Author: Malloy, Patricia, C. - UW-StoutMalloy, Patricia C. A Feasibility Study of Implementing a Floral Program at Chippewa Valley Technical College, Eau Claire, Wisconsin Abstract

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Author: Malloy, Patricia, C. Title: The Feasibility of a Floral Program at Chippewa Valley Technical College,

Eau Claire, Wisconsin The accompanying research report is submitted to the University of Wisconsin-Stout, Graduate School in partial

completion of the requirements for the

Graduate Degree/ Major: MS Career and Technical Education

Research Adviser: Carol Mooney, Ed.D.

Submission Term/Year: Fall, 2013

Number of Pages: 59

Style Manual Used: American Psychological Association, 6th edition

I understand that this research report must be officially approved by the Graduate School and that an electronic copy of the approved version will be made available through the University Library website

I attest that the research report is my original work (that any copyrightable materials have been used with the permission of the original authors), and as such, it is automatically protected by the laws, rules, and regulations of the U.S. Copyright Office.

My research adviser has approved the content and quality of this paper. STUDENT: Patricia C. Malloy DATE: August 19, 2013

ADVISER: Carol Mooney DATE: August 19, 2013

---------------------------------------------------------------------------------------------------------------------------------

This section to be completed by the Graduate School This final research report has been approved by the Graduate School.

Director, Office of Graduate Studies: DATE:

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Malloy, Patricia C. A Feasibility Study of Implementing a Floral Program at Chippewa

Valley Technical College, Eau Claire, Wisconsin

Abstract

The Chippewa Valley Technical College (CVTC) in Eau Claire, Wisconsin offers a general

horticulture associate degree program in Landscape, Plant, and Turf Management. CVTC

doesn’t offer any courses or programs in floristry. Without any type of floral program available,

it is difficult for employers to find qualified trained designers with any kind of knowledge or

skills in floral design.

The purpose of this feasibility study was to determine the needs of the floral industry in

the Chippewa Valley area, to identify if a floristry program would add value to the existing

horticulture program already offered at CVTC, and if so to what extent. Floral buisinesses in the

CVTC district were mailed a survey in the form of a written questionaire to determine what

those needs were.

The results of this qualitative research indicated: 1) There is a deficiency in finding

qualitfied applicants with any kind of training or background in floral design, 2) There is a need

for a floral program at CVTC, 3) A Certified Floral Designer (CFD) certification would give an

applicant an advantage in the hiring process and 4) Basic floral design, cut flower identification,

fresh flower processing, and indoor plant care were the initial preparatory courses most requested

by the respondents.

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Table of Contents

.................................................................................................................................................... Page

Abstract ............................................................................................................................................2

List of Tables ...................................................................................................................................5

Chapter I: Introduction ...................................................................................................................6

Background ..........................................................................................................................6

Statement of the Problem .....................................................................................................8

Purpose of the Study ............................................................................................................8

Definition of Terms...……………………………………………………………………...9

Limitations .........................................................................................................................10

Assumptions .......................................................................................................................11

Methodology ......................................................................................................................11

Chapter II: Literature Review ........................................................................................................13

The Role of Career and Technical College Education.......................................................13

Education Training for Workforce Readiness ...................................................................14

Floriculture Training Programs ..........................................................................................15

Certification of Floral Designers .......................................................................................16

Occupational Outlook ........................................................................................................17

Chapter III: Methodology ..............................................................................................................19

Research Design.................................................................................................................19

Population Sample .............................................................................................................20

Instrumentation ..................................................................................................................20

Data Collection ..................................................................................................................21

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Data Analysis .....................................................................................................................21

Chapter IV: Findings......................................................................................................................23

The Sample .......................................................................................................................23

Primary Research Question #1…………………………………………………………...24

Primary Research Question #2……………………………………………………….......25



Chapter V: Summary, Conclusions, and Recommendations .........................................................37

Summary…………………………………………………………………………………37

Discussion………………………………………………………………………………..39

Primary Research Question #1 ..........................................................................................39



Primary Research Question #4 …………………………………………………………..42

Conclusions………………………………………………………………………………44

Recommendations ..............................................................................................................47

References ......................................................................................................................................50

Appendix A: Survey Questionnaire……………………………………………………………...53

Appendix B: Pre-Announcement letter………………………………………………………….57

Appendix C: Cover Letter for Survey……………………………………………………………58

Appendix D: Follow Up Letter………………………………………………………………….59

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List of Tables

Table 1: Types of Businesses Needing Floral Designers...............................................................25

Table 2: Designers on Staff............................................................................................................25

Table 3: Number of Floral Designers Employed ...........................................................................26

Table 4: Number of Businesses Expecting to Hire ........................................................................26

Table 5: Number of Full-Time Floral Designers Employed ..........................................................27

Table 6: Number of Part-Time Floral Designers Employed ..........................................................27

Table 7: Holidays Employment .....................................................................................................28

Table 8: Importance of Qualified Applicants ................................................................................29

Table 9: Difficulty in Finding Qualified Applicants Trained in Floral Design .............................29

Table 10: Types of Backgrounds When Looking for Applicants ..................................................30

Table 11: Qualifications and Experience Needed ..........................................................................31

Table 12: Level of Floral Design Experience Most Applicants Possess .......................................31

Table 13: Need for Seasonal Help .................................................................................................32

Table 14: Need for Permanent Staff ..............................................................................................32

Table 15: Familiarity with CFD Certification ...............................................................................33

Table 16: CFD Applicant Beneficial .............................................................................................33

Table 17: Number of Businesses Who Would Hire a CVTC Graduate ........................................34

Table 18: Types of Floral Courses in a Floristry Program ............................................................35

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Chapter I: Introduction

Background

In response to a growing demand for landscape workers, the Chippewa Valley Technical

College (CVTC) in Eau Claire, Wisconsin, started a Landscape Horticulture Technician

Certificate Program in 2005. The program courses of study included: herbaceous plants, trees

and shrubs, soils, landscape design and construction, turf & lawn management, greenhouse

management, landscape software applications, plant protection products, plant morphology and

physiology, weed identification, and landscape plant diagnostics. By 2008 the program evolved

into a two-year associate degree with a concentration in Landscape, Plant, and Turf Management

(CVTC, 2012). The horticulture program has grown at the college according to landscape

industry needs in the Chippewa Valley area. As the building boom was progressing before that

time so was the landscaping industry. The need was there for the technical college to able to

grow the program quickly to what it is today.

It has been a different story for the floral industry. As recent as 1985, floral design courses

were offered to the general public through the technical college as a continuing education unit.

Since then, the college has not offered any courses or programs in floristry or floriculture.

Without any type of floral program in this area it is very difficult to find trained floral designers.

Retail flower shops and supermarket floral departments need trained designers especially during

floral holidays and seasonal rushes. Based on the researcher’s experience and conversations with

other floral managers and designers there is a void in this area compared to floral programs that

are offered at other colleges and in other states. These experiences and conversations indicate

there is a demand for skilled floral designers in this segment of the horticulture industry.

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A number of technical colleges in the country include a floristry program along with a

horticulture program allowing more choices for students to gain skills and knowledge in a wider

variety of vocational careers. One example in southeastern Wisconsin is Gateway Technical

College (2012) which has two associate degree programs: one in Nursery and Landscaping, and

the other in Greenhouse and Floral. Each of the two associate degrees offers four different

certificates for a specific focused area of concentration for students to choose. This allows more

options for specialized training within the industry. However, this is only offered in the far

southeastern corner of the state. There is still a void in northwestern Wisconsin.

The American Institute of Floral Designers (AIFD) began a new floral certification

program in 2009 (AIFD, 2012) to help address the issue of industry standards in training

qualifications for professional floral designers. The organization has partnered with several state

florist associations to provide a pathway for florists to become certified floral designers (CFD).

Some of the local state florist associations that have the CFD program include Michigan State

Florist Association, Minnesota State Florist Association, and most recently in 2010 the

Wisconsin and Upper Michigan State Florists Association (WUMFA). From conversations with

the WUMFA past President Bob Larson, information indicated that Gateway Technical College

in southern Wisconsin has contacted WUMFA to have the center for education instructors from

WUMFA teach the certificate courses at that college. This would allow both the florist

association and the college to benefit from the exposure of being approved as an AIFD pathway

provider. The CFD designation also offers students the experience and credibility needed for

full-time year-round employment and possible advancement within the floral industry. The

Society of American Florists (SAF) indicates the demand for professionally trained floral

designers is growing especially in the horticulture field and business arena (SAF, 2012).

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There is a broad concern that postsecondary education has been underperforming in the

United States (Georgetown University, 2012). There is a greater need for trained and skilled

workers in many job sectors today. Skilled workers will need to complete a certificate program

as a minimum requirement to have an advantage in gaining employment in future job markets

(Georgetown University, 2012). The technical college can be a pathway for obtaining the

training needed for a number of career paths within the floral industry. With this in mind, it is

crucial to assess the needs of the industry to provide the proper education, training, and skills

needed for workforce readiness for future generations.

