WINTER 2024
QUARTERLY PUBLICATION OF THE ORIGINAL LOS ANGELES FLOWER MARKET OF AMERICAN FLORISTS EXCHANGE, LTD.
HOLIDAY TRADITIONS: PAST AND PRESENT Q & A CONVERSATION: INSIDE SCOOP ON THE 2024 ROSE PARADE BY DESIGN: GRINCH INSPIRED ARRANGEMENT
Volume 32 | Number 3
Catalog coming first week of July! From farm to wholesale, we pride ourselves on offering the finest quality products.
See what ’s new!
FLORAL SUPPLY SYNDICATE Are you on our current mailing list? Visit FSS.COM or scan the code for our catalog request form!
Casually posed in front of the American Florists’ Exchange in July 1959 are, from left, C.P. Von Herzen, attorney, George Catlin, attorney, Paul Ecke Sr., Frank Blankenship and Kenny Foltz, son-in-law of rose grower C.J. Groen.
766 Wall St., Los Angeles, CA 90014 888.635.5266
734 Wilshire Rd., Oceanside, CA 92057 800.635.5266
TABLE Contents of
07
Holiday Traditions “Past and Present”
16
Q&A: Inside Scoop on the 2024 Rose Parade
19
Farewell to Long-Time Board Member, Jon Prechtl
20
Munday Vibes
22-23 Happenings & Calendar
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This news magazine is published quarterly (January, April, July, October)
by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014
PUBLISHER
The Original Los Angeles Flower Market of the American Florists’ Exchange
Special Holiday Hours, maps, tenants, seasonal flowers and more available at originallaflowermarket.com Market Information 213.622.1966
Market Manager/Mellano 213.622.0796
BOARD OF DIRECTORS
American Florists’ Exchange, Ltd. Los Angeles Flower Market Christine Duke
Lizbeth A. Ecke Jim Mellano Jon Prechtl
John Williams Paul Ecke III
Corey Steiner
EDITORIAL AND ADVERTISING
Email: Marketing@thelaflowermarket.com
LAFD ASSOCIATION MEMBER BADGE PROGRAM Frank Reyes
766 Wall Street, Los Angeles, CA 90014 laflowerdistrict.com
Monday - Saturday, 6 am to 2 pm | 213.627.3696
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DISCLAIMER
Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers.
INDEX TO ADVERTISERS Mellano & Company................................................................................Page 2 Floral Supply Syndicate....................................................................Page 2 & 6 Original Los Angeles Flower Market.......................................................Page 4 Badge Program........................................................................................Page 7 The Bloomin’ News 5
New Catalog July 1
FLORAL SUPPLY SYNDICATE Are you on our current mailing list? Visit FSS.COM or scan the code for our catalog request form!
Vern Vescio, son of American Florists’ Exchange manager Frank Vescio, during the early 1950s, working for the Roy F. Wilcox cut flower business. Vescio collection.
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HOLIDAY TRADITIONS in the Los Angeles Flower District Past and Present
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From garlands to wreaths to poinsettias and parades, the traditions, joy, and excitement of the season are in full bloom at the Original Los Angeles Flower Market. Written by Anna Marie Jehorek | Interview with Jon Prechtl The Los Angeles Flower District is a hub of activity during the holiday season with the Original Los Angeles Flower Market at the heart of the festivities. From long-standing customs to new and evolving ones, there is much to experience in this vibrant district, and even more to discover in the people who make it happen. Travel with us as we explore the past and present holiday traditions of the Los Angeles Flower District.
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Top: Southern California Flower Market in the 1920’s -30’s. Bottom: The Alhambra Nursery in the early 1920s, established in 1893. Alhambra Historical Society Collection.
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The Flower Basket of America Southern California was called “The Flower Basket of America” by Florists Review Magazine in 1944, and nowhere is this more readily apparent than in the Los Angeles Flower District during the Christmas season. With its roots dating back to the District’s origins in 1913 and the subsequent opening of the OLAFM’s current location in 1923, the two wholesale markets and multiple storefront flower shops situated from Seventh to Eighth Streets on Wall Street make up not only the largest wholesale flower district in America but also an important part of Los Angeles’ holiday traditions. Top: These five little girls posed in Guiseppe and Aurelia Gorini’s tulip farm in the 1920s. In the back row at left is an unknown friend. To her left are Dorothy Willard (now Trowbridge), Anna LeeGorini (now Gallizio) and Inez Ghigo. The dark-haired girl in front is Lena Gorini (now Pianta). Center: In the back row, Mrs. Gebhard Prechtl (grandmother to Jon Prechtl, who worked as manager for Mellano & Company) and Lavina Groen (wife of C.J. Groen, the rose grower) pose in 1927 with Mrs. Groen’s baby Sylvia (now Sylvia Foltz) and her big sister, Julia. Mrs. Prechtl’s daughter Erika is at left. Bottom: Anna Lee Gorini-Gallizio (in bonnet) with a worker in the Gorini tulip field, 1930s.
