MEMBER PROFILE - Event Floral

Event Floral

Event Floral has been making celebrations special for 20 years.

Erin Stoffregen, owner of Event Floral, came to work for the company when she was in high school, working under the store’s original owner, Deb Quillen. Stoffregen remembered working out of a warehouse east of Interstate 90. Midway through college, Stoffregen knew that she wanted to advance in the business once Quillen had expressed an interest in looking for someone to take over.

Now, nine years into her leadership of Event Floral, they occupy a beautiful retail space in Loves Park. The stone and metal building behind Blaine’s Farm and Fleet nestles up to a growing neighborhood to the north.

Entering the bright and colorful shop, the enticing fragrance of the flowers and aromatic plants greets you as you open the door. Retail shelves are well stocked with stylish décor and potted plants, while a floral cooler has freshly cut tulip bouquets arranged in a rainbow of reds, pinks and purples.

“We’re very well established in the wedding and event industry,” Stoffregen said. “But I think that people don’t realize we do everyday floral as well. We have our new dedicated showroom, delivery drivers, we do special orders for pickup and delivery, for proms and anniversaries, retirement parties—any scale of events, even if it’s just one thing. We’re open to the public.

“We’re excited to bring elevated style to the market, putting our own twist on what you expect from a commercial bouquet. What we offer is specialized design, talented seasonal design, and a fresh modern approach.

Organized beauty

We sat down in a brightly lit, welcoming space that was created for consulting with couples planning their wedding or corporate customers looking to decorate their upcoming event.

“When we’re consulting with a couple about their wedding, if they’re not sure where to start, we can offer a price guide that can give them averages and overviews so that they can start to figure out a budget. It’s most helpful when someone comes in with a budget ballpark. Larger weddings have more needs, so knowing parameters in terms of quantities and expectations is important..

"Working with corporate partners is great because they often come up with a budget per table or per person that we can work backwards from to make the most impact per table.

Bring us inspiration pictures, help us understand and know your colors, styles, your specific requests, give us the best information. We can always customize to meet a budget and get as close to the vision as possible,” Stoffregen said.

A Valentine’s Day resource

As we approach Valentine’s Day, it’s good to have a go-to local store, particularly if one you’ve relied on has left the market. Stoffregen explained why you get better value working with a local store over ordering flowers online. “In general, if you can contact local florists directly, you’ll get the best value and overall arrangement. Online services take a big percentage, so contacting local florists directly can do more for you.”

Spotted in the wild

Event Floral has a busy social calendar ahead. Partnering with Rockford Art Museum with the annual “Art in Bloom” event, several bridal shows, and various public installations, you’ll see their arrangements around town throughout the coming months.

As with wedding season and corporate gala events, you can do better during Valentine’s Day by planning ahead.

“The sooner you place an order, the more likely you’ll get guaranteed delivery and the best selection. If you wait until the last minute, you’ll be limited to the stock we have on hand,” Stoffregen said.

And much like flowers growing in the spring, so does the flower business. With a staff of 10 to 15 core members, Event Floral expands to meet the demands of wedding and event seasons between June and October, expanding their staff.

■ Weddings: Six months to one year lead time for all floral arrangements, bouquets. Start earlier for weddings scheduled between June and October or for larger weddings.

■ Corporate Events: Two to four months lead time for centerpieces, focal pieces

■ Event Floral can also offer linens, charger plates, lanterns, pipe and drape, and other décor for your event

■ Event Floral is located at 7302 Rock Valley Parkway, Loves Park

■ Retail Hours are 9 am – 4 pm weekdays, and 9 am – noon on Saturdays.

■ Consultations are available by appointment.

■ Find them on Facebook and Instagram or at www.event-floral.com.