Statement of the Problem

Based on labor market projections (SAF, 2012) and conversations among professionals in

the floral industry there appears to be a professional training need that is not currently being met

in the Chippewa Valley area. Based on initial conversations with professionals in the field, when

vacancies exist for floral designers there are rarely applicants that have any previous design

experience or training of any kind. The objective of this research survey was to determine the

needs of the floral industry in the Chippewa Valley area, and to identify if a floristry program

would add value to the existing horticulture program already offered at CVTC and if so to what

extent.

Purpose of the Study and Research Questions

The main objective of this research survey was to determine the needs of the floral

industry in the Chippewa Valley. The primary concerns that this study addressed are what those

needs are as far as qualifications for a floral designer and what kinds of programs are needed.

The purpose of this study was to investigate the following four primary questions:

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1. What types of businesses have a need to hire floral designers in the Chippewa

Valley area?

2. Does the floral industry in the Chippewa Valley and surrounding area have a

need for trained floral designers?

3. Would a “Certified Floral Designer” certification be of value for employment?

4. What types of floral programs or training would be helpful in qualifying

students to be hired in a floral business?

Definition of Terms

It’s important to have an understanding of the jargon used within the floral industry. The

following list defines a number of the commonplace terms used throughout this study.

American Institute of Floral Designers (AIFD). AIFD is a prestigious, selective,

accredited membership of floral designers in a worldwide organization promoting the art of

floral design as a professional career (AIFD, 2005). AIFD promotes the latest trends in floral

design through an ongoing series of educational workshops across the country.

Certified Floral Designers (CFD). CFD is a nationally recognized certification process

to educate florists in the basic skills and mechanics of floral design in order to obtain a certificate

for the advancement as a professional trade in the floral industry (AIFD, 2012).

Floral designers. “Floral designers or florists, cut live, dried or silk flowers and other

greenery and arrange them into displays of various sizes and shape”, according to the definition

used by the Department of Labor (Bureau of Labor Statistics, 2012-13). SAF expands the

definition with the following statement, “professional floral designers possess artistic and

technical ability to create many styles of designs suitable for everyday, funeral, wedding, and

other special occasions with fresh, artificial, and preserved floral materials” (SAF, 2012).

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Floral industry. “A collective term for the people and business entities engaged in the

production, promotion, and sale of floral products and related merchandise. Aspects of the floral

industry include: growers, wholesalers, retailers, transportation, product development,

manufacturing, freelance designers, educators, allied associations, publications, wire services,

etc.” (AIFD, 2012).

Floriculture. “Floriculture includes a variety of plants crops such as: fresh cut flowers,

cut cultivated greens, potted flowering plants, foliage plants, and bedding and garden plants”

(SAF, 2012). AIFD describes floriculture as “the art and science of cultivating, marketing, and

designing with ornamental plant materials” (AIFD, 2005).

Florist. “A person or business entity associated with the sale of flowers, plants, and

other related products” (AIFD, 2005).

Floristry. “One whose business is the cultivation or sale of flowers and ornamental

plants” (Webster’s II New Riverside University Dictionary, 1988).

Horticulture. “The art and science of cultivating edible and ornamental plants” (AIFD,

2005). Webster’s New World Dictionary defines horticulture as, “the cultivation of a garden or

orchard; art or science of growing flowers, fruit, and vegetables.”

Limitations

The following is a list of some of the possible limitations that may have affected the

outcomes of this research survey:

1. One possible limitation might be a personal agenda or biased opinions of the sample

population used for this study.

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2. Current economic industry conditions could limit interest in a new program at this

point in time. Many businesses are staying at a status quo in order to ride out the

weakened economy. The economic conditions are slow to rebound in some areas yet.

3. The over use of continual surveys may have limited how many businesses responded.

Assumptions

The following list describes a number of assumptions about the floral industry in the

Chippewa Valley based on initial conversations with professionals in the field and some previous

investigation:

1. CVTC offers an Associate Degree program for Landscape, Plants, and Turf Management.

However the college doesn’t offer any kind of courses in floristry. Many of the technical

colleges across the country include floral programs along with the horticulture programs

that allow students more career choices.

2. Many local floral businesses have difficulty finding and hiring people with any kind of

training or background in floral design. For the most part employees are trained on-the-

job which takes time and can be more costly for the business than hiring someone already

qualified with a certification or prior education in floral design.

3. Credentials offer graduating students a greater probability of employment at a time when

skilled and trained workers are at a premium in the workforce. Certification would

provide students with the proper skills and basic knowledge in floral design to allow them

the advantage for more choices of employment opportunities within the floral industry.

Methodology

A written survey in the form of a questionnaire was developed by the researcher to

acquire the data needed to address each of the four primary research questions: 1) What types of

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businesses have a need to hire floral designers in the Chippewa Valley area? 2) Does the floral

industry have a need for trained floral designers in Chippewa Valley and surrounding area? 3)

Would a certified floral designer certification be of value for employment? 4) What types of

floral programs or training would be helpful in qualifying students to be hired in a floral

business?

The surveys were mailed out in February 2013 to 120 floral businesses in the mid and

northwestern Wisconsin area to investigate what the needs or voids are for hiring qualified

designers when a floral business has a vacancy.

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Chapter II: Literature Review

The Chippewa Valley Technical College (CVTC) in Eau Claire, Wisconsin, started out

offering a Landscape Horticulture Technician Certificate Program in 2005. The program offered

general courses of horticulture study. In 2008 the program had evolved into a two-year associate

degree with a concentration in Landscape, Plant, and Turf Management (CVTC, 2012). The

horticulture program has grown at the college according to the needs of the landscape industry in

the Chippewa Valley area very quickly to what it is today.

For the floral industry it has been a different story. Currently the college doesn’t offer

any courses or programs in floristry or floriculture. Without any type of floral program in this

area it’s very difficult to find qualified trained designers with any kind of knowledge or skills in

floral design. Based on the researcher’s experience and conversations with other floral managers

and designers there is a void in the Chippewa Valley area compared to various floral programs

offered at other career and technical colleges in Wisconsin and in other state colleges across the

nation.

The Role of Career and Technical College Education

Career and Technical Education (CTE) is a method for training students for a particular

vocational career. It includes all experiences whether organized or unorganized as a way of

“securing occupational confidence and proficiency” (Prosser, 1950). In his theory, Prosser

suggests that “learning on-the-job with no or little help is unorganized, while indentured

apprenticeship and specific vocational training by schools are usually organized”. These

organized or controlled experiences lead students through the knowledge and skills needed to be

prepared for gainful employment which might not otherwise be available. Additionally market

demands would require students enrolled in a career and technical program to meet minimum

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requirements as a condition for acquiring desirable employment qualifications (Prosser, 1950).

With this in mind, career and technical education plays a very important role in helping adult

learners acquire the specific technical aptitudes necessary to enter the job market with a

competitive edge.

It’s important for students to have the necessary skills and knowledge of current practices

while at the same time being ready and open for new ideas when innovation and invention are

changing things rapidly (Adams, 2011). Contemporary CTE Programs need to provide real

world learning experiences for students today (Haltinner, 2012). When preparing for the

business world, it is important for students to be armed with all the proper knowledge and skills

possible to be successful in their chosen career path.

In 2006, there was a report by the American Society for Training and Development that

defined a significant skills gap between businesses and that of the available workforce

(Association of Career and Technical Education, 2008). This was due mainly from the constant

changing job market and ineffective training provided by employers. When employers fail to

provide crucial on-the-job training, CTE programs can provide the necessary assessments, skills,

and credentials that business and industry require for a qualified workforce.

Education Training for Workforce Readiness

CTE programs have been in the forefront of offering training for “workforce readiness

credentials” (Association of Career and Technical Education, 2008) as a way of validating a

person’s skills for gainful employment. This has been critical in the success of students who are

just entering the job market, for employees needing to upgrade skills, or for college graduates

who would like to learn more technical skills related to specific career sectors.

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There is a broad concern that postsecondary education has been underperforming in the

United States (Georgetown University, 2012). There is a greater need for trained and skilled

workers in many job sectors today. Skilled workers will need to complete a certificate program

as a minimum requirement in order to have an advantage in gaining employment in future job

markets (Georgetown University, 2012). Certificates not only provide gainful employment

opportunities but they also encourage further education and greater job satisfaction.

Floriculture Training Programs

A number of technical colleges in the country include a floristry program along with a

horticulture program or degree offering more choices to students for a wider variety of

vocational knowledge and skills. For example, a New York Times article explains how the New

York City Technical College added a floristry program several years ago. College president,

Ursula Schwerin felt the floral industry was being neglected within the city (1986, May 1). A

floristry curriculum was added in 1987 and included not only soils, botany, and plant diseases

but also horticulture theory, small business management, color, and floral design. This has

proven to be a well-received and successful program for urban gardening and floristry in that

eastern state.

