Looking Back at the Future

It can be easy to lose track of time in March when you’re a florist. It's between Valentine’s Day and Mother’s Day, the weather is always exceptionally gray, and it sometimes feels like you’ve been either time traveling or repeating the same day on a loop. That’s why I’m always excited to attend the Wisconsin & Upper Michigan Floral Association’s annual convention.

As always, this year’s convention hosted numerous opportunities to learn through stage presentations and hands-on workshops from some of the most popular names in the industry. The workshops kicked off right away with Doug Bates AIFD, CF, CFD and Kelsey Thompson AIFD, CFD leading Buying and Merchandising for Profitable Flower Shops, a delightful class that also included a field trip to several local shops to see and be inspired by peers. Classes continued with Kevin Ylvisaker AIFD, CAFA, CFD, PFCI offering programs on sympathy work both Saturday and Sunday, as well as Amy Balsters (a/k/a @TheFloralCoach) teaching Build Better Bouquets.

Amy Balsters also presented Build Better Bouquets on the main stage on Sunday in a bubbly program involving efficiency, terracing, and the importance of The Bind Point. Sharing the stage with her were a number of other talented florists throughout the weekend, including Jody McLeod AIFD, CFD, PFCI presenting Spring Splendor: Designing for Profit During the Season of Celebrations (and giving us all some creative ideas about marshmallows).

Samantha Bates AIFD, CF, CFD also sparked our creativity by showing us the versatility of PVC pipes, power drills, and Pilea in Profitable Plants: Beyond the Basket and Bow. Doug Bates AIFD, CF, CFD and Kelsey Thompson AIFD, CFD were also on stage to finish off the presentations with Merchandising and Design Techniques for Boosting Sales, featuring some fresh takes on Brussels Sprouts and Oranges. And newer florists were also featured, including a number of first-time participants in the Designer of the Year Run Off Live Design competition on Saturday.

The more business-minded among us were delighted to see the return of the florist’s favorite Derrick Myers CPA, CFP. In addition to presenting on Saturday, Derrick also gave the keynote address at WUMFA’s annual meeting luncheon on Sunday, speaking on the State of the Industry. This was perhaps the biggest perk of being a member this year, as his insightful commentary is always delivered with enough enthusiasm and charm to hold the attention of a room filled with florists.

And of course, there was the Trade Show, a delightful market featuring vendors, sponsors, and a DeLorean! With booths featuring everything from ribbons to botanicals to business opportunities, the Trade Show is usually the place to be between classes and presentations. If not to shop, then to mingle with the ever-growing crowd of new floral friends! Whether it means meeting new folks or catching up with your favorite colleagues, the camaraderie of WUMFA’s annual convention is perhaps the best part. So clear your schedule for next year and let’s go Into the Jungle! March 20 – 22, 2026 at Oneida Casino Hotel in Green Bay, WI

Spencer Whitehouse-Seim
Evergreen Florists
Appleton, WI