For years when I had the freedom of a freelance writer, I would begin each year by drawing big black Xs on my calendar through the first week of March. In Philadelphia, that’s when the Flower Show comes to town. Each year, I was pleased to put on my pink pinnie and volunteer for that week, getting a behind-the-scenes peek at the biggest show in town (and — in full disclosure — the opportunity to sneak in before the doors open and the crowds descend). If you’ve never been, run — don’t walk — to the Convention Center; for those of you out of town, it’s worth considering the trip. Founded in 1829, the event is billed as the largest indoor flower show in the 
world and attracts more than 250,000 people annually from around the country and even the world. (I once assisted a group of women who had flown up from Atlanta for the day!) That’s because just when you think you can’t bear another grey, cold day with a “wintry mix” in the forecast, there’s the fantasy of the Flower Show.
So what does this have to do with PR? Well — not a whole lot, but everything. For one thing, it affords the opportunity to put in a shameless plug for our client, hardscaper EP Henry, which is a major sponsor of the show each year. I don’t know what those amazing exhibits would do without EP Henry pavers to provide decorative hardscaping and help control water runoff.
But on a larger level, the Flower Show becomes public relations for the city of Philadelphia. It’s a week when the whole city shines. Many stores change their window displays to incorporate flower themes. Restaurants offer special deals. Bright banners line city streets.
From an insider’s perspective, it is also an opportunity to watch monumental event planning at work. The producer of the show, the Pennsylvania Horticultural Society, is one finely tuned, well-oiled event planning machine running on all gears this week. The organization is mind-boggling: thousands of volunteers, vendors, visitors; media, maintenance, missing children; horticulturalists, hobbyists, high-society patrons, all expecting to be treated just so. And somehow, PHS manages to pull it off every year, and look cheerful doing it. And for the ultimate PR win — all proceeds go toward the society’s amazing urban gardening outreach efforts that brighten not only Philadelphia’s parkways, but hidden neighborhood gardens throughout the city. Welcome to Spring!