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7/2/75 - Golden Rose Award
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7/2/75 - Golden Rose Award
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Sheila R. Weidenfeld Files (Ford Administration)
Sheila Weidenfeld's Daily Events Files
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President (1974-1977 : Ford). Office of the First Lady. 1974-1977
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The original documents are located in Box 6, folder "7/2/75 - Golden Rose Award" of
the Sheila Weidenfeld Files at the Gerald R. Ford Presidential Library.
Copyright Notice
The copyright law of the United States (Title 17, United States Code) governs the making of
photocopies or other reproductions of copyrighted material. Gerald R. Ford donated to the United
States of America his copyrights in all of his unpublished writings in National Archives collections.
Works prepared by U.S. Government employees as part of their official duties are in the public
domain. The copyrights to materials written by other individuals or organizations are presumed to
remain with them. If you think any of the information displayed in the PDF is subject to a valid
copyright claim, please contact the Gerald R. Ford Presidential Library.
Digitized from Box 6 of the Sheila Weidenfeld Files at the Gerald R. Ford Presidential Library
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
April 25, 1975
Susan
armul
Appointments Secretary
a se wide he)
a
Miss Susan Porter
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
to me he
Dear Miss Porter:
reuse what has
she
done
Recently I talked with Sheila Weidenfeld about the possibility
that Mrs. Ford might accept the Golden Rose award presented by Florists'
Transworld Delivery. She suggested that I write to you and explain our
desire to make the presentation to the First Lady.
The Golden Rose is one of the foremost awards of American horti-
culture. Since 1960 it has been presented from time to time to world
leaders as well as to lesser known persons of high achievement. In
some instances, it has been primarily significant of the use of flowers
and plants in terms of adding beauty to our daily lives. In others it
has been given to recognize the fine, intangible qualities in people
that flowers express in such a unique manner.
Recipients of the Golden Rose have ranged from world leaders to
lesser known persons who have enriched the lives of others. They
include former Senators Margaret Chase Smith, Everett Dirksen, and
Spessard Holland; Prime Minister Pierre Trudeau; the officers of the
Tournament of Roses; White llouse floral designer Elmer Young; Robert
Dowling of Sterling Forest Gardens; and others.
First Ladies of the United States have all brought singular
talents and ideas to the use of flowers and plants in the White House
setting. Millions of people have had their visits enriched because of
the ways in which First Ladies have presented the White House to the
public. Therefore, the Board of Directors of FTD wish to honor Mrs.
Ford and, through her, all American First Ladies. The purpose of this
letter is to inquire whether Mrs. Ford would receive the Golden Rose as
a tribute to her and to her predecessors some time during the month of
June, 1975.
FORD LIBRARY
4/28
Miss Susan Porter
April 25, 1975
Page two
Although the approximately 2,000 familes who will attend the
annual meeting of FTD in Hawaii early in August would be thrilled to
have Mrs. Ford accept the Golden Rose at that time, we realize that
her schedule might make it difficult for her to do so. In that event,
we propose a ceremony at the White House with a small group of FTD
officers and guests whom Mrs. Ford might wish to invite. A film would
be made for presentation to the FTD annual meeting.
The Golden Rose consists of two delicate vermeil long-stemmed
roses on a suitably inscribed base. In the nature of things, it is
well suited as an expression of appreciation of the many fine qualities
that Mrs. Ford and other first ladies have brought to the White House.
FTD is a nonprofit service organization of 13,000 retail florist
members in the U. S. It is the oldest and largest such group in the
floriculture industry, which in turn is composed of some 50,000 inde-
pendent small businessmen and their families. We anticipate that 3,000
to 3,500 persons would witness the presentation film in Hawaii in
August. The film would be extensively shown during the ensuing year
at the many FTD regional, state, and district meetings throughout the
U. S. A more detailed description of FTD is attached.
As you may surmise, FTD members take pride in a special relation-
ship they have enjoyed with the White House. For several years they have
helped to decorate the White House for the Christmas season, an activity
that has given great pleasure to the organization and its members. A
cover from the FTD NEWS and photo story of this activity in December,
1974, is also enclosed.
I would be very glad to answer questions you may have Mr. Hubert
Beudert, executive vice president of FTD, has asked me to express his
hope that Mrs. Ford will receive this award with the heartfelt good
wishes of FTD members everywhere.
I would appreciate an opportunity to visit you at your convenience
in order to discuss this proposal in more detail.
Sincerely yours,
GLS: jac
Gordon L. Smith
Enclosures
CC: Mrs. Sheila Weidenfeld
Mr. Hubert Beudert
FTD
NEWS
Z
JANUARY 1975
FTD HOSPITAL FLOWER WORK PROVES SUCCESSFUL
MEMBERS FILL WHITE HOUSE WITH CHRISTMAS SPIRIT
3
3
day
and
Value
IRENE HAYES WADLEY & SMYTHE
MAX SCHLING
"EVERYTHING IS ALL SO VERY
IRENE HAYES, WADLEY & SMYTHE"
WADLEYE
SMITH
IRENE HAYES
IRENE HaYES
PARK AVE.
58ᵀᴴ
STREET
WaDIeY&SMYHE
Max SCHLING
470 PARK AVENUE AT 58TH STREET
NEW YORK Phone: 212/752-3535
212/753-1500
FTD 37-5329
Members Fill White House
With Christmas Spirit
Glittering lights, colorful ornaments, rooms filled
with flowers and holiday greens make Christmas a
time of joy and celebration in millions of homes
throughout the world.
The warmth and glowing in the nation's White
House symbolizes America's celebration of
Christmas.
Christmas is a special, unique event at the White
House. Decorating the mansion takes a lot of time,
work and effort to give it real warmth for the
holiday season.
Twelve of the regional winners in the 1974 FTD
Americas Cup competition responded affirmatively
to invitations to join with the White House staff in
decorating for the holidays.
Decorations began to be prepared and put into
place in early December. Members each worked
on the decorations for an average of two days.
Bill Dove, Bill Dove Flowers, Washington, D.C.,
Charles Smith and Bill Dove of Bill Dove's Flowers,
was appointed as Betty Ford's consultant for the
Washington, D.C., place a golden angel decoration
Christmas decorating. He and White House Chief
above a portrait of the late President Dwight
D. Eisenhower. Mr. Dove was the White House
Floral Designer Elmer "Rusty" Young supervised
Christmas decorating consultant for 1974.
the decorations.
Mr. Dove has had experience decorating many
patchwork designs from all over the United States,
goverment functions and noteworthy locations
were strung around the tree.
including the Metropolitan Gallery in Washington.
Small pieces of mirror in various shapes and
Mrs. Ford specified that the Christmas
sizes gave added glamour and reflection to the
decorations use economical materials displaying
tree.
American crafts with aesthetic value. Traditional
Members helped decorate the White House at
Christmas colors were highlighted.
different times during a 10-day period. The first
The focal point of the decorations was the
few days they worked in the flower room. The rest
Michigan Fir Christmas tree set up in the Blue
of the time was spent decorating the State Dining
Room. The 191/2-foot high tree from Mayville,
Room, East Room, Red Room, Green Room, Blue
Mich., preserved a tradition started by President
Room and Diplomatic Reception Room.
Benjamin Harrison.
Members decked the Christmas tree and
The tree was entwined with wheat lights with an
decorated the entrance foyer and Great Hall with
overlay of silver statice. Calico patchwork
rope, wreaths and topiary ficus trees interspersed
ornaments made by disadvantaged senior citizens
with red berries. Mantles were garnished with
from Appalachia, pine cones, sachets of spices
poinsettias and needle point ivy.
and American Indian made baskets filled with
Mixed bowls of natural greens with clusters of
gumdrops and ribbon candy enhanced the fir
statice, dried materials and red berries were
tree. Swags of blue moire, lined with calico
placed throughout the White House.
34
FTD NEWS
FTD Flood Insurance
Aids Kentucky Member
Martha Pierce, Nicholasville Florist, Nicholasville,
has no basement. The business has since moved
Ky., is receiving $2,906.70 from the FTD Flood
to a new location-this one on a hill.
and Earthquake Protection Program.
Mrs. Pierce totaled damage at $3,906.70. FTD
Mrs. Pierce is the first FTD Member in the
is covering the loss minus the $1,000 deductible.
United States to receive compensation for a loss
She also said she did not know she was insured
under the insurance program. Her shop, like the
against a flood until an FTD Member in a
other shops covered under the program, was
neighboring town told her about the FTD
damaged by a flood.
insurance program.
"This is just like a gift from heaven," Mrs.
The FTD Flood and Earthquake Protection
Pierce said. "I was pleased that I wasn't just put
Program insures all active FTD Members against
on the shelf," she added.
loss from damage to their shops by floods or
Close to three inches of rain in two hours put
earthquakes. It does not cover man-made
much of the city center of Nicholasville under
disasters such as a fire.
water. A creek, located at the back of many of
The insurance program protects buildings,
the local shops, overflowed and sent 15 inches of
contents and the loss of net profit from FTD
water and mud into the flower shop.
Members. The total amount for recovery per
"This creek couldn't take care of the water that
location is $30,000.
we had," she said. "I just looked in the back door
To date the insurance program has aided
of the shop and saw everything floating," she
Members in floods in Ontario and Manitoba.
added.
"After learning of the flood insurance plan FTD
The shop owner also noted "everything we had
had formed, the phrase 'It's Great To Be FTD'
that had a motor was burned out. I'll tell you it
hardly seems adequate," notes Aubrey McCurdy,
really was a set back."
Aubrey McCurdy Flowers Ltd., Galt, Ont.
In addition to replacing electrical equipment,
Mr. McCurdy was the first FTD Member to
the flood left a layer of mud covering much of the
receive payment under the insurance program
merchandise on the shop's main floor. The shop
and he made the comments in a letter to FTD
Headquarters.
"To the folks who spent many hours setting up
the flood insurance program, my most sincere
thank you," Mr. McCurdy said.
In another letter, Tammas Scott, Orchid
Florists, Winnipeg, Man., noted "any type of flood
or water insurance is not available in this area.
"Needless to say I was surprised and delighted
when our fieldman advised me of the recent
coverage FTD has applied to Member shops,"
he said.
"Our claim was processed with efficiency and
dispatch," Mr. Scott said.
"There are many things that set FTD apart
from other trade associations. This is what makes
Nicholasville Florist's truck, bumper-high in water, was
parked beside the flower shop.
it great."
JANUARY 1975
33
Walter Charron, Nosegay Flower Shop, Washington,
D.C., assembles a table arrangement in the State
Dining Room of the White House.
Among the early decorators at the White
House were (I-r): Bruce Sandin, FTD
eastern field supervisor, Walter Charron,
AI Easton, Bob Blundy (White House
staff), Juanita McKinney, Jim Mailloux,
Bill Dove, Bob Sokolowski and Charles
Smith. Additional FTD Members worked
on decorations later during the week.
Juanita McKinney, Magnolia Flower Shop,
Fort Campbell, Ky.; Jim Mailloux, Wright
Flowers, West Lafayette, Ind.; Charles
Smith, Bill Dove's Flowers; Bob
Sokolowski, Buckingham Florist, Arlington,
Va., and AI Easton, Easton's Flower Shop,
Mt. Vernon, III., ready holiday greenery for
assembly in the White House flower
workroom.
Members hung wreaths over windows from the
Americas Cup Winner Phil Rulloda, Country Club
ceiling with red moire fabric accented with
Flowers, Phoenix, Ariz., and FTD's 1974 Florist of
matching bows. Wreaths in the Blue Room were
the Year, AI Easton, Easton's Flower Shop, Mt.
made of mixed greens including noble fir, silver
Vernon, III., were among the Members
tip, cedar and juniper. These wreaths were hung
participating in the White House decorations.
with blue moire lines of calico fabric and finished
Other Americas Cup Regional Winners assisting
with matching quilted moire bows.
with the decorating included: Virginia James,
A nativity scene was displayed in the East Room
Laurette's Flower Shop, Rocky Hill, Conn.; Jane
surrounded by cypress trees, lagustrum and red
Bull, The Flower Cart, Inc., Baltimore; Robert Carr,
poinsettia topiary trees.
Bos Floral House, Muskegon, Mich.; Jim Mailloux,
Flowers were used in baskets and vases
Wright Flowers, West Lafayette, Ind.; Claude
throughout the mansion and on the 18-inch high
Harwood, Harwood's Florist and Ghses.,
Christmas trees in the red and green rooms.
Albermarle, N.C.; Lucy Hille, Welke's House of
Members prepared a few floral pieces for the
Roses, Milwaukee; Branson Baker, Baker's House
use of the first family in their own quarters in the
of Flowers, Ardmore, Okla.; Bob Bigham, Brown's
White House.
Flowers, Tacoma Wash.; Juanita McKinney,
FTD President Robert Costin and Vice President
Magnolia Flower Shop, Fort Campbell, Ky., and
Don Flowers presented a seasonal arrangement
Edward Von Bargen, Entenmann-Gotthardt
to the first family for their personal use.
Florists, Jersey City, N.J.
JANUARY 1975
35
FTD Hospital Flower Work
Proves Successful
Lewis and Sandra Hudson, Woodville Florist &
public that reports which, in effect, said
Gift Shop, Woodville, Tex., have no doubts
"flowers can kill sick people," were false. But in
about it.
addition, it developed as much affirmative
"We stood to lose 25 percent of our business,"
information as possible that flowers and green
points out Mrs. Hudson. The 25 percent was
plants are "good medicine" for sick people from a
business in hospital flowers.
psychological viewpoint.
And hospital flowers, as every florist knows,
FTD sent its commentator staff into hospitals
have been in for some criticism for allegedly
to emphasize the positive, therapeutic value of
harboring potentially harmful bacteria in
flowers to the patients.
the water.
Under the "Design In Flowers" program, the
It was not just a problem. It became, in the
comméntator created a variety of floral designs
words of FTD Group Director of Marketing
for the patients who made up the audience.
Charles T. Coyle, "a potential crisis" following the
Flowers and materials are described and
release of a research report in a British medical
requently the arrangements are given away to
journal incriminating the hospital flowers.
hospital patients or the staff.
"After all," Mr. Coyle points out, "sales of cut
"We're putting the message across that the
flowers and plants to hospitals represent
beauty of cut flowers and green plants act
approximately 20 percent of the average florist's
business. We had to launch a full-scale, public
relations program."
Part of the FTD program was the issuing of
hospital flower kits to every FTD Member. The kits
included a helpful list of hospital do's and don ts
as well as answers to the vital questions being
asked by hospital administrators who were reading
or hearing the adverse reports on hospital flowers.
Also included in the kit are positive statements
on hospital flowers from the Center For Disease
Control of the U.S. Public Health Service and
other health officials and organizations.
The informational kits also were sent to all
district representatives, district chairmen and FTD
field service representatives. Additional ones are
available from Headquarters upon request.
"With some slight variations the kit also was
sent to every allied association in the country,"
Mr. Coyle noted. "A specially-selected kit was sent
to every state hospital association and every
Blue Cross/Blue Shield plan in the country.
"The feedback is that the kit has really been
effective," Mr. Coyle added.
Special Commentator Rex O'Meara presented this
arrangement to a patient at Veterans Administration
FTD undertook a massive effort to tell the
Hospital in New York City.
36
FTD NEWS
From: Edward Gottlieb & Associates
485 Madison Ave., New York 10022
(212) 421-9220 (Ron Odgers)
For: Florists' Transworld Delivery
FLORISTS' TRANSWORLD DELIVERY
BACKGROUND INFORMATION
Florists' Transworld Delivery (FTD), founded in 1910, is the world's oldest
and largest inter-city retail florist organization.
It is composed of nearly 15,000 Member florists who directly service some
400 U.S. and Canadian cities and towns, and provide extended delivery service to
an additional 80,000 communities. Latin America and parts of Asia also are
serviced by FTD Member shops.
FTD is virtually unique in the American economy. Its business is the delivery
-- within hours -- of flowers, plants and other gifts almost anywhere. It is not
only a retail cooperative comprised of thousands of independent businessmen but a
major business service (advertising, merchandising, research, consumer education,
etc.).
FTD SALES VOLUME
Sales of FTD florists amounted to $192,000,000 in the 1973-74 fiscal year, the
highest in the organization's 64-year history. The comparable figure for the
previous year was $171,000,000 -- or a gain of 12.6 percent. The total number of
FTD orders (transactions) in 1973-74 totaled 14,890,000, an increase of 5 percent.
FTD's preeminence as an inter-city flower-delivery network derives from the
multitude of sales producing services it offers retail florists. Among the most
visible are a multi-million dollar advertising program, an aggressive promotional
program that now revolves around FTD members as "The Florist with the "Extra Touch,"
educating florists to be artists with flowers and consumers to better appreciate
the beauty of flowers and plants.
The value of the organization to its members is underscored by the fact that
orders for out-of-town delivery account for as much as 15 percent of the total
volume of the average FTD member shop.
more
- 2 -
HISTORY
Prior to the establishment of Florists' Transworld Delivery, flowers were sent
by parcel post or express. As the nation grew, many florists recognized the inade-
quacy of this service, but lacked information on the location of floral shops
across the country which would enable them to execute an order for out-of-town
delivery.
With these problems in mind, a handful of the nation's top florists met in 1909
at the Chicago Flower Show, sponsored by the Society of American Florists and the
Ornamental Horticulturists, and agreed to exchange orders between cities by forming
the Florists' Telegraph Delivery Association. On August 18, 1910, fifteen florists
gathered in Rochester, N.Y., adopted a constitution and bylaws, set down strict
requirements for membership, elected officers, and established a trust fund to
assure payments to one another.
In 1911, the Association had 315 members. By 1920, it had expanded to 1,200
members, and each florist was provided with a membership directly to aid in the
exchange of orders.
By 1921, the public began to show its acceptance of a service which made it
possible to send floral gifts to relatives and friends out-of-town. As the demand
for this service increased, organizational requirements grew more complex. A
central Clearing House was instituted to simplify the billing of flower orders.
Located at FTD headquarters in Detroit, Michigan, the Clearing House operation is
similar to that of a bank, and utilizes electronic data processing equipment for
speed and accuracy. All member shops report their filled orders to the Clearing
House and are credited or debited monthly.
In 1961, FTD introduced a new concept of purchasing floral arrangements from an
illustrated catalog called the Selection Guide. Today, the Guide features pages of
full color floral arrangements, plants, fruit, flowers and candy, and gifts from
which the customer can choose.
more
- 3 -
"SELECTION GUIDE" FOR CONSUMER
The Selection Guide lets the customer see exactly how his flower arrangement
and/or gift order will look, whether the delivery point is ten miles or three
thousand miles away. Research had shown that anxiety over "what would be delivered
was slowing expansion of inter-city sales. In the last ten years, thanks to the
Selection Guide, the dollar value of inter-city orders has almost doubled. A
glossy brochure version of the Guide is available to consumers at FTD shops.
In early 1966, the Association took another step to bring more business
through its members' doors. Credit card agreements were negotiated with the
Diners Club, American Express and Carte Blanche programs covering all FTD members.
In 1973, FTD launched an important marketing concept designed to expand the
business of retail florists. The basic premise of the concept was that flowers
are admittedly beautiful, but have a brief life span. Why not combine the beauty
of flowers with a gift item that has more permanence?
EXTRA TOUCH FLORISTS
Thus was born what FTD calls "Extra Touch Specials." These are a series of
exclusive gift containers to hold flowers or green plants, most of which were
selected because they are conversation pieces and gift items in themselves. FTD
publishes FLORIST, a monthly national magazine, and FTD NEWS, a monthly magazine
for FTD florists.
ADMINISTRATION
FTD is wholly owned and controlled by its Members who annually elect and appoin
their own officers, directors and committeemen to formulate major policies, admini-
ster the by-laws and carry out the decisions made by the members at their annual
convention. Meetings are held regularly throughout the year, and delegates from
various countries assemble annually to discuss the international system. To keep
the organization running smoothly, an executive vice president spends full time at
the national headquarters in Detroit, supervising the organization's staff of 150
more
- 4 -
employees plus a 33-man field force. The fieldmen are constantly on the move
throughout the United States and Canada, offering information and professional
training to members on the many phases of the florist business.
INTERFLORA, INC.
The FTD international affiliate, Interflora, Inc., maintains its world head-
quarters in Zurich, Switzerland.
Interflora is made up of three organizations: Florists' Transworld Delivery,
Interflora-British Unit (serving the United Kingdom, Ireland and the Commonwealth
countries), and Fleurep-Interflora (serving Continental Europe and parts of Asia).
An Interflora directory lists all members of the three organizations and contains
floral and foreign phrase information to facilitate the transmission of floral
orders. Since 1946, when Interflora was formed, its membership has grown to a
current total of 44,000 florists in 130 countries (six behind the Iron Curtain).
A floral arrangement catalog similar to the FTD Selection Guide is used as well.
In transmitting overseas orders, the florists use their own monetary exchange
medium, the Fleurin, which is equal to about 33 cents in U.S. currency. Florists
in any Interflora country can quickly translate Fleurin amounts into their local
currency values using conversion charts supplied by Interflora. Use of the
Fleurin eliminates the problem of figuring currency exchange rates between the
countries in the Interflora network.
The growth of the overseas flower business was a major motivation for the
Association's changing its name from Florists' Telegraph Delivery to Florists'
Transworld Delivery in 1965.
MEMBERSHIP
The qualifications are high: a florist must have operated his business for at
least one year, have an excellent business reputation, and be highly professional
at floral design. He must maintain a clean, attractive, well-equipped shop and
more
-5-
provide competent delivery service. The Association maintains a rigid and
constant self-policing program which periodically checks on every member to
assure top service. FTD florists can be readily identified by the gold and
black winged "Mercury" emblem displayed in their shops.
HH
2/75
)
LIBRARY
EDWARD GOTTLIEB & ASSOCIATES LTD.
818-18TH STREET, N. W.
WASHINGTON
U.S. POSTAGE
WASHINGTON, D.C. 20006
AP325'75
ill 0.30
area
D.C
P.B.METER
1001680
Mrs. Sheila Weidenfeld
Press Secretary to Mrs. Ford
The White House
Washington, D. C. 20500 HOUSE MAIL
RECEPTION & SECURITY
APR 27 1975
Processed by
THE WHITE HOUSE
WASHINGTON
May 1, 1975
MEMORANDUM TO: SHEILA WEIDENFELD
NANCY RUWE
PATTI MATSON
FROM:
SUSAN SUBAN PORTER
Mrs. Ford has received the attached request
to present to her the Golden Rose, one of the fore-
most awards of American horticulture. Their letter
is very full and descriptive. I frankly think
it would be a very nice thing and given the
White House dependence upon the generous
services of people like Bill Dove, I think it
would be especially nice. May I have your
comments please?
Thank you.
FORD in GERATE LIBRARY
golden Rose award
Prisute
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
June 26, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Susan:
As you can imagine, there is great excitement at Florists'
Transworld Delivery as a result of your call yesterday. In fact,
our president, Bob Costin, is making a special trip back from
Europe for the occasion.
I am enclosing a list of the people whom we would like to
have present. They are the principal officers of FTD and their
wives as appropriate, a few individuals from my organization, and
the camera crew. In addition, I will have a still photographer
whose name I will give you as soon as possible. The film crew,
which consists of Joseph Cordo and one assistant, would like to
come in, if possible, a little earlier in the day in order to look
over the site where the ceremony is to take place.
