Episode 37: Interview with Ken Senter AIFD: Wedding and Event Business impacts from Covid
What happens to a wedding and event florist when large gatherings simply stop? Vonda wanted a straight answer with no sugarcoating, so she called Ken Senter AIFD — owner, with his wife Donna, of The Senterpiece in the Houston area. Ken has a floriculture degree from Texas A&M, more than 42 years in AIFD, teaching credits across the U.S., Mexico, Canada, and Indonesia, White House design work, and the Jim Johnson Cup to his name. He's also, as Lori notes in the wrap-up, one of the most genuinely calming voices in the industry — and this conversation is as real as it gets.
A journey shaped by mentors
Ken's story starts in 1969, when a junior in high school took a flower shop job and fell in love with the business. Four years later, his shop owner — a big believer in education — took him to a birthday lunch at the home of a man who turned out to be Buddy Benz, the father of floral education, who in 1952 first published the principles and elements of floral design still used today. Benz signed and gave Ken one of the original 1952 books, a prized possession forever, and helped steer him into Texas A&M's brand-new floral degree program. Ken graduated in 1975 — Jim Johnson's first year as a professor was Ken's last as a student.
The lesson Ken draws from it: there are always people who push and guide you, and the debt is paid forward. Today he shows up at local industry events, watches for the people who need a little push, and gives his time to anyone hungry for education — the same way Benz and Johnson did for him, with nothing to gain.
Wisdom and compassion — the two words getting them through
Ken doesn't soften the numbers. The Senterpiece normally does three to five weddings every weekend; through the shutdown it was maybe three a month, on pause since March 13. Corporate work stalled too — of the three country clubs they serve, the largest account still hadn't reopened, and their huge annual Christmas installation was uncertain.
Through it all, he and Donna anchor on two words: wisdom and compassion. Every bride who postponed or canceled is running scared — just like the florist is, financially. Ken's view: if you live strictly by the rules of your contract and show no compassion, you're not a wise business person. Handle deposits and retainers thoughtfully, remember the bride didn't cause this and it isn't personal — and remember she has nine bridesmaids who may one day come back and support your business.
Keep plugging: the pivot to backyard weddings
The hardest part, Ken admits, is pulling your shoes on when there's no business waiting at the shop. His daily mantra comes from Phil Rulloda — ten two-letter words: "if it is to be, it is up to me." His practical advice for wedding and event florists: keep promoting. If you produce a smaller wedding, photograph it and get it on social media. People are nervous and half-convinced the world has stopped; when they see a small, beautiful event happening safely, they start to step out again. Baby steps move the market.
Most of his couples haven't canceled — they've pivoted to what he calls "retainer weddings": backyard ceremonies that use the retainer already paid for an arbor, the bouquets, boutonnieres and corsages, and maybe one arrangement for the table, with the big hotel production gone. It's less, but it's moving — and that counts.
Balance, and not hitting reset too hard
Six months of forced pause has Ken and Donna asking a question many owners will recognize: do we actually want to be that busy again? Their son bought a home a half mile away, and weekly Frisbee golf and morning walks have become the things giving Ken life. Maybe the future is two to four weddings a weekend instead of three to six — a bit more work than now, a lot more life than before. For daily inspiration, Ken calls 96-year-old industry icon Frankie Shelton a few times a week: "when you hang up that phone, you're ready to set the world on fire." And his favorite flower? The king protea — which, it turns out, is Vonda's favorite too.
Key takeaways
- Lead with wisdom and compassion on cancellations — protect the business, but never forget the bride didn't choose this.
- Keep plugging: photograph and post every small event so your market sees the world (and your shop) still moving.
- Offer "retainer weddings" — beautiful scaled-down backyard ceremonies built from what couples have already paid.
- Pay your mentorship forward; showing up for newcomers costs nothing and changes careers.
- Before rushing back to full speed, decide how much busy you actually want — balance is the third word.
Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist