Presenting

Extra Features and Video Online FloristsReview.com R E A D O N L I N E 49 tradeshow, is scheduled for May 2-5, in Anaheim, Calif. Also check out the National Association for Catering & Events, NACE, at nace. net). Which brings us to the next step. 2. OPEN DOORS OTHER THAN THOSE OF EVENT PLANNERS. Other gatekeepers are the people who run events at luxury hotels, resorts and country clubs. Brides inevitably call them for recommendations, and, in many cases, these venues will allow only their vendors—including florists— to work on site. David Beahm, owner of David Beahm Experiences in New York City and one of America's top event designers, early on made a fortuitous and smart decision: He reached out to hotel venues and developed personal relationships. (He was the impresario behind Catherine Zeta-Jones and Michael Douglas' wedding at e Plaza Hotel in New York City.) Often, a personal relationship can lead to an opportunity to showcase your talents that gives you images and status for these types of affairs. You have to create the cred that you can pull it off. For destination weddings and events, planners also often have to delegate to people who are locally known and connected. Hotel owners and managers, for example, like people who know the inner workings of their properties. So, if you are in a smaller market, make yourself known to boutique hotels and their staff. ink of all types of venues in your area with which you can create collaborations. Many florists realize that to get this type of work, they also have to create shingles that identify them as not only a florist but also a florist who specializes in events. ey have to be able to create detailed outlines of their flower visions and how they will be executed and by who. is gives event planners comfort when they are delegating work. NOTE: Event planners typically try to get their clients to use their favored florists, but when clients insist on using their favorite florists, the planners will often work with those florists, to keep the jobs. In Miami, Fla., Jose Solorzano Jr., owner of J. Adan Event, is the king of country club parties. He regularly creates sumptuous installations for venues ranging from e Boca Raton to e Polo Club of Boca Raton. His events are known for his use of super premium 'Crème de la Crème' and 'Playa Blanca' roses, white Phalaenopsis orchids, white Hydrangea and white stocks in classic, beautiful designs. How did he start? Solorzano worked for another company when an astute hotel manager realized that his creativity surpassed that of other florists. Pulling Solorzano aside, the manager offered him the opportunity to create exclusively for e Polo Club. "Fifteen years later, I am now also doing flowers for all the members' personal events, as well," Solorzano confides. Solorzano advises that a florist must be willing to work extremely hard with a budget and care less about profits the first year and more about creativity, in order to impress the clients. Plus, you are building a portfolio. 3. TAKE MASTER CLASSES WITH GREAT FLORISTS TO SHOWCASE YOUR WORK. Bill Schaffer thinks this is an ideal opportunity for an aspiring florist to get hired. "e pros can identify Schaffer Designs Philadelphia, Pa.

• Cover