I will prepare some remarks for Mr. Costin, who will make
the actual presentation, and submit copies to you in advance, as
well as to Sheila. Meantime, I will talk to her directly about
press coverage. We are planning to make color photographs for use
in the August and September issues of the FTD magazines, FTD NEWS
and FLORIST.
Sincerely,
Gordon L. Smith
GLS: jac
Enclosure
CC: Mrs. Sheila Weidenfeld
DEFACT
RE: Persons to attend presentation of Golden Rose to Mrs. Gerald R. Ford
by Florists' Transworld Delivery Association, July 2, 1975, 3:30 PM
Robert Paul Costin (President, Florists' Transworld Delivery)
362 N.E. 5th Avenue
Delray Beach, Florida 33444
Soc. Sec. No. 011-26-9898
Born: Cambridge, Massachusetts
July 18, 1934
Richard Donald Flowers (Vice President, FTD)
3231 Offutt Road
Randallstown, Maryland 21133
Soc. Sec. No. 214-26-7944
Born: Baltimore, Maryland
February 19, 1929
Julia Lawrence Flowers (Mrs. R. Donald)
3231 Offutt Road
Randallstown, Maryland 21133
Soc. Sec. No. 214-26-8691
Born: Baltimore, Maryland
May 3, 1929
Hubert J. Beudert (Executive Vice President, FTD)
5568 Fieldston Court
Birmingham, Michigan 48010
Soc. Sec. No. 080-14-1524
Born: Brooklyn, New York
February 14, 1921
Salvatore Vincent Guzzo (Director, Region 3, FTD)
120 Lindsay Road
Carnegie, Pennsylvania 15106
Soc. Sec. No. 187-22-2288
Born: Pittsburgh, Pennsylvania
March 14, 1931
Lyman Wright Keefe (District 3-G Representative, FTD)
2800 Quebec Street, N. W.
Washington, D. C. 20008
Soc. Sec. No. 578-44-0676
Born: Peekskill, New York
September 19, 1917
Anna Mae Keefe (Mrs. Lyman)
2800 Quebec Street, N. W.
Washington, D. C. 20008
Soc. Sec. No. 577-28-9514
Born: Ballston, Virginia (now part of Arlington, Va.)
June 11, 1922
FORD
Frederick Granville Loffler Gude (Past President, FTD)
LIBRARY
Winterburn Farm
Laurel, Maryland 20810
Soc. Sec. No. 578-07-8958
Born: Washington, D. C.
January 6, 1903
-2-
Bessie Duvall Gude (Mrs. Granville)
Winterburn Farm
Laurel, Maryland 20810
Soc. Sec. No. 217-46-9776
Born: Washington, D. C.
July 8, 1904
Elaine Duvall Gude (District 3-G Chairman, FTD)
6200 Westchester Park Drive, Apt. 1116
College Park, Maryland 20740
Soc. Sec. No.
Born: Washington, D. C.
October 26, 1935
Ronald Roy Odgers (Edward Gottlieb & Associates)
260 Garth Road, Apt. 8B-4
Scarsdale, New York 10583
Soc. Sec. No. 366-32-4909
Born: Grosse Pointe Farms, Wayne Co., Michigan
January 15, 1933
Gordon Lowell Smith (Edward Gottlieb & Associates)
1504 Crofton Parkway
Crofton, Maryland 21114
Soc. Sec. No. 304-20-2831
Born: Lyons, Kansas
November 21, 1924
Jo Ann Snyder Childress (Edward Gottlieb & Associates)
5013 Caryn Court, Apt. 101
Alexandria, Virginia 22312
Soc. Sec. No. 233-38-6683
Born: Charleston, West Virginia
September 5, 1926
Joseph Cordo, Jr. (photographer, Camera 1)
2 Harding Road
Glen Rock, New Jersey 07452
Soc. Sec. No. 115-24-3424
Born: Brooklyn, New York
June 23, 1933
Clarence Schmidt (photographer, Camera 1)
81 Gordon Street
Garden City, New York
Soc. Sec. No. 086-05-1962
Born: Bronx, New York
November 10, 1903
h.
Morris Semiatin (Ankers Capitol Photographers)
FURST
3910 Gannon Road
Wheaton, Maryland 20902
Soc. Sec. No. 216-20-0987
Born: Baltimore, Maryland
June 1, 1926
-3-
Cecilia R. Guzzo (Mrs. Salvatore V.)
120 Lindsay Road
Carnegie, Pennsylvania 15106
Soc. Sec. No. 198-24-0427
Born: Pittsburgh, Pennsylvania
March 31, 1932
BEERALU R. FOR
SHEILA
Date Issued 6/27/75
By
Revised
FACT SHEET
Mrs. Ford's Office
Event Accept the Golden Rose Award
Group Florists' Transworld Delivery
DATE/TIME Wednesday, July 2, 1975
3:30 p.m.
Contact
Mr. Gordon L. Smith
Phone 331-7520
Number of guests: Total
18
Women
X
Men
X
Children
Place Photo in Rose Garden
Reception in Dip. Reception Room
Principals involved
Mrs. Ford
Participation by Principal Photo/Reception
(Receiving line)
Remarks required
Background for thank you remarks
Background Mrs. Ford will accept one of the foremost awards of American
horticulture, the Golden Rose. Recipients of the Golden Rose
have ranged from world leaders such as Prime Minister Trudeau,
Margaret Chase Smith REQUIREMENTS Everett Dirksen, to lesser
known persons who have enriched the lives of others.
Social:
Guest list Mr. Gordon L. Smith to Susan Porter
Invitations
Programs
Menus
Refreshments
Yes
(Ice tea, coffee, and appropriate cookies)
Entertainment
Decorations/flowers Yes, normal for Diplomatic Reception Room
Music
Social Aides
Dress
Coat check
Other
Officer stand-by for Special WH Tour afterwards.
Press:
Reporters
Yes
Photographers
Yes
TV Crews
Yes
White House Photographers
Yes
Color
Mono.
Other
Technical
Support:
Microphones
PA Other Rooms
Recording
Lights
FORD
Transportation
LISA
Parking
South Drive
ENTRANCE: South: West Gate
Housing
Other
(Risers,stage,platforms)
Project Co-ordinator
Susan Porter
Phone
x2850
Site diagrams should be attached if technical support is heavy.
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
June 26, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Susan:
As you can imagine, there is great excitement at Florists'
Transworld Delivery as a result of your call yesterday. In fact,
our president, Bob Costin, is making a special trip back from
Europe for the occasion.
I am enclosing a list of the people whom we would like to
have present. They are the principal officers of FTD and their
wives as appropriate, a few individuals from my organization, and
the camera crew. In addition, I will have a still photographer
whose name I will give you as soon as possible. The film crew,
which consists of Joseph Cordo and one assistant, would like to
come in, if possible, a little earlier in the day in order to look
over the site where the ceremony is to take place.
I will prepare some remarks for Mr. Costin, who will make
the actual presentation, and submit copies to you in advance, as
well as to Sheila. Meantime, I will talk to her directly about
press coverage. We are planning to make color photographs for use
in the August and September issues of the FTD magazines, FTD NEWS
and FLORIST.
Gordon L. Smith
GLS:jac
Enclosure
TORO
CC: Mrs. Sheila Weidenfeld
LIBRARY
St.
2ml
THE WHITE HOUSE
3pm
WASHINGTON
Dear Mrs. Ford,
You have been invited by the Florists' Transworld Delivery
to accept one of the foremost awards of American horticulture, the
Golden Rose. Recipients of the Golden Rose have ranged from world
leaders such as Prime Minister Trudeau, Margaret Chase Smith,
Everett Dirksen, to lesser known persons who have enriched the
lives of others. They would like to present the Golden Rose
to you in the Rose Garden sometime in June. Mr. Smith's letter
is very full and descriptive.
I think this would be a very nice thing for you to do and
g iven the White House dependence upon the generous services of
people like Bill Dove, I think it would be particularly nice.
Accept Golden Rose award in Rose Garden;
suggest Tuesday, June 24, at 2:00 p.m. (hair
appointment in a.m.)
Regret
WED, JULY 2, 1975
3:30p.m. 3:30 p.m.
REPRESHMENTS
IN DIP. ROOM.
Thank you,
susan SP
F X. FORD LIBRARY
THE WHITE HOUSE
WASHINGTON
May 1, 1975
MEMORANDUM TO: SHEILA WEIDENFELD
NANCY RUWE
PATTI MATSON
FROM:
SUSAN PORTER
Mrs. Ford has received the attached request
to present to her the Golden Rose, one of the fore-
most awards of American horticulture. Their letter
is very full and descriptive. I frankly think
it would be a very nice thing and given the
White House dependence upon the generous
services of people like Bill Dove, I think it
would be especially nice. May I have your
comments please?
Thank you.
think ok for its someal I we reason, et could
nt
d
Smeda have
l but can't maybe ofor an
may we
FORD me GREATE LIBRAR
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
CABLE ADDRESS: EDGOTTLIES
VICE PRESIDENT
April 25, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
i
Washington, D. C. 20500
Dear Miss Porter:
Recently I talked with Sheila Weidenfeld about the possibility
that Mrs. Ford might accept the Golden Rose award presented by Florists'
Transworld Delivery. She suggested that I write to you and explain our
desire to make the presentation to the First Lady.
The Golden Rose is one of the foremost awards of American horti-
culture. Since 1960 it has been presented from time to time to world
leaders as well as to lesser known persons of high achievement. In
some instances, it has been primarily significant of the use of flowers
and plants in terms of adding beauty to our daily lives. In others it
has been given to recognize the fine, intangible qualities in people
that flowers express in such a unique manner.
Recipients of the Golden Rose have ranged from world leaders to
lesser known persons who have enriched the lives of others. They
include former Senators Margaret Chase Smith, Everett Dirksen, and
Spessard Holland; Prime Minister Pierre Trudeau; the officers of the
Tournament of Roses; White House floral designer Elmer Young; Robert
Dowling of Sterling Forest Gardens; and others.
First Ladies of the United States have all brought singular
talents and ideas to the use of flowers and plants in the White House
setting. Millions of people have had their visits enriched because of
the ways in which First Ladies have presented the White House to the
public. Therefore, the Board of Directors of FTD wish to honor Mrs.
Ford and, through her, all American First Ladies. The purpose of this
letter is to inquire whether Mrs. Ford would receive the Golden Rose as
a tribute to her and to her predecessors some time during the month of
June, 1975.
ONE
LIBRARY
Miss Susan Porter
April 25, 1975
Page two
Although the approximately 2,000 familes who will attend the
annual meeting of FTD in Hawaii early in August would be thrilled to
have Mrs. Ford accept the Golden Rose at that time, we realize that
her schedule might make it difficult for her to do so. In that event,
we propose a ceremony at the White House with a small group of FTD
officers and guests whom Mrs. Ford might wish to invite. A film would
be made for presentation to the FTD annual meeting.
The Golden Rose consists of two delicate vermeil long-stemmed
roses on a suitably inscribed base. In the nature of things, it is
well suited as an expression of appreciation of the many fine qualities
that Mrs. Ford and other first ladies have brought to the White House.
FTD is a nonprofit service organization of 13,000 retail florist
members in the U. S. It is the oldest and largest such group in the
floriculture industry, which in turn is composed of some 50,000 inde-
pendent small businessmen and their families. We anticipate that 3,000
to 3,500 persons would witness the presentation film in Hawaii in
August. The film would be extensively shown during the ensuing year
at the many FTD regional, state, and district meetings throughout the
U. S. A more detailed description of FTD is attached.
As you may surmise, FTD members take pride in a special relation-
ship they have enjoyed with the White House. For several years they have
helped to decorate the White House for the Christmas season, an activity
that has given great pleasure to the organization and its members. A
cover from the FTD NEWS and photo story of this activity in December,
1974, is also enclosed.
