Presenting

Pete, Ian, Patty and Stephen J. Keith White, AIFD, CFD FTD EDUCATION CONSULTANT AND LEAD VISUAL DESIGNER Why was Roth Florist selected as the recipient of the makeover? The selection of Roth Florist as the winner of the ninth-annual FTD "Makeover Magic" contest was based on the application submitted, along with photos of the shop. The owner, Stephen Clawson, was open to change at the top of the scale—an important factor when selecting the winning shop. The store combines traditional fl oristry along with vintage/antique furnishings and other items. The store has a historic downtown location in a college town, the perfect combination for an updated use of space and merchandising. The store has great windows and overall layout for a perfect merchandising makeover. Many areas of the store were underutilized for maximum consumer impact and engagement, which will now, since redone, lead to increased sales and interest in the merchandise. How was the execution of this makeover different from past years? The execution of this makeover differed from past makeovers due to COVID restrictions in the fall of 2020. The initial site inspection was delayed and, eventually, unable to be completed in person. The owner worked closely with me to provide all the additional photos, videos and precise measurements I needed to determine the best layout for new and existing fi xtures, to maximize the space, fl ow and merchandising. As time progressed, many of my original thoughts changed and evolved, resulting in the fi nal layout you see here. However, the original plan was always to have fl exibility for adaptation and change once the makeover is complete. What was the biggest challenge to overcome with this year's makeover? The biggest challenge to overcome with the Roth Florist makeover was the window of opportunity available to complete the "magic." Once the execution dates were established, the process started with ordering new fi xtures and furnishings, along with selecting the best team to send to Lafayette. FTD Education Consultant Ian Prosser, AIFD, CFD, AAF, PFCI, NDSF, and Pete Samek, AIFD, CFD, assistant creative director and instructor for FTD, traveled to Indiana in August for the on-site installation, along with FTD Marketing Events Specialist Janet Justus. A big thanks to Roth Florist and the FTD "Magic Makeover" team for a successful transformation of my vision, to create the actual magic that happened once again! Business 58 October | 2021

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