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HomeMy WebLinkAboutCOM 0281.001 2012-2014 +tV Oi William P. Kenoi /'y� - Ma or Laverne R. Omori Y �: •� ,i:. '�: Director • �••.' •,.•.�:�`_ Donn S. Mende Deputy Director County of Hawai' i DEPARTMENT OF RESEARCH AND DEVELOPMENT 25 Aupuni Street, Room 1301 • Hilo, Hawai'i 96720-4252 (808)961-8366• Fax(808)935-1205 E-mail: chresdev @co.hawaii.hi.us w pn DATE: August 1, 2013 -,- N a-< TO: J Yoshimoto, Council Chairman and Council Members =f' tom,►► FROM: Donn S. Mende, Deputy Director w ' RE: FINAL REPORT Name of Grant Program: 2013 Philadelphia International Flower Show Federal or State Grantor: State of Hawai'i Dept. of Agriculture County Grantee Department or Agency: Research and Development Grant No. (IF KNOWN): 61680 Amount of Grant: $36,150. Amount of County Match: n/a County Revenue Account Number: 3305.78 Grant Period(Commencement& Completion): 1/15/13- 6/30/13 GOALS: Expand the use of Hawaiian tropical flowers and development of new markets on the east coast. OBJECTIVES: Statewide coordination and On-Site Management of State's participation in 2013 Philadelphia International Flower Show OUTCOMES OR RESULTS: This is the second year that the County of Hawai'i sought funding from the Hawai'i Department of Agriculture(HDOA) to participate in the Philadelphia International Flower Show(PIFS). This year, HDOA provided funding of$96,150 to coordinate management of Comm. No. Ref.To: PL Hawai'i County is an Equal Opportunity Provider and Employer Ref. Data AM ®$ 7L 13 Statewide participation at the 2013 Philadelphia International Flower Show (PIFS). HDOA provided$60,000 of this funding directly to the PIFS for four(4) Hawai'i booths on the Marketplace section,participation in the Design Studio Workshops, create two (2) Designer Pod floor displays, and hire a Celebrity Designer, Jamie Rothstein to assist with the overall planning and design of the booths and the designer pod floor displays and the coordination of the tropical flower arrangement demonstration during the Design Studio workshops. The Hawai'i County Research and Development Department(R&D) contracted the Hawai'i Tropical Flower Council (HTFC)to manage the disbursement of the $36,150 remaining funding to coordinate and arrange the pre-show planning activities, travel arrangement of participating Hawaii businesses, oversight and on-site management of the four(4) Hawai'i booths at the market place and submission of the project report to R&D and HDOA. HTFC organized fourteen(14) Hawaii business representatives that represent more than 150 producers to travel from Hawaii to Philadelphia to participate in the 2013 PIFS. This year's Philadelphia International Flower Show theme, `Brilliant" showcased all that is truly great about Britain's gardening traditions. The show was held on March 1 to 10, 2013 at the Philadelphia Convention Center. The show opened at 10:00 a.m. until 9:30 p.m. (11.5 hrs.) on Monday to Friday, and at 8:00 a.m. to 9:30 p.m. (13.5 hrs.) on Saturday and Sunday. Attendance to the show averaged at 25,000 people per day. The four(4)Hawai'i booths (1 booth per island) sold an assoitment of Hawai'i grown potted and cut flowers and plants, fresh orchid leis,papaya, coffee,macadamia nut and Hawaiian Music CDs directly to consumers. The estimated value of the products sold directly to the attendees at the show was between $70-80,000. In addition to sales of products, over fifty (50) direct business-to-business contacts were generated at the show. These contacts are very valuable since they usually purchase significant amount of products on a frequent basis. Other than products offered for sale, informational brochures, educational handouts, marketing postcards, contact information, travel brochures, tourism posters and 1,000 recyclable bags bearing the HawaiisFlowers.com logo were distributed throughout the show. Hawai'i's physical presence at the Philadelphia International Flower Show did not only create consumer awareness of the many beautiful and high quality products that we produce, but it also established personal connections to potential consumers of our product which is essential in creating loyal costumers. Attached is a more detailed report of this project. 2013 Philadelphia International Flower Show March 2-10, 2013 i c , �� • 4- N 4 } . 4. t . .., ,.-4,'''):: ....:74,.. ,.. .' 9 AN50......imp. ' IV)It\ Itil. . ' lt....rrimr 1 1 ri* ' i {. 4 f t SUBARU. THANKS TO OUR MATES! Confidence in Motion SEE ALL OF OUR SPONSORS Bank of America The County of Hawai'i 2013 Philadelphia International Flower Show Final Report Prepared for: State of Hawai i,Department of Agriculture Market Development Branch By: Hawaii Tropical Flower Council April 29,2013 William P. Kenoi Laverne R. Omori Mayor Acting Director County of Hawai' i DEPARTMENT OF RESEARCH AND DEVELOPMENT 25 Aupuni Street, Room 1301 • Hilo,Hawai'i 96720-4252 (808)961-8366• Fax(808)935-1205 E-mail: chresdev @co.hawaii.hi.us April 29, 2013 Mr. Russell Kokubun, Chairperson State of Hawaii,Department of Agriculture Market Development Branch 1428 S.King Street Honolulu,Hi 96814 Subject: Specialty Crop Block Grant Program FY 2011-Final Report Dear Chairman Kokubun: Enclosed please find the final report of the above-referenced program. Through this program, your department provided a grant in the amount of Thirty Six Thousand One Hundred Fifty Dollars ($36,150.00) to Hawai'i County Department of Research and Development under Contract No. 60680,to support the State's participation in the 2013 Philadelphia International Flower Show held on March 1 - 10, 2013 at the Philadelphia Convention Center. The Final Report contains the following: 1) Written final report of the results of the project, 2) Financial report that summarizes the expenses of the project, 3) Attachments containing reports from the participants from the four counties and the Big Island Visitors and Convention Bureau and a report of the results from a survey conducted during the show. Thank you very much for your support in this project,which enables us to continue to develop new markets for our floriculture and nursery products in the east coast. Hawai'i's participation to this year's show had created great interest and excitement among the east coast businesses and community members about Hawaii flowers and nursery products and as visitor destination. Sincerely, LAVERNE OMORI Acting Director Hawai'i County is an Equal Opportunity Provider and Employer Hawaii County Department of Research and Development Philadelphia International Flower Show Final Report Title: Statewide Coordination and On-site Management of State's Participation at the 2013 Philadelphia International Flower Show Project Summary Over the past 3 years, HTFC was been in close contact with Sam Lemheney Director of Design for the 182-year old Philadelphia Flower Show (PFS) an annual event presented by the Pennsylvania Horticultural Society. Through past year PFS participation, HTFC developed a 5-year strategy for building market awareness, branding and usage of Hawaii grown floral products in the East Coast market. This strategy includes increased inclusion of Hawaii grown products in displays and Designer Pod arrangements and Design Studio Competitions at the PFS, relationship building with Master Designers particularly those who are affiliated with AIFD, and direct connection with show attendees to develop end user awareness. The primary goals of this project were to maintain high visibility of Hawaii's Flowers and the Hawaii Brand in the eyes of industry-wide professionals and the public so that they will continue and increase their use of the products and to promote and develop new markets for Hawaii's floriculture and nursery products in the US East coast areas. With this in mind, 4 sales booths were funded along with Designer Studio Workshops and a Master Designer selected to install 2 Designer Pod arrangements and a statewide contingent of 14 people traveled from Hawaii to Philadelphia to participate in four Market Booths at the 2013 PFS. Attendance reported by tickets for the 2013 show totaled 225,000. Demographics of those in attendance are attached, as well as HTFC Survey Results. Project Approach During this second year, the County of Hawaii sought Hawaii Department of Agriculture (HDOA) funding of$96,150.00 to coordinate management of Statewide participation at the 2013 Philadelphia International Flower Show (PIFS) March 2 to 10, 2013. The theme of the 2013 PIFS "Brilliant" showcased Great Britain's beautiful and creative gardens and landscapes, culminating in the urbane design of 21st century London. The historic linkage of Hawaii's Royal Court and that of London's coupled with the industry's long held vision to expand the tropical flower usage into the "traditional" design, style made the 2013 PIFS an unmatched and unique opportunity to showcase Hawaii's tropical flowers. The HDOA provided $60,000 of this budget paid directly to the PIFS for 4 booths on the main floor market place, participation in the Design Studio Workshops, create 2 Designer Pod floor displays, and hire a Celebrity Designer, Jamie Rothstein to assist with the overall planning and design of the 3 project elements. In addition necessary tables, chairs, electricity and other build out costs (union movers) and supplies were provided by the PFS recommended Celebrity Designer. To implement this project, the County of Hewer i solicited participants from the four counties to attend the show. Coordination of this effort was provided by the Hawaii Tropical Flower Council (HTFC) / Hawaii Floriculture and Nursery Association (HFNA) as umbrella organizations representing the floriculture and nursery businesses Hawaii. HTFC managed the disbursement of the additional funds received from the State. Using experience gained from 2012 participation, HTFC coordinated and arranged the pre- show planning activities, travel arrangements, oversight and on-site management of the booths and submission of the project report to COH and the HDOA. The timeframe of this project was November 2012 to June 2013. Budget Variables The budget provided for the PFS participation was minimal and was adhered to exactly as provided for. The only change to the originally proposed budget was the reduced cost of Insurance by $250. These available funds were used to print and ship additional HawaiisFlowers.com postcards for distribution. A total of 5,000 cards were distributed to attendees at the PFS. Goals and Outcomes Achieved Statement of Need and Justification The Hawaii flower industry is increasingly facing stiff competition from international producers that have lower costs of production and delivery. Hawaii's remote location resulted in higher costs of production and shipping of agricultural products thus Hawaii cannot compete on low cost positioning. However, Hawaii has an advantage over its competitors through its high quality products, outstanding history of breeding programs, laboratory production techniques, new and improved product introductions and ability to meet production shortfalls caused by weather, disease and other environmental factors. All of these competitive advantages are dependent on continued improvement of quality products and building market recognition and awareness. In order for Hawaii to remain competitive, it is necessary to step up the Hawaii's Flowers Brand campaign by maintaining a visible presence in the local, national and international market place. Timing is of the essence if Hawaii is to hold on to its current market standing into the future. The 2012 Philadelphia International Flower Show (PIFS) themed: Hawaii:Islands of Aloha, a celebration of Hawaii's flowers and culture received more press coverage than ever before. It attracted a record number of attendees, over 300,000 people. From experience gained in 2012 PIFS, the County of Hawaii conducted a statewide coordination and on-site management of Hawaii State's participation at the 2013 Philadelphia International Flower Show (PIFS) March 2 to 10, 2013. The County of Hawaii solicited the participation of all four counties under the HTFC/HFNA umbrella organizations of floriculture and nursery businesses in the State. It was observed from the 2012 PIFS that this statewide collaboration strengthened the skills and capacity of Hawaii's producers to promote and represent their products at the East coast markets. It also strengthened the partnerships with Hawaii's visitor and music industries that added to the efficient and effective use of resources and the expansion of the Hawaii brand in the market place. Goals of the 2013 PFS Project These goals are in line with the HDOA's Agriculture Development and Food Security Program under the area of Market Expansion, i.e. "Stabilize Existing Market" and with the Governor's New Day Plan under the area of Small Business and Entrepreneurship, i.e. "Protect and Market Hawaii's Brand". The 2013 PFS marketing program built on the momentum and success or the 2012 PFS Hawaii Island's of Aloha. Participation was aimed at increased use of Hawaii grown products at the event, development of designer awareness, usage of tropicals in traditional flower style arrangements, and end user market penetration for expanding direct to consumer web-based sales. Direct to customer sales provides higher value and returns for producers. It also allows for longer distance shipments and sales and supports quality product management goals. Thus, supporting Hawaii's brand image, and quality message in the eyes of the designer and/or final customer and its lead position for tropicals in the international flower industry. The goals of the 2013 PFS project were: 1. To promote Hawaii's floriculture and nursery products at the 2013 PIFS. In March of 2013, with support from HDOA and under the direction of the County of Hawaii R & D, HTFC organized 14 representatives representing more than 150 producers to travel from Hawaii to participate in the PIFS's "Brilliant"Exhibit. Participation was in three program areas including Direct to Consumer Sales, the Celebrity Designers Showcase Pods, and the Designer's Studio Workshops. Direct to Consumer sales was accomplished at 4 booth spaces (1 per island) where Farm Owners/Flower Producers had the opportunity to put a face to the Hawaii grown products sold and those used in the displays presented as a "Hawaii Market Place". This market place featured an assortment of Hawaii grown floral and other agriculture products, value added products, Hawaiian Music CDs, and informational brochures, educational handouts, marketing postcards, contact information, and travel brochures and distribute 1,000 HawaiisFlowers.com logo bags. In addition, one Hawaii producer, Green Point Nursery partnered with Designer Bill Schaffer Designs to supply Hawaii floral products for one of the major themed installations, "Jack the Ripper". The designer conducted guided tours for attendees during the 11-day event. This Installation won the First Place Award for "Best in Show". 