PARTY TIME IS ANYTIME AND ANY TIME IS PARTY TIME!

Retail and special events companies have many things in common. One is the fact that they both plan special events. Special events such as weddings, parties, bah mitzvahs and bar mitzvahs, and corporate events all can be very lucrative if planned for and sold correctly. Many traditional retail florists enjoy the diversion from the traditional every day design work. Just like all aspects of the florist business, it is easy to get caught up in the excitement of the party and when all the work is said and done, you want to make sure you have executed the event in a profitable manor.
Most parties or events have a theme. Along with that theme, there are usually colors and certain flowers that will ensure the look is carried all the way through. For instance, let’s say you have an under the sea theme for your event. Colors would normally be cool colors (blues, greens, and violets) but think of tropical fish and now we have lime green, vibrant yellows, oranges, and hot pinks. Also not only is color a major consideration, but also think of the forms of flowers and foliages. Pin cushion Proteas resemble sea urchins, Liatris has an under the sea look, Gorse is a linear foliage as is Scotch Broom to give the appearance of water plant material. Clusters of purple Statice work well as basing materials as does Green Trick Dianthus. So as you can see, the theme and materials need to evoke the feeling of the event.
Now think about the possibilities if you were designing a Garden Party. You would probably go to fragrant roses, garden roses; hydrangea, lilies, lisianthus, and other softer flowers found growing in the garden. Foliage might include ivy, hosta, and ornamental grasses. The designs could be loose or compact depending on the overall desired presentation. Topiary forms of foliages would be a great accent to this type of themed presentation.
The list can go on and on as far as the endless possibilities for themes and colors. Tropical flowers make a bold vibrant impact and garner a great amount of attention for larger venues. It is important to remember to consider the proportion and scale of the components to the venue. A small delicate vase of 5 stems of spray roses is not going to have the desired impact in a large ballroom. In contrast, large over-sized urns filled with over-flowing flowers and foliages would not work in a smaller room that is more intimate.
Other considerations for being a party florist are rentals on props, containers, linens, etc. You may need to team up with a rental company to be the supplier if you do not have all the props that you might need. Remember, if you are sub-contracting these services, you are ultimately responsible if a challenge arises.
Often staffing is a huge consideration when producing parties and special events. Extra installation crews are often needed to install and break down these larger events and they are often done at late night hours. This can run into large overtime hours, so be mindful of how and who is getting what type of compensation. It is not uncommon for larger event specialists to have install and tear out crews that only do this job for extra income.
People who attend parties also give parties, so it is important not to duplicate too many ideas as you don’t want the word out that this look has been done before. Everyone wants the newest, most innovative looks no matter what the budget.
Another huge consideration is working with contracts. Most vendors have a standard contract that dictates who or what services are being done and for what amount of money. Often services such as delivery and tear down services are broken out separately. Remember that DJ that plays the extra hour because the party is going strong gets paid handsomely for doing so. If they continue the party, it delays your crew from striking the event and you too should be compensated for your time.
There is a great amount of business to be had in this area of floristry if you want to take your business there. It can be fun and creative and even out the demand for labor in between the holidays. Check out www.ARflorists.org for some table top presentations presented by Tom Bowling AIFD, PFCI from the Arkansas State Florist Convention held last weekend in Hot Springs Arkansas for some fun ideas for you party people!