Another example in southeastern Wisconsin is Gateway Technical College (2012) which

has two associate degree programs: one in Nursery and Landscaping, and the other in

Greenhouse and Floral. Each of the two associate degrees offers four different certificates for a

specialized area of concentration for students to choose. This allows more options for cross

training within the industry. More choices allows a graduating student greater possibilities for

gainful employment overall. Floristry and horticulture complement each other in content and are

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advantageous for allowing students a broader knowledge base for various employment

opportunities within both industries.

Some colleges have offered the option of distance education horticulture programs for the

non-traditional student who may not be able to travel to attend classes (Sanders, 2000). This

may not necessarily be the best option for students. For example, Texas A & M University did a

comparison of the same courses offered on-line verses the traditional classroom style course.

Student’s grades were much better in the traditional version of classes over the on-line group of

students (Henss, 2006). Many of the practical hands-on mechanical skills practiced in

horticulture programs are still better taught in the classroom face to face setting. CTE programs

can offer students those opportunities along with providing feedback for a greater understanding

of the technical skills and concepts.

Certification of Floral Designers

There is a need for adults to have pathways to gain the technical skills and knowledge

necessary to be successful in the job market. CTE provides those pathways through working

together with business and industry by offering the credentials necessary to bridge that gap

(Association of Career and Technical Education, 2008).

As an example, the American Institute of Floral Designers (AIFD) began a new floral

certification program in 2009 (AIFD, 2012). The organization has partnered with several state

florist associations to provide a pathway for florists to become certified floral designers (CFD).

Some of the local state florist associations that have the CFD program in place include Michigan

State Florist Association, Minnesota State Florist Association, and most recently in 2010 the

Wisconsin and Upper Michigan State Florists Association (WUMFA, 2012). From

conversations with WUMFA past President Bob Larson, Gateway College in southeastern

17

Wisconsin has indicated an interest in contracting the WUMFA center for education instructors

to teach the CFD courses at the college. This would allow both the florist association and the

college to benefit from the exposure of being approved as an AIFD pathway provider. The CFD

designation also offers students the experience and credibility needed for full- time year-round

employment and possible advancement within the floral industry.

A technical college can be a pathway for acquiring the training needed for a number of

chosen careers within the floral industry. Today’s floriculture job markets offer several

possibilities for trained professionals with not only experienced design background, but also

strong business skills and knowledge for careers as in retail or wholesale florists, garden centers,

supermarkets, mass market stores, and in education and research. Commercial growers and

importers are another segment of the industry that needs trained workers. Wire service

companies hire design teams and consultants to service their members in the floral industry.

Many business owners and full-time employees start out in a part-time job in the floral industry

and eventually go on to get training and an education to pursue other facets of the industry (SAF,

2012). A good basic formal education can give a student so much more credibility and

marketing potential in an industry that is wide open to a host of career possibilities (Pfahl, 1983).

Occupational Outlook

The Occupational Outlook Handbook states that 37% of florists were self-employed in

2010 (Bureau of Labor Statistics, 2012-13). The floral industry overall has had a recent decline

most likely due to the current economy. However, the Society of American Florists (SAF)

indicates the demand for professionally trained floral designers is still growing especially in the

horticulture field and business arena (SAF, 2012). The job outlook for the floral industry overall

is predicted to grow through 2014 due to an increase in populations and especially the need and

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desire for fresh flowers in homes and offices. With the popularity of lavish floral wedding

bouquets and arrangements, experienced floral designers will have a niche to fill (SAF, 2007).

There is still a need for qualified trained professionals within the floral industry just as there is in

the horticulture and landscape industry.

The Illinois Occupational Skill Standards and Credentialing Council designed a Floral

Cluster (2000) for the state florists. The survey at that time suggested above average growth for

the floral industry. The council developed a floral skill standard to allow florists a professional

level of expertise to promote though passing the skills evaluations for certification. As the

industry changes so does the educational needs of the students. This can be accomplished by

offering a specialized training or design certification program at local technical colleges. A

certificate program could encourage further education along with greater employment

possibilities (Georgetown University, 2012). Credentials offer graduating students a greater

probability of employment at a time when skilled and trained workers are at a premium in the

workforce. Certification will provide students with the proper skills and knowledge in floral

design to allow them the advantage for more choices of employment opportunities within the

floral industry.

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Chapter III: Methodology

The Chippewa Valley Technical College (CVTC) in Eau Claire, Wisconsin, has offered a

horticulture program since 2005. Currently the college doesn’t offer any courses or programs in

floristry or floriculture. Without any type of floral program in this area it’s very difficult to find

qualified trained designers with any kind of knowledge or skills in floral design. Based on the

researcher’s experience and conversations with other floral managers, owners, and designers

there is a void in the Chippewa Valley area compared to programs that are offered at other career

and technical colleges that do offer floristry programs in conjunction with a horticulture degree.

The purpose of this research survey was to determine the needs of the floral industry in the

Chippewa Valley area and to identify if a floristry program would add value to the existing

horticulture program already offered at CVTC and if so to what extent. The primary research

questions that this study addressed were: What types of businesses have a need to hire floral

designers in the Chippewa Valley area? Does the floral industry have a need for trained floral

designers in Chippewa Valley and surrounding area? Would a certified floral designer

certification be of value for employment? What types of floral programs or training would be

helpful in qualifying students to be hired in a floral business?

Research Design

An inquiry in the form of a written survey questionnaire was used to gather information to

determine if there is a need for a floristry program at CVTC. The central focus was to

investigate what the needs or voids are for hiring qualified designers when a floral business has a

vacancy. This qualitative study also questioned what types of training and skills would

necessary or helpful in preparing a floral designer for workforce readiness and gainful

employment.

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Population Sample

This feasibility study was conducted by mailing out a survey questionnaire to floral

businesses managers and/or owners in the northwestern Wisconsin area to determine what the

floral industry needs are for finding and hiring qualified floral designers. Since there is some

diversity in floral businesses as a whole, this population sample included independently owned

retail florists, supermarket floral departments, landscape/floral businesses, etc., in order to get a

broader idea of the industry needs overall in different types of businesses that employ floral

designers.

This non-random sample of businesses was identified through listings in current floral

industry wire service directories and public listings available on the Internet, to ensure a greater

probability of existing operating businesses to respond. The wire service directories used

included: FTD, Teleflora, and BloomNet. These businesses were located in or near the city of

Eau Claire and approximately within a 100 mile radius of CVTC. A total of 120 surveys were

mailed out to this sample of various floral industry businesses.

Instrumentation

The instrument for this research was a written survey used to address the research questions

raised from the problem statement which was to determine what the market demand is for a

floristry program at CVTC. The opening question on the survey asked the participants to

identify the category of floral business they are in from a listing given. Numbered questions 1

through 15 investigated what the needs are for trained floral designers, to what degree of

difficulty there is in finding trained applicants, and what qualifications are most important.

Questions 16 through 18 were designed to help determine if a floral certification program would

be benefical when looking to hire a floral desinger. Questions 19 and 20 where intended

21

establish what types of floral programs or training would be useful in qualifying students to be

hired in a floral business.

To ensure content validity and reliability of responses, the survey questionnaire was pilot

tested. Those involved in the pilot test included an independently owned retail florist, a

supermarket floral department manager, and a landscape and floral business owner, located near

the city of Eau Claire within a 10 mile radius of CVTC. Upon review of the pilot test results,

edits where made to the questions and a detailed written survey questionnaire was designed for

this feasibility study.

Data Collection

The researcher developed a survey questionnaire to be sent out to current operating

businesses to investigate the four primary research questions. A mailing list was compiled of

floral industry businesses in the Chippewa Valley area. These businesses were identified

through the use of current floral wire service directories and Internet listings. After verification

of the names and addresses, the survey was sent out via United States mail to the businesses in

the northwestern Wisconsin area. A pre-announcement letter about the survey was initially

mailed out to the floral businesses. A few days later the actual survey will be mailed out to each

business. Approximatley 3 to 4 weeks later a follow up letter and another survey was sent out to

all of the busineeses which had not returned the surveys as of that time.

Data Analysis

The data was collected through the use of a written survey mailed out to floral businesses.

Surveys were collected and data was compiled into a quantitative listing on an excel spread sheet

for each question to tabulate the results. Outcomes were synthesized in a summary to explain the

results of the survey focusing on the four primary research questions: 1) What types of

22

businesses have a need to hire floral designers in the Chippewa Valley area? 2) Does the floral

industry have a need for “trained floral designers” in Chippewa Valley and surrounding area? 3)

Would a certified floral designer certification be of value for employment? 4) What types of

floral programs or training would be helpful in qualifying students to be hired in a floral

business? The dependent variables or outcomes were synthesized from the answers given on the

surveys from the floral businesses in the Chippewa Valley who hire floral designers. Tables

were designed to help illustrate tabulated results for several of the survey questions.