2. To create new markets for Hawaii's floriculture and nursery products in the US east coast area Hawaii floral products valued at $70,000 were sold directly to attendees at the PFS. The Hawaii Island Booth also sold $5,000 in various Hawaii themed value-added products and the Oahu booth sold high-end value-added designer products. The total value in direct income to Hawaii producer participants is estimated between $70-80,000. Promotional opportunities for creating awareness of the Hawaiian Islands brand and interest in future travel to Hawaii were extensive are expected to have direct economic benefits to Hawaii far into the future as visitation and/or on-line/direct sales. Hawaii Participants have reported more than 50 business direct contacts made at the PFS whom they have also had follow-up contact with or after show sales from. In addition many more contacts were made that may result in future contact and sales. Additionally 10,000 HTFC HawaiiFlowers.com "Share the Aloha" postcard fliers, 800 Protea Care and Handling brochures, 200 DOA tropical plant, flower and foliage posters, and 1,000 reusable cloth HawaiisFlowers.com logo bags were distributed from these booths along with thousands of pieces of individual producer collateral. And 150 NeoTropica Guides were sold. The flowers used in the Designers Studio Workshops and Designer Pod arrangements were purchased from statewide producers interested in selling flowers to the show. This purchase was coordinated by HTFC/HFNA organizations through membership and included purchases from 4 islands. This purchase was valued at $6,000. 3. To cross promote the Hawaii agriculture industry along with the Hawaii visitor industry under the "Hawaiian Islands" brand. The Market Place Booths provided a sense of place and Hawaii Brand linkage. Participating growers were able to meet and talk with attendees, share "aloha" and put a face to the Hawaii Grown Products being sold and used at the Show. Products ranged from, plants, an assortment of cut flowers, foliage, lei, music, papaya, Mac nuts, Coffee, to bamboo vases. In an effort to put a face to the product HTFC coordinated a statewide effort of vendors to again create a strong Hawaii sense of place in the PIF interior Market Place. Additional Hawaii visitor industry support resulted in 1,800 Hawaii posters and 2,800 travel planners being distributed to attendees. HTFC has worked to develop Quality Standards and a Quality message for the Hawaii Floral Products Industry and has provided statewide Educational programs on the Quality initiative and value of association with the Quality to the Hawaii Brand. This initiative is the focus of a survey administered to those waiting in the Designer Studio to watch the demonstrations/competitions. Data is being input for establishing a baseline of customer awareness. In future years this survey will be administered to demonstrate changes in awareness base on Hawaii's continued participation and promotional programs put into action at the PFS. 4. Conduct flower arrangement demonstrations with Hawaii grown flowers and foliage. The Designer Studio a massive amount of tropical floral products was donated for the floral design competitions, a well attended, keystone activity at the show. During the 11- day event, 54 Designer Competitions took place on the stage on average of 5 daily throughout the show. In between these activities flowers were kept in buckets on-stage within view of attendees providing visual exposure to all who attended. During the educational where attendees watched and observed flower arrangement techniques, HTFC provided talking points and scripts for the MCs to share with the audience during the Designer Competitions to draw attention to the Hawaii grown floral products and to discuss their long life, beautiful colors, and demonstrate their effortless use in Traditional style arrangements. The Designer Showcase Pods where HTFC sought to dominate the traditional design theme by hiring a Master Designer, Jamie Rothstein to install massive arrangements for two of the Display Pods. The design concept for these Pods was the use and mixing of tropicals along with temperate flowers in "Traditional" European style arrangements popular with end users and designers on the East Coast and in Europe. In addition to the two Pods provided by the HTFC it was noted that each of the other 3 Pod designs included tropicals as well. One used tropicals exclusively in the design. This observation is a qualitative outcome of our previous year's efforts. Numerous comments came in regarding the appreciation of the Hawaii product and pleasure of using it. Particularly for its striking impression, color and long lasting capability. Many of the Hawaii floral products lasted the full duration of the show or needed only one replacement unlike the temperate flowers that needed almost daily or every 2-day replacement. The 2 Pod arrangements stood out at the exhibit and received a lot of attention and excellent feedback to both Hawaii representatives and PFS Producers. These Pods made an excellent location for distributing HawaiisFlowers.com post cards. More than 50,000 HTFC and Industry postcards cards were distributed from this location during the event. 5. Increase higher-value small box direct sales with retail and end users. It is expected that personal contact with businesses and the thousands of pieces of industry and individual producer collateral distributed will result in future sales and website visits as well as email sign-ups for future newsletter contact. Participants report more than 50 contacts that have already communicated and/or purchased products as a result of the PFS. Goals and Outcomes Achieved This project contained both short-term and longer-term expected measurable outcomes. In order to assess progress toward these goals, project managers collected data at the conclusion of PFS. Short-Term Outcomes: As outlined in the project proposal, participants were expected to become more experienced as to the installation, function and management of a large-scale flower show. Also they were expected to become more knowledgeable about designer usage, tastes and preferences and become more aware of marketing options and opportunities available in East coast markets. Long-Term Outcomes: As outlined in the project proposal, long-term outcomes include increased member participation and an increase in the quality of product offerings and sustainment for the Hawaii Brand message. Project managers have not been able to assess the true impact of the project on these variables in such a short timeframe. However, we did attempt to get a feel for how the project might affect the producers in future sales and designer networking. All of participants responding indicated their intention to participate in future PFS. And agree that the project has encouraged them to expand their online sales and support the quality branding message as well that they have a raised level of understanding of HTFC program value and efforts to be an industry leader and trend setter. Beneficiaries Direct beneficiaries of the project activities were producers and representative designers, the collaborative "Hawaii Brand" Marketers and those attendees who participated in some or all of the various activities of the project. Attendance numbers for each of the events are listed below: Major Activities/Participation Number Benefiting AIFD Designers Using Product 30 HTFC Market Place Participants 14 PFS Designer Studio Workshop Attendees 5,400 PFS Overall Attendees 235,000* documented tickets 225,000 Business Contacts that have resulted in post contact or sales 50 Additional Businesses Benefiting 320 * This number is estimated by event producers. Tickets received 225,000 does not include, designers, vendors, or staff. Lessons Learned Fulfilling the activities of this project has led to a lot of lessons learned. The incentive of free booth space at the Philadelphia International flower Show allowed vendors to attend, sell and promote their products and their online availability. Attending vendors have reported continued sales and contact from East Coast areas. As well the partnering and collaboration of Hawaii Brand industries (Ag, Tourism, and Music) allowed for market penetration and recognition for the Brand. It also allowed for a bolder more prominent presence at the event. These Brand partnerships also helped to attract participants to the Market Booths. In an effort to evaluate and plan for future large scale and collaborative events such as the PFS, HTFC held a debriefing meeting. All vendors and booth participants were invited to attend. They were also invited to provide feedback, concerns, and ideas for improvement and also examples of the difficulties and successes they experienced for inclusion in the evaluation process and this report. On the positive side the following impacts were identified by the participants: • National and International exposure for the State, Businesses, Products, Floriculture was unprecedented from a single show • Collaborative efforts and statewide representation • Master Designer was excellent, supportive and attentive to our needs and products • Response from attendees was overwhelmingly positive and a desire to come to Hawaii or return to Hawaii was expressed by from Designers and Attendees • Use of flowers in Design Studio drew customers to the Market Booths • Attendees could connect a "face" with Hawaii products through the producers who were working in the booths • Sharing Aloha demonstrated through the giveaways as well as the booth staff • Branding through the reusable logo tote bag • Sense of Place through lei making, booth decor, music and products • Potential for future business from distributed fliers, information, and products • A lot of experience was gained from going to the show and from the scope of the show. The PFS is one of the largest and longest shows in the world. • Direct sales of products from Hawaii booths totaled over$70,000 • Representation of a variety of mostly agriculture related products benefiting several businesses for the state of Hawaii. • County and State DOA support made it possible for businesses to participate and reduced the risk of such an extensive event. • Contacts, future business prospects and partnering opportunities resulted for the participating businesses. Some have already received sales and contact from attendees to repurchase or to purchase wholesale products • Working as a group helped off set costs of FedEx shipping, Airfares, and other costs that would make it prohibitive for a small business to participate • Hawaii Brand attracted people and our Market Place helped to present a better experience that helped to meet expectation for attendees • Gripu of participants was cohesive and positive and supported each other in the Market Booths • Over all group supports continued participation in PIFS in both Design Studio, Designer Pod Arrangements, and Market Place Booth capacity. • Generated ideas for a major show being developed in Hawaii and particularly on Big Island The following Concerns, Challenges, and Issues were also identified • Late planning increased costs for participants • Lack of experience to manage shipments (quantities and arrivals) as Just—in-time • Requested storage was not easily accessible • Need for more time to focus on participation at activities and networking • Late and lack of signage to be sure participation is clearly promoted to attendees • Need to negotiate PR and other promotions early on • Be sure we are identified as a feature and not just a sideline • Location away from main exhibits and in back area • Inventory managed strategy for each day of event so prices can adjusted Suggestions for Improvements • Start planning process earlier to reduce expenses and improve overall presentation • Include Names of Islands on individual booths • Increase reusable bag quantities and do more extensive brand prints (include Island map and The Hawaiian Islands and HawaiisFlowers.com logos •Work to get Hawaiian Airlines as a sponsor to off set costs of travel • Grown in Hawaii signage • Design elements and materials can be improved • More visitor Bureau Participation • Provide access to cart for moving products and boxes • Plan sales from past year receipts and adjust shipping quantities and timing to develop and use a Just-in-Time delivery system —to ensure quality and avoid temperature damage • Plan for more lei making activities that attract customers • Overhead Hanging Banners to create more awareness • Plexiglass boxes for distribution of postcards at the Pods • Add more edible loss leader products to attract customers (MacNuts) • Increase Hawaii grown tropical product usage in the major exhibits • Schedule to meet with more designers • Include a floor display entered for competition/judging • Provide Hawaii products makana bag or the Designer Studio awards • Attend VIP events • Provide lei for VIP events Attached copies of all collateral for the event. Philadelphia Flower Show List of New Contacts Reported by Vendors American Institute of Floral Designers (AIFD) 12343 Academy Road, Philadelphia, PA 19154 Contact: Ron Mulray, 215-632-6270,ronmulray @,aol.com Robertson's Flowers AIFD 1301 E. Mermaid Lane,Wyndmoor, PA 19038 Contact: Lisa Roth, 215-836-3050, lroth @robertsonsflowers.com Flowers by David 2048 E. Old Lincoln Hwy., Langhorne, PA 19047 Contact: Robin or David Heller, 215-750-3400,myflorist @flowersbydavid.com Michael Bruce Florist 823 Haddon Ave., Collingswood, NJ 08108 Contact: Michael Bruce,856-854-6322,mbfint@yahoo.com Pennsylvania Bonsai Society 1140 Little Conestoga Road,Glenmoore, PA 19343 Contact: Randall Naftal,484-432-5847,rnaftal@gmail.com Petals Lane 7380 Ridge Avenue, Philadelphia, PA 19128 Contact: Brittany Gillespie, 215-482-2176,brittany @petalslane.com PURE Design,AIFD 500 South 22nd Street, Philadelphia, PA 19146 Contact: Michael Haschak, 215-545-6666,ph.ilapure @aol.com Schaffer Designs 1021 N. Hancock Street, Unit 3, Philadelphia, PA 19123 Contact: Bill Schaffer,AIFD,AAF, PFCI,bill@schafferdesigns.com Waldor Orchids 10 E. Poplar Avenue, Linwood, NJ 08221 Contact:Walter Off, 609-927-4126,waft @,waldor.com Marc Uravic-AIFD Designer Farrell Florist 421 Brumont Rd, Drexel Hill PA 19026 Contact: Tim Farrell, 610-623-2400 Smithers-Oasis 88888 888 88 888888 888 88 888 88 88888 $ � 8 88 88°88 8h. 8 88 8T8 88 J 00 N v vi m m �f e-1 m vi m Oi n m ui m Ol n m 1!1 m a r. m 1A a-1 N VF IA V? e-1 ri N V/to ri t/}V1 t/T N ei V N N V! .-1 Vf VF to VF V tt IA V! VT V? 1 V} V} tn. 0 8 8 8 8 p N IA V) N VF 8 8 $ &� 8 8 V) iro 'n 1» m M c tJ Vt an. v* Z 0 �1 N ri i-i ri UJ LL pprj 44 <I... m 2 M ri O N in et W 0 J a 88888 '' 888 88 888 88 888 88 888 88 88 $88 8F5 88 8E8 88 828 88 8068 88 ..a ar ao c.i LIS e ri c» v .4 m vi rei of ni m ui <ri rn cri 4.+i vi cri m ri ni vi W § ry N in V1 4I e1 1-1 N 1A VT et V)V/ N iA ri to IA to f ri VT V} VT to 0 V1 VT Vf to IA to IA Vf IA 3 z z r M o. 