I would be very glad to answer questions you may have. Mr. Hubert
Beudert, executive vice president of FTD, has asked me to express his
hope that Mrs. Ford will receive this award with the heartfelt good
wishes of FTD members everywhere.
I would appreciate an opportunity to visit you at your convenience
in order to discuss this proposal in more detail.
Sincerely yours,
Madiu
GLS:jac
Gordon L. Smith
Enclosures
CC: Mrs. Sheila Weidenfeld
Mr. Hubert Beudert
JANUARY 1975
FTD FTD HO Ho FTD HOSPITA SPITAI OSPITALFLOWE WORK PROVES SUCCESSFUL
ME B BER MEMBERS FILLWHIT HQUS WITH HOUSEWITH CHRISTMAS SPIRLT
Members Fill White House
With Christmas Spirit
Glittering lights, colorful ornaments, rooms filled
with flowers and holiday greens make Christmas a
time of joy and celebration in millions of homes
throughout the world.
The warmth and glowing in the nation's White
House symbolizes America's celebration of
Christmas.
Christmas is a special, unique event at the White
House. Decorating the mansion takes a lot of time,
work and effort to give it real warmth for the
holiday season.
Twelve of the regional winners in the 1974 FTD
Americas Cup competition responded affirmatively
to invitations to join with the White House staff in
decorating for the holidays.
Decorations began to be prepared and put into
place in early December. Members each worked
on the decorations for an average of two days.
Bill Dove, Bill Dove Flowers, Washington, D.C.,
Charles Smith and Bill Dove of Bill Dove's Flowers,
was appointed as Betty Ford's consultant for the
Washington, D.C., place a golden angel decoration
Christmas decorating. He and White House Chief
above a portrait of the late President Dwight
D. Eisenhower. Mr. Dove was the White House
Floral Designer Elmer "Rusty" Young supervised
Christmas decorating consultant for 1974.
the decorations.
Mr. Dove has had experience decorating many
patchwork designs from all over the United States,
goverment functions and noteworthy locations
were strung around the tree.
including the Metropolitan Gallery in Washington.
Small pieces of mirror in various shapes and
Mrs. Ford specified that the Christmas
sizes gave added glamour and reflection to the
decorations use economical materials displaying
tree.
American crafts with aesthetic value. Traditional
Members helped decorate the White House at
Christmas colors were highlighted.
different times during a 10-day period. The first
The focal point of the decorations was the
few days they worked in the flower room. The rest
Michigan Fir Christmas tree set up in the Blue
of the time was spent decorating the State Dining
Room. The 191/2-foot high tree from Mayville,
Room, East Room, Red Room, Green Room, Blue
Mich., preserved a tradition started by President
Room and Diplomatic Reception Room.
Benjamin Harrison.
Members decked the Christmas tree and
The tree was entwined with wheat lights with an
decorated the entrance foyer and Great Hall with
overlay of silver statice. Calico patchwork
rope, wreaths and topiary ficus trees interspersed
ornaments made by disadvantaged senior citizens
with red berries. Mantles were garnished with
from Appalachia, pine cones, sachets of spices
poinsettias and needle point ivy.
and American Indian made baskets filled with
Mixed bowls of natural greens with clusters of
gumdrops and ribbon candy enhanced the fir
statice, dried materials and red berries were
tree. Swags of blue moire, lined with calico
placed throughout the White House.
Walter Charron, Nosegay Flower Shop, Washington,
D.C., assembles a table arrangement in the State
Dining Room of the White House.
Among the early decorators at the White
House were (I-r): Bruce Sandin, FTD
eastern field supervisor, Walter Charron,
AI Easton, Bob Blundy (White House
staff), Juanita McKinney, Jim Mailloux,
Bill Dove, Bob Sokolowski and Charles
Smith. Additional FTD Members worked
on decorations later during the week.
Juanita McKinney, Magnolia Flower Shop,
Fort Campbell, Ky.; Jim Mailloux, Wright
Flowers, West Lafayette, Ind.; Charles
Smith, Bill Dove's Flowers; Bob
Sokolowski, Buckingham Florist, Arlington,
Va., and AI Easton, Easton's Flower Shop,
Mt. Vernon, 111., ready holiday greenery for
assembly in the White House flower
workroom.
Members hung wreaths over windows from the
Americas Cup Winner Phil Rulloda, Country Club
ceiling with red moire fabric accented with
Flowers, Phoenix, Ariz., and FTD's 1974 Florist of
matching bows. Wreaths in the Blue Room were
the Year, AI Easton, Easton's Flower Shop, Mt.
made of mixed greens including noble fir, silver
Vernon, III., were among the Members
tip, cedar and juniper. These wreaths were hung
participating in the White House decorations.
with blue moire lines of calico fabric and finished
Other Americas Cup Regional Winners assisting
with matching quilted moire bows.
with the decorating included: Virginia James,
A: nativity scene was displayed in the East Room
Laurette's Flower Shop, Rocky Hill, Conn.; Jane
surrounded by cypress trees, lagustrum and red
Bull, The Flower Cart, Inc., Baltimore; Robert Carr,
poinsettia topiary trees.
Bos Floral House, Muskegon, Mich.; Jim Mailloux,
Flowers were used in baskets and vases
Wright Flowers, West Lafayette, Ind.; Claude
throughout the mansion and on the 18-inch high
Harwood, Harwood's Florist and Ghses.,
Christmas trees in the red and green rooms.
Albermarle, N.C.; Lucy Hille, Welke's House of
Members prepared a few floral pieces for the
Roses, Milwaukee; Branson Baker, Baker's House
use of the first family in their own quarters in the
of Flowers, Ardmore, Okla.; Bob Bigham, Brown's
White House.
Flowers, Tacoma Wash.; Juanita McKinney,
FTD President Robert Costin and Vice President
Magnolia Flower Shop, Fort Campbell, Ky., and
Don Flowers presented a seasonal arrangement
Edward Von Bargen, Entenmann-Gotthardt
to the first family for their personal use.
Florists, Jersey City, N.J.
From: Edward Gottlieb & Associates
485 Madison Ave., New York 10022
(212) 421-9220 (Ron Odgers)
For:
Florists' Transworld Delivery
FLORISTS' TRANSWORLD DELIVERY
BACKGROUND INFORMATION
Florists' Transworld Delivery (FTD), founded in 1910, is the world's oldest
and largest inter-city retail florist organization.
It is composed of nearly 15,000 Member florists who directly service some
5,400 U.S. and Canadian cities and towns, and provide extended delivery service to
an additional 80,000 communities. Latin America and parts of Asia also are
serviced by FTD Member shops.
FTD is virtually unique in the American economy. Its business is the delivery
-- within hours -- of flowers, plants and other gifts almost anywhere. It is not
only a retail cooperative comprised of thousands of independent businessmen but a
major business service (advertising, merchandising, research, consumer education,
etc.).
FTD SALES VOLUME
Sales of FTD florists amounted to $192,000,000 in the 1973-74 fiscal year, the
highest in the organization's 64-year history. The comparable figure for the
previous year was $171,000,000 -- or a gain of 12.6 percent. The total number of
FTD orders (transactions) in 1973-74 totaled 14,890,000, an increase of 5 percent.
FTD's preeminence as an inter-city flower-delivery network derives from the
multitude of sales producing services it offers retail florists. Among the most
visible are a multi-million dollar advertising program, an aggressive promotional
program that now revolves around FTD members as "The Florist with the "Extra Touch,"
educating florists to be artists with flowers and consumers to better appreciate
the beauty of flowers and plants.
The value of the organization to its members is underscored by the fact that
orders for out-of-town delivery account for as much as 15 percent of the total sales
volume of the average FTD member shop.
- 2 -
HISTORY
Prior to the establishment of Florists' Transworld Delivery, flowers were sent
by parcel post or express. As the nation grew, many florists recognized the inade-
quacy of this service, but lacked information on the location of floral shops
across the country which would enable them to execute an order for out-of-town
delivery.
With these problems in mind, a handful of the nation's top florists met in 1900
at the Chicago Flower Show, sponsored by the Society of American Florists and the
Ornamental Horticulturists, and agreed to exchange orders between cities by forming
the Florists' Telegraph Delivery Association. On August 18, 1910, fifteen florists
gathered in Rochester, N.Y., adopted a constitution and bylaws, set down strict
requirements for membership, elected officers, and established a trust fund to
assure payments to one another.
In 1911, the Association had 315 members. By 1920, it had expanded to 1,200
members, and each florist was provided with a membership directly to aid in the
exchange of orders.
By 1921, the public began to show its acceptance of a service which made it
possible to send floral gifts to relatives and friends out-of-town. As the demand
for this service increased, organizational requirements grew more complex. A
central Clearing House was instituted to simplify the billing of flower orders.
Located at FTD headquarters in Detroit, Michigan, the Clearing House operation is
similar to that of a bank, and utilizes electronic data processing equipment for
speed and accuracy. All member shops report their filled orders to the Clearing
House and are credited or debited monthly.
In 1961, FTD introduced a new concept of purchasing floral arrangements from an
illustrated catalog called the Selection Guide. Today, the Guide features pages ROFORD
full color floral arrangements, plants, fruit, flowers and candy, and gifts from
which the customer can choose.
more
- 3 -
"SELECTION GUIDE" FOR CONSUMER
The Selection Guide lets the customer see exactly how his flower arrangement
and/or gift order will look, whether the delivery point is ten miles or three
thousand miles. away. Research had shown that anxiety over "what would be delivered
was slowing expansion of inter-city sales. In the last ten years, thanks to the
Selection Guide, the dollar value of inter-city orders has almost doubled, A
glossy brochure version of the Guide is available to consumers at FTD shops.
In early 1966, the Association took another step to bring more business
through its members' doors. Credit card agreements were negotiated with the
Diners Club, American Express and Carte Blanche programs covering all FTD members.
In 1973, FTD launched an important marketing concept designed to expand the
business of retail florists. The basic premise of the concept was that flowers
are admittedly beautiful, but have a brief life span. Why not combine the beauty
of flowers with a gift item that has more permanence?
EXTRA TOUCH FLORISTS
Thus was born what FTD calls "Extra Touch Specials." These are a series of
exclusive gift containers to hold flowers or green plants, most of which were
selected because they are conversation pieces and gift items in themselves. FTD
publishes FLORIST, a monthly national magazine, and FTD NEWS, a monthly magazine
for FTD florists.
ADMINISTRATION
FTD is wholly owned and controlled by its Members who annually elect and appoin
their OWL officers, directors and conmitteemen to formulate major policies, admini-
ster the by-laws and carry out the decisions made by the members at their annual
convention. Meetings are held regularly throughout the year, and delegates from
various countries assemble annually to discuss the international system. To keep
the organization running smoothly, an executive vice president spends full time at
the national headquarters in Detroit, supervising the organization's staff of 150
more
- 4 -
employees plus a 33-man field force. The fieldren are constantly on the move
throughout the United States and Canada, offering information and professional
training to members on the many phases of the florist business.
INTERFLORA, INC.
The FTD international affiliate, Interflora, Inc., maintains its world head-
quarters in Zurich, Switzerland.
Interflora is made up of three organizations: Florists' Transworld Delivery,
Interflora-British Unit (serving the United Kingdom, Ireland and the Commonwealth
countries), and Fleurop-Interflora (serving Continental Europe and parts of Asia).
An Interflora directory lists all members of the three organizations and contains
floral and foreign phrase information to facilitate the transmission of floral
orders. Since 1946, when Interflora was formed, its membership has grown to a
current total of 44,000 florists in 130 countries (six behind the Iron Curtain).
A floral arrangement catalog similar to the FTD Selection Guide is used as well.
