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Expo Sessions
With 10 included sessions and four meals included in Everything Expo registration — plus the opportunity to register for eight optional hands-on workshops — this conference packs an incredible amount of floral design education and networking into a few short days. Attend June 27-29 in League City to obtain coveted industry tips and insider secrets from top designers. Attend with a friend to make the most of this incredible experience!
You asked, and the Texas State Florists' Association answered! New this year, two bilingual sessions offer learning opportunities in both English and Spanish.
All sessions are listed chronically below. Note that additional fees apply for the optional hands-on workshops.
Friday, June 27, 9-11 a.m. — Secrets of AI-Powered Floral Artistry
Don't miss this session presented by Brandy Ferrer AIFD CFD TMF!
Step into a world of hidden possibilities and uncover secrets where imagination meets innovation in this enchanting hands-on workshop for floral designers of all skill levels. Ferrer will reveal the fascinating synergy between technology and artistry, using AI tools like ChatGPT to transform abstract ideas into breathtaking floral designs. Discover how AI-generated themes and visuals can unlock unique, one-of-a-kind arrangements, revealing the secrets to boundless creativity. Engage in guided exercises that fuse your artistic intuition with AI-enhanced inspiration, turning abstract ideas into floral masterpieces. Tackle design challenges inspired by AI prompts, uncovering new approaches and pushing the boundaries of traditional floral design. Learn the secrets to seamlessly integrating AI into your creative process to save time, spark innovation and captivate your clients. Additional fees apply to attend this optional hands-on workshop.
Underwritten by South Central AIFD and Texas Floral Education Underwriters.
Friday, June 27, 9-11 a.m. — Unlocked Secrets
Don't miss this session presented by J. Keith White AIFD CFD CEJ!
Captivate and experience hands-on applications with White through the inspired use of color, texture and design styles associated with the American Floral Trends. This is your gateway to inspiration with a comprehensive view of one floral trend and the numerous ways to successfully combine materials to achieve a higher level of floral design. Additional fees apply to attend this optional hands-on workshop.
Underwritten by FTD.
Friday, June 27, 12-2 p.m. — Secrets for Creating Marketing Videos
Don't miss this session by Charlie Groppetti AIFD!
Discover simple techniques to create videos for floral marketing or influencing. All can be easily created on your iPhone or iPad once the secrets unfold! Additional fees apply to attend this optional hands-on workshop.
Underwritten by Texas Floral Education Partners and Texas Floral Education Underwriters.
Friday, June 27, 12-2 p.m. — The Secret to Sustainability in Bespoke Design
Don't miss this session presented by Derek Woodruff AAF AIFD CFD PFCI CF!
In a world of floral saturation, what makes an arrangement stand out to a consumer? These days, people can buy flowers from retail florists, floral studios, mass-markets and even online. The best way to set yourself apart is your style. One of the most popular design styles of today, in the eyes of young consumers, is known as bespoke, free-form or bohemian. In this workshop, you will learn the secret to designing using elements and principles of this type of style with the latest sustainable tools and mechanics and realize that it is not much different from what you already know in floral design. Additional fees apply to attend this optional hands-on workshop.
Underwritten by Syndicate Sales.
Friday, June 27, 1-2 p.m. — Unlocking Social Media Best Practices
Don't miss this session featuring Renato Cruz Sogueco AAF PFCI!
Why do some social posts go viral and others do not? Photo and video quality and technique play a huge role in whether customers engage with your business through social. In this interactive session, you will discover tips and tricks, using a smartphone or digital camera to create click-worthy content. You’ll also learn how to best leverage your social platforms, specifically Instagram, Facebook and TikTok, to maximize reach and gain new customers.
Underwritten by BloomNet.
Friday, June 27, 7-10 p.m. — Innovative Floral Stylings for Weddings and Events
Don't miss this session presented by Chris Collum-Williams AIFD CFD TMF!
This presentation will be held during the Stars of Texas Dinner, included with your Everything Expo registration.
Professionally designed floral stylings offer a fresh and creative approach to elevating any wedding or event. From bold, modern arrangements to timeless, romantic bouquets, the professional floral designer curates unique floral experiences that leave a lasting impression. A shared artistic vision, with a deep understanding of color, texture and seasonal blooms, are among the skills needed to create bespoke arrangements tailored to exceed expectations. Whether an intimate ceremony or a grand celebration, innovative floral stylings transform spaces and set the mood to make the client’s day uniquely their own and truly unforgettable for all who attend. Learn just how to bring a dream aesthetic to life, with flowers that tell a story in the most memorable way.
Underwritten by Accent Decor.
Saturday, June 28, 7:30-9:30 a.m. — Styling Everyday Florals
Don't miss these sessions presented by Hitomi Gilliam AIFD!
This presentation will be held in conjunction with the TSFA Annual Meeting and breakfast, which is included with your Everything Expo registration.
Creative templates for gorgeous designs can be formulated for a unique approach to floral styling. IT’S THE SECRET to maximizing size and impact with less stem count in the least amount of time. This constitutes the templates to profitability and business sustainability. Plan your floristry future with an "economy of means" based on ways to reduce the number of hours and rising cost of goods used to get more style with less. Gilliam will share her latest creative templates with you in this design presentation during the Saturday morning breakfast when all gather for the TSFA Annual Meeting.
Underwritten by Teleflora.
Saturday, June 28, 11:45 a.m.-1:45 p.m. — Christmas Secrets Revealed
Don't miss this session by Charlie Groppetti AIFD!
Discover extraordinary insights that will educate and delight as the story reveals secrets of nature that inspire permanent botanical designs for the holidays.
Underwritten by Texas Floral Education Partners and Texas Floral Education Underwriters.