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E W A p c E 1 3 /a _ R 7 3 cu �n QAN c m Q a E , CO m r t y "6 `m Y ° A H v p 2 r _ W E L O ` N y pl a+ c 7 m 3 p a0+ fl 3 m O' N N 1Y R W pp p d -- N m W al O r` C m r6 N a N co pn m ° o c �n = c E c ' c a N A n v d. in a` o LL N .Q a �i a 3 �i ° -o im 5 vci �'n 2013 Philadelphia International Flower Show Coordination Committee Cheryl Ambrozic,MFGA Executive Director mfga@hawaii.rr.com George Applegate,BIVB Executive Director Gtinnleaatek!HVCB.or 808-640-9591 Lorraine L.Brooks,UH CTAHR BrooksLt )ctahr.hawaii.edu 206-683-4326 Daniele Comeaux mauiflorist@gmaiLcom 808-268-9395 George Costa,Kauai Co.Economic Development gcosta @kauai.gov Desiree Cruz,Big Island Visitors Bureau desicruz@aol.com 808-987-7288 Lei Momi Fujiyama,HTFC&HFSA Admin.Assistant lei ofpearl l cr vahoo.com 808-640-8350 Johnny Gordines,HFNA Director gordines @kauaiflowers.com 808-635-5844 Margarita`Dayday' Hopkins,HI Co.R&D volunteer davdav@hawaiia.rr.com 808-938-0474 Jane Horike,Hawaii County R&D jhorike @co.hawaii.hi.us Mike Inouye,HTFC President . mike @hawaiisflowers.com 808-937-1474 Brian Ishii,EKNA btishii @eknahawaii.com Sue Kanoho,Kauai KVB Director skanoho@hvcb.org Clare Keuldeman clarbure@vahoo.com 248-515-5540 Greg Lee, 1' Look Exteriors,Oahu info @lstlookexteriors.com 808-780-5688 Clayton Nagata,Hawaii Dept.of Agriculture Clayton.M.Nagata@hawaii.gov Lelan Nishek,Kauai Nursery&Landscaping lelan @kauainursery.com 808-639-9500 Carol Okada,Hawaii Dept.of Agriculture Carol.L.Okadaahawaii.aov 808-398-6305 Laverne Omori,HI County R&D Director LOmori@co.hawaii.hi.us Chelle Pahinui,HTFC Grant Writer chelle@cyrilpahinui.com 808-896-1911 Teena Rasmussen,Maui County Economic Development teena.rasmussen @co.maui.hi.us Ed Reyes,Kauai Nursery&Landscaping ed(a�kauainursery.com 808-639-9506 Glenn Sakamoto,Hawaii Dept.of Agriculture Glenn.Y.Sakamoto @hawaii.gov Karen Sakoda,BNB ksakoda@hvcb.org 808-217-7790 Neill Sams,HFNA Director htdd(Cealoha.net 808-651-4237 or Fely @OrchidAlleyKauai.com Kelvin Sewake,UH CTAHR ksewake @hawaii.edu 808-938-5559 Judy Schilling,HFNA Recording Secretary judvschilline @,hawaiiantel.net 808-217-5568 Pamela Shingaki,UH CTAHR Maui Ag Research Ctr. shingakip @.ctahr.hawaii.edu 808-572-2720 Bill Spitz,Kauai Co.R&D cwspitz@kauai.gov Eric Tanouye,HFNA President apn(a,greenpointnurserv.com 808-960-1433 Thong Teng Neo,Green Point Nursery neo( reenpointnurserv.com 808-938-1898 Carver Wilson,Maui Floral floral@maui.net 808-870-9828 Kenneth Yamamura,Maui Co.Economic Development Kenneth.Yamamuraacoanaui.hi.us 808-269-0857 E O U U ci O E • •L l. 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I i '1► p p p & a3 ill El 313 h >e i. -nu -ICI 1 p MINIATURE SETTINGS VI - ij I EU a3 IIIIS=M iii, DIIIfIMK La K‘ 7 2 illinalleillani F a� tIc\ _ I I ,`'�// ® ICI >-,Mil 4# NALL/MED 102.11/ F- a o a • MI! � 0 ® 2 �I® © �a a al rill b --:6; ill m A F<S !HI in N 1- 1 04:140 , „ p C A -- O♦ :. !I♦, - rit W s.� H © N ® mil Jamie Rothstein Distinctive Floral Design Inc. 311 Cherry St. Philadelphia PA 19106 p. 215 238 1220 f. 215 238 9898 jamielrothstein @aol.com jamierothstein.com Aloha everyone! © I'm writing to answer all of your questions and assist everyone with getting on the same page about the Show. Here is the information we have for you in our system so far: Exhibition Name for the Show: Hawaii Tropical Flower Council Booth Numbers: 818, 820, 822 & 824 (see attached floor plan) Each booth space is 12' x 12', giving you a total exhibition space of 12' x 48'. These spaces are all "inline" which means there are no corners. So far, we have received your insurance. To date, we still need contact information. I have attached an information form to be completed and returned via fax. I'm not sure which one of you should do this, but it is greatly needed for our database, the website & the Flower Show app. The other thing we need clarity on is product. Can someone send me a product list for each booth, so that we can list it properly please? For shipping, please see the shipping section of the attached Marketplace Rules, Regulations & Operations Manual. For electricity: Jamie will order the electricity and I will make sure it is installed. Jamie also inquired about an early move-in, however, the area of the floor where the booth is located will not be ready at that time, however, please feel free to ship all merchandise to arrive at the Convention Center by Monday, February 25th so that it is already in place. And even though your space is not slotted to set-up until Wednesday afternoon, I'm sure we can bump that time up to Wednesday morning to get a jump start on your set- up. For passes: All badges for Show entry, parking permits, etc. will be given to you as you drive onto the floor during set-up. I will send a complete Show packet to you immediately following this message. In the meantime, please let me know if anyone has any other questions. Thanks so much and I look forward to seeing you at the Show! Warm regards, Event Manager Shows & Events Department PHS Pennsylvania Horticultural Society 100 N. 20th Street - 5th floor Philadelphia, PA 19103 Direct Number: 215-988-8828 Fax Number: 215-988-8813 PHSonline.org \ �b L H[S�m *\\`1 '\n cv»vc, ,rte \ t,..\ •?r,. 1 N. • , 71 1 LI\ X •/‹. • •:- -,...._ 4, -' 1\\'' .3 1 ' N.- , N. \ . 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'ck 4/ T . • , 3 : I 'c' c,,,„[\24., , IIII1, Contact: Bob Williams Delaware Valley Wholesale 520 Mantua Blvd,Sewell, NJ 08080 Contact: Frank Soucek, (800) 676-1212 Matlack Florists 210 N Chester Rd,West Chester, PA Michael Bruce Florist 823 Haddon Ave,Collingswood, NJ Kremp 220 Davisville Rd,Willow Grove, PA Flossie Narducci-PHS Events Manager Jamie Rothstein Distinctive Floral Designs Etc. 311 Cherry St, Philadelphia, PA Contact: Jamie Rothstein, (215) 238-1220 Infinity Lights infinitylights.com 877-775-4769 Keith Pyontek Teracottage and ReiStructure Design-Build, LLC Trenton New Jersey Parkside B Orchid Nursery 2503 Mountainview Drive, Ottsville,PA 18942 B 610-847-8039 Parkside @ptd.net Longwood Gardens 1001 Longwood Rd Kennett Square, PA 19348 (877) 612-1359 Dragon Agro Products PO BOX 33 B Kendall Park, NJ 08824-0033 B 908-208-4767® ©dragonagro.com e dragonftdragonagrodotcom 8 Orchid Doctor 610-209-5737 orchidsupplies.net Valley Forge Flowers 503 W. Lancaster Ave Wayne, PA 610-687-5566 Blooming Affairs Florist 803 Sterigere St, Norristown, PA Fresh Designs Florist PO Box 71, Chester Heights, PA Hennings Supermarket 290 Main St, Harleysville,PA The Kimberton Inn 2105 Kimberton Rd, Phoenixville, PA Rothe Florists 7148 Germantown Ave-Mt.Airy, Germantown Philadelphia, PA NE Flower Boutique 11702 Bustleton Ave, Northeast Philadelphia Philadelphia, PA Leigh Florist 400 Amherst Rd,Audubon, NJ Eric Shellack-Robertson's Flowers 8501 Germantown Ave Philadelphia, Pennsylvania 19118 Sponsors: Mrs. Samuel Hamilton •r ,• PENNSYLVANIA rX HORTICULTURAL • n r' P H SOCIETY 18 2] 2013 PHILADELPHIA FLOWER SHOW VISITOR DATA Based on an attendance of 225,000 Percentage #of Visitors GENDER Female 79 177,750 Male 21 47,250 AGE* 34 and under 5 11,250 35-44 7 15,750 45-54 20 45,000 55-64 39 87,750 65+ 29 65,250 ANNUAL INCOME HH $100,000+ 47 105,750 $75,000-$100,000 21 47,356 $50,000-$75,000 17 38,250 Under$50,000 14 31,500 GEOGRAPHIC LOCATION Greater Philadelphia Area 63 142,529 (Eastern PA/NJ suburbs/DE) More than 50 miles from Philadelphia 37 82,471 HOMEOWNER 92 207,000 1 of 2 Vendor list - 116 Ah Lan's Leistand Francisca Pastor Aikane Plantation Glenn Matsubara Aina Kai Florals H. Eunice Nursery Alan Kuwahara Hala Tropicals Maui Alfredo Salvador Hata Farm Alohilani Orchids Inc. Hawaii Growers Products Alonzo Flowers Hawaii Isle Flowers Amigo Floral Hawaii Orchids Arsenia Mercier Hawaiian Island Floral Asia Pacific Flowers Hawaiian Isle Flowers Atrium Design Works LLC Hawaiian Sunshine Nursery Big Island Orchids Hermo Ramos Bromeliads Hawaii Hilo Orchid Farm, Hawaii Bruce Namihira Hoonanea Farm Bryon Lee Howard Horiuchi Byron Inouye Hua Aina C M C Farms Imelda Mendoza Candice Boreliz Imelda Pitpit Carmelo Fiesta J. Atalig Anthuriums Castillo Orchids James Takahashi Charity Reed Jane Hamamoto Clyde Yamasaki Joefre Nagtalon Dante Manaog Jovencio Miguel David Barbieto Jr. Kahakai Orchid Farm Inc. David J Smith Kaloko Farms Dennis Maeda Kamaili Nursery Ebencio Salazar Kelvin Kahikina Emilia Sibucao Kim's Flowers Estela Navalta Kohana Farms Far East Orchids Kui & I Florist Floral Resources Lehua Greens Florencia Longboy Lester Agcaoili Flowers, Inc. Lucita Guillermo 2 of 2 Vendor list - 116 M J Agri Floral R Charles Jayasekera Maize Luke Raymund Ducusin Margaret Ogawa Relito Babas Mark Kunzer Rose Ann Saraos Michael Medeiros Rosita Pasion Midori Farms Rudy Camero Naiwa Farm & Nursery Rudy's Shade Cloth Inc Nathan Rubio Stanley Ito Florist Nestor Balicoco Suefuji Farm Newman's Nursery Sung Ahn Ninole Orchard T L N Foliage Farm Norina Kahookaulana Thomas Shiroma Nozaki Farms Watanabe Floral Nursery Things Wesley Hagio Olopawa Farms Wilfred Clemente Orchid Isle Dendrobiums Winning Orchids LLC Orchid Plantation Inc Yamasaki Nursery Orchidland Tropicals Yamashiro Farms Orchids In The Mist Orchids of Hawaii Pahoa Orchids Pak-Line Hawaii Paradise of Anthuriums Paradise Protea Picked By Elizabeth Plant Group Hawaii Proteas of Hawaii Pualani Orchids Puna Gardens Puna Kamali'l Flowers Puna Orchids Puna Rock / Hilo Hawaiian Orchids Puna Special Flowers Tote Item#:2TOT1313*** PO#:10-2/14/2013 •••Insert color code I Imprint Size:9 x 1.65 Size:13(w)x 5(g)x 13(h) Imprint Color:Rhodamine Red Imprint Area:7x9 Product Color:Lime c � I t ' 13.00" 1.65 " � J /� }� � l' Cl )4,4 ( .com 5.30" • --9.00" 13.00" The colors on this page are RGB simulations of Pantone Colors.Actual colors may vary. I 1 SCHIFFER PUBLISHING SPRING/SUMMER 201 3. ,,,,. . O New Release Taking the Flower Show Home: Award Winning Designs from Concept to Completion Bill Schafferand Kristine Kratt, AIFD,RFC' BOOK SPECS 978-0-7643-4430-5 �t Size:113/4"x 9" t ><-- i r w' x .' Illustrations:303 color photos&diagrams -" .r t i -:. ; r,'. Pages:144 Binding:Hard Cover Taking the Price:$45.00 Flower Show Cutting-edge floral artists Bill Schaffer and Kristine Kratt share an exclusive Horne. ' '''° °'" behind-the-scenes look at their creative process and offer detailed,helpful Alt ..i steps to assist the reader in creating their own designs at home. l hey've _ ,i 1 f / Ir ' ' ) i selected six of their stunning award-winning installations to thoroughly :'' /it \\; analyze, taking the reader from the moment of conception, with original i t 4 ,;,us I/I.,a>„ P. sketches and drafts,to the insertion ofthe final stem in the finished design.In 1 . K,Is Krtlf Alta NA i { this extensively and beautifully photographed compendium,these veteran 1 Sc itPr t , , ,1+' / l�/ , ..,, flower show exhibitors reveal the excitement and challenge of realizing large scale artistic visions and the"think fast" moments of resourcefulness that they demand. The final chapter includes all you need to bring the show home to you, with construction tips, ideas, material lists and flower selection,and insightful techniques to help you create floral designs of your own. Take a look behind-the-scenes of creating an award-winning "floral theater" masterpiece. More than 300 images, show how an epic floral exhibit is made, from draft to reality. .. ABOUT THE AUTHOR Bill Schaffer and Kris Kratt are multiple-award winning floral designers who have been collaborating since 2007. Featured as designers, l educators, consultants, and product development specialists, they E travel throughout the world to further their own education and to share ii 4-.., their knowledge with others. -a, For more information or to order,contact your local bookseller or the publisher directly: Schiffer Publishing,Ltd. 1 4880 Lower Valley Road,Atglen,PA 19310 I Phone:(610)593-1777 or Fax:(610)593-2002 QWWW.SCHIFFERBOOKS.COM k ice' x ''1::' * 11,,i,,,,1:44:19'..,tie "1 t ' ; 10 ' 4::,' ,,- } .*"5 :4...v" .. - ' -441416s s . i _ sg a t. T , I . . > . .. . . . :. . ,. . \ ^ ` • • egv i t . . . . . . >. x. . . . . . . . � / . : 66. „ � y : � . . . . � . I . m\� � y» . \\ { ` , \1 w ` • • t a Hawaii Floriculture & Nursery Association (HFNA) 2013 Philadelphia Int'l. Flower Show Coordination Meeting March 22, 2013 Komohana Ag Complex, Polycom Room,Hilo Attendees: Eric Tanouye,HFNA President; George Applegate,Desiree Cruz&Karen Sakoda,Hawaii Island Visitors Bureau; Margarita`Dayday'Hopkins,volunteer HI County R&D; Jane Horike,HI County R&D; Chelle Pahinui, HTFC Grant Writer; Kelvin Sewake, UH CTAHR; and Judy Schilling,HFNA Recording Secretary. Kauai: Lelan Nishek&Ed Reyes,Kauai Nursery&Landscaping/HTFFA-KC;Neill Sams,HFNA Director Maui: Lorraine Brooks, UH CTAHR Urban Hort.Agent; Daniele Comeaux,Maui Floral/MFGA; Clare Keukleman, Maui Floral/MFGA;Pamela Shingaki, UH CTAHR Kula Ag Research Center; Carver Wilson,Maui Floral; Kenneth Yamamura,Maui Economic Development. Oahu:Brian Ishii,EKNA; Carol Okada& Glenn Sakamoto,HDOA Plant Quarantine (all via conference call to PQ office). Greg Lee,Is`Look Exteriors (called in via cell phone) HFNA President Eric Tanouye opened the meeting at 1:23 p.m. and thanked everyone for attending this 2013 Philadelphia International Flower Show wrap up meeting.Eric turned the floor over to Chelle Pahinui for her report. Chelle inquired if everyone received their PIFS packets. She sent multiple packets for each Economic Development Board and Visitors' Bureau office on each island. In response,Kauai can use two more packets;Maui needs copies as well. HDOA and Hawaii County R&D will get copies with their reports. Chelle asked each County representative to check to see if the packets made it to the correct people. Overall everything went well. The booths and arrangements as well as the design studio competitions went very well. Chelle read a mahalo letter from Fran Northrup,PIFS Show Vice Chair,expressing their appreciation for the donations of the tropical flowers,their wonderful quality and quantity. Chelle obtained 200 completed surveys of attendees at the design studio that are being compiled by one of her students. We'll be able to see customer awareness and other results from the surveys.Designers in the studio were encouraged to recognize `Hawaii's Flowers' and our contributions during the approximately 54 competitions. In future years,we will take the opportunity to present awards,adding makana bags to the ribbon the winning designers receive. The most effect we had in Philadelphia was with the designers.Last year, even with the theme of`Hawaii'there were little or no tropicals in the main displays;this year almost all of them included tropicals. The bus had anthuriums,costumes and hats had tropicals as well as our 2 exhibits(pods)in the design studio.It was really impressive to see the designers now using tropicals.If we continue to work with the designers,we can expand their usage of tropicals into the future. Booths: we found out in most ways it was disadvantageous to be located inside.The lauhala didn't hold up but most everyone liked our design. The living walls in the back were impressive;the flowers looked fabulous and lasted 2 weeks using tubes. There was no need to water the flowers or snip ends.We should have a stand alone square of 4 booths next year. The designer is willing to work with us again next year. Neill will write an article with photos for the HFNA newsletter. Chelle reported that they gave away 1500 Hawaii Island Visitor Bureau posters from the Hawaii Island booth.The posters helped draw people to the booth and gave people something to talk about. The photos in the background were well received. Eric mentioned there were 500 vendors in a 2'A acre space. We wanted to be there,to stand out,create emotions and have a Hawaii presence in the design studio.Clare suggested the photos should include `Grown in Hawaii'. Positive Comments: • A lot of people saw the arrangements that included proteas by the stage at the design studio.They came to the booth to find out more about them as they'd never seen proteas before. • Carver made lots of money. • We had positive staff in our booths.Everyone encouraged each other and there was no in-fighting. The Spirit of Aloha was very evident. • There was a good mix of unique products in every booth. If anyone asked for specific items,we walked them to the person selling that item. • The designers were supportive and helpful. Our"Hawaii's Flowers"banner was left behind and the designers made one for us. • We request our designer participate in the competition next year. • The reusable bags are beneficial to advertise our name,are easily recognizable and bring new people to our booths. The bags included VB pamphlets,collateral materials from Maui, etc.