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Gebhard Prechtl in his lily field, early 1940s.
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Special Memories of the Los Angeles Flower District Jon Prechtl, Secretary of the Flower Exchange Board of Directors, recalls some of his favorite holiday experiences. Prechtl, a third-generation flower seller, began working in the Flower Market as a teenager in February 1965. Over the years he has seen many changes in the industry, but what always remains is the magic and exhilaration that fills the OLAFM during the holidays. Prechtl vividly remembers the anticipation of waiting as a child for his father to return home from the Market on Christmas morning so he could open his presents. The holidays were always busy, and vendors would often work into the early hours of Christmas day. In years past, requests for flowers during the holidays were mostly for red roses, and red, white, or peppermint carnations. As the market began carrying more imported flowers, the amount and styles changed, but the joy and beauty of the season always remained.
Paul Ecke Sr in the Ecke poinsettia fields, 1940s.
Another of his cherished holiday memories is the Rose Parade. According to Prechtl, there was no time to rest after Christmas as they would all be occupied with the preparations for the Rose Parade. Whether it was running greenery to a float or filling in space with flowers, they were always busy with the arrangements. Several celebrities have also made holiday visits to the OLAFM. A particularly fond memory Prechtl has involves supplying actor Dan Haggerty aka Grizzly Adams’ annual charity holiday event with greenery. The actor was friendly, down to earth, and truly appreciated how their greens added to the holiday celebration.
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Continuing Traditions and Future Holidays The time-honored tradition of celebrating the season with flowers, greenery, poinsettias, wreaths, and festive arrangements is alive and thriving in the Los Angeles Flower District. Moreover, the holiday season isn’t strictly between Thanksgiving and New Year’s. Holiday traditions continue throughout the year with Valentine’s Day, Mother’s Day, Birthdays, and many other special occasions seeing growth in requests for fresh and innovative types of floral arrangements. Prechtl suggests that the increasing trend of giving flowers is leading to a change in the way people celebrate holidays. More parties, gatherings, and small social get-togethers are likely to include the gesture of giving flowers as a gift.
No Place Like OLAFM for the Holidays The Los Angeles Flower District is a bustling place during the holiday season, filled with cherished memories, enduring traditions, and excitement. This special location is home to a veritable “Who’s Who of the Flower Industry,” its vendors are eager to move forward into the future, helping individuals, businesses, and families create new and happy holiday traditions with flowers. Photo credit May’s photo - right with wreath. Photo credit (Right): Derek and May Pham @mayandtravel. Photo credit (Bottom): Kelly Husserl, WestCoast Photo.
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E X C L U S I V E
Q & A
W I T H
Bob Mellano UNVEILING THE BLOOMING WONDERS OF THE
2024 R O SE PA R A D E Established in 1890, the Rose Parade stands as a cherished New Year’s tradition. For three generations, Mellano & Company has been a pivotal contributor, serving as the primary supplier of flowers for this distinctive and beautiful celebration. With each passing year, as the parade expands and the number of flowers increases, the dedicated team at Mellano consistently rises to the occasion, delivering extraordinary blossoms that captivate the crowds and adorn these iconic floats. Anticipated to be another phenomenal floral spectacle, the 2024 parade is fast approaching, prompting us to sit down with Bob Mellano from Mellano & Company for a Q&A session about this momentous event.
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W H AT I S T H I S Y E A R ’ S PA R A D E T H E M E ? This year’s theme is “Celebrating a World of Music: The Universal Language.” It’s an exceptional theme that lends itself to a broad spectrum of possibilities and I’m confident the floats will showcase a beautiful and creative interpretation of it.
H O W I M P O R TA N T I S T H E PA R A D E T O M E L L A N O & C O M PA N Y A N D T H E O L A F M ? The parade is a cornerstone event not only for Mellano & Company but also for the entire OLAFM. While the rest of the world is slowing down to celebrate Christmas, our team is gearing up to service our customers for the Rose Parade. As we take in deliveries and get to work, it’s a well-choreographed performance that is exhausting yet we love being part of it.
