OFA – The Association of Horticulture Professionals announces a significant expansion of OFA Short Course, the convention and marketplace that every year attracts thousands of industry professionals. Already ranked as one of the largest events in North America among all industry and consumer trade shows (according to 2012 ranking by Trade Show News Network), the convention will grow next year by adding a 50,000 square-foot exhibit hall to host more companies that sell products and services to garden retailers. Additional educational and networking opportunities will also be offered to serve the increasing attendance.
“For years, OFA Short Course has been a preferred destination for independent garden retailers, florists, growers, and installers. Our 7-acre trade show sells out every year, and it already includes numerous companies that provide products and services to retailers,” said Sherry Johnson, OFA’s trade show manager. “There is great demand for us to offer more exhibitors and activities for retailers and others.”
Michael Geary, OFA’s and ANLA’s chief executive said, “When ANLA and OFA combine, our new organization will become the world’s largest trade association of independent garden retailers. The premier event needs to reflect the make-up of our membership and the industry, and offer one-stop buying and selling for goods and services.” The OFA Short Course currently includes exhibitors that provide hard goods, plants, and business services for growers, retailers, and installers, and comprehensive education on business management, marketing, and greenhouse and nursery production.
“The reality is that for most retailers, plants can make up as much as 80 percent of annual sales. At Short Course, attendees can see new varieties and other plants that consumers want to buy. But it’s not plants alone that retailers sell, so we also offer a wide assortment of hard goods and services to round out their inventory. In 2014, this product category will expand with the addition of another exhibit hall,” said Geary. “Retailers will get everything they need at this event along with our year-long support.”
Improving business management skills and networking with peers is also important, according to Kate Terrell of Wallace’s Garden Center in Bettendorf, Iowa. “It’s important that retailers and growers—the entire industry supply chain, in fact—be together under one roof. We can learn from each other and do business. Why segregate ourselves into separate events?"
“Some of the best education for retailers is offered by OFA and ANLA, and we will offer more beginning in 2014 with the consolidation of the organizations and the expansion of the convention next July,” said Terrell, who serves as chair of OFA’s Garden Center Committee.
ANLA and OFA are preparing to consolidate into one new trade association by 2014. OFA Short Course will reflect this change by also increasing the number of companies that supply the nursery and landscape markets.
A not-for-profit event since 1930, OFA Short Course is produced every July in Columbus, Ohio. One of the nation’s largest cities, Columbus is considered to be an affordable destination for visitors and is conveniently located within 550 miles of half the U.S. population. As of late, the city has been garnering national recognition as a vibrant, free-spirited destination. Its food scene, creative energy, and attractions have all earned praise from travel writers and visitors alike.
Sales for the new exhibit hall are schedule to begin late summer. More information is available at ofa.org/retail.
About the organization: OFA – The Association of Horticulture Professionals is the leading horticulture educational association in the United States. It is a not-for-profit, all-industry organization and its core purpose and mission is “to support and advance professional horticulture.” Industry segments served include: garden centers, greenhouses, nurseries, retail and wholesale florists, interior plantscapers, and landscape contractors. OFA is especially known for its outstanding publications and its annual OFA Short Course, U.S. horticulture’s premier convention and marketplace. The OFA Short Course was named the 147th largest trade show among all industries in the United States by the Trade Show News Network. The next Short Course will take place on July 13-16, 2013 in Columbus, Ohio USA.
Source: OFA – The Association of Horticulture