellano, of Mellano & Company;
Chef Jeff Rossman of Terra Catering; Jeff Bagby of
Bagby Beer Company; and local coffee grower Jay
Ruskey of Good Land Organics. We also heard from
Debra Prinzing of SlowFlowers.com.
It was great to see all the pride that goes into creating
such a beautiful floral event. We loved being part of it
all for one magical evening by our beloved Pacific.
SUMMER 2016 | 13
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.
June 7 – July 28
Extended summer evening
hours at Descanso Gardens
featuring World Rhythms on
Tuesdays, Lakeside Lounge
on Wednesdays, Music on
the Main on Thursdays. 1418
Descanso Drive, La Canada
Flintridge, 91011. Details:
Descansogardens.org or 818
949-7984.
JULY
Saturdays: “The Wall”
Farmers Market at the
Original Los Angeles Flower
Market, Wall Street from Seventh to Eighth streets, 9 am
to 2 pm.
3 – 7 AIFD “Inspiration”
National Symposium, this
year featuring hands-on
classes, Anaheim. Full details
at AIFD.org/aifd-2016-symposium-inspiration/.
4
Independence Day
11 – 22 Floral Designer
class by Phil Rulloda AIFD
PFCI AAF, Southern California School of Floral Design,
Anaheim. See Philrulloda.
com or call 714 776-7445.
15 – August 14 Orange
County Fair, OC Fair & Event
Center, Costa Mesa. See
OCFair.com
17 – 23 “Make Someone
Smile” week by Teleflora.
20 – 25 L.A. Mart/The
Reef Summer Market (gifts).
Call 800 526-2784 or see
Lamart.com
22 – 25
LAMKT (gift
show), Los Angeles, 800 3182238 or La-mkt.com
24 Parents Day
31 – August 3 Real Local
Florists Inc. presents design
show with Rene van Rems
AIFD at World Market Center
Las Vegas, along with presentations on Tech Solutions,
Finances, Insurance, Marketing and Merchandising. See
Florists.reallocalflorists.com.
31 – August 4 Summer
Descanso Gardens, 1418
Descanso Drive, La Canada
Flintridge, 91011. Details:
Descansogardens.org or
818 949-7984.
25 – 27 L.A. Mart Fall
Market (gifts). Call 800 5262784 or see Lamart.com
Labor Day
Saturdays: “The Wall”
11 Patriot Day
Farmers Market at the
Original Los Angeles Flower
Market, Wall Street from
Seventh to Eighth streets, 9
am to 2 pm.
& Florist Supplier Association Management Institute,
Rosemont, Illinois.
See Wffsa.org.
13 International
3 – 14
Ventura County
Fair, Fairgrounds, Ventura.
See Venturacountyfair.com
Chocolate Day
14 Rosh Hashana
15 – October 15
7 International
National
Grandparents Day
12 – 23 Floral Designer
class by Phil Rulloda AIFD
PFCI AAF, Southern California School of Floral Design,
Anaheim. See Philrulloda.
com or call 714 776-7445.
4 – 5 Wholesale Florist
Friendship Day
28 – 31
“Business
Smarts Summit: Operating
a Successful Retail Flower
Shop,” with Paul Goodman
PFCI CPA, Marie Ackerman
AIFD PFCI AAF, at Teleflora
Education Center, Oklahoma City. Call 800 456-7890,
xt. 6234.
National Hispanic
Heritage month
18
National POW/MIA
Recognition Day
18 – 21 “Lifestyles –
Permanent Botanicals with
Style,” with Matt Wood
AIFD, at Teleflora Education
Center, Oklahoma City. Call
800 456-7890, xt. 6234.
SEPTEMBER
21 – 24 SAF Maui, Hawaii,
132nd Annual Convention.
See SAFnow.org
Weekend Walks, Saturdays
and Sundays at 11 a.m.,
14
Yom Kippur
First day of Fall
Farmers Market at the
Original Los Angeles Flower
Market, Wall Street from
Seventh to Eighth streets, 9
am to 2 pm.
2 – 25 Los Angeles
County Fair, Fairplex, Pomona. See LAcountyfair.com
AUGUST
23
American Business
Women’s Day
Saturdays: “The Wall”
5
Las Vegas Market (gift
show), World Market Center.
Call 888 416-8600.
22
26 – 28 Advanced Floral
Designer class by Phil
Rulloda AIFD PFCI AAF,
Southern California School
of Floral Design, Anaheim.
See Philrulloda.com or call
714 776-7445.
29 Hand-tied design
class by Phil Rulloda AIFD
PFCI AAF, Southern California School of Floral Design,
Anaheim. See Philrulloda.
com or call 714 776-7445.
Novelty design class
by Phil Rulloda AIFD PFCI
AAF, Southern California
School of Floral Design, Anaheim. See Philrulloda.com or
call 714 776-7445.
ON THE HORIZON
Nov. 5 – 6, 2016:
“CaliFlora” at the Original
Los Angeles Flower Market,
presenting Top Ten Design
contests, hands-on classes,
trade show, auction, new
varieties, California Certified
Florist exam and pinning.
Details: Email Ann Quinn at
[email protected] or call 916
448-5266.
Aug. 9 – 18, 2017:
CalFlowers “Fun ‘n Sun”
at Park Hyatt Aviara Resort,
Carlsbad. See Cafgs.org
drop-shipping got you down?
cheer up with teleflora.
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©2015 Teleflora. All Rights Reserved. FM12319
(800) 421-2815
PRESORTED STANDARD
U.S. POSTAGE
PAID
LOS ANGELES CA
PERMIT #3644
Original Los Angeles Flower Market
754 Wall Street, Los Angeles, CA 90014
RETURN SERVICE REQUESTED
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]