W H AT A R E S O M E O F T H E O L D T R A D I T I O N S T H AT C O N T I N U E ?
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Of course, the parade’s main attraction, roses, will be featured. However, there is also the longstanding tradition about the floats in which every inch must be covered with flowers or other natural materials. This is an essential custom, not only because it enhances the beauty of the floats, but also because it distinguishes this parade from all others across the world. It is a unique tradition that defines the Rose Parade.
W H AT T Y P E S O F F L O W E R S C A N W E E X P E C T T O S E E A N A B U N DA N C E O F I N T H I S Y E A R ’ S PA R A D E ? You can always expect to see an abundance of carnations and chrysanthemums. They are the hardiest flowers, they last a long time, and they come in an array of colors and sizes that work well for so many purposes. Likewise, there will be roses, pom poms, marigolds, strawflowers, statice, eucalyptus, anthuriums, iris, sprengerii, and much more. The parade is an enormous mixed bouquet!
W H AT I S T H E M O S T U N U S U A L U S E O F F L O W E R S T O W AT C H F O R ? That’s a difficult question to answer since, when you think about it, everything is somewhat unusual. With flowers or other natural materials covering every inch of every float, the most unconventional application is up to the imagination of the float designers and the artists creating them. Seeds, seaweed, fruit, rice, you name it, each float is a masterpiece full of innovative uses for flowers and other natural materials. 1. The Raymond Hotel float in 1917. 2. In 1952, this Southern California Floral Association float won the Sweepstakes Award in the Tournament of Roses parade. 3. 2008 “Magic of Mardi Gras” float entry by Florists’ Transworld Delivery, Inc. (FTD) won the Tournament Special Trophy award. Float riders were survivors of Hurricane Katrina and residents of the newly-constructed New Orleans Habitat Musicians’ Village.
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W H AT F L O AT S / B R A N D S A R E W O R K I N G WITH THE OLAFM? We are honored to once again be providing flowers for more than half of the parade’s entries. Likewise, the OLAFM is a major supplier to many entries. From the City of South Pasadena to the City of Downey, the City of Sierra Madre to Cal Poly University. Similarly, we supply Fiesta Float Company and Artistic Entertainment Services which works with numerous big names such as Snapchat, Blue Diamond, Honda, NASCAR, Aids Foundation, and Kaiser Permanente, among others. This collaborative effort ensures that our flowers will take center stage, prominently adorning the entries of the 2024 Rose Parade.
ARE THERE ANY SURPRISES? There are always surprises and last-minute changes, it’s the nature of the parade. That being said, I think the biggest surprise, if that’s what you can call it, will be seeing the sheer creativity and imagination infused into the floats. Observing how designers intricately weave this incredible theme celebrating a world of music with flowers – into their creations will be astonishing. The anticipation of the artistic floral display never fails to amaze me. As the excitement builds for the 135th Rose Parade, on January 1, 2024, at 8 AM Pacific time, anticipation is high for the spectacular floral wonders. Be sure to keep an eye out for the vibrant blooms provided by Mellano & Company and the OLAFM adding a touch of floral magic to the entries. Get ready to greet 2024 with a burst of color and creativity, as these floral experts make the 2024 Rose Parade another unforgettable experience.
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The Original Los Angeles Flower Market Says Farewell to Long-Time Board Member, Jon Prechtl Jon Prechtl, Secretary of the Board of Directors of the American Flower Exchange, passed away over the Thanksgiving weekend. Jon’s grandfather, Gebhard Prechtl, was one of the market’s founders, and his father, Harvey, also played an integral role in the market’s history. Jon began working at the flower market in 1965 when he was just fifteen years old and continued in various capacities until 1990. While not retiring from the flower industry, he remained active and an important member of the board. However, Jon transcended his role as a board member; he was the keeper of the stories. When it came to unraveling the history, the names, the flowers, the traditions, and beyond, he was the go-to person. His wealth of knowledge about the facts and heritage of this iconic Los Angeles landmark will be deeply missed. Quick with sharing opinions yet generously warm in narrating stories, he was a treasure. Whether recounting tales of past Rose Parades, dining at Rose’s Café, discussing Christmas greenery, or providing flowers for Wolfgang Puck’s Spago restaurant, his remarkable knowledge and recall were evident. More importantly, his love for the market resonated in every story he told, bubbling with enthusiasm whenever he spoke about OLAFM, its people, and its history.