23

Chapter IV: Findings






there has been a void in the Chippewa Valley area compared to programs that are offered at other

technical colleges that do offer floristry programs in conjunction with a horticulture degree.

The purpose of this feasibility study was to determine what the needs of the floral industry

are in the Chippewa Valley area, to identify if a floristry program would add value to the existing

horticulture program already offered at CVTC, and if so to what extent. The main research

questions this study addressed were: 1) What types of businesses have a need to hire floral

designers in the Chippewa Valley area? 2) Does the floral industry have a need for trained floral

designers in Chippewa Valley and surrounding area? 3) Would a certified floral designer

certification be of value for employment? 4) What types of floral programs or training would be

helpful in qualifying students to be hired in a floral business? These questions were designed to

be used as the primary research questions for the basis of designing a survey questionnaire that

was implemented for gathering information from different types of floral industry businesses in

the Chippewa Valley and surrounding area.

The Sample

The population sampled for this study consisted of floral business owners or managers in

the Chippewa Valley and surrounding area to determine what the floral industry needs are for

hiring qualified trained floral designers. This non-random sample was taken from current floral

24

industry wire service directories to ensure a greater probability of existing operating businesses

to respond. Those wire service directories included: FTD, Teleflora, and BloomNet. The

businesses were located in or near the city of Eau Claire and approximately within a 100 mile

radius of CVTC. A total of 120 surveys where mailed out with 86 surveys mailed back for a

71.7% rate of return. The majority of businesses surveyed in this sample area were independent

retail flower shops (79.1%) and supermarket floral departments (11.6%).

Primary Research Question #1

A survey in the form of a written questionnaire (Appendix A) was used to gather

information to determine if there is a need for a floristry program at CVTC. The central focus

was to investigate what the needs are for hiring qualified designers when a floral business has a

vacancy and to identify if a floristry program would add value for a job applicant.

The first research question the survey was designed to address was: What types of

businesses have a need to hire floral designers in the Chippewa Valley area? Participants were to

choose one from the following floral industry categories: flower shop, garden center, event

planner, supermarket floral department, landscape and floral business, arts and crafts store, or

other. As shown in Table 1, the largest category of surveys returned was 79.1% from Retail

Flower Shops. Next was 11.6% from Supermarket Floral Departments, followed by 5.8% from

Landscape and Floral businesses. Garden Centers, Arts and Craft Stores, and other categories

each accounted for 1.2% respectively.

25

Table 1

Types of Businesses Needing Floral Designers

Response Frequency (n=86) Percentage

Flower Shop 68 79.1%

Garden Center 1 1.2%

Event Planner 0 0.0%

Supermarket Floral Dept. 10 11.6%

Landscape & Floral 5 5.8%

Arts & Crafts 1 1.2%

Other 1 1.2%


The second primary research question the survey was designed to address was: Does the

floral industry have a need for trained floral designers in the Chippewa Valley and surrounding

area? Survey questions 1 through 15 were projected to investigate what the need is, to what

degree of difficulty there is in finding trained applicants, and what qualifications are most

important. The results of questions 1 through 15 are as follows:

Survey question 1. Do you have any employees who are responsible for duties as a “floral

designer” in one of the categories listed above? 91.9 % responded yes and 8.1 % responded no.

Table 2

Designers on Staff

Response Frequency Percentage Yes 79 91.9% No 7 8.1%

26

Survey question 1a. If yes, how many? As shown on Table 2, of the 77 responses,

35.1% had at least two floral designers on staff and 19.5% had at least three designers on staff.

Table 3

Number of Floral Designers Employed

Response Frequency (n=77) Percentage 1 23 29.9% 2 27 35.1% 3 15 19.5% 4 4 5.2% 5 3 3.9% 6 2 2.6% 7 1 1.3% 8 1 1.3% 9 0 0.0% 10 0 0.0% 11 0 0.0% 12 1 1.3%

Survey question 1b. If no, do you expect to hire? 58.3% responses where yes and

41.7% were no for hiring a floral designer in the future. As shown on Table 4, the frequency in

responses for this question was 24 out of 86 returned surveys; 62 did not respond to this

question.

Table 4

Number of Businesses Expecting to Hire


Yes 14 58.3%

No 10 41.7%

Survey question 2. Including yourself, how many full-time (35 or more hrs/wk) floral

designers do you currently employ at your company? As shown in Table 3, over half of the

27

respondents, 52.9% have one floral designer employed full time and 27.1% employ at least two

floral designers.

Table 5

Number of Full Time Floral Designers Employed

Response Frequency (n=85) Percentage 0 9 11.0% 1 45 52.9% 2 23 27.1% 3 5 5.9% 4 3 3.5%

Survey Question 3) How many part-time (35 or less hrs/wk) floral designers do you

currently employ at your company? As shown in Table 4, 32.1% employ at least one part-time

floral designer and 27.4% employ at least two part-time floral designers.

Table 6 Number of Part Time Floral Designers Employed

Number of Part Time Designers Employed Frequency (n=84) Percentage

0 19 23.0% 1 27 32.1% 2 23 27.4% 3 10 11.9% 4 5 6.0%

Survey question 4. Do you hire any extra floral design help during floral holidays? Of the

86 responses, 61.6% checked yes they do hire extra help during the holidays and 38.4% checked

no. Additionally the second part of “survey question 4)” was: If yes, how many extra floral

28

designers do you hire for the holidays? As shown on Table 7, 34% of the 50 responses hire at

least one extra floral designer for the holidays and another 34% hire at least two extra floral

designers.

Table 7

Holiday Employment

Extra Floral Designers Hired for Holidays Frequency (n=50) Percentage

1 17 34% 2 17 34% 3 6 12% 4 3 6% 5 3 6% 6 0 0% 7 1 2% 8 2 4% 9 0 0%

10 1 2%

Survey question 5. When looking to hire a floral designer how important is it to have

trained qualified applicants? As shown on Table 8, of the 85 responses, 45.9% indicated that it

was very important to have trained qualified applicants and 48.2% checked that is somewhat

important.

29

Table 8 Importance of Trained Qualified Applicants


Very important 39 45.9%

Somewhat important 41 48.2%

Not important 5 5.9%

Survey question 6. How difficult is it to find qualified applicants who are trained in floral

design? As shown on Table 9, of the 85 responses, 50.6% checked that it is very difficult to find

qualified applicants who are trained in floral design and 34.1% checked that it is moderately

difficult.

Table 9

Difficulty in Finding Qualified Applicants Trained in Floral Design

Difficulty in Finding Qualified Applicants Frequency (n=85) Percentage

Very difficult 43 50.6% Moderately difficult 29 34.1% Slightly difficult 11 12.9% Not at all difficult 2 2.4%

Survey questions 7 through 12 asked survey participants to rate how important specific

background skills or experiences would be when hiring a floral designer. These included:

gardening experience, floral design experience, art background, craft background, management

experience, and retail sales experience. As shown on Table 10, of the 86 responses, 39.5%

checked floral design experience as being very important and 29.1% checked retail sales

30

experience as being very important. Gardening experience was rated slightly important by

38.4%, as was a craft background by 44.2%. An art background was rated moderately important

by 33.7% and slightly important by 33.7% respectively. Management experience was checked

as being slightly important by 47.7% of the respondents.

Table 10

Types of Backgrounds Needed When Looking for Applicants

Level of Importance: 1. Very

Important 2. Moderately

Important 3. Slightly Important

4. Not Important

n=86 Frequency(%) Frequency(%) Frequency(%) Frequency(%) Gardening experience 4 (4.7%) 26 (30.2%) 33 (38.4%) 23 (26.7%) Floral design experience 34 (39.5%) 33 (38.4%) 16 (18.6%) 3 (3.5%) Art background 10 (11.6%) 29 (33.7%) 29 (33.7%) 18 (20.9%) Craft background 3 (3.5%) 20 (23.3%) 38 (44.2%) 25 (29.1%) Management experience 3 (3.5%) 14 (16.3%) 41 (47.7%) 28 (32.6%) Retail Sales experience 25 (29.1%) 42 (48.8%) 18 (20.9%) 1 (1.2%)

The next survey question 13) asked “Which qualification is most important when hiring a

floral designer?” As shown on Table 11, of the 84 responses, 59.5% checked floral design

experience as being the most important qualification for looking for applicants. This was

followed by retail sales experience with 11.9%. Additionally 10.7% of the survey participants

indicated that both floral design and retail sales were most important, although this was not

listed as a single a category to be checked on the survey (see appendix A). Another 11.9%

checked “other” and listed a variety of attributes such as trainability, talent, attitude, and profit

mindedness.

