Your Guide to the SAF Annual Convention Miami 2024

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Florists, gear up! The Society of American Florists (SAF) Annual Convention is back, and it’s shaping up to be a phenomenal event. Held this year from August 6-9, 2024, at the JW Marriott Turnberry Resort & Spa in Miami, FL, it’s the go-to event for anyone involved in the floral industry.

Here’s a sneak peek at what to expect, from business workshops to the Supplier Expo and all the incredible networking opportunities in between.

Why Attend the SAF Annual Convention?

Every year, this is where over 400 florists, suppliers, wholesalers, and enthusiasts all gather under one roof to network, learn, and celebrate their shared love for flowers. Here’s what you’ll experience:

  • 20 educational sessions designed to help you discover new growth opportunities and increase your profitability.
  • Behind the Scenes Tour of Miami Floral Operations: Learn how fresh product moves through Miami on an optional tour of several top import and bouquet companies, logistic hubs, and a large event production company.
  • Convention favorites: The Outstanding Varieties Competition and Sylvia Cup Competition, the Experience Zones, networking receptions, and much more!

Unmatched Networking Opportunities

Connecting with like-minded professionals is one of the convention’s highlights. Whether you’re a floral shop owner, designer, or supplier, you’ll find countless opportunities to mingle and build relationships with peers. The SAF’s relaxed, community-centric vibe makes it easy to spark conversations and share insights.

Cutting-Edge Education

The SAF Annual Convention doesn’t just keep you in the loop—it propels you ahead of the curve. With tailored educational sessions, workshops, and hands-on training, you’ll gain actionable strategies and fresh perspectives on everything from managing your business finances to mastering the art of floral design.

Talmage McLaurin’s keynote session will reveal compelling trend directions that will help you better tap into today’s consumer and sell more flowers in 2025!

SAF Miami 2024 helps you find growth opportunities with 20 education sessions focused on:

  • Understanding business trends
  • Economic and consumer insights
  • Inspiring and engaging your team
  • Leveling up customer service

The Supplier Expo

Discover the latest innovations at the Supplier Expo, a must-see at the convention. It’s your one-stop shop for everything floral, from blooms and greenery to the newest tech and equipment, this is where you can source the best products and services to keep your business thriving. It’s a treasure trove of inspiration and practical solutions, giving you a competitive edge in the industry.

Plus, take an optional tour of the inner workings of Miami floral importing operations as well as a leading event production company.


  • Outstanding Varieties Competition

It’s products galore: you’ll have direct access to the best suppliers in the industry, showcasing their newest and most popular offerings. Browse dozens of entries from growers and breeders around the world who have come together to showcase their most outstanding varieties of flowers and foliage.

  • The 55th Annual Sylvia Cup Design Competition

Watch as floral designers competing in the longest-running national, live design competition are given the same flowers, foliage, and design supplies with just two hours to complete arrangements based on a surprise theme.

The Convention’s Schedule Highlights

This year’s agenda is jam-packed with sessions that will keep you at the forefront of the floral world. Here’s a glimpse of what’s in store:

Tuesday, August 6

  • First Timers Reception
  • Presidents Welcome Party

Wednesday, August 7

  • Kick Off Breakfast: State of the Industry & Consumer Buying Trends
  • Outstanding Varieties Competition open for viewing
  • 55th Annual Sylvia Cup Design Competition
  • Three Concurrent Educational Sessions:
    • Secrets of a Growth-Oriented Culture
    • Profitable Designs: Maximize Margin, Minimize Waste
    • Gear Up For Growth: Economic Insights to Guide Your Business Decisions
  • Networking Break | Experience Zone | Tour of Outstanding Varieties with PFCI
  • All Industry Session: 2025 Flower Trends Forecast
  • Lunch
  • Supplier Expo
  • Two Concurrent Educational Sessions:
    • Modern Day Ways to Drive Sympathy Sales
    • Under the Microscope: Unlocking the Key to Double-Digit Growth
  • Next Gen Reception
  • SAFPAC Reception

Thursday, August 8

  • SAF Business Meeting & Keynote Address: The Tip Jar Culture
  • Outstanding Varieties Competition open for viewing
  • Three Concurrent Educational Sessions:
    • Cutting-Edge Customer Service Online and Off
    • Unlocking Hidden Potential: Training New Leaders
    • Passing the Torch Without Burning Bridges: Navigating Emotions for Family Business Succession
  • Networking Break | Experience Zone | Tour of Outstanding Varieties with PFCI
  • All Industry Session: Top Industry Trends and Challenges Roundtable
  • Open Time for Networking and Lunch
  • Three Concurrent Educational Sessions
    • Giving Back Strategies for Effective Community Engagement
    • Reel It In: Boost Social Engagement with Video
    • Mapping Out Your Sustainability Plan
  • Networking Break | Experience Zone
  • Two Concurrent Educational Sessions:
    • Building Profitable B2B Business Partnerships
    • Idea Swap: Marketing & Growth
  • Stars of the Industry Awards Experience

Friday, August 9

Tour of Miami Floral Operations (additional fee to attend)

Making the Most of Your SAF Convention

Plan ahead, check out the full schedule, and make a plan for the sessions and events you don’t want to miss. Create your own itinerary so you can hit all the highlights and leave time for networking.

The Supplier Expo is a prime opportunity to discover new products and partners. Make a list of the suppliers you want to meet and their booth numbers, and don’t forget to grab samples and catalogs.

Mix and Mingle

“Attending an SAF event sets your soul on fire,” says Christine Guenther of Wildflower, Glen Burnie, Maryland, who attended SAF’s 2023 convention. “I have so many ideas and inspiration to update practices in my business, not only to promote our store but the flower industry in general.”

The convention’s social events are not just fun—they’re perfect for striking up conversations with fellow attendees. Whether it’s at the Welcome Reception or over a networking lunch, take the time to exchange business cards and share your passion for flowers.

Stay Engaged Online

Join the conversation on social media using #SAFConvention. Share your favorite moments, tag new friends, and keep up with the latest news and updates throughout the event.

Ready to Register?

The SAF Annual Convention is more than just an event—it’s a community celebration where you can learn, grow, and get inspired. Whether you’re looking to expand your business, refine your design skills, or simply reconnect with your floral friends, this convention has it all.

“Year after year, this convention excels at bringing all segments of the floral industry together to provide everything business owners need to navigate challenges, leverage opportunities, and plan for success,” says SAF President Oscar Fernandez. “You can’t afford to miss it.”

So, what are you waiting for? Mark your calendar for August 6-9, and be there at the JW Marriott Turnberry Resort & Spa in Miami, Florida.

Ready to register or need more info? Head over to the SAF Annual Convention website and get all the details. Here’s to a blooming good time!


Get Involved With SAF

If you’re not already a member of the Society of American Florists, now’s the time to consider joining. Membership gives you access to year-round resources, advocacy, and discounts on events like the Annual Convention. Here’s a glimpse at some benefits:

  • Educational Resources: Access webinars, whitepapers, and guides to keep your business on top of industry trends
  • Advocacy: SAF is your voice in Washington, D.C., advocating for policies that support the floral industry
  • Networking Opportunities: Connect with fellow florists, suppliers, and wholesalers through local events, online forums, and the Annual Convention
  • Discounts and Promotions: Save on products, services, and convention registration fees


All photos courtesy of SAF.


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