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Losing a storyteller like Jon is a loss that’s impact is profound. While his stories have been documented and history recorded, he was a living link to the past. An irreplaceable connection to the names, faces, and personalities who graced the market, shaping its character and influencing what it has become today. As we say goodbye to Jon, we reflect with gratitude on his generous spirit and the gifts, and talents he shared so freely. But we especially appreciate him for being the keeper of the stories. Farewell, Jon. Your stories live on. 1. Jon Prechtl.
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2. Mayor Tom Bradley’s Flower Market Advisory Committee, comprised of members of both Wall Street flower markets. Back row from left: Henry Nakajima, president Nakashima Roses, Bob Le Clair, manager, Amling Brothers, Jon Prechtl, Southern California Floral Association, Sab Shibata, owner, Sunnyside Nursery, Frank Kuwahara, manager, Southern California Flower Market, John Fukishima, president San Lorenzo Nursery, and Tony Chew, City of Los Angeles. Front row from left: Joe Mayesh, Mayesh Wholesale Florist, Mayor Tom Bradley, Mas Yoshida, president Growers Wholesale and Gilbert Lindsay, Los Angeles city council. The Frank Kuwahara collection. 3. American Flower Exchange Board.
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Munday Vibes Arrangement Design & Written by Michael Munday
The Blooming News invited the Grinch to the table for a delightful and fun foray into creating weird and wacky holiday arrangements that strike the perfect festive cord. Designer, Munday Vibes enthusiastically embraced the assignment, utilizing products sourced from Mellano & Company at The Original Los Angeles Flower Market, and shares the step-by-step process of making an arrangement so exquisitely quirky, every Who down in Who-ville would rejoice. Prepare to have your heart grow three sizes as you discover how to create the ultimate holiday design loaded with Grinch-mas happiness.
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First off you have to start by getting in the spirit and watching the Grinch!
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Create a mood board for the arrangement. When I was watching I was inspired but the shapes of the mountains and the way the grinch enjoyed waste as art.
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Hit up the flower market and get to shopping and sourcing the blooms/ materials. I shopped at Mellano, Choice, GM Floral, and Moskatels. Prep all of your florals and vessel. Give each bloom a fresh cut at the bottom and put in water. To prep the vessel cut and size chicken wire to fit and fill with water and plant food.
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Turn on your jams and get to creating! Play around with shape, movement, density, levels. I used green floral wore to accomplish some of the arch shapes in my design.
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Once the blooms are placed time to focus on the accents. I used a hammer to crush tree ornaments. And hand tied ribbon bows out of silk and strips of bandana.
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You now have a grinch worthy center piece for your dinner!
FLORALS USED Green Anthurium Ecuadorian Amaranthus Australian Pine Thistle Ribbon Bandanas Crushed Tree Ornaments
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Happenings SNEAK PEEK AT 2024 ROSE PARADE FLOATS
FLOWERCON 2024
Get ready for the 135th Rose Parade presented by Honda! The Pasadena Tournament of Roses offers a sneak peek at the stunning floral floats that will mesmerize viewers on January 1, 2024, along Colorado Blvd.
FlowerCon 2024 is the ultimate event for Growers, Cultivators, Distributors, and Flower Brands. Join at the Cow Palace Arena & Event Center in Daly City, CA, for a blooming good time, including flower sampling and checking out the FlowerCon Cup winners.
PASADENA TOURNAMENT OF ROSES HOSTS COMMUNITY OPEN HOUSE IN PARTNERSHIP WITH PASADENA COMMUNITY COALITION The Pasadena Tournament of Roses marked the fifth anniversary of its Community Open House with the Pasadena Community Coalition. The event celebrated community diversity and honored the 2024 President, Alex Aghajanian, who has been a dedicated volunteer since 1989. FINALISTS SELECTED FOR THE PASADENA TOURNAMENT OF ROSES 2024 ROSE COURT PRESENTED BY CITIZENS BUSINESS BANK The 28 finalists for the 2024 Rose Court, presented by Citizens Business Bank, gathered for a group photo before the final interviews at Tournament House. Seven finalists from 15 Pasadena schools will be named on October 2, 2023, continuing the tradition of providing academic scholarships. TELEFLORA MAKES HOLIDAY WISHES COME TRUE THROUGH PARTNERSHIP WITH MAKE-A-WISH Teleflora, the leading floral delivery service, partners with Make-A-Wish to spread joy during the holiday season. Their new ad, “A Holiday Wish,” encourages small gestures, with Teleflora donating $250,000 to Make-A-Wish to fulfill life-changing wishes for over 4,000 children with critical illnesses. CALFLOWERS ANNOUNCES DATES AND LOCATION OF THE 2024 FUN ‘N SUN FLORAL CONVENTION Save the date for the 2024 CalFlowers Fun ‘N Sun Floral Convention at Omni La Costa Resort & Spa in Carlsbad, CA, from September 4-7, 2024. Membership with CalFlowers is required for attendance. THE FLORAL CONFERENCE - ANAHEIM The Floral Conference - Anaheim provides the floral audience the opportunity to network and discuss the latest consumer and industry trends.