31

Table 11 Qualifications and Experience Needed

Qualifications and Experience Needed Frequency (n=84) Percentage

Gardening 0 0.0% Management 1 1.2% Retail Sales 10 11.9% Floral Design 50 59.5% Art Background 4 4.8% Craft background 1 0.0% Other 10 11.9% Both retail sales & floral design 9 10.7%

Survey question 14. When looking for qualified floral designers to hire, generally what

is the typical level of “floral design experience” most applicants possess? As shown on Table

12, of the 85 responses, 44.7% checked applicants have some floral design experience and 37.6%

checked applicants have little experience.

Table 12

Level of Floral Design Experience Most Applicants Possess

Level of Experience Frequency (n=85) Percentage Very experienced 4 4.7% Some experience 38 44.7% Little experience 32 37.6% No experience 11 12.9%

32

Survey question 15. What are your projections for your company’s future needs in hiring

floral designers in the next 3 to 5 years? This was a two part question involving seasonal staff

and permanent staff. Of the 81 responses shown on table 13, for seasonal help, 53.1% will need

to increase staff and 46.9% will have no change in staff.

Table 13

Need for Seasonal Help

Response Frequency (n=81) Percentage No change in staff 38 46.9% Need to increase staff 43 53.1% Need to decrease staff 0 0%

As shown on table 14 for permanent staff, of the 83 responses, 44.6% will need to increase

staff and 55.4% checked no change in staff is needed.

Table 14

Need for Permanent Staff

Response Frequency (n=83) Percentage No change in staff 46 55.4% Need to increase staff 37 44.6% Need to decrease staff 0 0%

33


Floral certification programs are fairly new in this part of the country. Several states have

offered certification programs for a number of years but Wisconsin has just recently offered one

in the last two years. The third primary research question was to determine if certification in

floral design would be helpful for training or hiring qualified job applicants. Questions 16

through 18 were designed to determine if a floral certification program would be beneficial when

looking to hire a floral designer. The results are as follows:

Survey question 16. Are you familiar with Certified Floral Designers (CFD) certification?

As shown on Table 15, of 85 responses, 65.9% checked yes they are familiar with CFD

certification and 44.6% checked no.

Table 15

Familiarity With CFD Certification

Familiar with CFD Frequency (n=85) Percentage

Yes 56 65.9%

No 29 44.6%

Survey question 17. Do you feel that finding an applicant with a “certification in floral

design” would be beneficial for your company? Of the 83 responses, 69.9% checked yes they

felt an applicant with certification in floral design would be beneficial and 30.1% checked no.

Table 16

CFD Applicant Beneficial

CFD Beneficial Frequency (n=83) Percentage

Yes 58 69.9%

No 25 30.1%

34

Survey question 18. Would you be willing to hire a graduate of a “floral training

program” from Chippewa Valley Technical College (CVTC) if they had no other floral related

work experience? Of the 79 responses, 92.4% checked yes they would hire a CVTC grad from a

floral training program and only 7.6% checked no.

Table 17

Number of Businesses Who Would Hire a CVTC Graduate

Hire CVTC grad Frequency (n=79) Percentage

Yes 73 92.4%

No 6 7.6%

When asked to reply about why or why not they would hire a CVTC floral program

graduate, responses were in general agreement that having some basic training, knowledge, and

experience in floral design would save with on-the job training time and be an advantage for

hiring a floral designer. These were open ended written responses written by 75% (n=65) of

survey participants answering with the same overall theme.


The fourth primary research question addressed what are the basic training needs for the

industry with the following question: What types of floral programs or training would be helpful

in qualifying students to be hired in a floral business? This was determined by the following

Survey questions:

Survey question 19. To help prepare potential applicants what types of floral courses do

you feel would be helpful in a floristry program? As shown on Table 18, 98.8% of responses

checked basic floral design, 91.8% checked cut flower identification, 91.9% checked fresh

35

flower processing, and 89.5% checked basic indoor plant care as courses that would be very

helpful in preparing applicants in a floristry program.

Table 18

Types of Floral Courses in a Floristry Program Types of Courses N Frequency of checking Percentage Cut flower identification 85 78 91.8% Basic floral design 86 85 98.8% Party event design 84 27 32.1% Sympathy design 86 72 83.7% Floral marketing 86 39 45.3% Floral business courses 86 41 47.7% Floral gift buying 86 21 24.4% Fresh flower processing 86 79 91.9% High style design 86 38 44.2% Wedding design 86 65 75.6% Basic indoor plant care 86 77 89.5% Indoor plant identification 86 65 75.6% Floral sales courses 86 56 65.1% Merchandising method 86 53 61.6%

When asked what other courses might be helpful, 11 of the 86 respondent’s suggested

courses such as: customer service skills, business courses, business math, and phone selling

techniques.

36

Survey question 20. Please add any additional comments you have to assist in

determining if there is a need for a floral program at CVTC.

Additional comments suggested the majority (68.6%) of respondents (n=35) felt a floral

program is needed and would be very advantageous when needing to hire a floral designer.

Overall responses were very positive about the need for training in basic floral design and fresh

cut flower care.

There was some concern (22.9%) from a number of the replies (n=35) about whether or not

this area could support a higher pay scale in turn for the expectations of a college graduate with a

floral design diploma.

The majority of floral businesses surveyed agreed that if floral design courses were offered

at CVTC, it would give job applicants a very good advantage for employment at their place of

business, especially when currently there are so few applicants with any kind of knowledge,

technical skills, or background in floral design.

In summary, this survey generated a good overview of the needs of the floral industry in

the Chippewa Valley area. Having a response rate of over 70% qualifies this research project

with an excellent synopsis for the feasibility of a floral program at CVTC.

37

Chapter V: Discussion






there is a void in the Chippewa Valley area compared to programs that are offered at other career

and technical colleges that do offer floristry programs in conjunction with a horticulture degree.

The purpose of this feasibility study was to determine what the needs of the floral industry

in the Chippewa Valley area are, to identify if a floristry program would add value to the existing

horticulture program already offered at CVTC, and if so to what extent. The primary research

questions that this study addressed were: 1) What types of businesses have a need to hire floral

designers in the Chippewa Valley area? 2) Does the floral industry have a need for trained floral

designers in Chippewa Valley and surrounding area? 3) Would a certified floral designer

certification be of value for employment? 4) What types of floral programs or training would be

helpful in qualifying students to be hired in a floral business?

Summary

A qualitative inquiry in the form of a written survey was used to gather information to

determine if there is a need for a floristry program at CVTC. The central focus was to

investigate what the need or voids are for hiring qualified designers when a floral business has a

vacancy. The population sampled for this study consisted of floral businesses in the Chippewa

Valley and surrounding area to determine what the floral industry needs are for finding and

hiring qualified trained floral designers. Since there is diversity in the types of businesses that

38

offer floral design, this non-random sample included shops that were listed in three different wire

service directories. These businesses were all located in or near the city of Eau Claire within a

100 mile radius of CVTC.

This feasibility study was conducted by mailing out a survey questionnaire (Appendix A)

to 120 floral businesses in the mid and northwestern Wisconsin area to determine what the floral

industry needs are for finding and hiring qualified floral designers. The written survey was used

to gather information to determine if there is a need for a floristry program at CVTC. The

central focus was to investigate what the needs or voids are for hiring qualified designers when a

floral business has a vacancy. The survey schedule addressed the following four primary

questions: 1) What types of businesses have a need to hire floral designers in the Chippewa

Valley area? 2) Does the floral industry have a need for “trained floral designers” in Chippewa

Valley and surrounding area? 3) Would a certified floral designer certification be of value for

employment? 4) What types of floral programs or training would be helpful in qualifying

students to be hired in a floral business?

The population sample included 120 various types of floral businesses in the mid and

northwest areas of Wisconsin served by Chippewa Valley Technical College in Eau Claire,

Wisconsin. A questionnaire style of survey was mailed to each business.

The first mailing consisted of a pre-announcement letter (Appendix B) sent out to 120

floral businesses on February 15, 2013 to inform recipients there would be a survey coming in

the mail the following week. On February 18, 2013 a second mailing was sent out to the same

120 floral businesses to include: a cover letter (Appendix C), a four page survey questionnaire

(Appendix A), a self-addressed, stamped, return envelope and a one dollar bill as an incentive to

increase participant response. On March 15, 2013, a final follow up letter (Appendix D) was

39

mailed to 40 businesses that had not yet responded. This mailing included a cover letter, another

four page survey questionnaire, and a self-addressed, stamped, return envelope.

As the survey questionnaires were returned they were recorded on an excel spreadsheet for

ease in tabulating and analyzing the results. Opened questions where recorded and synthesized

for reoccurring themes.

Discussion

Primary research question #1. The first research question the survey was designed to

address was: What types of businesses have a need to hire floral designers in the Chippewa

Valley area? The largest category of surveys returned was 79.1% from Retail Flower Shops.

Next was 11.6% from Supermarket Floral Departments, followed by 5.8% from Landscape and

Floral businesses. Garden Centers, Arts and Craft Stores, and other categories each accounted

for 1.2% respectively. This question was meant to simply define what types of businesses have a

need to hire floral designers with a cross section in a variety of different types of floral industry

businesses.

