Educators

Robert Koene

International and Award Winning Designer

Having been born into a family that ran a flower wholesale business meant Robert Koene was immersed in the radiant world of flowers right from childhood. His career is driven by sheer passion; it is a story of a young floral enthusiast who transforms into a celebrated figure in the world of horticulture and floral artistry. Fuelled by his love for flora, Robert embarked on a journey to refine his skills and broaden his horizons by pursuing formal training in floristry at “Huis te Lande College” (Floriculture & Floral Design) in The Netherlands. He joined the institution in 1987 and graduated in 1991 with a Master Florist’s degree. Armed with a solid foundation in floristry and a deep understanding of botanical aesthetics, Robert Koene set out to establish his own identity as a master florist. Drawing inspiration from his childhood experiences in nature, he developed a distinctive style characterized by a harmonious blend of classic elegance and contemporary flair. Koene's creations stood out for their meticulous attention to detail, innovative use of textures and colours, and uncanny ability to evoke emotions through his floral arrangements. Robert has dedicated himself to the world of floriculture, cultivating a diverse ability that embraces both the technical and managerial aspects of the industry. As a result, he has successfully managed multiple high-profile projects, executed significant sales negotiations, led large teams during high-pressure situations and consistently delivered exceptional results.

Tim Farrell, AIFD, AAF, PFCI

Sponsored By Teleflora

Tim Farrell AIFD, AAF, PFCI is an accomplished floral designer, known throughout the United States for his creations of beautiful floral compositions. His understanding and ability to teach the elements and principles of floral design make him a sought after presenter for garden clubs, horticultural schools, and retail florist organizations throughout the country.
He opened Farrell’s Florist in Drexel Hill, PA in 1983, while attending Villanova and received a Bachelor’s Degree in Accounting 1984.   He owned and operated this business for more than 40 years. He was inducted into AIFD in 2000 and served as the 2014-2015 President of the Board of Directors of the American Institute of Floral Designers ( AIFD) , the premier accreditation body in floral design in the United States.   Tim’s work has been showcased in the Philadelphia Flower Show as a featured designer in the gallery of AIFD, as a guest speaker for the Pennsylvania Horticultural Society, and as a judge. The American Academy of Floriculture (AAF) inducted Tim into its membership in 2001.   Tim was inducted to Professional Floral Communicators International (PFCI) in 2006, and is a member of the World Flower Council.
Tim’s work has appeared several times in the national publication FLOWERS&. Tim also designed and produced the stage arrangements for the 2001 Presidential Inauguration Ball in Washington, DC. And has assisted White House staff in floral décor for special events and State dinners. In 2016 Tim’s talents were put to use designing flowers for the US papal visit of Pope Francis in Washington DC and Philadelphia PA.
In May 2009, Tim was chosen as the florist spokesperson for Teleflora to promote the benefits of hand arranged, hand delivered flowers on national television through the HSN Network. From 2006 until 2010, Tim was a member of the Oscars design team assembled by Charisma Designs, which created the floral designs for the Red Carpet and the Kodak Theater in Los Angeles, CA for the annual Academy of Motion Pictures awards show. In 2007, Tim was honored to represent the United States in an international design competition in Tokyo Japan and in 2016 Tim was the featured presenter at the annual meeting of the World Flower Council held in Nairobi Africa.   In June 2022 Tim had the honor of designing flowers in the Sistine Chapel in Vatican City, Rome.
Tim was honored as the recipient of the Award of Distinguished Service to the floral Industry by The American Institute of Floral Designers at their annual Symposium in Seattle WA in July 2017. Most recently, in July 2023 Tim was honored by being named Fellow to AIFD with the Award of Distinguished Service to the American Institute of Floral Designers, one of the highest honors in the world of floral design. In September of 2023, Tim was presented the Tommy Bright Award by SAF, the Society of American Florists, for lifetime achievement in floral presentations.
Tim currently serves as Education Team Senior Advisor and Industry Ambassador for Teleflora in Los Angeles CA. helping to present and coordinate educational events for retail florists across the USA.

