Earlier this month, I had the opportunity to travel to Orlando to attend the Florida State Florists Association (FSFA) Convention. What I expected was a weekend surrounded by flowers. What I experienced was a reminder that education, community, and professional development remain at the heart of our industry.
Throughout the convention, attendees had the opportunity to participate in educational workshops, explore the vendor showcase, connect with peers from around the world, and even work toward their FSFA Professional Florist Certification. Whether you were a seasoned industry veteran or someone just beginning your floral journey, there was something to learn.
One of the highlights of the weekend was catching up with Mark Anderson, founder of FloristWare. Beyond discussing technology and business, our conversation turned toward the future of the industry and the importance of exposing college students and the next generation to the many career opportunities available within floriculture.
Conversations like these served as a reminder that our industry will continue to thrive through education, mentorship, and the willingness to share knowledge.
Celebrating 30 Years of the Gateway To The Americas Cup
One of the most anticipated events of the weekend was the Gateway To The Americas Cup, which celebrated its 30th anniversary this year.
Founded in 1996 by Deborah and Gus Delaflor, the invitational competition has become one of the floral industry’s premier showcases of creativity and international friendship.
Unlike many competitions, the Gateway To The Americas Cup intentionally has no walls separating competitors. Visitors are encouraged to observe, learn, and enjoy the creative process. Competitors can even see one another’s work, creating an atmosphere that emphasizes friendly competition and inspiration over secrecy.
The competition is invitation-only, with the number of competitors from each country determined by the size of its floral industry. Some countries, such as Brazil, conduct their own competitions to determine who will represent them, while organizers also scout talent throughout the year through social media and other industry events.
This year’s competition featured designers from countries including South Africa, Ukraine, the Philippines, Brazil, Romania, Canada, Panama, Poland, Mexico, Venezuela, Colombia, Guatemala, China, Taiwan, and the United States.
Four Challenges, Endless Creativity
Throughout the competition, designers were tested with four unique assignments.
Task One: Planter Box Challenge
Sponsored by FTD, competitors were challenged to create a design using a Planter Box structure that could be disassembled.
Task Two: Bridal Wreath Bouquet
Sponsored by Details Flowers Software, competitors created bridal bouquets showcasing both technique and creativity.
Task Three: Surprise Cocktail Table Design
Sponsored by Gardens America, designers were provided with surprise materials and challenged to create a cocktail table arrangement.
Task Four: Floral Fashion
Sponsored by Jet Fresh Flower Growers, competitors created wearable floral fashion pieces designed to rest on the shoulder. Competitors were permitted to bring some of their own mechanics and accessories, while the organizers supplied the fresh flowers.
Industry partners also played an important role in bringing the competition to life, with Jet Fresh Flower Growers and Alexandra Farms among those providing fresh floral products, and Gardens America donating the tablescape materials.
Judging with Integrity
One of the most fascinating aspects of the competition was the judging process.
Scores were entered digitally using a system developed by Mark Anderson and used by several industry competitions, including those hosted by the Society of American Florists. The software allows judges to submit scores electronically and provides organizers with immediate results.
After the preliminary rounds, the top 10 finalists were announced during the Saturday evening dinner. Competitors were asked to return with only their tools to complete the final challenge.
To ensure fairness, judges are asked to leave the room before the finalists are announced and are unaware of which competitors have advanced. Final scores are not revealed until Sunday, when cumulative scores from all events are combined.
Individual awards are also presented for each category.
Perhaps even more impressive, all of the judges volunteer their time.
More Than a Trophy
Separate from the Gateway To The Americas Cup is the FSFA Designer of the Year competition. While independent from the international competition, many view it as an important stepping stone for designers aspiring to compete on the world stage.
After spending the weekend in Orlando, one thing became clear.
The Florida State Florists Association Convention and the Gateway To The Americas Cup are about much more than flowers and trophies.
They are about community.
They are about mentorship.
They are about education.
And perhaps most importantly, they are a reminder that no matter how many years we have spent in this industry, we should never stop learning.
Because while flowers may be our product, education and community remain the foundation of a thriving floral industry.
Which raises an interesting question:
What is one thing you wish someone had taught you sooner when you first entered the floral industry?
