Letter from Convention Chair Spencer Whitehouse–Seim
We’re in the thick of it again, my dear fellow florists. It begins as corsage orders for Homecoming. Then, as soon as you’re back in the groove, you get hit by Thanksgiving centerpieces. And then who-knows-what: poinsettias, wreathes, gifts, garlands, arrangements for all manner of Winter holidays. Through all of that, the calls and emails about pre-orders for Valentine’s Day. And just when you think you can take a breather, you get a call on February 16th asking about an arrangement for Mother’s Day!
In all the behind-the-scenes hassle, it’s easy to be overwhelmed by the feeling that we don’t have enough time. As florists, our pride is making it look like it took no time at all - making it look like we didn’t spend hours scrolling websites and calling wholesalers and muttering about what we’d do to a stem if it didn’t cooperate. It can be hard to find time to refresh ourselves and get back in the swing of things after such a hectic ending to the year.
Rest assured, WUMFA has your back. Their annual convention (March 21 - 23) is scheduled conveniently between Mother’s Day and Valentine’s Day and offers you a revitalizing respite. This year, you can step outside of time itself! Come “Back to the Future” with us for floral fun and refreshing reviews of the fundamentals!
The main stage will be packed with design shows from Jody McLeod (Teleflora), Amy Balsters (The Floral Coach), Samantha Bates (FTD) & Doug Bates and Kelsey Thompson (Flower Shop Network). As always, these shows offer great insight on trends and are sure to fire up your own creativity, whether by listening to the expert industry forecasts or being inspired by the dazzling botanical displays. Looking to go back to the days of your first design gig? Look no further than the hands-on workshops with Kevin Ylvisaker (Smithers Oasis) and Amy Balsters for fabulous opportunities to build better bouquets and sympathy pieces.
The trade show will be buzzing with vendors of all sorts. Whether you’re looking to check out some new varieties of fresh flowers, searching for a great greenhouse, or making a connection with a source for vases, be sure to make time to poke around in between your packed schedule. And all attendees can look forward to the annual luncheon meeting including a special business session on the State of the Industry with Derrick Myers (Crockett Myers), the florist’s favorite accountant!
Personally, I look forward to this every year. WUMFA’s convention is my annual island in time – we can all take a break from the everyday and go back to a time when we were all looking to learn, then we all leave looking forward to creative new ideas. So, let’s all go back to the basics together and make a brighter future with floral fun! I am (and was) excited to see you there(/here)!
Spencer Whitehouse – Seim
2025 WUMFA Convention Chair
Evergreen Florist
Appleton, WI