In transmitting overseas orders, the florists use their own monetary exchange
medium, the Fleurin, which is equal to about 33 cents in U.S. currency. Florists
in any Interflora country can quickly translate Fleurin amounts into their local
currency values using conversion charts supplied by Interflora. Use of the
Fleurin eliminates the problem of figuring currency exchange rates between the
countries in the Interflora network.
The growth of the overseas flower business was a major motivation for the
Association's changing its name from Florists' Telegraph Delivery to Florists'
Transworld Delivery in 1965.
MEMBERSHIP
The qualifications are high: a florist must have operated his business for at
least one year, have an excellent business reputation, and be highly professional
at floral design. He must maintain a clean, attractive, well-equipped shop and
more
May 1, 1975
MEMORANDUM TO: SHETLA WEIDENFELD
HANCY RUWE
PATTI MATSON
FROM:
SUSAN PORTER
Hrs. Ford has received the attached request
to present to her the Golden Rose, one of the fore-
most awards of American horticulture. Their letter
is very full and descriptive. I frankly think
it would be a very nice thing and given the
White House dependence upon the generous
services of people like Bill Dove, I think it
would be especially nice, May I have your
comments please?
Thank you.
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
April 25, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Miss Porter:
Recently I talked with Sheila Weidenfeld about the possibility
that Mrs. Ford might accept the Golden Rose award presented by Florists'
Transworld Delivery. She suggested that I write to you and explain our
desire to make the presentation to the First Lady.
The Golden Rose is one of the foremost awards of American horti-
culture. Since 1960 it has been presented from time to time to world
leaders as well as to lesser known persons of high achievement. In
some instances, it has been primarily significant of the use of flowers
and plants in terms of adding beauty to our daily lives. In others it
has been given to recognize the fine, intangible qualities in people
that flowers express in such a unique manner.
Recipients of the Golden Rose have ranged from world leaders to
lesser known persons who have enriched the lives of others. They
include former Senators Margaret Chase Smith, Everett Dirksen, and
Spessard Holland; Prime Minister Pierre Trudeau; the officers of the
Tournament of Roses; White House floral designer Elmer Young; Robert
Dowling of Sterling Forest Gardens; and others.
First Ladies of the United States have all brought singular
talents and ideas to the use of flowers and plants in the White House
setting. Millions of people have had their visits enriched because of
the ways in which First Ladies have presented the White House to the
public. Therefore, the Board of Directors of FTD wish to honor Mrs.
Ford and, through her, all American First Ladies. The purpose of this
letter is to inquire whether Mrs. Ford would receive the Golden Rose as
a tribute to her and to her predecessors some time during the month of
June, 1975.
Miss Susan Porter
April 25, 1975
Page two
Although the approximately 2,000 familes who will attend the
annual meeting of FTD in Hawaii early in August would be thrilled to
have Mrs. Ford accept the Golden Rose at that time, we realize that
her schedule might make it difficult for her to do SO. In that event,
we propose a ceremony at the White House with a small group of FTD
officers and guests whom Mrs. Ford might wish to invite. A film would
be made for presentation to the FTD annual meeting.
The Golden Rose consists of two delicate vermeil long-stemmed
roses on a suitably inscribed base. In the nature of things, it is
well suited as an expression of appreciation of the many fine qualities
that Mrs. Ford and other first ladies have brought to the White House.
FTD is a nonprofit service organization of 13,000 retail florist
members in the U. S. It is the oldest and largest such group in the
floriculture industry, which in turn is composed of some 50,000 inde-
pendent small businessmen and their families. We anticipate that 3,000
to 3,500 persons would witness the presentation film in Hawaii in
August. The film would be extensively shown during the ensuing year
at the many FTD regional, state, and district meetings throughout the
U. S. A more detailed description of FTD is attached.
As you may surmise, FTD members take pride in a special relation-
ship they have enjoyed with the White House. For several years they have
helped to decorate the White House for the Christmas season, an activity
that has given great pleasure to the organization and its members. A
cover from the FTD NEWS and photo story of this activity in December,
1974, is also enclosed.
I would be very glad to answer questions you may have. Mr. Hubert
Beudert, executive vice president of FTD, has asked me to express his
hope that Mrs. Ford will receive this award with the heartfelt good
wishes of FTD members everywhere.
I would appreciate an opportunity to visit you at your convenience
in order to discuss this proposal in more detail.
Sincerely yours,
GLS: jac
Gordon L. Smith
Enclosures
&
GENERAL
FORD
CC: Mrs. Sheila Weidenfeld
Mr. Hubert Beudert
LIBRAR:
-5-
provide competent delivery service. The Association maintains a rigid and
constant self-policing program which periodically checks on every member to
assure top service. FTD florists can be readily identified by the gold and
black winged "Mercury" emblem displayed in their shops.
HH
2/75
SEPARAD R. FORD LIBRARY
PATTI
Date Issued 6/27/75
By
Revised
FACT SHEET
Mrs. Ford's Office
Event Accept the Golden Rose Award
Group Florists' Transworld Delivery
DATE/TIME Wednesday, July 2, 1975
3:30 p.m.
Contact
Mr. Gordon L. Smith
Phone 331-7520
Number of guests: Total
18
Women
X
Men
X
Children
Place Photo in Rose Garden
Reception in Dip. Reception Room
Principals involved
Mrs. Ford
Participation by Principal Photo/Reception
(Receiving line)
Remarks required
Background for thank you remarks
Background Mrs. Ford will accept one of the foremost awards of American
horticulture, the Golden Rose. Recipients of the Golden Rose
have ranged from world leaders such as Prime Minister Trudeau,
Margaret Chase Smith REQUIREMENTS Everett Dirksen, to lesser
known persons who have enriched the lives of others.
Social:
Guest list Mr. Gordon L. Smith to Susan Porter
Invitations
Programs
Menus
Refreshments
Yes
(Ice tea, coffee, and appropriate cookies)
Entertainment
Decorations/flowers Yes, normal for Diplomatic Reception Room
Music
Social Aides
Dress
Coat check
Other
Officer stand-by for Special WH Tour afterwards.
Press:
Reporters
Yes
Photographers
Yes
TV Crews
Yes
White House Photographers
Yes
Color
Mono.
Other
Technical
Support:
Microphones
PA Other Rooms
FORD
Recording
Lights
Transportation
Parking
South Drive
ENTRANCE: South West Gate
Housing
Other
(Risers,stage,platforms)
Project Co-ordinator
Susan Porter
Phone
x2850
Site diagrams should be attached if technical support is heavy.
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
June 26, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Susan:
As you can imagine, there is great excitement at Florists'
Transworld Delivery as a result of your call yesterday. In fact,
our president, Bob Costin, is making a special trip back from
Europe for the occasion.
I am enclosing a list of the people whom we would like to
have present. They are the principal officers of FTD and their
wives as appropriate, a few individuals from my organization, and
the camera crew. In addition, I will have a still photographer
whose name I will give you as soon as possible. The film crew,
which consists of Joseph Cordo and one assistant, would like to
come in, if possible, a little earlier in the day in order to look
over the site where the ceremony is to take place.
I will prepare some remarks for Mr. Costin, who will make
the actual presentation, and submit copies to you in advance, as
well as to Sheila. Meantime, I will talk to her directly about
press coverage. We are planning to make color photographs for use
in the August and September issues of the FTD magazines, FTD NEWS
and FLORIST.
Gordon L. Smith
GLS: jac
Enclosure
FORD
CC: Mrs. Sheila Weidenfeld
LIBRARY
2ml
THE WHITE HOUSE
3pm
WASHINGTON
Dear Mrs. Ford,
You have been invited by the Florists' Transworld Delivery
to accept one of the foremost awards of American horticulture, the
Golden Rose. Recipients of the Golden Rose have ranged from world
leaders such as Prime Minister Trudeau, Margaret Chase Smith,
Everett Dirksen, to lesser known persons who have enriched the
lives of others. They would like to present the Golden Rose
to you in the Rose Garden sometime in June. Mr. Smith's letter
is very full and descriptive.
I think this would be a very nice thing for you to do and
g iven the White House dependence upon the generous services of
people like Bill Dove, I think it would be particularly nice.
Accept Golden Rose award in Rose Garden;
suggest Tuesday, June 24, at 2.00 p.m. (hair
appointment in a.m.)
Regret
WED, JULY 2, 1975
3:30p.m.
REFRESHMENTS
IN DIP. ROOM.
Thank you,
susan SP
FORD & LIBRARY
THE WHITE HOUSE
WASHINGTON
May 1, 1975
MEMORANDUM TO: SHEILA WEIDENFELD
NANCY RUWE
PATTI MATSON
FROM:
SUSAN PORTER
Mrs. Ford has received the attached request
to present to her the Golden Rose, one of the fore-
most awards of American horticulture. Their letter
is very full and descriptive. I frankly think
it would be a very nice thing and given the
White House dependence upon the generous
services of people like Bill Dove, I think it
would be especially nice. May I have your
comments please?
Thank you.
excited,
d
think ok maybe fort "tome be real I we et up could
the
l but can't ofor an
have
maybe
we
EDWARD GOTTLIES & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 * 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
CABLE ADDRESS: EDGOTTLIES
VICE PRESIDENT
April 25, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Miss Porter:
Recently I talked with Sheila Weidenfeld about the possibility
that Mrs. Ford might accept the Golden Rose award presented by Florists'
Transworld Delivery. She suggested that I write to you and explain our
desire to make the presentation to the First Lady.
The Golden Rose is one of the foremost awards of American horti-
culture. Since 1960 it has been presented from time to time to world
leaders as well as to lesser known persons of high achievement. In
some instances, it has been primarily significant of the use of flowers
and plants in terms of adding beauty to our daily lives. In others it
has been given to recognize the fine, intangible qualities in people
that flowers express in such a unique manner.
Recipients of the Golden Rose have ranged from world leaders to
lesser known persons who have enriched the lives of others. They
include former Senators Margaret Chase Smith, Everett Dirksen, and
Spessard Holland; Prime Minister Pierre Trudeau; the officers of the
Tournament of Roses; White House floral designer Elmer Young; Robert
Dowling of Sterling Forest Gardens; and others.
First Ladies of the United States have all brought singular
talents and ideas to the use of flowers and plants in the White House
setting. Millions of people have had their visits enriched because of
the ways in which First Ladies have presented the White House to the
public. Therefore, the Board of Directors of FTD wish to honor Mrs.
Ford and, through her, all American First Ladies. The purpose of this
letter is to inquire whether Mrs. Ford would receive the Golden Rose as
a tribute to her and to her predecessors some time during the month of
June, 1975.
Miss Susan Porter
April 25, 1975
Page two
Although the approximately 2,000 familes who will attend the
annual meeting of FTD in Hawaii early in August would be thrilled to
have Mrs. Ford accept the Golden Rose at that time, we realize that
her schedule might make it difficult for her to do SO. In that event,
we propose a ceremony at the White House with a small group of FTD
officers and guests whom Mrs. Ford might wish to invite. A film would
be made for presentation to the FTD annual meeting.
The Golden Rose consists of two delicate vermeil long-stemmed
roses on a suitably inscribed base. In the nature of things, it is
well suited as an expression of appreciation of the many fine qualities
that Mrs. Ford and other first ladies have brought to the White House.
FTD is a nonprofit service organization of 13,000 retail florist
members in the U. S. It is the oldest and largest such group in the
floriculture industry, which in turn is composed of some 50,000 inde-
pendent small businessmen and their families. We anticipate that 3,000
to 3,500 persons would witness the presentation film in Hawaii in
August. The film would be extensively shown during the ensuing year
at the many FTD regional, state, and district meetings throughout the
U. S. A more detailed description of FTD is attached.
As you may surmise, FTD members take pride in a special relation-
ship they have enjoyed with the White House. For several years they have
helped to decorate the White House for the Christmas season, an activity
that has given great pleasure to the organization and its members. A
cover from the FTD NEWS and photo story of this activity in December,
1974, is also enclosed.