(We gave away 1,000 bags and could have given away several thousand more.) Some attendees used our bags to collect items from other booths. • We advertised Hawaiian Airlines quite a bit this year.We need them to partner with us next year. • We took two big steps forward in branding our commodities and our islands.We have started to build equity as there were people looking for us this year. The Aloha we show them they cannot get elsewhere. • We received a lot of feedback from return customers,especially on our nicely decorated booths as well as our products. • This was a good opportunity to give the attendees some education in the Hawaiian culture. • The leis sold really well.We should have a demonstration next year,possibly having a lei stand `art of the lei'.Lei can be a great tool to show and tell about Hawaii culture. • A lot of attendees reminisced about their trips to Hawaii. • This year's theme"Brilliant"helped Hawaii shine; more people were happy to see Hawaii there again this year. • A lot of repeat customers came, some emailed beforehand to see if we would be participating. There is a lot of opportunity for the group to showcase what we can do. • Next year we should compete and show them what we can do.This is just the beginning of what's possible. • We have created a great relationship with show key personnel.We can speak with them directly and get help when needed. • It's beneficial to engage and talk with the customers to educate them(i.e.,coffee comes from different areas in the state,not just Kona). Improvements to be made: • Start coordination earlier: secure funding 9 months beforehand, staff commitments 6 months out,travel arrangements and designs 4 months out. • Everyone involved needs to start lobbying their County Economic Development Boards and Visitors Bureaus now to help securing and processing funding. • Think about design elements so we can budget and then see who can pay for what. • We need to have a 4 square booth layout instead of inline.The location needs to change to the front. • We need to have an exhibit with our booth located near the exhibit.Let Sam know early and stick with the plan(no changes in layouts or locations.) • Lauhala didn't hold up.We need to adjust this design feature. • Flooring in the booths needs to be softer under foot, such as some type of foam flooring. • We should have island treats instead of candy, such as papaya,coconut,etc. • Ask the designer for access to a cart for filling buckets with water. • Buckets for cut flowers need to be appropriate sizes. • We need better overhead lighting so it doesn't reflect on cellophane and cause glare. • A massage chair would be nice. • Each booth needs to set up for their own products in the way that works best for those products. • Hang overhead banners from the ceiling above our spaces. • The signage needs to convey we're actually from Hawaii: "Hawaii people selling Hawaii products." • People working the booths need to design their spaces as they have a better understanding how to showcase their products. • We need to have people help with the breakdown of our displays. • We should have signage that says"Hawaii". This could be added to the booth. • How does our participation affect local industry—we need to show this. • We need to start earlier gathering the photos.At the soft opening,the back wall photos were missing. The banners were printed that morning. • "Grown in Hawaii"banner needs to be present. • We should show the connection between the products and where they came from,the growers. • We should bring more varieties of flower and plant materials. There was some discussion on booth location for 2014.Neill mentioned he may want to do his own booth as he has larger product than some. Chelle will request the locations suggested and will try to go up to 6 booths.All we need is to get financial support. Chelle will try to negotiate 6 booths for the price of 4, along with design studio support and products. Eric suggested those that participated this year complete an evaluation survey. We need to show growth for future funding. Chelle will need vendor lists from everyone;they will only be seen by Chelle and Sharon Hurd of HDOA. We can show that we supported vendors(such as the living wall supplier)and the more the better. Chelle reiterated we need to focus on the designers and the design studio,not so much focus on sales.We need to use the sales primarily to reimburse our travel expenses.Each person participating should present an award or attend a workshop. We need to network with all the designers as they are our target market. We also need better coordination of shipments and search out distributors to handle extra product we may still have at the end of the show. We need a strategy to have high quality new products each day and keep older products for the end of the show. We need to move towards the front and to avoid having storage being an issue,have daily shipments of product arriving so no storage is needed.Neill stated this will work for cut flowers but not potted materials.Last year he shared part of the ikebana storage. The storage areas used by clubs, such as the bonsai and ikebana clubs,are underutilized.Maybe we can share this space which is located near the bathrooms. Maybe we can put in our negotiations a small room for storage. Chelle mentioned some exhibitors built 3Y2' of storage space into the back of their booth designs. Chelle suggested we hold a lei competition on each island and ask each Visitors Bureau or County for$1,000 for awards. A display case for the winning lei can be labeled `Art of the Lei'.The winning lei can be packed and shipped each day with staggered shipments. The lei can be sold or given to dignitaries.Neill and Greg will collaborate on a heavy art theme display and present it to the entire committee. Eric mentioned Chelle will email questions to everyone for information she may be missing to prepare final report for County and HDOA to close out the current grant funding. It's too soon to call for the next meeting;we should wait at least 30 days. The meeting was adjourned at 3:30 p.m. Respectfully submitted, yuziii Shcit ngc Judy Schilling,Recording Secretary From: cyrilpahinui @gmail.com [mailto:cyrilpahinui @ gmail.com] On Behalf Of Cyril Pahinui❑Sent: Wednesday, March 13, 2013 12:29 PM❑To: Neill Sams; Greg Lee; gpn(agreenpointnursery.com; Ed Reyes; Maui Floral/Carver Wilson; Daniele Comeaux❑Subject: Need information for reports ASAP Aloha gang, Mahalo for all of your hard work at the PFS. It was a real challenge and a great learning experience for us all. As we discussed at the event, we need to get a few details in the report asap. Can you answer the following questions for me as soon as can please? Did this year's show meet your expectations? Yes it mostly met our expectations, I would suggest the following to improve upon next year: I'm hoping we can improve on location&marketing of our products for next year. I think if we can commit to the event quickly,we will see most of our wish list realized. We should be able to gain in booth location, more early PR(Print, Social Media,possible TV stories as well as direct promotional marketing to the 27,000 Pennsylvania Horticultural Society members, more seamless booth design, & a designer studio design based on more effectively distributing our promotional materials. We should all keep in mind we are a MAJOR sponsor of the event with our combined presence of 4 booths (max. I saw from anyone else was 3 booths) and two pods of the designers studio. PHS expects to promote their major sponsors if given adequate lead time to do so. I also agree with Sam Lemheney that an exhibit as close as possible to the sales booths can feed customers directly to the sales booths &be the main source of literature distribution for us. (In 2012 the unmanned exhibit distributed over 20,000 pieces of literature from HTFC, OGOH, HENA, HFNA, &HTFFA , We ran out of DVDs for HTFC by noon the 2nd day of the show. We ran out of all literature by the 7th day of the show. I asked the Island visitors Bureaus for visitor literature just to have something out there for days 8&9. More so or less than last year? For us it was about the same as last year. We cut expenses &also cut some of our profits by downsizing our booth space. We had a double booth last year with a staff of four people. This year we had 1/2 of a booth&had two people. In retrospect, we should have tried to obtain a booth by 4 PHILADELPHIA FLOWER SHOW 2013 PENNSYLVANIA CONVENTION CENTER MARCH 1-10,2013 TRIP REPORT This year's Philadelphia Flower Show theme, "Brilliant" showcases all that is truly great about Britain's gardening traditions. The 2013 Philadelphia Flower Show opened for 11 days for the first time in the history of the show to provide a full day for Member's Preview. The show opened with a Member's Preview on March 1, 2013 at 12:00 noon until 3:30 pm and March 2, 2013 at 8:00 am to 11:00 am. The March 1, 2013 attendance was not anticipated to be large and sales was very minimal. The show attendance thereafter from March 2-10, 2013 were as anticipated averaging 25,000 except on Wednesday, March 6 when the weather was freezing and snowing. Washington DC's offices were closed during that day and the people were advised to stay home. The shows opened at 8:00 a.m. to 9:30 p.m. (13.5 hrs.) on Saturdays and Sundays except on March 10, Sunday, which was last day of the show where the closing time was 6:00 p.m. During weekdays, Monday to Friday,the show opened at 10:00 a.m. until 9:30 a.m. (11.5 hrs.). To get the booth ready for the day's show, we come 30 minutes prior to the opening. • ii- j d '' .. • „c ' ` 111.Y. Ill 11, S , : . m, ( : 4';,,, " -: I al Ill r.'4'4,',.."t , ii 1 .' '" Viiii 7 I* 14- s ^ism ry Z , ' s i f n .,,,,^ : .1sY..<.'i. ``"fix . i r I arrived at Philadelphia at 2:00 p.m. on February 26, 2013 as planned by the Big Island participants. We stayed at Four Points Sheraton, which is a 10-minute walk to the convention center. I checked-in the hotel at 2:30 p.m. dropped my bag in the room and walked to the convention center to meet the booth designers, Mark and Jamie and to pick- up the badges if they were ready. All the doors of the convention center were locked and I could not see any activities going on inside the building. I picked up food from Reading Market,return to the hotel and waited for the rest of the Big Island's participant's arrival. Location of the Hawaii Booth '` �- ----- �.e. .Y .f The Hawaii State booth - . s was located on Booth� „ - ,i , f ,! '4, . numbers 818 (Big — ° Island), 820 (Maui), afrir ' °° ,. 822 (Oahu) and 824 1::".°'''.f.,-,,� « „ ` (Kauai), which were y'°f almost at the back end s A ` ' * of the Marketplace `'e.., I w section of the show. The booth storage �, .Vw `{ * - space was only � , . . ` ""' available under the w, ". - `' ' . .1 1 "► �, tables. Additional . storage space was ' - provided to all Hawaii %_ y. , booths at the garage located below the show floor and could be access through an elevator. There was no trolley available so the boxes had to be brought to the booth by hand particularly during the show when trolleys are not allowed on the show floors 1 s' _, r y. . V 1 Or.0 :„-N,--,.- . , ,i r k m, Booth Display _ , .! '/ We met the booth designers, Mark and Jamie on February 27, 2013 at the Hawaii booth area. Most of the products for each booth were already J delivered. While the designers were working on - _ • _ completing the decoration of the booths, we A�,,/p,�l - �' inventory and separate boxes for storage at the '' . {� Hrwa,,dn �, >k{ .MM,- booth area and at the general storage area in the E 4 Goodie 9 . The dis la was set up on February 28, �, garage. display PY ii , =�.,,6-`--1- r 2013 ready for the"soft opening"the next day. rns __;.p_`t 554' (i '- 6 ��qp, '4:i' Comments and Suggestions for Booth Location The booth location is too far from the entrance of the Marketplace. If you have to compete with hundreds of similar businesses on same location,the booth area should be situated near the marketplace entrance and in line of the flow of customers entering the marketplace. The customers that visit the show have set budget to spend. You want to be in their top of the list to visit and to buy. I suggest that the booth should be located at the middle of the entrance of the marketplace. I observed that the two booths right next to the side door entrance are too crowded with customers trying to come into the marketplace and they are not stopping on those booths. Also storage close to the booth would be advisable for ease and convenience in replenishing products for sale during show hours. Comments and Suggestions for Booth Display, The booth display was not completely done when the show started. The backdrop photos were not mounted until Sunday,March 2. The delay was the result of delay in sending the photo to the designers. Also majority of the customers did not know that our series of booths were from Hawaii. The"Hawaii" sign mounted in the middle of the Hawaii booths made the customers aware that our series of booths are from Hawaii. The booth design was overall beautiful except with minor kinks. I received lots of compliments that our booth was beautiful. The customers were amazed to see the"living wall" display of assortments of anthurium flowers. The mounting of the lauhala mat to cover the front of the display tables was not done nicely. The buckets that hold the anthurium flower bouquet were too deep such that you can hardly see the bouquet. The bright light from the ceiling reflected badly on the cellophane that covers the bouquet such that it is difficult to see the product. The Big Island booth was too small to hold both the products and the visitor's materials. The inclusion of other Big Island products in the Big Island booth provided attraction to the booth. Lots of customers came to the Big Island booth looking for the products that were sold last year's shows. Costumers that bought coffee at last year's show came to buy coffee again. Although papaya was only sold at this year's show, customers were buying them. The 1 oz. packet of macadamia nut did not sell as well as the 4 oz. can of macadamia nut that were sold last year. My observation was that Customers were that it is too small for the price of$3.00 each. Some preferred larger attracted to the calanthea foliage in the anthurium bouquet. The flower leis provided Desiree an excellent tool in promoting the culture aspect of tourism. We distributed all (1500)tourism posters and informational brochures. When we explained to customers our logic of tying the flowers with papaya and coffee, i.e.,"having a bouquet of tropical flowers on their coffee table and eating a piece of Hawaiian papaya and a cup of Hawaiian coffee for breakfast,you are in Hawaii",they felt it was clever and made sense. Comments and Suggestions to man the Booth Having only one person actively selling products was torture. One person cannot physically work 13 and 11 hours straight per day. Selling products in the marketplace where hundreds of competitors are selling similar products requires great effort in getting people to buy your product. Selling low-priced products requires as much energy as high-prized products. The bouquet of anthurium offered for sale at this show need to be "beefed up"to make it more attractive to costumers. Instead of one flower hairpiece, I suggest making multiple flowers hairpieces similar to those worn by hula dancers. You can sell it at high price and customers will be more inclined to pay it. I suggest that there should be at least two persons assigned to actively sell products by splitting the show time equally between them. One person should be assign to receive the sales. General Comments and Suggestions 1. I did not have a very clear instruction as to my specific responsibilities/role during the show. I suggest that there should be a clear instruction as to what is expected of each participant of the show prior to departure to the show 2. I arrived at Philadelphia three days prior to the show and I feel that I was wasting time and money having to arrive early when I did not do anything substantial for two days. I suggest that arriving one day before the show would be adequate to set up the booth particularly if you have at least three people that will man the booth. 