Primary research question #2. The second primary research question the survey was

designed to address was: Does the floral industry have a need for trained floral designers in the

Chippewa Valley and surrounding area? Survey questions 1 through 15 were projected to

investigate what the need is, what degree of difficulty there is in finding trained applicants, and

what qualifications are most important. The results of questions 1 through 15 were as follows:

• Over 90% of the survey respondents have a floral designer on staff. Many of the

businesses have two or more floral designers on staff. Over 58% of the respondents said

they will have a need to hire floral designers in the future. The majority of respondents

40

hire one or more part-time floral designers on a regular basis. Over 61% checked they

hire additional floral designers for seasonal holidays.

• When looking to hire a floral designer, over 45% of the respondents felt it was very

important to have trained applicants. An additional 48% checked it was somewhat

important.

• Over 50% of the respondents said it is very difficult to find qualified applicants who are

trained in floral design. 34.1% checked that it is moderately difficult. This suggests

there is a need for trained and skilled floral designers.

• Nearly 40% of respondents checked floral design experience as being a very important

skill to possess when needing to find qualified applicants. Over 29% checked retail

experience as being very important also.

• When asked what qualification is most important when hiring a floral designer, over 59%

checked “floral design experience” as being the most important qualification needed.

• When looking for applicants with any floral design experience the responses were mostly

“some” to” very little” experience is existing with most applicants.

• Survey responses indicated 53.1% of the businesses forecast a need to increase seasonal

help and 44.6% need to increase permanent staff in the next 3 to 5 years.

These results follow along the findings of a report by the American Society for Training and

Development that defined a significant skills gap between businesses and that of the available

workforce (Association of Career and Technical Education, 2008). With constant changing job

markets training in a specific career vocation has become more important than ever.

41

Primary research question #3. The third research question of the survey was to

determine: Would a certified floral designer (CFD) certification be of value for employment?

Floral certification programs are fairly new in this part of the country. Several states have

offered certification programs for a number of years but Wisconsin has just recently offered one

in the last two years. The third primary research question was to determine if certification in

floral design would be helpful for training or hiring qualified job applicants. Questions 16

through 18 were designed to determine if a floral certification program would be beneficial when

needing to hire a floral designer. The results are as follows:

• When asked if the survey participant was familiar with Certified Floral Designers

(CFD) certification, 65.9% checked yes and 44.6% checked no.

• When asked if an applicant with a “certification in floral design” would be

beneficial for the company or business, the majority (70%) checked yes.

• Most respondents (92%) would be willing to hire a graduate of a “floral training

program” from Chippewa Valley Technical College (CVTC) if they had no other

floral related work experience.

• When asked to reply about why or why not they would hire a CVTC floral program

graduate 75% (n=65) of respondents felt that having some basic training,

knowledge, and experience in floral design would save with on-the job training time

and be an advantage for hiring a floral designer.

Although accreditation in AIFD had been around since 1965 (AIFD, 2012), the CFD

certification program is very new to the florists in Wisconsin, within the last two years

(WUMFA, 2012). Most respondents of the survey felt a CFD program would be a bonus in

being able find and hire qualified applicants possessing basic floral design skills and knowledge

42

in order to save time training new designers. This correlates with prior studies which have

indicated that a certificate program could encourage further education along with greater

employment possibilities (Georgetown University, 2012). A good basic formal career and

technical education, such as the CFD certification program, would give applicants the necessary

skill base needed to have that advantage for employment (Pfahl, 1983) over other applicants

without any design skills or experience. In some cases even skilled workers would benefit from

completing a certificate program as a minimum requirement to have as an advantage in gaining

employment in future job markets (Georgetown University, 2012). Career and technical

education has become more prevalent in providing workers the technical skills needed in a

constantly changing job market.

Primary research question #4. The fourth research question was designed to define:

What types of floral programs or training would be helpful in qualifying students to be hired in a

floral business? Lists of possible floral courses were charted on the survey for participants to

choose from with the following results:

• 98.8% of responses checked basic floral design, 91.8% checked cut flower

identification, 91.9% checked fresh flower processing, and 89.5% checked basic

indoor plant care as courses that would be very helpful in preparing applicants in a

floristry program. These were the most frequently checked courses.

• Other courses that had a high response included: sympathy design (83%), wedding

design (75.6%), floral sales courses (65.1%), and merchandising methods (61.6%).

• Several respondents suggested additional courses to offer such as: customer service

skills, phone selling techniques, and floral business courses.

43

• Additional comments suggested the majority (68.6%) of respondents (n=35) felt a

floral program is needed and would be very advantageous when needing to hire a

floral designer.

• There was some concern (22.9%) from a number of the reply’s (n=35) about

whether or not this area could support a higher pay scale in turn for the expectations

of a college graduate in floral design.

As other technical colleges across the nation have offered horticulture programs, floristry

programs have also been included due to the needs of the industry (1986, May 1). Gateway

Technical College (2012) in southern Wisconsin offers a successful degree program in

horticulture with concentrations in nursery and landscaping or greenhouse and floral. This

provides students with a broader range of technical skills, opportunities, and career choices.

Basic plant care knowledge would be helpful along with some basic floral design courses.

Other course suggestions included: how to write orders, conduct phone sales, up-selling or add-

on sales, and customer service techniques. This is where contemporary CTE programs can

provide real world learning experiences for students (Haltinner, 2012).

The majority of the businesses surveyed agreed that if floral design courses were offered at

CVTC, it would give job applicants a much better advantage for gainful employment with their

company.

Conclusions

The purpose of this feasibility study was to determine the needs of the floral industry in the

Chippewa Valley area and to determine if a floristry program would add value to the existing

horticulture program already offered at Chippewa Valley Technical College (CVTC). Upon

collecting the data from the questionnaires surveying different kinds of floral industry businesses

44

in the Chippewa Valley and surrounding area, the overall answer to this question was “yes” there

is a need for floral design training in this area. The following list details the conclusions

synthesized in this feasibility study from the four primary research questions that where

addressed in the survey:

1. What types of businesses have a need to hire floral designers in the Chippewa Valley

area?

• The majority of businesses are independent flower shops with at lease two or

more floral designers on staff.

• Supermarket floral departments are the next largest business who hire floral

designers.

2. Does the floral industry have a need for trained floral designers in Chippewa Valley

and surrounding area?

• This feasibility study indicated area floral businesses are currently at a loss for

finding qualified floral designers when there is a job vacancy. Over half of the

respondents said it was very difficult to find an applicant with any experience.

• Nearly 40% of the respondents felt floral design experience was very important

when looking for qualified applicants when there is a vacancy.

• Studies indicate career and technical education provides the skills needed to fill

employment gaps in the workforce. When asked what kind of design skills are

needed or desired for job applicants, nearly 40% of the respondents felt floral

design experience was very important when looking for qualified applicants

when there is a vacancy.

45

• Having some basic floral design skills would be helpful although that was

seldom if ever the case when looking to fill a floral designer position. As

Prosser (1950) indicated, a career and technical program could provide the

technical training needed to meet the minimum requirements as a condition for

acquiring desirable employment skills and knowledge.


• Most floral businesses have a floral designer on staff (90%) and where familiar

with the CFD designation (65.9%).

• A majority of respondents (70%) felt CFD designation would be a bonus in

finding and hiring qualified floral designers since certification in floral design

would provide applicants with some basic workforce readiness skills.

• Most respondents (92%) would be willing to hire a graduate of a “floral

training program” from Chippewa Valley Technical College (CVTC) if they

had no other floral related work experience.

• When asked to reply about why or why not they would hire a CVTC floral

program graduate 75% (n=65) of respondents felt that having some basic

training, knowledge, and experience in floral design would save with on-the

job training time and be an advantage for hiring a floral designer.

• This feasibility study concludes that CFD certification would give applicants

an advantage in being hired over someone with no skills or background in

floral design. This correlates with studies that indicate that a certificate

program provides greater employment possibilities (Georgetown University,

2012).

46

4. What types of floral programs or training would be helpful in qualifying students to be

hired in a floral business?

• Basic floral design mechanics and skills need to be taught especially for an

entry-level floral designer in the industry. Career and technical programs can

offer the basic knowledge and skills needed to meet minimum requirements as

a condition for acquiring desirable employment qualifications (Prosser, 1950).

• Marketing and business skills and knowledge would be a bonus. Specific

business and marketing courses for the floral industry would be very

advantageous for students interested in managing or owning their own business

(Pfahl, 1983).

• It was determined that cut flower identification, fresh flower processing and

basic indoor plant care knowledge is needed in a floral design program. There

is indoor plant courses currently offered at CVTC (2012) in the horticulture

degree program. This demonstrates how a floristry program can compliment a

horticulture program when offered together as a total package or as electives

for a chosen career path (Gateway Technical College, 2012).

