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20 



The Florists' Review 



August 5, 1920 



is, why do not more retailers make it 

 a point to be in attendance, to see what 

 is presented for the advancement of 

 their end of the business? 



There is another advantage in attend- 

 ance now, one which did not exist until 

 within recent years. Eetail florists at 

 our conventions now like to meet others 

 of their kind there, florists from the 

 different cities where, perhaps, many 

 orders are required to be filled in the 

 course of a year. The exchange of or- 

 ders by telegraph results in business 

 which in volume is most remarkable. 

 Our trade exhibition furnishes a splen- 

 did opportunity for florists anxious to 

 do business of this kind to meet others 

 equally anxious. It is like killing two 

 birds with one stone. I hope many of 

 the eastern retailers will give thought 



you in the conduct of your business. We 

 are a happy lot at our conventions; 

 come to Cleveland and enjoy meeting 

 with us. A. L. Miller, Pres. 



CONVENTION PETAILS. 



Meetings to Be in Hotel. 



The secretary of^the society arrived 

 July 27 in Cleveland, where he will re- 

 main until after the convention. His 

 first day was devoted largely to a con- 

 ference with Vice-president F. C. W. 

 Brown and Director H. P. Knoble, at 

 which various details in connection with 

 the gathering were discussed. ^ 



Wiiile every effort has been made to 

 arrange for the holding of the conven- 

 tion sessions in the exhibition hall, con- 



Three Houses of Begonia Mrs. M. A. Patten, Containing 15,000 in 3-inch Pots. 



to this, for I really believe that their 

 western brethren better realize our con- 

 vention possibilities. 



Eefresh Both Business and Health. 



There are many subjects on our pro- 

 gram this year of interest to retail 

 florists and we shall welcome a larger 

 representation from retail ranks. Au- 

 gust is the best time of year for a re- 

 tail florist to take a vacation and the 

 convention furnishes a splendid object 

 for a journey to Cleveland, in itself a 

 city worthy a visit by any florist. Lay 

 down your cares for a few days and 

 arrange to be in the convention city on 

 the opening date, August 17. Enjoy the 

 hospitality of your Cleveland brethren 

 and return home refreshed with the feel- 

 ing that you have made a trip produc- 

 tive of benefit to your health and of in- 

 creased interest in the business you 

 have chosen for your life's work. You 

 need not go alone; take your wife along 

 with you, for she, perhaps, needs a 

 change as much as you do and, likely as 

 not, shares your worries and counsels 



ditions render this impossible and it has 

 been decided to hold all meetings in the 

 ballroom of the Hotel Hollenden, only 

 three short blocks away in a direct line 

 and less than five minutes' walk. The 

 second floor of the Ninth Garage will be 

 used for the trade exhibition, instead of 

 the third floor as originally planned, and 

 the change is advantage<^us, as floor ar- 

 rangements provide for aTJilter display 

 of exhibits. 



Exhibits not yet forwarded should be 

 shipped consigned to the exhibitor, in 

 care of the convention of the Society 

 of American Florists, Ninth Garage, St. 

 Clair avenue and East Sixth street, 

 Cleveland, charges prepaid. An arrange- 

 ment has been made with the garage 

 management to store any shipment that 

 may arrive before the convention, at a 

 nominal charge. z' 



Everything points to a rafist success- 

 ful convention, especially ^n point of 

 attendance. The entertair 

 provided will be quite in" 

 the importance of thoj gathering. 



On arrival at th€f* convention hall. 



members should register at the secre- 

 tary 's office. This ia most important. 

 Cards for admission h^e been issued to 

 all members in good standing. Members 

 not yet in good standing for 1920 can 

 facilitate matters if they will send in 

 their checks for the $5 annual dues now^ 

 so as to receive their cards ahead of the 

 convention. All cards must be shown at 

 the entrance gate. 



Any exhibitor having an exhibit or 

 part of an exhibit which it is desired 

 the judges should pass upon, should 

 send in to the secretary a description 

 of it as far in advance of the opening 

 date as may be convenient. 



Great difficulty is found in the way of 

 procuring office desks for exhibitors, but 

 flat tables will be provided in place of 

 them to the extent possible. Arrange- 

 ments are being made to supply horses 

 and table tops suitable for use as exhibi- 

 tion tables, which, it is expected, may 

 obviate the necessity of meeting high 

 charges of carpenters and others. 



Copy for signs should be sent vnthout 

 delay to the sectetary, in care of the 

 Hotel Hollenden, Cleveland, so that the 

 signs may be in readiness at the time of 

 staging exhibits. 



Publicity Campaign. 



We have been fortunate in securing 

 as a S2)eaker at the convention session 

 Wednesday afternoon, August 18, which 

 will be devoted mainly to the publicity 

 campaign, S. B. Latshaw, advertising 

 director of the Butterick Publishing Co., 

 publishers of Delineator, Everybody's 

 Magazine, Woman 's Magazine, Bomance 

 and other well known publications. He 

 is an expert in publicity and in institu- 

 tional advertising and a noted speaker. 

 He returned recently from a trip to the 

 Pacific coast, where he made a study of 

 association advertising, even sitting in 

 some of the board meetings of these 

 associations. He is well known in Cleve- 

 land; the secretary of the Cleveland Ad- 

 vertising Club recently wrote to the sec- 

 retary of the advertising council of the 

 Chicago Association of Commerce, who 

 was in quest of speakers, that Mr. Lat- 

 shaw had made the biggest hit of any of 

 the speakers last year who spoke before 

 the club. This gentleman and Major 

 O'Keefe will be a pair of speakers at 

 this session whom everybody will be de- 

 lighted to hear. John Young, Sec'y. 



AT PLEASANT HIU., MO. 



When the florists of Kansas City, Mo., 

 accepted the invitatio* of the Pine- 

 hurst Floral Co., Pleasant Hill, Mo., to 

 hold a picnic at Pleasant Hill July 5, 

 the visiting tradesmen were not only 

 shown a good time and given good things 

 to eat, but were treated to a wonderful 

 display of flowers. Chief among this 

 display were some 3 to 9-inch cyclamen 

 plants, which were highly commended. 

 These plants were the results of 

 the labors of William Day, who has 

 charge of the Pinehurst range and has 

 been growing cyclamens for the last 

 twenty-five years. The illustration of 

 these plants on page 21 shows the 

 growth of the plants at the time and 

 gives assurance that Mr. Day will have 

 an excellent Christmas crop. 



Nor was this all that the Kansas City 

 florists saw at the range. Some ex- 

 cellent specimens of Asplenium Nidus 

 were featured in one house. The il- 

 lustration on this page shows 15,000 

 M. A. Patten begonia plants, which 



ed three houses. Some notable Pan- 

 us Veitchii were also seen. 



Mrs. 



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