3. Participating businesses should schedule product delivery based on how much products are moving to avoid too much inventory at hand. 4. Participating businesses should attend the flower demonstration sessions and meet with the show designers to establish contact and introduce their respective product and availability to these people. These people will make large orders. 5. Sponsor pods and provide flowers for the demonstration session to gain bigger exposure of the product to both costumers and designers. 6. There were at least 5 serious costumers that came to the Big Island booth that expressed interest in buying products from the Big Island participating business. 7. Co-promote your product with businesses that sell flower vase or uses flowers to accentuate the display of their products by offering them your flower to be displayed in their respective booth. My Budget Attached is the itemization of my expenses. Thank you for selecting me to represent the Big Island at the show. I learned a lot from having to participate in the show at the marketplace. Submitted by: Dayday L. Hopkins Hawaii County R&D Volunteer Desiree Moana Cruz dba Desiree Models & Talent 1333 Kahoa Street Hilo, Hawai'i 96720-2215 Cell: (808) 987-7288 Email: desireecruz.bivbe_gmail.com MARCH 2013 REPORT 2013 Philadelphia Flower Show Philadelphia Convention Center Philadelphia, PA 2.27.13 -3.11.13 This year, at the 2013 Philadelphia Flower Show the four Hawai'i vendors were located in the main marketplace (as opposed to 2012 when we were outside, in the Grand Hall.) This seemed to be a better location, with more traffic. Some of the repeat attendees said they were unaware of the Hawaiian marketplace and totally missed us last year. However, this year, most people said, "welcome back" and that they loved the previous year's Hawai'i theme and even preferred it to any past flower show. Our four booths looked impressive lined up next to each other with each islands signature color and flora making a powerful statement. The main difference was that our BIVB presence was located within a selling booth and not in our own separate info only booth. I feel it proved to be a win-win situation and a great example of public- private collaboration. To date, the final attendance numbers have yet to come in, however, compared to last year it looks to be about the same, or slightly less possibly due to the snow storm and bad weather warnings. In 2012, the weather was unusually warm (and lovely) and the show did 270,000, pre-sale tickets. Still, attendees were non-stop, coming by in droves as the aisle ways were thick with people. There was/is huge interest in travel to Hawai'i and to our island in particular to see Kilauea. In the first 3-4 days I gave away every one of the 600 travel planners (but only)to those who expressed interest in seeing the island. We also gave to those who made a purchase and made sure to say, "I've included a travel planner for your visit to our island." During the planning stages, I suggested to Eric Tanoue that I would like to do a lei demo in addition to handing out the planners and posters. I felt this would draw attention to the booth. Eric agreed and sent a box of 2000 dendrobium orchid blooms and 200 dendrobium lei. Frankly, this was more than I anticipated and I was a bit worried when none sold on the first day. However, on the second day it proved to be a top seller. By the end of the week, we sold out and it also was a great draw in engaging the customers to consider other Hawai'i products. The lei demo caused them to lean in to see the activity and ultimately talk about travel to the islands. "I've always wanted to go to Hawai'i..., I got one of those when I was in Hawai'i..., Are those really from Hawai'i?. I wanted one of those so badly last year at the flower show..., One of these days I'm going to Hawai'i..." With each lei purchase I made a point of presenting each lei, explaining the "protocol of lei giving,"the meaning of aloha and gave a hug if they wanted one. "See you in Hawaii!"We were 1 determined to work it and give the most that we could, to make the biggest impact and people were obviously affected in a positive and often times emotional way. After the first day, I had Chelle Pahinui sew the lei and I stood outside the booth. If anyone walking by mentioned to their companion anything about Hawai'i (and they usually did as it was 30-40 degrees outside) I'd get their attention with, "Hawaiian Airlines is offering direct flights from JFK..."And then the discussion about Hawai'i Island would begin. The posters were a perfect way to share a piece of our unique culture and history with them. When I offered a volcano poster I would say, "Kilauea has been erupting non-stop for the last 30 years and has added nearly 500 acres of new land to the Island of Hawai'i. Have you been to the island?" The Hula Sisters poster opened conversation about Merrie Monarch or Moku o Keawe Festival and how advantageous it is to plan a vacation around a special cultural event. The 2006 (Halau Kekuhi) poster led to hula and how practitioners make offerings and dance on the rim of the crater and the other activities in the HVNP. The 2008 (3 Japanese dancers) was used to point out the symbolism in Kathy Longs artwork and how the Volcano inspires so many artists on our island and the amazing energy that Kilauea, Mauna Kea, Mauna Loa, Hualalai and Kohala have as well as the telescopes and stargazing tours. The "Chanters" posters invited a conversation about how Halau Kekuhi is invited to invited to perform at the Smithsonian and how they trace their geneology to Pele and Hi'iaka. The "Cruise" poster was a good way to highlight the popularity of direct flights, booking a cruise, visiting the volcano and staying on island a few days on the West or East side before or after the cruise. All the other sales people in the booth helped roll posters and offered them with each sale and helped to move the collateral. Most people were surprised and delighted to have a free quality poster. I also helped to sell flowers when not specifically discussing travel but it went back and forth between flowers, travel, coffee, papayas, volcanos, direct flights, Merrie Monarch, Maunakea...it was a perfect marriage. I gave out all of my business cards and have received a number of nice emails in return. After the posters were all gone, I accompanied Chelle to the Designer Studio area and spoke to at least 200 attendees and handed out (and collected) surveys on behalf of the Hawai'i Tropical Flower Growers Association. We informed them that this was the 3`d year that the HTFGA had donated $35,000 of product to the show and that all the tropicals that were used in the exhibits were from Hawai'i. We were checking for brand awareness and would appreciate if they would do this survey while they waited in line or for the next presentation. All but one person was happy to oblige. I told them I was here last year and that I work with the BIVB. Most of them remembered our booth. Chelle will have the results of that brand awareness study available shortly. Although, the 2013 theme was England, tropical flowers permeated the flower show and the presence of Hawai'i was very strong. The message of Aloha was everywhere with the generous donation of product. Although this was not a travel show, we really worked the travel message directly to the consumers and it was well received. We made sure to wear fresh lei every day and pinned flowers in my hair every day to carry the Hawai'i brand throughout the 10 acres of the convention center, day and night. FYI, Tourism Ireland has a large double booth at the flower show annually. In the Grand Hall Concourse area, other travel businesses were represented ie; Apple Vacations, Cruise Planners, Gold Key Resorts, Cape May Tourism and others. 2 As the only Visitors Bureau Island Chapter in attendance, I was happy to aloha all the other island vendors and assist or answer any questions regarding travel to Hawai'i any of the islands if the need arose. Neil from Kauai requested that I sew a special orchid lei for Mrs. Samuel M.V. Hamilton (a Campbell Soup heir) who donated $1,000,000 to the flower show. He presented it to her on behalf of all of us. I certainly feel that the Island of Hawai'i made a huge impact at the 2013 Philadelphia Flower Show. Marketing direct to the consumer was exciting and very positive. The Tri-State market is very interested in the direct flights from JFK. Many seemed aware of the Newark and DC direct fits. On March 9, USA Today had an article that highlighted the cheap roundtrip fares to Hawai'i from the East Coast and mentioned gohawaii.com I made sure to mention that all day Saturday (3/9) and Sunday (3/10) too. The flower show was a great venue to sell Hawaii and I highly recommend it for next year but the person who represents BIVB must be willing to work non- stop because although the Northeast consumer is open to and interested in Hawai'i, you have to work hard to capture their attention and then fight for every single sale. I was honored to represent our island and welcome the challenge of capturing their attention. 3 Aloha Chelle please see answers below: Mahalo, Eric On 13 Mar 2013 at 12:28, Cyril Pahinui wrote: Aloha gang, Mahalo for all of your hard work at the PFS. It was a real challenge and a great learning experience for us all. As we discussed at the event, we need to get a few details in the report asap. Can you answer the following questions for me as soon as can please? Did this year's show meet your expectations? Yes, the show did meet our expectations. More so or less than last year? Promo and marketing more of our Hawaiian Tropicals products more than last year. Were your sales equal to less than or greater than expected and planned for? By what percentage? Sales did less this year, approximately 10% less. Approximate value fo gross sales form this year? Booth sales approximately $15,000. Wholesale $5000 HTF $5,000 Who else does your business support? (refers to other producers, suppliers, distributors, etc?) Will send list of our vendors Green Point Nurseries, Inc. Ph: 808-959-3535 Maui Report Can you answer the following questions for me as soon as can please? Did this year's show meet your expectations?No, the crowd was not what we expected from year past. resulting in 25% less sales. snow storms and weather do keep crowds away. More so or less than last year?Booth location did play a factor for some sales, you need to be front and center to attract as much sales as possible Were your sales equal to less than or greater than expected and planned for?By what percentage? Our sales were just under our sales from last year, we had to work hard to get the sales we did for this year. Approximate value fo gross sales form this year?Under 20K Who else does your business support? (refers to other producers, suppliers, distributors, etc?) 3 Plant suppliers, Thank you Chelle, I will try to answer your questions but it may be too early for me to be accurate! On Mar 13, 2013, at 12:28 PM, Cyril Pahinui wrote: Aloha gang, Mahalo for all of your hard work at the PFS. It was a real challenge and a great learning experience for us all. As we discussed at the event, we need to get a few details in the report asap. Can you answer the following questions for me as soon as can please? Did this year's show meet your expectations? More so or less than last year? Were your sales equal to less than or greater than expected and planned for? By what percentage? I beleive the sales were less that last year and below our expectations. One reason was the snow storm that reduced the number of customers Approximate value fo gross sales form this year? not sure at this point Who else does your business support? (refers to other producers, suppliers, distributors, etc?) Maui Floral purchases flowers from over 24 local farms Mahalo, I will create a generic report form all in general and will not share specific details on any one vendor. We will have a general wrap up telacom discussion as soon as we can get it scheduled. Chelle thank you and everyone for all there hard work. The show itself is difficult physically, not to mention all of the planning and wrap up --three times the work! Aloha, Carver Maui Report—For Carver Wilson By Laura at: (aura @kauainursery.com Information you needed from Ed Reyes in regards to Philadelphia Flower Show Did this year's show meet your expectations? In terms of promoting our business and Hawaii Products in general, yes. In terms of sales, no. More so or less than last year? In terms of promoting our business and Hawaii Products in general, yes. In terms of sales, less than last year. Were your sales equal to less than or greater than expected and planned for? Sales were less than expected and planned for. By what percentage? Sales were approximately 50% less. Approximate value of gross sales form this year? Gross Sales was $6,000.00. Who else does your business support? (refers to other producers, suppliers, distributors, etc?) Business we supported Kanoa Hawaii, Hawaiian Sunshine nursery, and Hawaiian Tropicals. Agencies supported Kauai Products/Kauai Grown and Kauai Visitor's Bureau. Additional Comments: 1. Theme of show for last year centered on Hawaii, this year centered on London. 2. Potential customers were unaccustomed to our products due to geographical differences. 3. Limited storage space in booths required sharing display space with other vendors, reducing product exposure. 