• Floristry programs have been added to horticulture programs to meet industry

needs (1986, May 1). Since the two industries are so closely related it makes

sense to offer them together for expanded opportunities for students to have

broader career options within the various seasonal business industries.

• Contemporary CTE programs need to provide real world learning experiences

for students (Haltinner, 2012) such as how to write orders, phone sales, add-on

selling, etc. Every florist needs to learn these basic and necessary skills in

47

order to have the qualifications needed for workforce readiness in the floral

industry. Being able to hire applicants with these skills already in place saves

the business valuable time in training.

Recommendations

This feasibility study was designed to investigate the needs of the floral industry in the

Chippewa Valley and surround area. After surveying industry professionals in the Chippewa

Valley and surround area, this study indicated there is a need for a floral training program to

provide businesses with qualified applicants to fill job vacancies. Career and technical education

is the best pathway in providing future workers with the knowledge and skills necessary for a

competitive edge in gainful employment (Association of Career and Technical Education, 2008).

The results of this feasibility study substantiate the possibility for implementing a basic floral

design program at CVTC. A list of recommendations is suggested for each of the following

research questions investigated as follows:

1. What types of businesses have a need to hire floral designers in the Chippewa Valley

area?

• Independent businesses have a need for qualified floral designers both for full

time, part time, and seasonal employment.

• Supermarket floral departments are quickly becoming the fastest growing

segment of the floral industry with a need for qualified floral designers on staff in

various capacities as managers, full time designers, and as additional help during

holidays and garden center seasons.

2. Does the floral industry have a need for trained floral designers in Chippewa Valley and

surrounding area?

48

• This feasibility study indicated there is a need for trained floral designers in the

Chippewa Valley and surrounding area.

• It is recommended to investigate the possibility of adding some floristry courses

as electives at CVTC in conjunction with the horticulture program.


• Studies show that career and technical education with a certification in an industry

trade will provide adults with the knowledge and skills necessary for future

workforce readiness (Association of Career and Technical Education, 2008).

• With the CFD certification being new to Wisconsin florists, it is recommended

that information pertaining to the CFD certification process be considered as a

possible pathway for CVTC to offer students more choices.

• A CFD certification program already exists in the floral industry which would

provide added value to a floristry program if it were to be implemented at CVTC.

It is recommended to determine if the CFD certification program “hands-on”

design portion could be offered in conjunction with the horticulture or a floristry

program at CVTC as a possible elective.

4. What types of floral programs or training would be helpful in qualifying students to be

hired in a floral business.

• Currently CVTC (2012) doesn’t offer any floristry or floral design courses. It is

recommended to determine the possibility of implementing a basic floral design

certificate program to compliment the horticulture degree.

• Basic floral design, cut flower identification, fresh flower processing, and basic

indoor plant care were the most frequently checked courses desired in preparing

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applicants in the skills needed in floral design. It is recommended that these basic

courses be added as possible electives at CVTC to compliment the horticulture

program.

• Other desired courses that had a high response included: sympathy design,

wedding design, floral sales courses, and merchandising methods. Additional

courses to be considered would include: floral business courses and floral

marketing. If a floristry program were to be implemented at CVTC, it is

recommended that these additional courses be included as the program

progresses.

• Several respondents suggested additional courses to offer such as: customer service

skills, phone selling techniques, and floral business courses which could also be

considered as additional electives to offer.

50

References

Adams, S. (2011, April 9-10). How to get a real education. The Wall Street Journal, C1, C2.

American Institute of Floral Designers (2012). CFD pathway providers. Retrieved from

http://aifd.org/cfd-pathway-providers/

American Institute of Floral Designers. (2005). The AIFD guide to floral design: Terms

techniques, and traditions. Flourtown, PA: The Intelvid Group.

Association of Career and Technical Education. (2008, March). Career and technical education's

role in workforce readiness credentials. Issue Brief, 1-8.

Bureau of Labor Statistics, U.S. Department of Labor (2012). Occupational outlook handbook,

2012-13 Edition. Retrieved from http://www.bls.gov/ooh/arts-and-design/floral-

designers.htm

Chippewa Valley Technical College. (2012). Landscape plant, and turf management.

Retrieved from http://www.cvtc.edu/programs/program-catalog/Pages/Landscape-

Mngmt.aspx

Gateway Technical College. (2012). Associate degrees. Retrieved from

http://www.gtc.edu/page.asp?q=48

Georgetown University. (2012, June). Career clusters: Forecasting demand for high school

through college jobs 2008 - 2018. Retrieved from http://cew.georgetown.edu/clusters

Georgetown University. (2012, June).Certificates: Gateway to gainful employment and college

degrees. Retrieved from http://cew.georgetown.edu/

Georgetown University. (2012, June). Help wanted: Projections of job and education

Requirements through 2018. Retrieved from http://cew.georgetown.edu/jobs2018/

http://aifd.org/cfd-pathway-providers/

http://www.bls.gov/ooh/arts-and-design/floral-

http://www.bls.gov/ooh/arts-and-design/floral-

http://www.cvtc.edu/programs/program-catalog/Pages/Landscape-Mngmt.aspx

http://www.cvtc.edu/programs/program-catalog/Pages/Landscape-Mngmt.aspx

http://www.gtc.edu/page.asp?q=48

http://cew.georgetown.edu/clusters

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http://cew.georgetown.edu/jobs2018/

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Haltinner, U. (2012). A profile of school-based enterprises within CTE disciplines. Techniques:

Connecting Education & Careers, 87(3), 50.

Henss, S. R., Zajicek, J. M., & Lineberger, R. D. (2006). A comparison of student grades, floral

design laboratory skill scores, and course satisfaction of traditional and online sections of

a university floral design course. HortTechnology, 16(4), 626-632.

Illinois Occupational Skill Standards and Credentialing Council. (2000). Illinois occupational

skill standards: Floristry cluster. (Available from: Curriculum Publications

Clearinghouse, Western Illinois University, Horrabin Hall 46, 1 University Circle,

Macomb, Il 61455-1390)

Pfahl, P. B., & Pfahl, Jr., P. B. (1983). Qualifications of a retail florist. The retail florist

business. (4th ed.; pp. 9-14). Danville, IL: The Interstate Printers & Publishers, Inc.

Prosser, C. A., & Quigley, T. H. (1950). Present theories in vocational education. Vocational

education in a democracy. (2nd ed.; pp. 2-3, 222-224). Chicago, IL: American Technical

Society.

Sanders, D. C., Osborne, D. J., Peet, M. M., Dole, J. D., & Kornegay, J. L. (2000). A new

horticultural science distance education graduate certificate program, 1.

Society of American Florists. (2012). Statistics: Floriculture industry overview. Retrieved from

http://www.safnow.org/node/345

Society of American Florists. (2007). The changing floriculture industry: A statistical overview.

(4th ed.). Alexandria, VA: Society of American Florists.

Webster, N. (1988). Webster's II new Riverside University dictionary. (2nd ed.). Boston, MA:

The Riverside Publishing Company.

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http://hortsci.ashspublications.org/search?author1=Dennis+J.+Osborne&sortspec=date&submit=Submit

http://hortsci.ashspublications.org/search?author1=Mary+M.+Peet&sortspec=date&submit=Submit

http://hortsci.ashspublications.org/search?author1=John+M.+Dole&sortspec=date&submit=Submit

http://hortsci.ashspublications.org/search?author1=Julia+L.+Kornegay&sortspec=date&submit=Submit

http://www.safnow.org/node/345

52

Wisconsin and Upper Michigan Florist Association. (2012). WFC information. WUMFA.

Retrieved from http://www.wumfa.org/certification/

(1986, May 1). A college’s new field: Floristry. New York Times, p. 11. Retrieved from

http://ezproxy.lib.uwstout.edu:2048/login?url=http://search.ebscohost.com/login.aspx?

direct=true&db=f5h&AN=30700228&site=ehost-live

http://www.wumfa.org/certification/

http://ezproxy.lib.uwstout.edu:2048/login?url=http://search.ebscohost.com/login.aspx?%20direct=true&db=f5h&AN=30700228&site=ehost-live

http://ezproxy.lib.uwstout.edu:2048/login?url=http://search.ebscohost.com/login.aspx?%20direct=true&db=f5h&AN=30700228&site=ehost-live

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APPENDIX A: Survey Questionnaire

Floral Designer Qualification Survey

This survey is designed to collect information for the evaluation of what the floral industry needs are for finding and hiring qualified floral designers in the Chippewa Valley and surrounding area and if a floral program would be feasible at Chippewa Valley Technical College in Eau Claire, WI. Please answer all questions as fully and truthfully as you can. Your participation and responses to the questions is strictly voluntary. Your time and help is very much appreciated! Which of the following best describes your place of business? (check only one) Retail floral shop____ __ Supermarket floral department______

Garden Center______ Landscape & Floral business______

Event Planner______ Arts & Crafts business______

Other (please explain) _______________________________________________________

1. Do you have any employees who are responsible for duties as a “floral designer” in one

of the categories listed above? (check one) Yes_______ No_______

a. If yes, how many? ______

b. If no, do you plan to hire any “floral designers” in the future?