I would be very glad to answer questions you may have. Mr. Hubert
Beudert, executive vice president of FTD, has asked me to express his
hope that Mrs. Ford will receive this award with the heartfelt good
wishes of FTD members everywhere.
I would appreciate an opportunity to visit you at your convenience
in order to discuss this proposal in more detail.
Sincerely yours,
Smith
GLS:jac
Gordon L. Smith
Enclosures
CC: Mrs. Sheila Weidenfeld
Mr. Hubert Beudert
JANUARY 1975
FTD HOSPITAL F AE FLOWER WORK PROVES SUCCESSFUL
ME MBERS FILL WHITE HOUS WITH CHRISTMAS SPIRIT
Members Fill White House
With Christmas Spirit
Glittering lights, colorful ornaments, rooms filled
with flowers and holiday greens make Christmas a
time of joy and celebration in millions of homes
throughout the world.
The warmth and glowing in the nation's White
House symbolizes America's celebration of
Christmas.
Christmas is a special, unique event at the White
House. Decorating the mansion takes a lot of time,
work and effort to give it real warmth for the
holiday season.
Twelve of the regional winners in the 1974 FTD
Americas Cup competition responded affirmatively
to invitations to join with the White House staff in
decorating for the holidays.
Decorations began to be prepared and put into
place in early December. Members each worked
on the decorations for an average of two days.
Bill Dove, Bill Dove Flowers, Washington, D.C.,
Charles Smith and Bill Dove of Bill Dove's Flowers,
was appointed as Betty Ford's consultant for the
Washington, D.C., place a golden angel decoration
Christmas decorating. He and White House Chief
above a portrait of the late President Dwight
D. Eisenhower. Mr. Dove was the White House
Floral Designer Elmer "Rusty" Young supervised
Christmas decorating consultant for 1974.
the decorations.
Mr. Dove has had experience decorating many
patchwork designs from all over the United States,
goverment functions and noteworthy locations
were strung around the tree.
including the Metropolitan Gallery in Washington.
Small pieces of mirror in various shapes and
Mrs. Ford specified that the Christmas
sizes gave added glamour and reflection to the
decorations use economical materials displaying
tree.
American crafts with aesthetic value. Traditional
Members helped decorate the White House at
Christmas colors were highlighted.
different times during a 10-day period. The first
The focal point of the decorations was the
few days they worked in the flower room. The rest
Michigan Fir Christmas tree set up in the Blue
of the time was spent decorating the State Dining
Room. The 191/2-foot high tree from Mayville,
Room, East Room, Red Room, Green Room, Blue
Mich., preserved a tradition started by President
Room and Diplomatic Reception Room.
Benjamin Harrison.
Members decked the Christmas tree and
The tree was entwined with wheat lights with an
decorated the entrance foyer and Great Hall with
overlay of silver statice. Calico patchwork
rope, wreaths and topiary ficus trees interspersed
ornaments made by disadvantaged senior citizens
with red berries. Mantles were garnished with
from Appalachia, pine cones, sachets of spices
poinsettias and needle point ivy.
and American Indian made baskets filled with
Mixed bowls of natural greens with clusters of
gumdrops and ribbon candy enhanced the fir
statice, dried materials and red berries were
tree. Swags of blue moire, lined with calico
placed throughout the White House.
Walter Charron, Nosegay Flower Shop, Washington,
D.C., assembles a table arrangement in the State
Dining Room of the White House.
Among the early decorators at the White
House were (1-r): Bruce Sandin, FTD
eastern field supervisor, Walter Charron,
AI Easton, Bob Blundy (White House
staff), Juanita McKinney, Jim Mailloux,
Bill Dove, Bob Sokolowski and Charles
Smith. Additional FTD Members worked
on decorations later during the week.
Juanita McKinney, Magnolia Flower Shop,
Fort Campbell, Ky.; Jim Mailloux, Wright
Flowers, West Lafayette, Ind.; Charles
Smith, Bill Dove's Flowers: Bob
Sokolowski, Buckingham Florist, Arlington,
Va., and AI Easton, Easton's Flower Shop,
Mt. Vernon, III., ready holiday greenery for
assembly in the White House flower
workroom.
Members hung wreaths over windows from the
Americas Cup Winner Phil Rulloda, Country Club
ceiling with red moire fabric accented with
Flowers, Phoenix, Ariz., and FTD's 1974 Florist of
matching bows. Wreaths in the Blue Room were
the Year, Al Easton, Easton's Flower Shop, Mt.
made of mixed greens including noble fir, silver
Vernon, III., were among the Members
tip, cedar and juniper. These wreaths were hung
participating in the White House decorations.
with blue moire lines of calico fabric and finished
Other Americas Cup Regional Winners assisting
with matching quilted moire bows.
with the decorating included: Virginia James,
A nativity scene was displayed in the East Room
Laurette's Flower Shop, Rocky Hill, Conn.; Jane
surrounded by cypress trees, lagustrum and red
Bull, The Flower Cart, Inc., Baltimore; Robert Carr,
poinsettia topiary trees.
Bos Floral House, Muskegon, Mich.; Jim Mailloux,
Flowers were used in baskets and vases
Wright Flowers, West Lafayette, Ind.; Claude
throughout the mansion and on the 18-inch high
Harwood, Harwood's Florist and Ghses.,
Christmas trees in the red and green rooms.
Albermarle, N.C.; Lucy Hille, Welke's House of
Members prepared a few floral pieces for the
Roses, Milwaukee; Branson Baker, Baker's House
use of the first family in their own quarters in the
of Flowers, Ardmore, Okla.; Bob Bigham, Brown's
White House.
Flowers, Tacoma Wash.; Juanita McKinney,
FTD President Robert Costin and Vice President
Magnolia Flower Shop, Fort Campbell, Ky., and
Don Flowers presented a seasonal arrangement
Edward Von Bargen, Entenmann-Gotthardt
to the first family for their personal use.
Florists, Jersey City, N.J.
From:
Edward Gottlieb & Associates
485 Madison Ave,, New York 10022
(212) 421-9220 (Ron Odgers)
For:
Florists' Transworld Delivery
FLORISTS' TRANSWORLD DELIVERY
BACKGROUND INFORMATION
Florists' Transworld Delivery (FTD), founded in 1910, is the world's oldest
and largest inter-city retail florist organization.
It is composed of nearly 15,000 Member florists who directly service some
5,400 U.S. and Canadian cities and towns, and provide extended delivery service to
an additional 80,000 communities. Latin America and parts of Asia also are
serviced by FTD Member shops.
i
FTD is virtually unique in the American economy. Its business is the delivery
-- within hours -- of flowers, plants and other gifts almost anywhere. It is not
only a retail cooperative comprised of thousands of independent businessmen but a
major business service (advertising, merchandising, research, consumer education,
etc.).
FTD SALES VOLUME
Sales of FTD florists amounted to $192,000,000 in the 1973-74 fiscal year, the
highest in the organization's 64-year history. The comparable figure for the
previous year was $171,000,000 -- or a gain of 12.6 percent. The total number of
FTD orders (transactions) in 1973-74 totaled 14,890,000, an increase of 5 percent.
FTD's preeminence as an inter-city flower-delivery network derives from the
multitude of sales producing services it offers retail florists. Among the most
visible are a multi-million dollar advertising program, an aggressive promotional
program that now revolves around FTD members as "The Florist with the "Extra Touch,"
educating florists to be artists with flowers and consumers to better appreciate
the beauty of flowers and plants.
The value of the organization to its members is underscored by the fact that
orders for out-of-town delivery account for as much as 15 percent of the total sales
volume of the average FTD member shop.
- 2 -
HISTORY
Prior to the establishment of Florists' Transworld Delivery, flowers were sent
by parcel post or express. As the nation grew, many florists recognized the inade-
quacy of this service, but lacked information on the location of floral shops
across the country which would enable them to execute an order for out-of-town
delivery.
With these problems in mind, a handful of the nation's top florists met in 1909
at the Chicago Flower Show, sponsored by the Society of American Florists and the
Ornamental Horticulturists, and agreed to exchange orders between cities by forming
the Florists' Telegraph Delivery Association. On August 18, 1910, fifteen florists
gathered in Rochester, N.Y., adopted a constitution and bylaws, set down strict
requirements for membership, elected officers, and established a trust fund to
assure payments to one another.
In 1911, the Association had 315 members. By 1920, it had expanded to 1,200
members, and each florist was provided with a membership directly to aid in the
exchange of orders.
By 1921, the public began to show its acceptance of a service which made it
possible to send floral gifts to relatives and friends out-of-town. As the demand
for this service increased, organizational requirements grew more complex. A
central Clearing House was instituted to simplify the billing of flower orders.
Located at FTD headquarters in Detroit, Michigan, the Clearing House operation is
similar to that of a bank, and utilizes electronic data processing equipment for
speed and accuracy. All member shops report their filled orders to the Clearing
House and are credited or debited monthly.
In 1961, FTD introduced a new concept of purchasing floral arrangements from an
illustrated catalog called the Selection Guide. Today, the Guide features pages of
full color floral arrangements, plants, fruit, flowers and candy, and gifts from
which the customer can choose,
more
.. 3 -
"SELECTION GUIDE" FOR CONSUMER
The Selection Guide lets the customer see exactly how his flower arrangement
and/or gift order will look, whether the delivery point is ten miles or three
thousand miles. away. Research had shown that anxiety over "what would be delivered
was slowing expansion of inter-city sales. In the last ten years, thanks to the
Selection Guide, the dollar value of inter-city orders has almost doubled. A
glossy brochure version of the Guide is available to consumers at FTD shops.
In early 1966, the Association took another step to bring more business
through its members' doors. Credit card agreements were negotiated with the
Diners Club, American Express and Carte Blanche programs covering all FTD members.
In 1973, FTD launched an important marketing concept designed to expand the
business of retail florists. The basic premise of the concept was that flowers
are admittedly beautiful, but have a brief life span. Why not combine the beauty
of flowers with a gift item that has more permanence?
EXTRA TOUCH FLORISTS
Thus was born what FTD calls "Extra Touch Specials." These are a series of
exclusive gift containers to hold flowers or green plants, most of which were
selected because they are conversation pieces and gift items in themselves. FTD
publishes FLORIST, a monthly national magazine, and FTD NEWS, a monthly magazine
for FTD florists.
ADMINISTRATION
FTD is wholly owned and controlled by its Members who annually elect and appoin
their own officers, directors and conmitteemen to fo mulate major policies, admini-
ster the by-laws and carry out the decisions made by the members at their annual
convention. Meetings are held regularly throughout the year, and delegates from
various countries assemble annually to discuss the international system. To keep
the organization running smoothly, an executive vice president spends full time at
the national headquarters in Detroit, supervising the organization's staff of 150
more
- 4 -
employees plus a 33-man field force. The fieldren are constantly on the move
throughout the United States and Canada, offering information and professional
training to members on the many phases of the florist business.
INTERFLORA, INC.
The FTD international affiliate, Interflora, Inc., maintains its world head-
quarters in Zurich, Switzerland.
Interflora is made up of three organizations: Florists' Transworld Delivery,
Interflora-British Unit (serving the United Kingdom, Ireland and the Commonwealth
countries), and Fleurop-Interflora (serving Continental Europe and parts of Asia).
An Interflora directory lists all members of the three organizations and contains
floral and foreign phrase information to facilitate the transmission of floral
orders. Since 1946, when Interflora was formed, its membership has grown to a
current total of 44,000 florists in 130 countries (six behind the Iron Curtain).
A floral arrangement catalog similar to the FTD Selection Guide is used as well.
In transmitting overseas orders, the florists use their own monetary exchange
medium, the Fleurin, which is equal to about 33 cents in U.S. currency. Florists
in any Interflora country can quickly translate Fleurin amounts into their local
currency values using conversion charts supplied by Interflora. Use of the
Fleurin eliminates the problem of figuring currency exchange rates between the
countries in the Interflora network.
The growth of the overseas flower business was a major motivation for the
Association's changing its name from Florists' Telegraph Delivery to Florists'
Transworld Delivery in 1965.
MEMBERSHIP
The qualifications are high: a florist must have operated his business for at
least one year, have an excellent business reputation, and be highly professional
at floral design. He must maintain a clean, attractive, well-equipped shop and
more
-5-
provide competent delivery service. The Association maintains a rigid and
constant self-policing program which periodically checks on every member to
assure top service. FTD florists can be readily identified by the gold and
black winged "Mercury" emblem displayed in their shops.
#H
2/75
May 1, 1975
MEMORANDUM TO: SHETLA WEIDENFELD
NANCY RUNE
PATTI MATSON
FROM:
SUSAN PORTER
Mrs. Ford has received the attached request
to present to her the Golden Rose, one of the fore-
most awards of American horticulture. Their letter
is very fall and descriptive. I frankly think
it would be a very nice thing and given the
White House dependence upon the generous
services of people like Bill Dove, I think it
would be especially nice, May I have your
comments please?
Thank you.
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
CABLE ADDRESS: EDGOTTLIEB
VICE PRESIDENT
April 25, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Miss Porter:
Recently I talked with Sheila Weidenfeld about the possibility
that Mrs. Ford might accept the Golden Rose award presented by Florists'
Transworld Delivery. She suggested that I write to you and explain our
desire to make the presentation to the First Lady.
The Golden Rose is one of the foremost awards of American horti-
culture. Since 1960 it has been presented from time to time to world
leaders as well as to lesser known persons of high achievement. In
some instances, it has been primarily significant of the use of flowers
and plants in terms of adding beauty to our daily lives. In others it
has been given to recognize the fine, intangible qualities in people
that flowers express in such a unique manner.
Recipients of the Golden Rose have ranged from world leaders to
lesser known persons who have enriched the lives of others. They
include former Senators Margaret Chase Smith, Everett Dirksen, and
Spessard Holland; Prime Minister Pierre Trudeau; the officers of the
Tournament of Roses; White House floral designer Elmer Young; Robert
Dowling of Sterling Forest Gardens; and others.
First Ladies of the United States have all brought singular
talents and ideas to the use of flowers and plants in the White House
setting. Millions of people have had their visits enriched because of
the ways in which First Ladies have presented the White House to the
public. Therefore, the Board of Directors of FTD wish to honor Mrs.
Ford and, through her, all American First Ladies. The purpose of this
letter is to inquire whether Mrs. Ford would receive the Golden Rose as
a tribute to her and to her predecessors some time during the month of
June, 1975.
Miss Susan Porter
April 25, 1975
Page two
Although the approximately 2,000 familes who will attend the
annual meeting of FTD in Hawaii early in August would be thrilled to
have Mrs. Ford accept the Golden Rose at that time, we realize that
her schedule might make it difficult for her to do SO. In that event,
we propose a ceremony at the White House with a small group of FTD
officers and guests whom Mrs. Ford might wish to invite. A film would
be made for presentation to the FTD annual meeting.
The Golden Rose consists of two delicate vermeil long-stemmed
roses on a suitably inscribed base. In the nature of things, it is
well suited as an expression of appreciation of the many fine qualities
that Mrs. Ford and other first ladies have brought to the White House.
FTD is a nonprofit service organization of 13,000 retail florist
members in the U. S. It is the oldest and largest such group in the
floriculture industry, which in turn is composed of some 50,000 inde-
pendent small businessmen and their families. We anticipate that 3,000
to 3,500 persons would witness the presentation film in Hawaii in
August. The film would be extensively shown during the ensuing year
at the many FTD regional, state, and district meetings throughout the
U. S. A more detailed description of FTD is attached.
As you may surmise, FTD members take pride in a special relation-
ship they have enjoyed with the White House. For several years they have
helped to decorate the White House for the Christmas season, an activity
that has given great pleasure to the organization and its members. A
cover from the FTD NEWS and photo story of this activity in December,
1974, is also enclosed.
I would be very glad to answer questions you may have. Mr. Hubert
Beudert, executive vice president of FTD, has asked me to express his
hope that Mrs. Ford will receive this award with the heartfelt good
wishes of FTD members everywhere.
I would appreciate an opportunity to visit you at your convenience
in order to discuss this proposal in more detail.
Sincerely yours,
GLS:jac
Gordon L. Smith
Enclosures
CC: Mrs. Sheila Weidenfeld
Mr. Hubert Beudert
Date Issued 6/27/75
By
Revised
FACT SHEET
Mrs. Ford's Office
Event Accept the Golden Rose Award
Group Florists' Transworld Delivery
DATE/TIME Wednesday, July 2, 1975
3:30 p.m.
Contact
Mr. Gordon L. Smith
Phone 331-7520
Number of guests: Total
18
Women
X
Men
X
Children
Place Photo in Rose Garden
Reception in Dip. Reception Room
Principals involved
Mrs. Ford
Participation by Principal Photo/Reception
(Receiving line)
Remarks required
Background for thank you remarks
Background Mrs. Ford will accept one of the foremost awards of American
horticulture, the Golden Rose. Recipients of the Golden Rose
have ranged from world leaders such as Prime Minister Trudeau,
Margaret Chase Smith REQUIREMENTS Everett Dirksen, to lesser
known persons who have enriched the lives of others.
Social:
Guest list Mr. Gordon L. Smith to Susan Porter
Invitations
Programs
Menus
Refreshments
Yes
(Ice tea, coffee, and appropriate cookies)
Entertainment
Decorations/flowers Yes, normal for Diplomatic Reception Room
Music
Social Aides
Dress
Coat check
Other
Officer stand-by for Special WH Tour afterwards.
Press:
Reporters
Yes
Photographers
Yes
TV Crews
Yes
White House Photographers
Yes
Color
Mono.
Other
Technical
Support:
Microphones
PA Other Rooms
Recording
Lights
Transportation
Parking
South Drive
ENTRANCE: South West Gate
Housing
Other
(Risers,stage,platforms)
Project Co-ordinator
Susan Porter
Phone
x2850
Site diagrams should be attached if technical support is heavy.
Shelia
Persons to attend presentation of Golden Rose to Mrs. Gerald R. Ford
by Florists' Transworld Delivery Association, July 2, 1975, 3:30 p.m.
Richard Donald Flowers (Vice President, FTD)
Randallstown, Maryland
Julia Lawrence Flowers (Mrs. R. Donald)
Randallstown, Maryland
Hubert J. Beudert (Executive Vice President, FTD)
Birmingham, Michigan
Salvatore Vincent Guzzo (Director, Region 3, FTD)
Carnegie, Pennsylvania
Lyman Wright Keefe (District 3-G Representative, FTD)
Washington, D. C.
Anna Mae Keefe (Mrs. Lyman)
Washington, D. C.
Frederick Granville Loffler Gude (Past President, FTD)
Laurel, Maryland
Bessie Duvall Gude (Mrs. Granville)
Laurel, Maryland
Elaine Duvall Gude (District 3-G Chairman, FTD)
College Park, Maryland
Ronald Roy Odgers (Edward Gottlieb & Associates)
Scarsdale, New York
Gordon Lowell Smith (Edward Gottlieb & Associates)
Crofton, Maryland
Jo Ann Snyder Childress (Edward Gottlieb & Associates)
Alexandria, Virginia
Joseph Cordo, Jr. (Photographer, Camera 1)
Glen Rock, New Jersey
Clarence Schmidt (Photographer, Camera 1)
Garden City, New York
&
FORD
Morris Semiatin (Ankers Capitol Photographers)
Wheaton, Maryland
LIBRAKE
Cecilia R. Guzzo (Mrs. Salvatore V.)
Carnegie, Pennsylvania
FRON
(CORRECTED)
Persons to attend presentation of Golden Rose to Mrs. Gerald R. Ford
by Florists' Transworld Delivery Association, July 2, 1975, 3:30 p.m.
Robert Paul Costin (President, FTD)
Delray Beach, Florida
Richard Donald Flowers (Vice President, FTD)
Randallstown, Maryland
Julia Lawrence Flowers (Mrs. R. Donald)
Randallstown, Maryland
Salvatore Vincent Guzzo (Director, Region 3, FTD)
Carnegie, Pennsylvania
Lyman Wright Keefe (District 3-G Representative, FTD)
Washington, D. C.
Anna Mae Keefe (Mrs. Lyman)
Washington, D. C.
Frederick Granville Loffler Gude (Past President, FTD)
Laurel, Maryland
Bessie Duvall Gude (Mrs. Granville)
Laurel, Maryland
Elaine Duvall Gude (District 3-G Chairman, FTD)
College Park, Maryland
Ronald Roy Odgers (Edward Gottlieb & Associates)
Scarsdale, New York
Gordon Lowell Smith (Edward Gottlieb & Associates)
Crofton, Maryland
Jo Ann Snyder Childress (Edward Gottlieb & Associates)
Alexandria, Virginia
Joseph Cordo, Jr. (Photographer, Camera 1)
Glen Rock, New Jersey
Clarence Schmidt (Photographer, Camera 1)
Garden City, New York
Morris Semiatin (Ankers Capitol Photographers)
Wheaton, Maryland
is
FORD
Cecilia R. Guzzo (Mrs. Salvatore V.)
Carnegie, Pennsylvania
(CORRECTED)
Persons to attend presentation of Golden Rose to Mrs. Gerald R. Ford
by Florists' Transworld Delivery Association, July 2, 1975, 3:30 p.m.
Robert Paul Costin (President, FTD)
Delray Beach, Florida
Richard Donald Flowers (Vice President, FTD)
Randallstown, Maryland
Julia Lawrence Flowers (Mrs. R. Donald)
Randallstown, Maryland
Salvatore Vincent Guzzo (Director, Region 3, FTD)
Carnegie, Pennsylvania
Lyman Wright Keefe (District 3-G Representative, FTD)
Washington, D. C.
Anna Mae Keefe (Mrs. Lyman)
Washington, D. C.
Frederick Granville Loffler Gude (Past President, FTD)
Laurel, Maryland
Bessie Duvall Gude (Mrs. Granville)
Laurel, Maryland
Elaine Duvall Gude (District 3-G Chairman, FTD)
College Park, Maryland
Ronald Roy Odgers (Edward Gottlieb & Associates)
Scarsdale, New York
Gordon Lowell Smith (Edward Gottlieb & Associates)
Crofton, Maryland
Jo Ann Snyder Childress (Edward Gottlieb & Associates)
Alexandria, Virginia
Joseph Cordo, Jr. (Photographer, Camera 1)
Glen Rock, New Jersey
Clarence Schmidt (Photographer, Camera 1)
Garden City, New York
Morris Semiatin (Ankers Capitol Photographers)
Wheaton, Maryland
Cecilia R. Guzzo (Mrs. Salvatore V.)
Carnegie, Pennsylvania
PATTI
(CORDECTED)
Persons to attend presentation of Golden Rose to Mrs. Gerald R. Ford
by Florists' Transworld Delivery Association, July 2, 1975, 3:30 p.m.
Robert Paul Costin (President, FTD)
Delray Beach, Florida
Richard Donald Flowers (Vice President, FTD)
Randallstown, Maryland
Julia Lawrence Flowers (Mrs. R. Donald)
Randallstown, Maryland
Salvatore Vincent Guzzo (Director, Region 3, FTD)
Carnegie, Pennsylvania
Lyman Wright Keefe (District 3-G Representative, FTD)
Washington, D. C.
Anna Mae Keefe (Mrs. Lyman)
Washington, D. C.