Derek Woodruff AAF, AIFD, CFD, CF, PFCI

Sponsored by Syndicate Sales

Derek joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he as continued to study the trade through institutes such as Michigan State University, the Great Lakes Floral Association (GLFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground. Derek is a captivating speaker who specializes in “today’s consumer” connecting and engaging them through different types of media including demonstrations, subscription services and hands-on workshops with both plants and flowers. In addition to being an educator, Derek is considered a “National Floral Design Champion” spending many years polishing the practice of live floral design competition. This love of competition has won him numerous awards in the industry, including the GLFA's Chuck Bannow Award and Designer of the Year (twice), AIFD's Bobbi Cup (Thrice), Chicago’s Best in Blooms Competition, second runner-up on a national television floral design competition reality show called: "The Arrangement", is the 2016 Sylvia Cup Design Competition Champion and was the runner-up in the 2018 FTD America’s Cup Competition.

Doug Bates AIFD, CFD

Sponsored by Flower Shop Network

Owner and lead designer for Designs By Vogt’s in Sturgis, MI, Doug has received numerous awards in the floral industry, including the Michigan Designer of the Year 2012, Young Person of the Year 2013 and multiple Design Academy wins. Doug enjoys sharing his experience and talents in workshops and stage presentations for local and regional floral events, and has presented at SAF, and SAF Next Gen. Doug has also designed for the New York Botanical Garden's Orchid Dinner and the Tournament of Roses Parade.

Sandy Schroeck, AIFD CFD PFCI

Sponsored by Smithers Oasis

Sandy Schroeck, AIFD, PFCI, CFD, is the visionary owner of Trend On Design, located in Eden Prairie, Minnesota. Guided by her steadfast mantra "educate, inspire, influence," Sandy is dedicated to bringing fresh perspectives to seasoned floral professionals. Her passion lies in introducing innovative products, current trends, creative mechanics, and design techniques to empower designers to reach new levels of creativity and profitability.
As an award-winning designer, trend watcher, and international educator, Sandy brings a wealth of experience to the floral industry. Her professional journey includes valuable retail and wholesale experience, providing her with a distinctive viewpoint for promoting successful floral and gift businesses. Currently holding key roles as a Design Director for Smithers-Oasis, Customer Education Coordinator for Len Busch Roses, and sales rep and showroom manager for UCI, Sandy's influence extends across various facets of the floral landscape.
A proud member of the American Institute of Floral Design (AIFD), Sandy actively contributes to the organization's growth and development. Previously serving as a Director at large on the AIFD National Board, she has led pivotal committees, including the national membership committee and symposium committees. Sandy is an AIFD certified evaluator, showcasing her commitment to maintaining high standards within the floral design community. Additionally, she holds certification from the Professional Floral Commentators International.
Sandy's accolades include being a past recipient of the prestigious North Central AIFD Bobbi Cup and received an AIFD special award of recognition in 2022 a testament to her outstanding contributions to the floral design world. Leveraging her design expertise and passion, she skillfully translates consumer and color trends into tangible floral sales. Sandy firmly believes in the transformative power of continuing education and the adaptability required for success in an ever-evolving industry. In every role she undertakes, Sandy Schroeck envisions and actively contributes to a future where floral design reaches new heights of innovation and excellence.

Sarah LoBue, AIFD, CFD, ICPF

Sarah LoBue AIFD, CFD, ICPF is an accredited floral designer and plant enthusiast  with passion for education through social media. She values authenticity and honesty in her content creation for her retail flower shop, Main Street Florist. Over the past 13 years, Sarah has applied her love for design to all facets of her business from floral design to marketing. Through trial and error, she has made social media a major tool in connecting with her audience and her customers on Facebook, Instagram, YouTube, and Tiktok. Sarah was inducted to the American Institute of Floral Designers in 2015 and served on the Illinois State Florist Association board for four and half years. Sarah is passionate about learning new ways to successfully expand her business beyond just the traditional storefront and share these resources and tools with others in the small business community.