a 



Ttic Florists' Review 



NOVEHBBB 14, 1912. 



BOOHESTER. 



The Rochester flower show, which was 

 described in last week's issue of The 

 Eeview and which has just closed, was 

 made notable by the fact that it can 

 almost be called a municipal flower 

 show. The idea that it was being con- 

 ducted by a commercial association was 



tee, is also a newspaper man, and it 

 was through his efforts that much of 

 the extensive publicity was made pos- 

 sible. Besides thte generosity of the 

 newspapers, the business houses gave 

 great assistance. This was all done 

 with the distribution of not more than 

 1,200 complimentary tickets. The hall 

 is centrally located, and is a place where 



A View of the Rochester Flower Show. 



studiously kept in the background. 

 There was no competition for prizes and 

 all schemes of the exhibitors to adver- 

 tise themselves were rigorously ruled 

 out. They were allowed only to put 

 their name on their exhibits on incon- 

 spicuous, uniform cards. They were also 

 forced to have their exhibits harmonize 

 with the general scheme of decoration. 

 A civic atmosphere was given by the 

 fact that Rochester is widely known as 

 the Plower City, and this allowed the 

 Chamber of Commerce to give a great 

 deal of help. 



The method of handling the Rochester 

 show differed in three important points 

 from that usually pursued. The first 

 was the semi-civic character. The sec- 

 ond was the character and extent of 

 the advertising, which was made pos- 

 sible by a show of this character. The 

 third point was the general scheme of 

 decoration used. 



Everything practicable was done to 

 give the show as much of a civic atmos- 

 phere as possible. In the carrying out 

 of this idea, the newspapers and the 

 Chamber of Commerce did much. The 

 newspapers always referred to the show 

 as the Rochester show, as if it were a 

 municipal affair. The park board, be- 

 sides being a large exhibitor, furnished 

 the park band for the opening day. The 

 city also furnished the hall, a large 

 municipal auditorium, centrally located. 

 It might also be noted here that Mr. 

 Dunbar, president of the Florists' Asso- 

 ciation, is assistant superintendent of 

 parks. 



It was this civic character of the 

 enterprise that the advertising commit- 

 tee used as a b&sis for its campaign. 

 Mr. Crockett, chairman of the commit- 



the Rochester public is in the habit of 

 going to see a good class of attrac- 

 tions, largely municipal. Rochesterians 

 are also enthusiasts over band concerts, 

 and for this reason the music committee 

 secured plenty of first-class music. 



The unity of the design was perhaps 

 the most noticeable feature of the deco- 

 ration. Though the hall is divided into 



two rooms, the colonial garden scheme 

 was carried throughout. It was much 

 like passing from a large, less formal 

 part into a smaller but more formal 

 part of the same garden. To carry out 

 this scheme necessitated the limiting of 

 the individual exhibitors. They were 

 forced to arrange their exhibit so that 

 each would be in harmony with its posi- 

 tion, its neighbor, and the general de- 

 sign. This really subordinated the 

 flowers to the decoration. It was a case 

 of the exhibits giving up much of their 

 direct advertising value for the sake 

 of the general effect. It was as won- 

 derful an exhibition of restraint and co- 

 operation on the part of the exhibitors, 

 as it was of interior decoration. Much 

 of the advertising value of the show 

 lay in the stimulus that it would give 

 to the trade in general. 



Hung from the ceiling of each room 

 was a false ceiling made of latticework 

 trimmed with southern smilax, two car- 

 loads of which were used in this and 

 other decorations. This, combined with 

 the unique lighting scheme, greatly 

 aided in giving a subdued effect. The 

 ample lighting was all indirect. The 

 ceiling lights were reflected upward and 

 the side lights were all shaded, the aim 

 of the design being to produce an effect 

 of restfulriess and quiet charm. 



There seems to be a general feeling 

 on the part of the exhibitors that the 

 show was well worth while, even if it 

 should turn out, when the bills are all 

 in, that there is a small deficit to be 

 shouldered. 



The Tea Room, under the general 

 direction of Mrs. Wm. L. Keller, presi- 

 dent of the Ladies' Association, and 

 Mrs. John Dunbar, chairman of the re- 

 freshment committee, turned a hand-^ 

 some profit. The meals provided ■ for 

 exhibitors promoted good fellowship 

 among the florists. 



Mr. Dunbar's splendid collection of 

 shrubs with ornamental fruits proved 

 to be one of the strong features of the 

 show. 



The fine exhibit of Hiram W. Sibley, 

 Stephen Berry, gardener, by error last 

 week was credited to Geo. Eastman. 



Your correspondent last week over- 



m 





#3! 







''-'^- • 



■•«r 



A View of the Rochester Flower Show. 