(Check one) Yes______ No______

2. Including yourself, how many full-time (35 or more hrs/wk) floral designers do you currently employ at your company? (circle one)

0 1 2 3 4 +

3. How many part-time (35 or less hrs/wk) floral designers do you currently employ at your company? (circle one)

0 1 2 3 4+

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4. Do you hire any extra floral design help during floral holidays? (check one)

Yes_______ No________ If yes, how many? ________

5. When looking to hire a floral designer how important is it to have trained qualified applicants? (circle one) Very important Somewhat important Not important

6. How difficult is it to find qualified applicants who are trained in floral design? (circle one) Very difficult Moderately difficult Slightly difficult Not at all difficult

7. How important is gardening experience when hiring a floral designer? (circle one) Very important Moderately important Slightly important Not important at all

8. How important is floral design experience when hiring a floral designer? (circle one) Very important Moderately important Slightly important Not important at all

9. How important is an art background when hiring a floral designer? (circle one) Very important Moderately important Slightly important Not important at all

10. How important is a craft background when hiring a floral designer? (circle one) Very important Moderately important Slightly important Not important at all

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11. How important is management experience when hiring a floral designer? (circle one)

Very important Moderately important Slightly important Not important at all

12. How important is retail sales experience when hiring a floral designer? (circle one)

Very important Moderately important Slightly important Not important at all

13. Which qualification is most important when hiring a floral designer? (check one)

________ gardening experience ________ floral design experience

________ management experience ________ art background

________ retail sales experience ________ craft background

________other (please list) _________________________________________

14. When looking for qualified floral designers to hire, generally what is the typical level of “floral design experience” most applicants possess? (circle one)

Very experienced Some experience Little experience No experience

15. What are your projections for your company’s future needs in hiring floral designers in the next 3 to 5 years? (circle one in the “seasonal help” category and circle one in the “permanent position” category)

Seasonal help: Permanent positions: No change in staffing No change in staffing

Need to increase staff Need to increase staff Need to decrease staff Need to decrease staff

16. Are you familiar with Certified Floral Designers (CFD) certification? (check one) Yes________ No ________

17. Do you feel that finding an applicant with a “certification in floral design” would be beneficial for your company? (check one) Yes_______ No_______

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18. Would you be willing to hire a graduate of a “floral training program” from Chippewa

Valley Technical College (CVTC) if they had no other floral related work experience? (check one) Yes________ No ________ Please explain why or why not: ____________________________________________

19. To help prepare potential applicants what types of floral courses do you feel would be helpful in a floristry program? (please check all that apply)

______ cut flower identification _______ fresh flower processing

______ basic floral design _______ high style design

______ party event design _______ wedding design

______ sympathy design _______ basic indoor plant care

______ floral marketing _______ indoor plant identification

______ floral business courses _______ floral sales courses

______ floral gift buying _______ merchandising method

Other (please list) ______________________________________________

20. Please add any additional comments you have to assist in determining if there is a need for a floral program at CVTC.

Thank you for taking time to complete this survey! Your help is greatly appreciated!

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Appendix B: Pre-Announcement Letter February 15, 2013 Patricia C. Malloy 3420 115th Street Chippewa Falls, WI 54729 Dear Floral Professional, This letter is to let you know you will be reciveing a written survey in the mail within the next couple of days. I am asking for your help to determine the needs of the floral industry in the Chippewa Valley and surrounding area, and to find out if a floristry program would add value to the existing horticulture program already offered at Chippewa Valley Technical College (CVTC). The best way of gathering this information is to ask floral industry business managers and owners such as yourself, in north central Wisconsin, who would be served by CVTC in Eau Claire, WI. Your name will not be included on any documents; thus your responses will be anonymous. Your participation in this study is entirely voluntary. This study has been reviewed and approved by The University of Wisconsin-Stout's Institutional Review Board (IRB). The IRB has determined that this study meets the ethical obligations required by federal law and University policies. By completing the survey you agree to participate in the project entitled: The study of the feasibility of implementing a floral program at Chippewa Valley Technical College, Eau Claire, WI. I hope you will take a few moments out of your very busy work day to complete the survey once you receive it. With your help, the results of this study could greatly benefit the floral industry in the Chippewa Valley and surrounding area. Your participation would be very greatly appreciated! Please look for this survey to arrive in the mail within the next couple of days. Sincerely, Patricia C. Malloy UW-Stout Student

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Appendix C: Cover Letter for Survey February 18, 2013 Patricia C. Malloy 3420 115th Street Chippewa Falls, WI 54729 Dear Floral Professional, A letter was sent to you a few days ago informing you that you would be receiving a survey in the mail. I am asking for your help to determine the needs of the floral industry in the Chippewa Valley area, and to find out if a floristry program would add value to the existing horticulture program already offered at Chippewa Valley Technical College (CVTC). The best way of gathering this information is to ask floral industry business managers and owners such as yourself, in north central Wisconsin, who would be served by CVTC in Eau Claire, WI. The enclosed survey should take no more than 5 or 10 minutes to complete and can be sent back to me in the enclosed self-addressed stamped envelope. Your name will not be included on any documents; thus your responses will be anonymous. Your participation in this study is entirely voluntary. You may choose not to participate without any adverse consequences to you. Should you choose to participate and later wish to withdraw from the study, there is no way to identify your responses after it has been turned into the investigator. This study has been reviewed and approved by The University of Wisconsin-Stout's Institutional Review Board (IRB). The IRB has determined that this study meets the ethical obligations required by federal law and University policies. If you have questions or concerns regarding this study please contact me by phone: 715-723-5270 or e-mail: [email protected], or contact my Advisor Dr. Carol T. Mooney, by phone: 715-232-1444 or e-mail: [email protected] . . If you have any questions, or concerns regarding your rights as a research subject, please contact the IRB Administrator Sue Foxwell, Research Services, 152 Vocational Rehabilitation Bldg, UW-Stout, Menomonie, WI 54751, by phone: 715-232-2477 or e-mail [email protected]. By completing the enclosed survey you agree to participate in the project entitled: The study of the feasibility of implementing a floral program at Chippewa Valley Technical College, Eau Claire, WI. A token one dollar bill has been included in this mailing as a way of saying “thank you” for taking a few moments of your precious time to complete this survey. This survey needs to be completed and sent back in the enclosed self-addressed stamped envelope by March 6th 2013. Your participation would be very greatly appreciated! Sincerely, Patricia C. Malloy UW-Stout Student

mailto:[email protected]



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Appendix D: Follow Up Letter March 15, 2013 Patricia C. Malloy 3420 115th Street Chippewa Falls, WI 54729 Dear Floral Professional, A couple weeks ago you received a survey in the mail regarding floral designer qualifications when hiring. To the best of my knowledge it has not yet been returned. I am asking for your help to determine the needs of the floral industry in the Chippewa Valley area, and to find out if a floristry program would add value to the existing horticulture program already offered at Chippewa Valley Technical College (CVTC). The best way of gathering this information is to ask floral industry business managers and owners such as yourself, in north central Wisconsin, who would be served by CVTC in Eau Claire, WI. Another survey has been enclosed and as mentioned before, should take no more than 5 or 10 minutes to complete. It can be sent back to me in the enclosed self-addressed stamped envelope. I am sending this letter again to request your input to gain more accurate results from the survey sample. Your participation in this study is entirely voluntary. Should you choose to participate and later wish to withdraw from the study, there is no way to identify your responses after it has been turned into the investigator. This study has been reviewed and approved by The University of Wisconsin-Stout's Institutional Review Board (IRB). The IRB has determined that this study meets the ethical obligations required by federal law and University policies. If you have questions or concerns regarding this study please contact me by phone: 715-723-5270 or e-mail: [email protected], or contact my Advisor Dr. Carol T. Mooney, by phone: 715-232-1444 or e-mail: [email protected] . If you have any questions, or concerns regarding your rights as a research subject, please contact the IRB Administrator Sue Foxwell, Research Services, 152 Vocational Rehabilitation Bldg, UW-Stout, Menomonie, WI 54751, by phone: 715-232-2477 or e-mail [email protected]. By completing the enclosed survey you agree to participate in the project entitled: The study of the feasibility of implementing a floral program at Chippewa Valley Technical College, Eau Claire, WI. Please return the completed survey in the enclosed self addressed envelope no later than March 25th 2013. Your participation would be very greatly appreciated! Sincerely, Patricia C. Malloy UW-Stout Student




Documents

Author: Malloy, Patricia, C. - UW-StoutMalloy, Patricia C. A Feasibility Study of Implementing a Floral Program at Chippewa Valley Technical College, Eau Claire, Wisconsin Abstract