According to The Knot’s Real Weddings Survey, the average American couple will spend almost $34,000 on their big day, allotting about $2,400 to flowers and décor. Tim Farrell, AAF, AIFD, PFCI, says florists can strategically capture more of that budget without adding unnecessary stress — and he’s sharing his secrets later this month in San Antonio, Texas.

Farrell, of Farrell’s Florist, Drexel Hall, Pennsylvania, is one of three expert speakers lined up to share insight on March 31 during the Society of American Florists’ 1-Day Profit Blast in San Antonio, sponsored by the Bill Doran Company. Farrell’s session, “Stress-Free Events,” will be a practical breakdown of how to build a more profitable wedding and event business—and why that segment is so important to many retail florists looking to sustain and build their operations.

“Events can be overwhelming or manageable, what you promote and sell can make the difference,” explained Farrell, whose session is sponsored by Smithers-Oasis. “Many florists are finding the need to cultivate more event work to compensate for the loss of everyday design sales. This program can help some retailers shift gears to promote and execute events as part of their normal operations.”

During his session, Farrell will share tips on how to adapt designs to the tastes (and budgets) of very different clients — all with the goal of more profit, less stress and stronger wedding sales. He’ll also detail how to create different styles that you can customize for different events — and share training tips for the design room that can help get even less experienced designers up to speed quickly.

Find out more about SAF’s 1-Day Profit Blast in San Antonio, which includes presentations on social media, customer service, along with a Supplier Showcase and time for networking. Sign up by March 13 to capitalize on the early-bird rates ($159 for SAF members). Additional registrants from the same company are $119.

Mary Westbrook is the editor in chief of Floral Management magazine.