First-Timer Guide to SAF Annual Convention 2026
Claire Brooks
Welcome to this special preview of SAF’s Annual Convention! We are so incredibly happy that you could join us for your very first convention. We’re heading to the beautiful Ritz Carlton Amelia Island from August 18th to the 20th, 2026, and we want to make sure everyone feels right at home from the moment they arrive.
Dave
Exactly! If you're feeling a little nervous, don't be. The best advice we’ve heard from those who have been coming for years is to just "jump into the pool" and "swim around." This industry is famously welcoming, so be willing to put yourself out there and talk to everyone you meet.
Claire Brooks
And a great place to start doing exactly that is the First Timers Reception on Tuesday, August 18th, at 5:30 p.m. in the Courtyard. It’s a perfect, low-pressure way to meet fellow newcomers and the SAF volunteer leaders who are there to support you.
Dave
Now, let's talk about the schedule, because it is packed! You definitely don't want to miss the Kick-Off Lunch and Trends Forecast on Tuesday at noon—this and the other all-attendee sessions help set the stage for where the floral world is heading. Then there’s the Kick-Off Breakfast on Wednesday morning featuring the State of the Industry presentation by Kate Penn, CEO of the Society of American Florists, followed by an Economic Reality Check from Dr. Charlie Hall, SAF’s Chief Economist. On Thursday, the Business Session and Keynote will give an in-depth look at what SAF is doing for the floral industry, followed by Mike Lee’s keynote, How to Lead Through the Noise: A Modern Leadership Playbook for Navigating Constant Change. Plus, later that day, don’t miss Barry Gottlieb’s thoughtful keynote on developing a Future-Ready Mindset.
Claire Brooks
For the educational sessions, there is a lot to choose from. If you are coming with someone else from your company, you can divide and conquer. If you are coming on your own, you will want to scan the schedule ahead of time and decide what sessions you will want to attend. Remember that you can always download the handouts from those sessions that you don’t attend and use the networking breaks to ask other attendees about the sessions that you missed.
Dave
A quick primer to help you narrow down your options. If digital marketing is your biggest challenge today, then you might want to focus on Are You Getting What You Paid For: A Guide to Digital Marketing Metrics and Dominate Your Local Flower Market Online. If you are really interested in AI and how it can help your business, then I would recommend attending Building Your Shop's AI Brain or Data Without Drowning. Need to learn more about training your staff? Then catch Faster, Better, Smarter: A Modern Approach to Training or Your Next Employee Might Be in Your Backyard. Wanting to become a better leader for your business? Then you should definitely attend Turn Managers into Confident Leaders and The Conversation You Are Not Having But Should Be.
Claire Brooks
Or maybe you are really into design—then you won’t want to miss Bringing Wedding Trends to Life and Everyday Blooms, New Possibilities. What if everything is speaking to you?! Then go for a mix of sessions and soak it all in! It’s okay to hit one session for 30 minutes and then pop over to another session to catch the second half.
Dave
That reminds me... you have got to download SAF’s new app! In addition to being your year-round connection to the floral industry, it will also be your go-to for organizing your schedule, connecting with other attendees, learning more about the sponsors, speakers and exhibitors, plus getting important convention messages and notifications! Search SAF NOW in Apple’s App Store or Google Play to download the app and get started.
Claire Brooks
You also have to make time for the "floral eye candy." The Outstanding Varieties Competition is a room filled with the absolute best flowers from growers and breeders worldwide. It’s a massive undertaking, and convention veterans suggest taking the scheduled walkthrough with a PFCI member to really appreciate what you’re seeing.
Dave
And don’t forget the Sylvia Cup! It’s the 56th year for this truly unique design competition. It’s the only live, national floral design competition of its kind. It’s like Chopped but with flowers! All the designers have the same flowers and materials, along with a secret theme and specific directives—and only two hours to complete their designs. Watching those creations come together under pressure is amazing and always a highlight of the week!
Claire Brooks
Between sessions, you’ll find Experience Zones in the foyer for quick, 30-minute bursts of edu-tainment! These sessions will provide design and business tips that you can put into action right away. Veteran attendees often say that while the sessions are great, some of the best ideas actually come from those "elevator conversations" or just chatting in the lobby.
Dave
There are also a few “extra” options at SAF Amelia Island. Are you interested in upping your design skills? There’s an optional hands-on design workshop creating armatures on Wednesday afternoon with Passionflower Sue that’s going to be amazing! And for those who are curious to know the backstory on how foliage grows and want to see it up close and personal, there is an optional all-day off-site tour of the Pierson area greens growers happening on Friday morning. There is an additional fee for both options, so remember to sign up ahead of time because space is limited.
Claire Brooks
Just a few quick logistical tips: the dress code for the SAF convention is resort casual, so think polos, shorts and sundresses. But definitely pack a light jacket or sweater because those meeting rooms can get very cold! The Stars of the Industry Awards Experience on Thursday evening is business attire. Also, keep your phone charged or bring a battery backup so you can stay connected.
Dave
Most of your meals are included, but Tuesday and Wednesday lunches are on your own—the perfect time to grab a new friend and explore the resort’s dining options.
Claire Brooks
Again, don’t forget to download the SAF app. It will be your go-to for the convention schedule, connecting with other attendees, downloading session handouts, and learning more about the sponsors and exhibitors.
Dave
And if you ever feel lost or have a question, just look for the SAF staff in blue shirts or stop by the SAF registration desk. They are here for you!
Claire Brooks
Welcome to your first SAF Annual Convention. We are so happy that you could join us. We want you to make the most of the upcoming days, so we hope these tips help you hit the ground running. Can't wait to see you at Amelia Island!