AIFD National Symposium: "Emerge" with Ralph Giordano AIFD
Vonda just got back from a road trip to Orlando — tape measure in hand — scoping out the flower room at the Bonnet Creek Resort, where she and Julie Poeltler will serve as co-chairs for AIFD Symposium 2024. To fill in the rest of the picture, she and Lori welcome Ralph Giordano AIFD, owner of Giordano's Floral Creations in Fort Pierce, Florida, a fellow clicker, one of social media's most helpful florists, and one of the "Core Four" coordinating this year's symposium, "Emerge," July 2–6 in Orlando.
Meet the Core Four and the meaning of "Emerge"
Traditionally a symposium is run by a chair and a program chair. This year, chairs Jody McLeod and Michael Derouin expanded the team to four, bringing on Ralph and Jenny Thomason — and the Core Four have been planning for over two years through endless Zooms and text threads, all while running their own businesses.
Jody chose the theme, and Ralph explains it runs deeper than a tagline. Every layer of the event touches some form of emerging: veteran designers re-emerging after long careers, newcomers emerging into success, and business sessions designed to help you emerge in your own company. The whole symposium was built under that umbrella.
Ten mainstage programs — and a serious business track
This year features 10 mainstage programs with heavy hitters including Talmage (kicking off the opening evening), Ian and Zoe Prosser, Tom De Houwer, and World Cup winner Nicolaus Peters. The schedule was deliberately reworked to add evening events, so attendees get a full-day experience instead of being on their own after dinner — and the team minimized scheduling conflicts so you rarely have to choose between things you want to see.
Lori — a self-described non-designer and non-AIFD member — is most excited about something else: the business classes. "A lot of people assume AIFD is only design," she says, and this year's business lineup is the strongest she's ever seen. That was intentional, Ralph confirms, and most breakout sessions are included in registration. It's also why Flower Clique signed on to sponsor the business classes. Ralph's favorite saying makes the case: wouldn't you rather be a successful artist than a broke, starving one? Lori's already committed to the 7 a.m. "Women, Work, and Leadership" lecture with Amelia McLeod — high praise from someone who doesn't like to be anywhere at 7 a.m.
Hands-on classes, wine and design, and free headshots
Add-on hands-on experiences range from $79 classes up to $249, plus a full-day foundation event after symposium ends. Highlights include an evening "wine and design" social class and two immersive workshops where your finished displays live in the common areas for all of symposium to see. There's also a photo class teaching you how to shoot your own designs — and, new this year, free professional business headshots, included with registration. The photographer, Ron, is "the best of the best," but slots are limited, so sign up early for a time slot just like a workshop.
Not a member? Come anyway
One of the biggest misconceptions Ralph wants to bust: symposium is not just for AIFD members. Anyone in — or even just curious about — the industry is welcome. Lori admits her first symposium felt intimidating from a "commoner's point of view," but calls it a great place to start, surrounded by people who love to teach.
For first-timers, the ambassador program places volunteers with the designers building the stage programs, trading dedicated hours for a behind-the-scenes education and reduced admission. Yes, you may scrub a bucket or roll a thousand aspidistra leaves — but you'll roll them like a master, and when that display hits the stage, you'll know you helped build it. Vonda watched last year's ambassadors ask to come back on their own time, they were so hooked.
Vonda also shares a clever idea from florist Eldon Hobbs, who couldn't pay for four employees to attend a Chicago symposium outright — so he built an incentive program where staff earned credits toward the trip through extra local education hours. The ones who were serious earned their way there.
Why it's worth the investment
Symposium isn't cheap — Vonda estimates $3,000–$5,000 all-in — but she's kept going year after year because it provides "the fuel for the next year": ideas, enthusiasm, education, and time with floral family who make it feel like no time has passed. Ralph adds that it's an educational business write-off, and this year's Orlando location doubles as a family vacation destination, close to the attractions and easy to reach. (There's also a very good pool. Lori has already planned her checkout-day schedule around it.)
Early registration ends May 15 — and hands-on classes, headshot slots, and hotel rooms will sell out. Start at the AIFD Symposium information page, browse the Emerge brochure, and head to the registration page — you can even edit your registration later to add classes.
Key takeaways
- AIFD Symposium is open to everyone — members, non-members, and the flower-curious alike.
- This year's business education track is the strongest in memory, and most breakouts are included in registration.
- Sign up early for the free professional headshots and hands-on classes; both sell out.
- The ambassador program is a budget-friendly, behind-the-scenes way for first-timers to learn from top designers.
- Register and book your room now — early registration ends May 15.