The Society of American Florists (SAF) Next Gen Live conference, held February 23-25 in Dallas, brought together 133 young floral professionals from across the industry for education, networking, and behind-the-scenes floral experiences. Designed by and for the next generation of floral industry pros, the event provided a platform for attendees to sharpen their skills, connect with peers, and gain industry insights.
For many, including Branea Reed, owner of Missouri Stems Florist, the event was a game-changer. After navigating her first peak floral holidays, she realized she needed more education and industry connections—and found both at Next Gen LIVE!.
"Everybody there was really awesome and nice," said Reed. "I wasn't expecting everybody to be so open with information. This exceeded anything I could have imagined."
Education and expert insights
The conference featured dynamic sessions on artificial intelligence, leadership, management, marketing, and communication—offering attendees practical tools to grow their careers. One standout session, "So You Think You Know Flowers," provided a deeper dive into the industry's supply chain, giving first-time attendee Amanda Wiggins of McNamara Florist a broader perspective.
"I learned a lot more about the inner workings of the floral industry," said Wiggins. "I needed this because sometimes it's hard to remember there is more than just your store."
Attendees also gained direct access to industry experts, wholesalers, growers, and technology vendors, making the event a valuable resource for those looking to advance in the industry.
"I think people who are getting into the floral industry or looking to move up in the business should attend to further their knowledge from experts in the field," said Wiggins.
A platform for collaboration
Beyond education, the conference fostered industry-wide discussions on challenges and opportunities. During the Industry Trends and Challenges Idea Exchange, participants tackled the critical issue of attracting more young professionals to floriculture. Inspired by the discussion, Kyleen Rockman of Floral Expressions left the event determined to engage her local community and promote careers in floristry.
"Coming here has really opened my eyes to how expansive the industry is and how many different types of jobs there are," said Rockman. "I'd like to see us do our part to get the word out about career opportunities in this industry."
Gaining industry connections
Next Gen LIVE! brought together professionals from all sectors of the floral industry—florists, wholesalers, suppliers, importers, growers, breeders, and technology vendors—creating a one-of-a-kind networking opportunity.
Next Gen LIVE! brought together professionals from all sectors of the floral industry—florists, wholesalers, suppliers, importers, growers, breeders, and technology vendors—creating a one-of-a-kind networking opportunity.
"The energy, innovation, and passion for the floral industry were truly inspiring," said Lisa Nason of Kennicott Brothers, a Chicago-based wholesaler. "It was amazing to connect with so many talented professionals who are shaping the future of floristry…and the networking opportunities were second to none."
Attendees left with new suppliers, fresh insights, lasting friendships, and strategies to grow their businesses. Reed, who attended for the first time, plans to return and encourage others to experience Next Gen LIVE! firsthand.
"There's something for everybody here—whether you're a wholesaler, a retail florist like me, or even someone in floral marketing," said Reed. "I would definitely recommend it to anyone in any aspect of the industry."
For more information:
SAF
info@safnow.org
safnow.org