2024 NATIONAL FLORICULTURE FORUM: TO PROMOTE UNITY, COMMUNICATION, AND ADVANCEMENT WITHIN THE FLORICULTURE COMMUNITY Join the American Flower Endowment in Biloxi for the 2024 National Floriculture Forum from February 22-24, 2024. This forum aims to promote unity, communication, and advancement within the floriculture community. ASTA’S 63RD VEGETABLE & FLOWER SEED CONFERENCE ASTA’s Vegetable and Flower Seed Conference offers unparalleled networking and educational opportunities for the global vegetable and flower seed industry, continuing to be America’s fastest-growing seed industry conference. FLEURS DE VILLES IS COMING TO THE LEAF THIS JANUARY Fleurs de Villes is the world-renowned floral show behind exhibitions across Canada, US, Australia, and UK. This January, their popular exhibition Fleurs de Villes VOYAGE will be coming to the Babs Asper Display House and the Mediterranean Biome at The Leaf. THE TROPICAL PLANT INTERNATIONAL EXPO (TPIE) TPIE, the trade event in Tampa, showcases the latest trends in foliage, floral, and tropicals, creating a virtual indoor garden of vibrant displays across nearly five acres. SAF NEXT GEN LIVE Join floral pros age 45 and under from all segments — retail, event, wholesale, importer, grower, and manufacturers — at an event designed for the next generation of industry leaders. SANTA BARBARA INTERNATIONAL ORCHID SHOW MARCH 8-10, 2024 The Santa Barbara International Orchid Show returns March 8-10, 2024, at Earl Warren Showgrounds. Explore exhibits, art shows, floral arrangements, and potting demonstrations while enjoying indoor exhibits and plant sales. THE FLORAL DISTRIBUTION CONFERENCE The Floral Distribution Conference 2024 features a spectacular exhibit hall with beautiful floral products and supplies from WF&FSA members. Connect with members, meet business partners, and explore the latest innovations in floriculture. Table Tops are expected to be even bigger and better than in 2023.
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Calendar DECEMBER
FEBRUARY
7
10
Hanukkah Pearl Harbor Remembrance Day
Lunar New Year
24 Christmas Eve
25 Christmas Day
26 Kwanzaa
31 New Year’s Eve
JANUARY 1 New Year’s Day 135th Rose Parade 110th Rose Bowl Game
7 Golden Globe Award
11-21 Fleurs de Villes is Coming to The Leaf
15 Martin Luther King Jr. Day Emmy Awards
17-19 The Tropical Plant International Expo (TPIE)
26 ASTA’s 63rd Vegetable & Flower Seed Conference
22-24 National Floriculture Forum: to promote unity, communication, and advancement within the floriculture community
25-27 SAF Next Gen LIVE, San Diego CA
27 The Floral Conference - Anaheim
MARCH 3-6 Floral Distribution Conference
8-10 Santa Barbara International Orchid Show
SAVE
the
DATES JANUARY 01 135th Rose Parade
“Celebrating a World of Music: The Universal Language” Pasadena, California
JANUARY 17-19 The Tropical Plant International Expo (TPIE)
Exhibiting at TPIE is a first class ticket to connecting your products with eager motivated potential customers. Broward County Convention Center, Ft. Lauderdale, Florida
FEBRUARY 27 The Floral Conference - Anaheim Provides the floral audience the opportunity to network and discuss the latest consumer and industry trends. Anaheim, California
FEBRUARY 25-27 SAF Next Gen LIVE
Join floral pros age 45 and under from all segments — retail, event, wholesale, importer, grower, and manufacturers — at an event designed for the next generation of industry leaders. San Diego, California
MARCH 3-6 Floral Distribution Conference
Create long-lasting connections with members, meet with business partners, and discover the newest innovations in floriculture. The Doral, Miami Florida
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