The horticulture industry’s premier educational event, Cultivate’26, returns July 11–14, 2026, bringing together leading experts, innovative ideas, and valuable networking opportunities for green industry professionals. Among this year’s featured speaker Katie Elzer-Peters, Owner of The Garden of Words, LLC, will share practical strategies for horticultural marketing and communications to help businesses better engage today’s gardeners.
Imagination Activation: How Three Businesses Create Trendy, Fun, and Profitable Customer Experiences
It’s time to think outside the pot! Your customers are craving in-person, garden-adjacent activities. Crafting is on the rise. Families are looking for multi-generational experiences. 25-35 year olds want affordable, creative workshops and immersive experiences. Who better to provide that than a garden center?
During this panel presentation and discussion, hear from three businesses that have answered the call and won customer loyalty, repeat visits, and viral attention doing so.
Come ready to steal ideas for how these IGCs have hosted inviting coffee initiatives, kids growing clubs, delightful plant-focused activations, and more!
Beyond the Pot: How to Host Creative Experiences that Earn Loyalty and Profits
People are CLAMORING for experiences, interesting brand activations, the opportunity to meet new people and to create something new. That’s where Independent Garden Centers come in. You added a couch. You became a “3rd place.” But your customers want more. And you want to give it to them.
You can! And we’re going to show you, teach you, and help you get your hands dirty learning new projects to offer your paying customers. Diversify revenue, build community support, develop fanatical supporters, and reach new audiences with the space, personnel, and assets you already have!
Creative Workshop Brass Tacks: Pricing, Tickets, Contracts, Marketing, Setup, Supplies, Follow-up
In two previous sessions, “Imagination Activation” and “Beyond the Pot“, you heard from others about why to host creative workshops, got ideas for workshops and experiences, and tried your hand at learning and creating. Now it’s time to get down to business.
In this session you’ll learn how to:
- Price workshops & write engaging descriptions
- Contract with outside providers (should you wish to) and avoid common pitfalls
- Market to existing and new audiences
- Set up for a successful day
- Source supplies
- Follow up with attendees to ensure that they become repeat, life-long customers.
Growing Connections: An Out-Of-The-Box Networking Experience [Extended Session]
Step away from traditional sit-and-learn sessions and into a 90-minute experience designed to spark connection, creativity, and fun. In this interactive networking session, you’ll connect, laugh, and build authentic relationships with fellow horticulture leaders through playful icebreakers, creative prompts, energizing team-building activities, and collaborative art.
This lively, memorable experience is all about meaningful engagement helping you break the ice, share ideas, and form genuine connections that extend well beyond the event. Come prepared to participate, think creatively, and enjoy a refreshing change of pace that will leave you recharged, inspired, and ready to make the most of the rest of Cultivate.
Find Katie at Cultivate’26 to gain fresh insights, practical tools, and proven marketing techniques you can put to work immediately. Register today and join thousands of industry professionals at Cultivate’26 to learn, connect, and grow.