Saturday, June 28, 2-3 p.m. — Floral Sorcery: Transforming Ideas Into Art
Don't miss this session presented by Brenna Quan AIFD!
This program will focus on how materials can spark the process of creation. Form, line and texture are just a few elements of design that will be applied to the building of beautiful botanical art.
Underwritten by BloomNet.
Saturday, June 28, 3:15-5 p.m. — Uncovering the Latest Website Tips, Tricks and Trends
Don't miss this session by Renato Cruz Sogueco AAF PFCI!
Customers continue to go online to purchase floral gifts. Are you getting your share of these orders — only if your website is fully optimized to capture these sales. Uncover the best practices for optimizing your website to increase website rank, convert web visits to sales and ensure you are leveraging all the resources and tools to grow your business.
Underwritten by BloomNet.
Saturday, June 28, 3:15-5 p.m. — Mastering the Secrets of Sympathy Florals
Don't miss this bilingual session presented by Rocio Silva AIFD CFD PFCI and Frank Feysa AIFD CFD PFCI!
Learn to design heartfelt funeral arrangements with elegance, intention and an increased knowledge of symbolism in this bilingual hands-on workshop. Explore the techniques that support artistic creations that are long remembered. Additional fees apply to attend this optional hands-on workshop.
Underwritten by Smithers-Oasis.
Saturday, June 28, 5:30-6:30 p.m. — Service and Synergy: Building a Customer-First Dream Team
and Lori Wilson PFCI
Don't miss this session co-presented by Vonda LaFever AIFD CFD PFCI and Lori Wilson PFCI!
In this session, Vonda LaFever and Lori Wilson will explore the key qualities of an ideal team player — hungry, humble and people-smart — as outlined in The Ideal Team Player by Patrick Lencioni. Discover how these traits directly impact customer service in the floral industry.
Exceptional service starts with the right people. In this session, you’ll learn how to identify, hire and train team members who not only deliver outstanding customer experiences but also contribute to a positive, high-performing workplace.
Pull back the curtain on how to confidently sell, connect with customers and increase profits. In this session, you will learn proven techniques and insider secrets that will help turn conversations into sales and create repeat customers. Whether you're struggling with staffing, training or team dynamics, this session will give you actionable takeaways to build a thriving, customer-first dream team — and a sneak peek at the strategies that will make your team most effective!
Underwritten by Flower Clique.
Saturday, June 28, 5:30-7:30 p.m. — Wedding Design: What’s Your Best Kept Secret?
Don't miss this session presented by Chris Collum-Williams AIFD CFD TMF!
This stellar hands-on design workshop will take on another layer of learning through interactive components to best uncover the hidden tips and tricks that floral shops and event companies use. From planning, organizing and production to delivery and setup, Collum-Williams will highlight the most essential keys to success while fine-tuning skills and expanding creativity. Collum-Williams promises, "Together, we will create impactful designs of distinction that will inspire the very best while discussing mechanics, color palettes and the versatility of the designs." Additional fees apply to attend this optional hands-on workshop.
Underwritten by Accent Decor.
Sunday, June 29, 7:30-9:30 a.m. — Sheep and Cane: Styling With Fiber Art Structure
Don't miss this session by Hitomi Gilliam AIFD!
Join in to create a whimsical and versatile cascading design using wire techniques and a combination of materials. Whether for a bouquet, couture styling or a unique floral art expression, this session will guide you through designing a flowing, balanced composition. Enhance your skills and explore your creativity! Additional fees are required to attend this optional hands-on workshop.
Underwritten by Teleflora.
Sunday, June 29, 8-9 a.m. — Secrets of Top Event Florists: Turning Vision Into Profitable Designs
Don't miss this session presented by Corrine Heck PFCI!
Have you ever wondered how top event florists seamlessly balance dream designs with real-world budgets? Join Corrine Heck, CEO of Details Flowers Software, as she unveils the top secrets of successful floral businesses. Learn proven strategies for setting clear client expectations, presenting cost-effective alternatives and using pricing transparency to build trust. Discover how industry leaders navigate budget conversations while maintaining creativity and profitability. Whether you're designing high-end events or intimate gatherings, this business session will equip you with insider knowledge to elevate your business and ensure every event is both stunning and financially successful.
Underwritten by Details.
Sunday, June 29, 9:45-10:45 a.m. — The Secret Language of Sympathy Flowers
Don't miss this session by Rocio Silva AIFD CFD PFCI and Frank Feysa AIFD CFD PFCI!
In this bilingual presentation, explore the delicate art of crafting floral designs that honor life and offer comfort, insights into meaningful blooms and timeless arrangements.
Underwritten by Smithers-Oasis.
Sunday, June 29, 11 a.m.-2 p.m. — Your Gateway to Inspiration
Don't miss this session by J. Keith White AIFD CFD CEJ!
Discover an inspiration portal to the top five anticipated color palettes, design elements and styles with the American Floral Trends 2025 and 2026. Lunch will be served as White showcases floral design applications for each trend, offering valuable merchandising tips. This trend report is a collaborative research and development project from the nation's leading designers, floral educators, product developers and influencers, aimed at helping florists attract customers and grow their businesses by leveraging emerging trends.
Underwritten by FTD. Educational funding provided by the AIFD Foundation.
Sunday, June 29, 2:30-5 p.m. — Enchanting Cascades Advanced Workshop
Don't miss this advanced hands-on workshop presented by Brenna Quan AIFD!
Join in to create a whimsical and versatile cascading design using wire techniques and a combination of materials. Whether for a bouquet, couture styling or a unique floral art expression, this session will guide you through designing a flowing, balanced composition. Enhance your skills and explore your creativity! Additional fees apply to attend this optional advanced hands-on workshop.
Underwritten by BloomNet.