4. Booth location was at back of exhibition, rather than close to the main exhibition hall limited contact with potential customers. Laura Nishek Kauai Nursery & Landscaping, Inc. 3-1550 Kaumualii Highway Lihue, HI 96766 Ph: (808) 245-7747 /Fax: (808) 245-9289 Greg Lee [<tropicalimages @gmail.com>T Aloha gang, Mahalo for all of your hard work at the PFS. It was a real challenge and a great learning experience for us all. As we discussed at the event, we need to get a few details in the report asap. Can you answer the following questions for me as soon as can please? Did this year's show meet your expectations? No, the crowd was not what we expected from year past. resulting in 25% less sales. snow storms and weather do keep crowds away. More so or less than last year? Booth location did play a factor for some sales, you need to be front and center to attract as much sales as possible Were your sales equal to less than or greater than expected and planned for? By what percentage? Our sales were just under our sales from last year, we had to work hard to get the sales we did for this year. Approximate value fo gross sales form this year? Under 20K Who else does your business support? (refers to other producers, suppliers, distributors, etc?) 3 Plant suppliers, Info @1 stlookexteriors.com Hi Chelle, living wall panels- GLT international (new york) plants for our products Tillandsia- 2 private grower's Mr/Mrs woo-Oahu green feild nurseries -Oahu Hawaii pacific orchids- Oahu floradec-vase supply- Oahu Ben Franklin crafts- Oahu unlimited containers- California bromiliads:David shigi-Hilo Hawaiian sunshine nursery-Oahu Pacific agriculture- Oahu Lowes-oahu Home-depot-oahu let me know if this works Aloha Greg Aloha, As a floral enthusiast/designer/grower/distributor we are asking for your help. This survey is part of an ongoing effort to understand how consumers view Hawai`i's Tropical Flowers. Survey results will be publicly reported and made available on the internet at: www.hawaiisflowers.com. These results will help consumers like you make important choices about their floral purchases, and will help Hawaii flower producers improve the products they provide. Your participation is voluntary. We hope that you will take the time to complete the survey. Your participation is greatly appreciated. After you have completed the survey,please return it in the (box provided/pre-paid envelope). Your answers may be shared with the Hawai`i's producers and the Hawaii Department of Agriculture for purposes of quality improvement. Thank you for helping to improve the quality of Hawaii's Flowers for all consumers. Sincerely, SURVEY INSTRUCTIONS This survey is part of an initiative to measure consumer awareness and current level of evaluation of perception of Hawaii's quality products • Answer all the questions by checking the box to the left of your answer. FLORAL PRODUCT QUALITY MATTERS 1. Which of the following factors are important to you when choosing which floral products to buy? 1❑ Flower quality and freshness 20 Product guarantee s❑ Convenience, ease of ordering 40 Value for money 50 Delivery Services same day 60 Advice and Recommendations 70 Professional Design 80 Broad Range of products/arrangements to choose from 90 Ability to see a range of purchase/design options/prices 2. What are the top two most important motivators that keep you coming back when purchasing floral products? 1❑ Dedication: a demonstrated commitment to superior product quality, excellent value and outstanding service. 20 Expertise: scope and depth of professional experience, perceived competence and good taste. s❑ Credibility: large, established networks or "brands" that enjoy greater awareness among consumers, which in turn inspire a certain amount of trust. 40 Convenience: ease of access— pictures of arrangements and products; expanded ordering options; same-day and long-distance delivery options — as well as one-stop shopping capabilities or direct delivery. 3.Do you purchase floral products online? 1❑ Never 20 Sometimes s❑ Usually 40 Always 4. What do you think are the key benefits of purchasing flowers online? 1❑ Ease/Convenience of Shopping 20 Cost savings s❑ Direct Delivery 40 Ability to see a "catalogue" of options and prices 50 Availability of exotic or hard-to-find flowers YOUR CURRENT AWARNESS 5. How familiar are you with Hawaii grown floral products? 1❑ Never heard of them 20 I am aware but never use them 30 I sometimes use them 40 I use them on a regular basis 50 I always request Hawaii grown flowers 6. Do you currently purchase Hawaii grown products? 10 Never 2 0Sometimes 30 Usually 40 Always 7. Using a number from 0 to 10, where 0 is the worst quality possible and 10 is the best quality possible, what number would you use to rate Hawaii's tropical flowers? 0 00 1 01 2 02 3 03 404 5 05 606 707 8 08 909 10 010 Worst products possible Best products possible 8. How likely are you to purchase Hawaii grown products in the future? 10 Very unlikely 2 0Somewhat likely 30 Not sure 40 Somewhat likely 50 Very likely LEVEL OF FORAL PRODUCT USE 9. Do you remember the last time you received flowers? Not❑ Yes 20 10. Do you remember the last time you gave a floral gift? No 1❑ Yes 20 11. How often do you purchase floral gifts? 1❑ Never 20 Sometimes 30 Usually 40 Always If Never, Go to Question 15 12. What floral gifts do you most often purchase? 1❑ flowering plants20 floral arrangements 30 loose or bunched flowers 40 Indoor Tree or Plants 13. Where do you most often purchase floral gifts? ❑ Floral shop 20 Super Market 30 Garden Shop 40 Online 14. What Barriers do you see as the reasons why you don't buy more floral products? ❑ Don't last long 20 Too Expensive 30 Don't always think of sending flowers 40 Inconvenient shopping hours 15. Would you recommend Hawaii's Flowers to your friends and family? El Definitely no 2 0Probably no 3 0Probably yes 40 Definitely yes UNDERSTANDING CARE AND HANDLING OF TROPICAL FLOWERS 16. I am aware of how to care for and handle tropical flowers to extend/maximize shelf life. ❑Strongly disagree 20 Disagree 30 Agree 4❑Strongly agree ABOUT YOU 17. Are you 1❑ Male 20 Female 18. What is your age? ,❑ Under 20 2 00-39 3 040 to 59 40 60 to 69 50 Above 70 19. What is the highest grade or level of school that you have completed? (optional) i❑8th grade or less 2 0Some high school, but did not graduate 3 0High school graduate or GED 4 0Some college or 2-year degree 5 04-year college graduate s❑More than 4-year college degree 20. What is your income range? (optional) ❑ 25-49,000 2 050-69,000 3 070-99,000 40100-149,000 50 150,000 or more THANK YOU Please return the completed survey in the postage-paid envelope. [NAME OF SURVEY VENDOR OR SELF-ADMINISTERING EVENT] [RETURN ADDRESS OF SURVEY VENDOR OR ORGANIZATION] Aloha, As a floral enthusiast/ designer/ grower/ distributor we are asking for your help. This survey is part of an ongoing effort to understand how consumers view Hawai`i's Tropical Flowers. Survey results will be publicly reported and made available on the internet at: www.hawaiisflowers.com. These results will help consumers like you make important choices about their floral purchases, and will help Hawai`i flower producers improve the products they provide. Your participation is voluntary. We hope that you will take the time to complete the survey. Your participation is greatly appreciated. After you have completed the survey, please return it in the box provided. Your answers may be shared with the Hawai`i's producers and the Hawaii Department of Agriculture for purposes of quality improvement. Thank you for helping to improve the quality of Hawaii's Flowers for all consumers. Sincerely, Eric S. Tanouye Vice President, HTFC 0....(i ".;4/ 4ri Share the Aloha! www.hawaiisflowers.com SURVEY INSTRUCTIONS This survey is part of an initiative to measure consumer awareness and current level of evaluation of perception of Hawaii's quality products ♦ Answer all the questions by checking the box to the left of your answer. FLORAL PRODUCT QUALITY MATTERS 1. Which of the following factors are important to you when choosing which floral products to buy? 1❑ Flower quality and freshness 20 Product guarantee 30 Convenience, ease of ordering 40 Value for money 50 Delivery Services same day 60 Advice and Recommendations 70 Professional Design 80 Broad Range of products/arrangements to choose from 90 Ability to see a range of purchase/design options/prices 2. What are the top two most important motivators that keep you coming back when purchasing floral products? 1❑ Dedication: a demonstrated commitment to superior product quality, excellent value and outstanding service. 20 Expertise: scope and depth of professional experience, perceived competence and good taste. 30 Credibility: large, established networks or "brands" that enjoy greater awareness among consumers, which in turn inspire a certain amount of trust. 40 Convenience: ease of access — pictures of arrangements and products; expanded ordering options; same-day and long-distance delivery options — as well as one-stop shopping capabilities or direct delivery. 3.Do you purchase floral products online? 1❑ Never 20 Sometimes 30 Usually 40 Always 4. What do you think are the key benefits of purchasing flowers online? 1❑ Ease/Convenience of Shopping 20 Cost savings 30 Direct Delivery 40 Ability to see a "catalogue" of options and prices 50 Availability of exotic or hard-to-find flowers YOUR CURRENT AWARNESS 5. How familiar are you with Hawaii grown floral products? 1❑ Never heard of them 20 I am aware but never use them 30 I sometimes use them 40 I use them on a regular basis 50 I always request Hawaii grown flowers 6. Do you currently purchase Hawaii grown products? 1❑ Never 2 0Sometimes 30 Usually 40 Always 7. Using a number from 0 to 10,where 0 is the worst quality possible and 10 is the best quality possible, what number would you use to rate Hawaii's tropical flowers? 000101202 303404 505606 707808909 10 010 Worst products possible Best products possible 8. How likely are you to purchase Hawaii grown products in the future? 1❑ Very unlikely 2 0Somewhat likely 30 Not sure 40 Somewhat likely 50 Very likely LEVEL OF FORAL PRODUCT USE 9. Do you remember the last time you received flowers? No1❑ Yes 20 10. Do you remember the last time you gave a floral gift? No 1❑ Yes 20 11. How often do you purchase floral gifts? 1❑ Never 20 Sometimes 30 Usually 40 Always -� If Never, Go to Question 15 12. What floral gifts do you most often purchase? 1❑ flowering plants20 floral arrangements 30 loose or bunched flowers 40 Indoor Tree or Plants 13. Where do you most often purchase floral gifts? 1❑ Floral shop 20 Super Market 30 Garden Shop 40 Online 14. What Barriers do you see as the reasons why you don't buy more floral products? 1❑ Don't last long 20 Too Expensive 30 Don't always think of sending flowers 40 Inconvenient shopping hours 15. Would you recommend Hawaii's Flowers to your friends and family? 1❑Definitely no 2 0Probably no 3 0Probably yes 4CIDefinitely yes UNDERSTANDING CARE AND HANDLING OF TROPICAL FLOWERS 16. I am aware of how to care for and handle tropical flowers to extend/maximize shelf life. 1❑Strongly disagree 20 Disagree 30 Agree 40Strongly agree ABOUT YOU 17. Are you 1❑ Male 20 Female 18. What is your age? 1❑ Under 20 2 00-39 3 040 to 59 40 60 to 69 50 Above 70 19. What is the highest grade or level of school that you have completed? (optional) 108th grade or less 2 0Some high school, but did not graduate 3 0High school graduate or GED 4 0Some college or 2-year degree 5 04-year college graduate 6 0More than 4-year college degree 20. What is your income range? (optional) 10 25-49,000 2050-69,000 3070-99,000 4 0100-149,000 50 150,000 or more THANK YOU Please return the completed survey to the box provided at Booth # 818 in the Marketplace. r w w - u 0 � • ,� r o .c2' _o ,....E) z tni ac>-o :.:v 4 I z a V! � ti�- � N o om 0 WW Z CE '''%.11,. .. 1 11 Q N + m ___c-- 0 0 in _ 00.. 41r, _, 4}— ! >_ u < z "":4''''''' z W .,, i z = . ,1 2 W s D N o y Y ir U rt Q. —o ± CV o>cs) ,a c u C J > t/7 E = a . a — w> O v v a c,� . o 1 �: E mss N � .@ Q Jc N= O Q III , c z z O. . Lu U W 9w .� )he, ' t--, 1 -'i \W' V1 0 'C p V) LL c v aVi 0 2 cc LL A. <.g + . J,,-:w i!1> (4 t AI. •`^ �L D > ( -0 m (n « ' Q ' t! t .. � m M f Q) O f'IF/Pi y i . .a., U y- S r l O , O c CD -.78. 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O) T I . - O O >, +-, ' ' CD O C C i c/) C C � ' a) C c co •4Z CD a) (0 + = 3 co N U 07 _ N vi -0 CL 0 Q) L_ U) co U) O U �i ,.O n N N C O O f► Z _ U) r s p C O . C O c6 C (1) +-,0 O , I— w C O) .E U D J I W U�) 0 co t s philadelphia2' 1 MARCH 2 - 1 0 , 2013 PHS flower show `)Il'/, PENNSYLVANIA CONVENTION CENTER � �� � I• "Hamilton Horticourt" to Debut at 2013 Flower Show PHILADELPHIA—A favorite feature of participants and visitors to the PHS Philadelphia Flower Show will get a grand makeover for the 2013 presentation. The new "Hamilton Horticourt," a structure that will bring an energizing greenhouse atmosphere to the exhibition/competition area, will be unveiled at the Flower Show Preview Party on March 1, thanks to a $1 million gift from Mrs. Samuel M.V. Hamilton. The new overhead structure will create a lofty space of strong lines and bold colors, while earthy wood and metal details are utilized in the staging, including walls, arbors, shelving, pedestals and benches. All of the components are designed to be modular and flexible for easy set-up and reconfiguration for each round of judging. A new energy-efficient LED lighting system will bring out the intensity of plant coloring for maximum viewing pleasure. The system can be adjusted to spotlight the best view and temperature for each plant and flower on display. The lighting will also optimize opportunities for photographing the amazing entries in the Horticourt. The rich history of the Horticourt dates to the first Flower Show in 1829, when the poinsettia from Mexico and the exotic bird of paradise were introduced to the American public. Horticourt entries now number more than 5,800 plants, exhibited by amateur gardeners of all levels and ages, from the middle school students known as the Shipley Sprouts, to novice home gardeners and mother- daughter teams, to some of the best horticulturists in their fields. Entries include stunning, lovingly nurtured plants that have competed in the Horticourt for decades. Mrs. Hamilton, or "Dodo" as she's known to her friends, has participated in the Horticourt since 1984. "I have a passion for horticulture," she explains. "To me, it's calming and rewarding. developed my interest by listening to former PHS President Ernesta Ballard talk about her love of horticulture, and it became infectious." The increasing popularity of the Horticourt reflects the growing interest in home gardening and in particular classes, such as succulents, said Sam Lemheney, PHS Senior Vice President for Shows T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 Bank of America Due .. 