Garden Center Conference & Expo 2023 Minneapolis Recap

Attendees of the Garden Center Conference & Expo (Aug. 2-4, 2023, in Minneapolis) expected to learn, share ideas and get inspired. What they may not have expected were the tears, laughter and tender emotions on display from embracing the difficulties and triumphs of fellow attendees.

Featuring standout educational sessions over three days, 45 exhibitors also offered hands-on demos and information across the 16,00-square-foot show floor. From social media marketing to staffing, here’s a recap of last year’s sessions to help you prepare for 2024’s show.

Staff from Tonkadale Greenhouse discussed their top tips for social media strategies, including making a schedule and showing behind-the-scenes content.

John Kennedy, owner of BoomerWrangle, explained how to create a sales-driven culture. He emphasized the importance of “gamification” to get employees invested. Kennedy also hosted a session on leadership development for managers, walking participants through exercises showing the importance of clear, thoughtful and active communication.

Valerie Nalls, general manager of Nalls Produce & Garden Center, revealed three groups to target to find new job applicants and employees: retirees, high school and college students and caretakers/parents.

Keynote speaker Michael Perry, aka @MrPlantGeek, demonstrated how to effectively use social media that reflects your brand while remaining authentic.

Katie Elzer-Peters, CEO of The Garden of Words, helped take the fear out of talking tech, reminding attendees to beware of technobabble and the importance of doing research. She also informed attendees about AI and how IGCs can use it, from customer service to marketing and design, plus the importance of learning available tools and current laws.

Rob Sproule, co-owner and marketing director of Salisbury Greenhouse, explained that shoppers are looking for experiences and community over just things. For IGCs, that means creating a space that operates more like a town square than a retail space.

A candid conversation from both the previous and new owners of Rockledge Gardens in Florida explored both sides of the sale of the IGC. Theresa and Kevin Riley, the former owners of Theresa’s family’s garden center, sat down with Devon Klingman and Brendan Hayes-Morrison, the new owners (and industry newcomers).

Bob Marley, consultant and UK horticulturalist, took attendees on a virtual garden center tour to explore best practices of British IGCs. He also stressed the importance of creating a destination where consumers are willing to linger.

Peter Wigren, founder and CEO of Simple Spring, discussed how to effectively use data to make decisions, noting that data-driven decision-making starts with a business hypothesis, informed by your knowledge and wisdom, that is ultimately proven true or false.

Judy Sharpton, owner of Growing Places Marketing, shared how pain points — places you struggle to meet customer needs — are great areas to consider changes, like signage, parking and entrances.

C.L. Fornari, host of The Garden Lady; Perla Sofía Curbelo-Santiago, founder of Agrochic; and Jo Ellen Meyers Sharp, “The Hoosier Gardener,” dove into content creation, noting that you need to think about who your customers are and what they care about.