71 G 000 0000 DLUG....L'.... ,,.,. ... /� and Events. Rare and beautiful orchids, alpine plants, spring bulbs, topiaries, terrariums and many other categories are also featured in the Horticourt. The judging of plants in the Horticourt is a carefully proscribed process by renowned experts, and winning a ribbon at the Flower Show is a world-class honor. The standards for excellence and the awards system will be explained through new displays and videos in the redesigned exhibition, which will inform and inspire viewers as they admire the entries. "Mrs. Hamilton's gift is all about investing in the future of the Flower Show," Lemheney said. "The Horticourt has been there since the beginning — a display of great plants by the most accomplished growers in the world. Thanks to Mrs. Hamilton, it is getting the focus it deserves. No question, it's one of the most popular spots in the entire Flower Show." About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859, ajaffeftennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwards(apennhort.org T H E F L O W E R S H O W . C O M 100 N 20th Street, 5th Floor Philadelphia, PA 19103 BankofAmerica PHS p 215.988.8800 PHSonline.org SUBARU IV philadelphia - MARCH 2 - 10 , 2013 PHS flower show v)l1Iuj� , _ , New "Make & Take Room" Celebrates the DIY Spirit Flower Show visitors become budding designers at new attraction PHILADELPHIA -- Visitors to the 2013 PHS Philadelphia Flower Show are invited to show off their own creativity in the new Make & Take Room, sponsored by A.C. Moore, the perfect place to get crafty. Why let the show exhibitors have all the fun? In the Make & Take Room, everyone can design, assemble, and take home a "Brilliant!" piece of handiwork. Show guests can make a fabulous "fascinator" – an elegant floral headpiece -- to rival those seen at the royal wedding. For inspiration, the PHS social media team has assembled a Pinterest board on fascinators, including images of extraordinary chapeaus worn by celebrities such as Lady Gaga and Sarah Jessica Parker. Those looking for something more low-key can construct a fashionable floral wristlet with which to practice the perfect royal wave. The Make & Take Room is fun for kids, too. Younger guests are encouraged to create a magic wand inspired by a certain boy wizard from the UK. All supplies will be provided, and on-site experts will be available to help as needed. Once the masterpieces are made, guests should confidently show off their floral creations around the show and keep an eye out for the PHS roving photographers — select creations will be shared and celebrated on the Flower Show Facebook page. The Make & Take Room is located in Room 201 C at the Pennsylvania Convention Center and will be open on PHS Members' Preview, March 1, from noon to 3 p.m.; March 2-9, 11 a.m. to 7 p.m.; and March 10, 11 a.m. to 4 p.m. Participation costs $10 per person (in addition to standard show ticket). Make & Take tickets are available now and can be purchased online at theflowershow.com. About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 ® Bank of America landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. Proceeds from the Flower Show benefit the year-round community greening programs of PHS, including PHS City Harvest, which supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information on the Make & Take Room, please visit www.theflowershow.com. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859,ajaffe(a�pennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist,215-988-8815, mobile 201-937-9612,sedwards(a�pennhort.org T H E F L O W E R S H O W . C O M (4) 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 BankofAmerica PHS p 215.988.8800 PHSonline.org SUBARU sir 1 philadelphia PHS flower show bltii , ,, ff �"� MARCH 2 10 , 2013 �N: V. �_, , ti .� E ��t. ela "New Plant Showcase" Takes Flower Show Back to Its Roots PHILADELPHIA— Since the first flower show in June 1829 in the former Masonic Hall on Chestnut Street, the Pennsylvania Horticultural Society has introduced new plants and ideas to the American public. That initial exhibition unveiled the dazzling poinsettia from Mexico, as well as beautiful new varieties of native plants, flowers and fruits. A 19th-century reporter described it this way: "The visitor was alike impressed with the vivid and variegated hues which everywhere delighted and refreshed the eye, and with the multitude of fresh and fragrant odors which were wafted upon every breeze." Those impressions, sights and scents will be a major part of the 2013 PHS Philadelphia Flower Show, when a new exhibit -- the "New Plant Showcase" -- is unveiled this year. Located adjacent to the PHS Exhibit at the center of the show floor, the display will highlight beautiful new annuals, as well as some perennials, chosen from the trade show, the "California Spring Trials," and select West Coast growers. Sam Lemheney, PHS Senior Vice President for Shows and Events, visited the trials and commercial greenhouses up and down the Golden State, and chose a few favorites from Sakata International, Suntory, and Hort Couture. The featured plants include: • Coleus `Under the Sun,' a combination of Versa Crimson Gold and Versa Lime coleus blended into one stunning mix. • Petunia `Glamouflage Grape,' which has stunning grape-colored flowers with amazing variegated leaves. It grows in sun or part shade, and is great for baskets or mixed containers. • Primula `Blue Zebra,' which offers incredible blue-and-white flowers with golden eyes. It grows in part-sun or shade and makes a great splash in early spring. • Gerbera jamesonii `Festival' produces large spectacular flowers, and has an assortment of bright, bold colors. • Platycodon astra is an easy-care perennial that blooms in summer and sports showy blue flowers. The "balloon flower" is great for containers, rock gardens, or the front of a border. T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Foor Philadelphia, PA 19103 Bank of America PHS 0 215.988.8800 PHSonline.org SUBARU ''I • Sunpatiens is a sun-loving, heat-loving impatiens that thrives in fulll sun or part shade and delivers continuous color from spring through frost. "The PHS Philadelphia Flower Show is once again the place where the latest, greatest new plants are introduced to the public," explained Lemheney. "That's what the New Plant Showcase brings to our visitors." All the amazing plants introduced at the New Plant Showcase will be available for purchase at PHS Meadowbrook Farm, the beautiful estate and garden center at 1633 Washington Lane in Abington Township, Pa. For information about Meadowbrook, visit www.meadowbrookfarm.org. About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. Proceeds from the Flower Show benefit the year-round community greening programs of PHS, including PHS City Harvest, which supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859, ajaffe@pennhortorg Stephanie Edwards Policastro, PHS Communications Specialist,215-988-8815, mobile 201-937-9612, sedwards@pennhort.orq T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 420 BankolAmerica PHS p 215.988.8800 PHSonline.org SUBARU philadeiphia ^ _ MARCH 2 - 10 , 2 01 3 PHS flower show mon PENNSYLVANIA CONVENThON CENTER International Experts Take the Stage at 2013 Flower Show PHILADELPHIA — Gardeners of all levels will find something illuminating at the 2013 PHS Philadelphia Flower Show, "Brilliant!" The Speaker Series will feature nationally and internationally renowned experts, including British horticultural stars and 25 of the top gardening and greening authorities in the U.S., who will share knowledge and advice on everything from green walls and green roofs, to ornamental gardens and edible landscapes, to tree and lawn care, and much more. The free lecture and how-to series will be held in Room 201C along the Grand Concourse of the Pennsylvania Convention Center. Visit www.theflowershow.com to learn more about the daily speakers, garden topics, and the full series schedule. This year's highlights include: • Mark Lane, MVO, is Gardens Manager for The Royal Household. Mark began working at Buckingham Palace in 1979 and was appointed Head Gardener in 1992. He became the Gardens Manager in 2003 when his role was enlarged to encompass Clarence House, Kensington Palace and Marlborough House. He is a member of a number of notable horticultural institutions including the International Dendrology Society and the International Oak Society, and also judges for both the Royal Horticultural Society and London in Bloom. Mark will present on Saturday, March 2 and Sunday, March 3. • Raymond J. Evison, OBE, VMH, is a nurseryman, lecturer, author, photographer, and founder of the Guernsey Clematis Nursery, who has introduced more than 100 clematis species cultivars. Evison's most recent clematis introductions have focused on compact ornamental clematis cultivars more suitable for small gardens. His presentation, "Clematis for Today's Gardens," will take place on opening day of the Show (Saturday, March 2). • Melinda Myers is a nationally known gardening expert, television/radio host, author, and columnist with more than 30 years of horticulture experience. She has written many gardening books, including "Can't Miss Small Space Gardening," and hosts the nationally syndicated T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 r Bankof America PHS p 215.988.8800 PHSonline.org SUBARU ��I "Melinda's Garden Moment" segments which air on more than 115 television and radio stations throughout the United States. She is a columnist and contributing editor for Birds & Blooms magazine and writes a twice monthly "Gardeners' Questions" newspaper column. Melinda will teach Flower Show visitors how to "Add Brilliance Indoors and Outdoors with Fresh Flowers" on Monday, March 4. • Barbara Damrosch, called the "queen of organic growers" by the New York Times, is one of the nation's most respected garden experts and writers. She is the author of "Theme Gardens" and "The Garden Primer," and writes a weekly column for the Washington Post called "A Cook's Garden." She appeared as a regular correspondent on the PBS series The Victory Garden, and co-hosted the series Gardening Naturally for The Learning Channel. Her presentation, "Feasting from the Garden Year-Round," will be offered Sunday, March 10. About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 BankolfAmerica PHS p 215.988.8800 PHSonline.org SUBARU 'I r f Philadelphia Koti. MARCH 2 - 1 0 , 2013 PHS flower show .' PENNSYLVANIA CONVENTION CENTER kos sea Mil For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859, aiaffe(a�pennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwards(a.pennhort.org T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 ® Bank of America philadelphia 4 4,- MARCH 2 - 10 , 2 01 3 z zt PHS flower show vl t)111/ } PENNSYLVANIA CONVENTION CENTER 'l km. 1 4 A Man's "Backyard" Is His Castle at the 2013 Flower Show PHILADELPHIA— The joys of outdoor living and innovative new products for the home and garden will be featured in "The Backyard," a new attraction at the 2013 PHS Philadelphia Flower Show, "Brilliant!" Geared particularly toward men's pursuits, The Backyard will explore the world of outdoor relaxation and entertaining, do-it-yourself projects, and home improvement. Located in Room 202 of the Pennsylvania Convention Center, The Backyard will include new trends in outdoor furnishings, an extensive barbecue and patio area created by EP Henry, an all- purpose garden shed by Rick's Sheds & Gazebos, and products by Espoma. How-to demonstrations in The Backyard will focus on using pavers and fire pits, presented by EP Henry; protecting gutters and recycling storm water by LeafFilter; and insulating basements to prevent water damage and mold by Mid-Atlantic Waterproofing. Guests will be invited to unwind, enjoy a little "outdoor" TV, a cash bar provided by ARAMARK, and barbecued food for purchase in this new Flower Show space. In The Backyard, there's a lot more to outdoor living than simply planting flowers. About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1 ,000 families in need each week during the growing season. T H E F L O W E R S H O W . C O M �. . 100 N. 20th Street, 5th Floor BankofAmerica Philadelphia, PA 19103 America PHS p 215.988.8800 PHSonline.org SUBARU. ��� For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859,aiaffe(a�pennhort.org Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwardsCa)pennhort.org T H E P L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 Bankof America PHS p 215.988.8800 PHSonline.org SUBARU _ _ : (1.6) s7�� p h i l a d e l p h i a MARCH 2 - 1 0 , 2 0 1 3 PHS flower V er sho V V mu / PENNSYLVANIA CONVENTION CENTER 1 .m.NJ / Flower Show Celebrates `Garden to Table' and British Flavors PHILADELPHIA (January 2013) -- Experience the sights, sounds and flavors of Great Britain as the 2013 PHS Philadelphia Flower Show presents "Brilliant!" at the Pennsylvania Convention Center on March 2- 10. The show will offer visitors a variety of new culinary experiences, including appearances by Food Network host Sandra Lee and "Real Housewives of New York" star Ramona Singer; guest chef demonstrations; a British tavern on the show floor; an enhanced Garden to Table Studio presented by Organic Gardening magazine; and much more. Each day, guests are invited to visit the newly enhanced Garden to Table Studio, sponsored by Organic Gardening magazine. Located along the main concourse in Room 204C, the studio will look and feel like a true chef's kitchen, where three half-hour cooking demonstrations will be presented each day. Organic Gardening Editor-in-Chief Ethne Clarke, along with other members of the magazine's editorial staff, will welcome world-renowned chefs to the stage, including Daniel Stern, chef and owner of Philadelphia's famed R2L and MidAtlantic restaurants, and Edward Lee, Organic Gardening's Simply Fresh Contributing Chef, acclaimed chef at Louisville's 610 Magnolia, "Iron Chef America" competitor, and James Beard finalist for Best Chef. Regional chefs from the PHS PHeaSt event will also make appearances, and give insider tips for creating their most famous dishes using organic, local ingredients. Stick around after the daily demos for a meet-and-greet and photo opportunities with the chefs. And don't forget to take a piece of the show home, with a fabric swag bag courtesy of Organic Gardening. "Brilliant!" invites guests to fully immerse themselves in British culture, and that means eating like the locals. Stop by the Union Jack Tavern, located on the show floor directly behind the Designer's Studio, for an "al fresco" dining experience. Snack on shoestring fries, braised beef and Yorkshire sandwich, or sample the Tikka Masala, a dish influenced by London's prominent Indian culture and cuisine. The London Bridge cafe at the entrance of the main concourse will offer comfortable seating and an assortment of traditional English fare. Mulligatawny stew (curried chicken with Indian spices), grilled bangers (with caramelized onions and cheddar cheese), and English pea salad are a few of the choices on the menu. T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 Bankof America PHS p 215.988.8800 PHSonline.org SUBARU ''I philadelphia �, � MARCH 2 - 10 , 2013 PHS flower show �������� P=NNSYLVAN'A CONVENTION CENTER About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. About Organic Gardening Rodale's Organic Gardening is the leading magazine resource for an organic approach to home, food and garden. With the mission of "living lightly from the ground up," the magazine empowers readers to lead simpler, healthier lives by making positive connections with the world through gardening. Featuring fresh ideas for home-cooked meals, accessible tips, tools and tricks for gardeners of skill levels, and gorgeous photography that inspires, Organic Gardening helps readers garden to truly live their whole lives. Visit www.organicgardeninq.com and follow Organic Gardening on Twitter @OGMag and Facebook at http://www.facebook.com/OrganicGardening. Organic Gardening is also available on the iPad. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859, aiaffe(a�pennhort.org Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612,sedwardspennhort.org T H E F L O W E R S H O W . C O . M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 BankoFAmerica w philadelphia ti � MARCH 2 - 10 , 2013 PHS flower shoal t�l�u - Spice Up the Night with Themed Flower Show Experiences PHILADELPHIA—A show fit for a king, a queen, and everyone in between. PHS invites you to make the 2013 PHS Philadelphia Flower Show your own with personalized theme day and evening experiences. Inspired by the majestic beauty and creative genius of Great Britain, "Brilliant!" will be presented March 2 through 10 at the Pennsylvania Convention Center. Following last year's incredible success, PHS is bringing back and scaling up visitors' favorite theme days and nights including Wedding Wednesday, the LGBT Party, and Girls Night Out. With new offerings and exciting enhancements, guests will experience the show as never before. • LGBT Party: The 2013 Flower Show invites the LGBT community to get an early start on Spring at a fabulous evening of networking and sophistication at the LGBT Party on Sunday, March 3. Sample a selection of hors d'oeuvres and sip signature cocktails, shaken and stirred by celebrity guests who will be tending bar. Presented by G Philly, the party will run from 4 to 6 p.m. in the pre-function area of the Pennsylvania Convention Center. Event ticket includes admission to the Flower Show and a complimentary issue of GPhilly magazine. • Wedding Wednesday - Returning for its second consecutive year, Wedding Wednesday is an amazing night out for future brides at the city's most anticipated event of the year, the PHS Philadelphia Flower Show. On Wednesday, March 6, Philadelphia Magazine and Simply Naked Wine will give guests the royal treatment with the latest bridal trends in fashion, beauty, decor, food and photography. A DJ from Synergetic Sounds will set the tone for the evening, while brides enjoy creative, British-inspired cocktails and hors d'oeuvres. Guests will have the opportunity to browse (and sample!) products from more than 50 fantastic vendors, including Nicole Miller Bridal, Papertree Studio, Salon Vanity, Schaffer Designs, AME Salon and Spa, and others. Event ticket includes admission to the Flower Show and a premier swag bag from Philadelphia Wedding magazine. T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 ® BankofAmerica PHS p 215.988.8800 PHSonline.org SueARU ��I • Girls Night Out - On Thursday, March 7, Girls Night Out will return for its third consecutive year, attracting hundreds of ladies thirsty for the ultimate night out. Presented by Philadelphia Style magazine and Macy's Center City, Girls Night Out blends the dazzling Philadelphia Flower Show with a VIP party where guests can enjoy exclusive shopping, food and wine tastings, health and beauty offerings, and product demos -- JUST for the ladies. Guests will enjoy the sounds of DJ Eddie Tully, food samplings from Stephen STARR Events, and visit select vendors including Burberry, Giovanni & Pileggi, Hope Chest Fine Lingerie, Saks Fifth Avenue, Urbane Tea Company, and others. New this year, Macy's Center City will present an unforgettable Will and Kate-inspired fashion presentation. Event ticket includes admission to the Flower Show, premium gift, and complimentary cocktail. About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com and follow us an Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859,ajaffe npennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwards(a)pennhort.org T H E F L O W E R S HO W . C O M 0 100 N. 20th Street, 5th Floor Philadelphia; PA 19103 BankofAmerica PHS p 215.988.8800 PHSonline,org SUBARU tti � _ r .�,�.. philadelphia 4 , 1 P, '._., MARCH 2 - 10 , 2013 PHS flower show mI./f / 1P PENNSYLVANIA CONVENTION CENTER Exhibit Spotlights PHS Programs Through Inspiring Design PHILADELPHIA — Hanging glass spheres, grazing "goats," and a giant Union Jack composed of green plants. The Pennsylvania Horticultural Society will mount an exhibit at the 2013 PHS Philadelphia Flower that offers a variety of creative approaches to its three primary pursuits: gardening, greening and learning. Entitled "PHS @185," the PHS Exhibit at the heart of the Flower Show floor will celebrate the organization's mission since 1827 through inspiring 21st-century designs. A vertical garden of kale and collards in various hues will exemplify how urban gardeners can use innovative techniques for food production in small spaces. The kale wall also highlights the work of the PHS City Harvest program, which supports a network of community gardeners who raise fresh produce that feeds more than 1,000 families in need each week during the growing season. A gentle reflecting pool will represent PHS's partnership with the Philadelphia Water Department in storm water management projects. PHS and PWD are utilizing green infrastructure, such as street-side plantings and rain gardens, to absorb storm water, reduce flooding, and help clean the region's rivers and streams. In fanciful lawn areas, above and below, visitors will see symbolic goats and sheep happily grazing in the PHS Exhibit. Much like the British tradition of using sheep to keep lawns nicely trimmed, PHS promotes sustainable, organic practices to control invasive plants, maintain lawns and manage landscapes. Other elements of the exhibit will explore new ideas in garden design, such as rooting plants in glass spheres; the aesthetic and environmental value of tree plantings; and the beauty of ornamental horticulture in public landscapes. To mark the British theme of the 2013 Flower Show, a stunning, 21-foot-long green wall planted in a Union Jack pattern will be created by Ecowalls Inc., of Flemington, N.J., at the PHS Exhibit — a "Brilliant!" photo op for show visitors T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor I Bank of America Philadelphia, PA 19103 „� About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. Proceeds from the Flower Show benefit the year-round community greening programs of PHS, including PHS City Harvest, which supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information on the PHS Exhibit, please visit www.theflowershow.com. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications,215-988-8833, mobile 267-968-0859, ajaffena.pennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwards(&pennhort.orq T H E F L O W E R S H O W . C O M ;:la- 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 Bank ofAmerica PHS p 215.988.8800 PHSonline.org SUBARU 'I -e 1 Vr - Philadelphia • . ' MARCH 2 - 10 , 2013 PHS flower SNOW PENNSYLVANIA CONVENTION CENTER 1 i•' PHS to Announce 2013 Gold Medal Winners at Flower Show Expanded program will honor plants and gardening products PHILADELPHIA— For more than 30 years, the Pennsylvania Horticultural Society has honored and promoted plants of exceptional merit through the PHS Gold Medal program. Nominations came from home gardeners, designers, horticulturists, landscape architects, growers and owners of nurseries — anyone who loves trees, shrubs and vines. The winners are chosen for their beauty, performance, and hardiness in the growing region of Zones 6-7 (covering the region from Philadelphia to Harrisburg, Pa., and from New York to Washington, D.C). When gardeners acquire a Gold Medal winner, they can be assured the plant will exhibit standards of excellence for hardiness, disease and pest resistance, and ease of growing when planted and maintained as recommended. The 2013 Gold Medalists will be announced and exhibited at this year's Flower Show, and gardeners will be have the opportunity to purchase the plants at the PHS Store or at PHS Meadowbrook Farm. The Gold Medal program will also be expanded this year to include superb horticultural products and a mobile application that serves as an excellent electronic tool for gardeners. A PHS Gold Medal Product must have a leading role in the competitive landscape through novel features, outstanding value for the price, notable ease of use, attractive aesthetic, and a demonstrable boost to the customer's productivity. The Gold Medal exhibit will be on view adjacent to the New Plant Showcase at the center of the Flower Show floor. About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 Bank of America PHS p 215.988.8800 PHSonline.org SUBARU '�� world with beautiful plants and cutting-edge designs. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications,215-988-8833, mobile 267-968-0859,aiaffe(a�pennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwardspennhort.org T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th door Philadelphia, PA 19103 Bank of America PHS p 215.988.8800 PHSonline.org SUBARU 'I ry. philadelphia MARCH 2 - 10 , 2013 PHS flower show mu,, F_NNSVLVA MA CONVE_NriON CEN:E yy ` Shopping with a British Accent at the 2013 Flower Show PHILADELPHIA — From garden totes and teapots, to rubber ducks and bumbershoots, the merchandise at the 2013 PHS Philadelphia Flower Show will have a decidedly British flair. The PHS Store, situated at the heart of the show floor, will offer fabulous gifts and keepsakes of "Brilliant!," a tribute to the gardens and landscapes of Great Britain. Products celebrating the theme will include an elegant silk Flower Show scarf with a floral and British icon design, hand-embroidered pillows, bone china, teas, soaps, aprons and oven mitts, hats and caps, T-shirts (including one that blooms in outdoor light), a variety of bags, toys, and the official Flower Show mug and pin. Beautiful plants from PHS Meadowbrook Farm will be offered throughout the PHS Store, including aromatic English lavender, rosemary and mint; ivy and herb indoor topiaries; streptocarpus, begonias and ferns; planted troughs, and cheery, flowering spring bulbs. An airy new layout and additional check-out stations will make the 2013 PHS Store eminently shop-able. All the goods in the store will be offered at 10 percent discount for PHS members, one of the many benefits of PHS membership. (The membership kiosk will be adjacent to the store.) Beautiful and authentic British imports will be spotlighted in the "British Village" located in the Grand Hall. Merchants from Great Britain and regional vendors who specialize in British products will set up shop at the Flower Show. Tourism officials also will be on hand to provide information on travel to Britain, and entertainment will be provided in the British Village by Tourism Ireland. The other shopping destination at the Flower Show is the mammoth Marketplace — 180 specialty shops on the show floor offering every product associated with gardens and horticulture, including cut flowers, plants, pots, vases, seeds, tools and accessories, outdoor furnishings and home decor, in addition to jewelry, clothing, art, crafts, and many other gift items. T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Fioor Philadelphia, PA 19103 Bank of America PHS p 215.988.8800 PHSonline.org SUBARU '�I About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859, ajaffe(a pennhort.orq Stephanie Edwards Policastro, PHS Communications Specialist,215-988-8815, mobile 201-937-9612,sedwardsna.pennhort.org T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor `��' Philadelphia, PA 19103 BankofAmerica PHS p 215.988.8800 PHSonline.org SUBARU , tilt �, philadeiphia �� MARCH 2 10 , 2013 PHS flower show k\itu,, PENNSYLVANIA CONVENTION CENTER 2013 Flower Show Is a "Brilliant!" Experience for Families Einstein PHS Kids Zone highlights healthy living through crafts and games PHILADELPHIA (January 2013) — The 2013 PHS Philadelphia Flower Show offers endless opportunities for visitors of all ages. Toddlers, tweens, and young adults will have the chance to participate in crafts, storytimes, interactive games, an exciting (and educational) scavenger hunt, and enjoy on-stage performances at the Flower Show, which runs March 2-10. The Pennsylvania Horticultural Society makes it easy to bring the kids with a specially priced Family Fun Pak, which includes Flower Show tickets for two adults and two children for $70. The popular ticket package also includes a one-year membership to PHS, which grants access to numerous children's programs and family events year-round. Family Fun Paks are available online at www.theflowershow.com. Kids are invited to get creative or relax in the all-new Einstein Healthcare Network PHS Kids Zone, powered by Sprout, located in Room 204B. In the Einstein PHS Kids Zone, guests will experience engaging new programming and festive decor, including oversized cardboard trees, a white picket fence, and kid-sized vegetable cutouts. The Einstein PHS Kids Zone — which is open each day from 11 a.m. to 7 p.m. — will focus on healthy living, and hopes to inform visitors about nature, healthy eating, and being kind to others through a series of crafts, games, and educational storytimes. A creative corner invites children to read a book and color, while they sit back and relax on mini bean bags and kid-size tables and chairs. Sprout will host a Be Kind Game, where parents and children will explore a series of physical and mental challenges promoting health and teamwork. Back by popular demand, the PHS Plant One Million mural will be located in the Einstein PHS Kids Zone. Visitors will get to decorate a paper leaf and add it to the huge tree, taking the tree from bare to full and lush by week's end. Special performances by beloved Sprout characters will take place on the Sprout Stage, including crowd-favorite Chica the Chicken, who will make an appearance on opening day, Saturday, March 2. A special Mums Lounge will also be located inside the Einstein PHS Kids Zone. Presented by Einstein Healthcare Network, the lounge will be a dedicated area for nursing mothers, or those who need some quiet time and comfortable seating with their little ones. Professionals from Einstein Healthcare Network will also be T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 ® Bank of America PHS p 215.988.8800 PHSonline.org SUBAAU `'I available throughout the week to provide mothers with information about breastfeeding, breast health, and the latest technology in preventive care. Sunday, March 10, is Family Day at the Flower Show, and will include a full schedule of happenings to delight children of all ages. Sprout will host a Sprout Snack afternoon tea (advance reservations required), head wizard Dumbledore will make a special appearance, and characters from Hershey Harrisburg will be on- site, in addition to the ongoing fun happening in the Einstein PHS Kids Zone. Sprout Snack and other Family Day information is available at www.theflowershow.com To learn more about family crafts and activities at the show and year-round, be sure to check out the PHS Family Friendly board on Pinterest! http://pinterest.com/pahortsociety/family..friendly-fun/ About the Flower Show The PHS Philadelphia Flower Show is the nation's largest indoor flower show, which blooms every March at the Pennsylvania Convention Center. The show features the country's premier landscape designers and florists, who turn 10 acres of the Convention Center into a floral fantasy world with beautiful plants and cutting-edge designs. In addition to the major garden displays, the Flower Show hosts world-renowned competitions in horticulture and artistic floral arranging, hundreds of gardening presentations and demonstrations, special events, a mammoth indoor Marketplace, and a city-wide Flower Show Week celebration throughout the Philadelphia region. The Premier Sponsor of the 2013 Flower Show is Subaru, and the Exclusive Sponsor is Bank of America. Proceeds from the Flower Show benefit the year-round programs of PHS, which is celebrating its 185th year of gardening, greening and learning. PHS initiatives include the PHS City Harvest program, which creates green jobs and supports a network of community gardens that raise fresh produce for more than 1,000 families in need each week during the growing season. For more information, please visit www.theflowershow.com and follow us on Facebook and Twitter. MEDIA CONTACTS: Alan Jaffe, PHS Director of Communications, 215-988-8833, mobile 267-968-0859, ajaffena.pen nhort.org Stephanie Edwards Policastro, PHS Communications Specialist, 215-988-8815, mobile 201-937-9612, sedwards(a)pennhort.org T H E F L O W E R S H O W . C O M 100 N. 20th Street, 5th Floor Philadelphia, PA 19103 ® BankofAmerica PHS p 215.988.8800 PHSonline.org SUBARU.