Frederick Granville Loffler Gude (Past President, FTD)
Laurel, Maryland
Bessie Duvall Gude (Mrs. Granville)
Laurel, Maryland
Elaine Duvall Gude (District 3-G Chairman, FTD)
College Park, Maryland
Ronald Roy Odgers (Edward Gottlieb & Associates)
Scarsdale, New York
Gordon Lowell Smith (Edward Gottlieb & Associates)
Crofton, Maryland
Jo Ann Snyder Childress (Edward Gottlieb & Associates)
Alexandria, Virginia
Joseph Cordo, Jr. (Photographer, Camera 1)
Glen Rock, New Jersey
Clarence Schmidt (Photographer, Camera 1)
Garden City, New York
Morris Semiatin (Ankers Capitol Photographers)
Wheaton, Maryland
Cecilia R. Guzzo (Mrs. Salvatore V.)
FORD is 93 LIBRARY
Carnegie, Pennsylvania
Fran
THE WHITE HOUSE
WASHINGTON
MRS. FORD
EVENT:
Receive Golden Rose Award from Florists' Transworld
Delivery Association (FTD)
DATE:
Wednesday, July 2, 1975
TIME:
3:30 p.m.
PLACE:
East Garden
GUESTS:
Guest list is attached
SEQUENCE:
3:30 p.m.
When your 20 guests have all assembled, Susan Porter
will escort you from the Residence to the East Garden.
3:33 p.m.
The FTD Officers (only) will be lined up for the presentation.
You will want to greet each one and then step into position
at the location near the microphone for the presentation.
Mr. Robert Costin, National President of FTD, will make
the presentation to you by reading a brief statement and
handing the award to you. (The Golden Rose consists of a
single delicate vermeil long-stemmed rose on an inscribed
base.
At the conclusion of his remarks, you will simply want to
respond briefly by thanking them on behalf of yourself and
all First Ladies through the years for this honor and
commenting on how much their Association has done for
the White House through the years.
3:38 p.m.
At the conclusion of the presentation, at your invitation
to join you for refreshments, the "formalities" will cease,
and refreshments will be served in the East Garden or the
Diplomatic Reception Room. Mingle informally with your
guests.
3:55 p.m.
At the conclusion, return to Family Quarters.
NOTE:
-Open press coverage
FORD & GERALD LIBRARY
-Refreshments will be served
-A film will be made of the presentation to be shown at the
annual meeting of the FTD Association
-Rusty Young is a former Golden Rose Award recipient. He and
his staff are among the guests.
GUEST LIST FOR PRESENTATION OF GOLDEN ROSE AWARD
Mr. Robert Costin
President, FTD
Delray Beach, Florida
Mr. and Mrs. Richard Flowers
Mr. Flowers is Vice President, FTD
Randallstown, Maryland
Mr. and Mrs. Salvatore Guzzo
Mr. Guzzo is Director, Region 3, FTD
Carnegie, Pennsylvania
Mr. and Mrs. Lyman Keefe
Mr. Keefe is District 3-G Representative, FTD
Washington, D. C.
Mr. and Mrs. Frederick Gude
Mr. Gude is Past President, FTD
Laurel, Maryland
Ms. Elaine Gude
Ms. Gude is District 3-G Chairman, FTD
College Park, Maryland
Mr. Ronald Odgers
Mr. Odgers is with Edward Gottlieb & Associates, the public relations
firm of FTD
Scarsdale, New York
Mr. Gordon Smith
Mr. Smith is with Edward Gottlieb & Associates
Crofton, Maryland
Ms. Jo Ann Childress
Ms. Childress is with Edward Gottlieb & Associates
Alexandria, Virginia
White House Flower Shop Staff
Rusty Young
Jimmy Nelson
Carl Beahm
Irvin Williams
Mr. Rex Scouten
18
SEALTO R. FORD LIBRARY
BACKGROUND:
The Golden Rose, one of the foremost awards of
American horticulture, is being presented to you
in appreciation for the many fine qualities that you
and other First Ladies have brought to the White House.
It is a tribute to you and your predecessors.
First Ladies of the United States have all brought
singular talents and ideas to the use of flowers and
plants in the White House setting. Millions of people
have had their visits enriched because of the ways in
which First Ladies have presented the White House to the
public.
Since 1960 it has been presented from time to time to
world leaders as well as lesser known persons of high
achievement. In some instances, it has been primarily
significant of the use of flowers and plants in terms of
adding beauty to our daily lives. In others it has been
given to recognize the fine, intangible qualities in
people that flowers express in such a unique manner.
Previous recipients of the Golden Rose include former
Senators Margaret Chase Smith, Everett Dirkson, and
Spessard Holland; Prime Minister Pierre Trudeau; the
officers of the Tournament of Roses; White House
floral designer Elmer Young; Robert Dowling of Sterling
Forest Gardens.
FTD is the world's oldest and largest inter-city
retail florist organization. It is wholly owned and
controlled by its members who annually elect and appoint
their own officers. The qualifications for membership
include: a florist must have operated his business
for at least one year, have an excellent business reputation,
and be highly professional at floral design. He must
maintain a clean, attractive, well-equipped shop and
provide competent delivery service. The Association
maintains a rigid and constant self-policing program which
periodically checks on every member to assure top service.
FTD florists can be readily identified by the gold and
black winged "Mercury" emblem displayed in their shops.
As you know, members of FTD have given generously of
their time and talents for the benefit of the White House.
This past Christmas twelve of the regional winners in
the 1974 FTD Americas Cup competition responded affirmatively
to invitations to join with the White House staff in
decorating for the holidays. Mr. Bill Dove is active in
FTD.
2.
FORD
susan porter
GERALD
July 1, 1975
LIBRARY
Shula
THE WHITE HOUSE
WASHINGTON
MRS. FORD
EVENT:
Receive Golden Rose Award from Florists' Transworld
Delivery Association (FTD).
DATE:
Wednesday, July 2, 1975
TIME:
3:30 p.m.
PLACE:
East Garden
GUESTS:
Guest list is attached
SEQUENCE:
3:30 p.m.
When your 20 guests have all assembled, Susan Porter
will escort you from the Residence to the East Garden.
3:33 p.m.
The FTD Officers (only) will be lined up for the presentation.
You will want to greet each one and then step into position
at the location near the microphone for the presentation.
Mr. Robert Costin, National President of FTD, will make
the presentation to you by reading a brief statement and
handing the award to you. (The Golden Rose consists of a
single delicate vermeil long-stemmed rose on an inscribed
base.)
At the conclusion of his remarks, you will simply want to
respond briefly by thanking them on behalf of yourself and
all First Ladies through the years for this honor and
commenting on how much their Association has done for
the White House through the years.
3:38 p.m.
At the conclusion of the presentation, at your invitation
to join you for refreshments, the "formalities" will cease,
and refreshments will be served in the East Garden or the
Diplomatic Reception Room. Mingle informally with your
guests.
3:55 p.m.
At the conclusion, return to Family Quarters.
FORD & GERALD LIBRARY
NOTE:
-Open press coverage
-Refreshments will be served
-A film will be made of the presentation to be shown at the
annual meeting of the FTD Association
-Rusty Young is a former Golden Rose Award recipient. He and
his staff are among the guests.
GUEST LIST FOR PRESENTATION OF GOLDEN ROSE AWARD
Mr. Robert Costin
President, FTD
Delray Beach, Florida
Mr. and Mrs. Richard Flowers
Mr. Flowers is Vice President, FTD
Randallstown, Maryland
Mr. and Mrs. Salvatore Guzzo
Mr. Guzzo is Director, Region 3, FTD
Carnegie, Pennsylvania
Mr. and Mrs. Lyman Keefe
Mr. Keefe is District 3-G Representative, FTD
Washington, D. C.
Mr. and Mrs. Frederick Gude
Mr. Gude is Past President, FTD
Laurel, Maryland
Ms. Elaine Gude
Ms. Gude is District 3-G Chairman, FTD
College Park, Maryland
Mr. Ronald Odgers
Mr. Odgers is with Edward Gottlieb & Associates, the public relations
firm of FTD
Scarsdale, New York
Mr. Gordon Smith
Mr. Smith is with Edward Gottlieb & Associates
Crofton, Maryland
Ms. Jo Ann Childress
Ms. Childress is with Edward Gottlieb & Associates
Alexandria, Virginia
White House Flower Shop Staff
Rusty Young
Jimmy Nelson
Carl Beahm
Irvin Williams
Mr. Rex Scouten
GERALD R. FORD LIBRARY
18
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BACKGROUND:
The Golden Rose, one of the foremost awards of
American horticulture, is being presented to you
in appreciation for the many fine qualities that you
and other First Ladies have brought to the White House.
It is a tribute to you and your predecessors.
First Ladies of the United States have all brought
singular talents and ideas to the use of flowers and
plants in the White House setting. Millions of people
have had their visits enriched because of the ways in
which First Ladies have presented the White House to the
public.
Since 1960 it has been presented from time to time to
world leaders as well as lesser known persons of high
achievement. In some instances, it has been primarily
significant of the use of flowers and plants in terms of
adding beauty to our daily lives. In others it has been
given to recognize the fine, intangible qualities in
people that flowers express in such a unique manner.
Previous recipients of the Golden Rose include former
Senators Margaret Chase Smith, Everett Dirkson, and
Spessard Holland; Prime Minister Pierre Trudeau; the
officers of the Tournament of Roses; White House
floral designer Elmer Young; Robert Dowling of Sterling
Forest Gardens.
FTD is the world's oldest and largest inter-city
retail florist organization. It is wholly owned and
controlled by its members who annually elect and appoint
their own officers. The qualifications for membership
include: a florist must have operated his business
for at least one year, have an excellent business reputation,
and be highly professional at floral design. He must
maintain a clean, attractive, well-equipped shop and
provide competent delivery service. The Association
maintains a rigid and constant self-policing program which
periodically checks on every member to assure top service.
FTD florists can be readily identified by the gold and
black winged "Mercury" emblem displayed in their shops.
As you know, members of FTD have given generously of
their time and talents for the benefit of the White House.
This past Christmas twelve of the regional winners in
the 1974 FTD Americas Cup competition responded affirmatively
to invitations to join with the White House staff in
decorating for the holidays. Mr. Bill Dove is active in
FTD.
susan porter
July 1, 1975
FORD & LIBRARY
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For immediate release
July 1, 1975
THE WHITE HOUSE
WASHINGTON
Office of the Press Secretary to Mrs. Ford.
Mrs. Ford will receive the Golden Rose Award from the Florists'
Transworld Delivery Association (FTDA) Wednesday, July 2, at 3:30
p.m. in the First Lady's Garden. The FTDA is presenting the award
as a tribute to Mrs. Ford for her "leadership in the use of flowers in
the White House."
The FTDA Golden Rose Award is a long-stemmed rose on an inscribed
base. Mrs. Ford will also receive 50 long-stemmed Golden Wave roses,
one to represent each state.
Presenting the award is Robert Paul Costin, president of the FTDA.
Also participating are Richard Donald Flowers, vice president; Sal-
vatore Vincent Guzzo, Washington director; Lyman Wright Keefe,
Washington district representative; Frederick Granville Loffler Gude,
past president; and Elaine Duvall Gude, Washington chairman.
Also in attendance will be White House Chief Floral Designer Elmer
"Rusty" Young, a previous Golden Rose Award recipient; Assistant
Chief Floral Designer James Nelson; Carl Beahm, floral designer;
and Irvin Williams, head White House grounds keeper.
According to the FTDA, the Golden Rose Award is one of the "foremost
awards of American horticulture. " It has been presented from time to
time to world leaders as well as lesser known persons of high achieve-
ment" and those who have "enriched the lives of others."
Previous award recipients include former Senators Margaret Chase
Smith, Everett Dirksen and Spenssard Holland; Canadian Prime Minister
Pierre Trudeau; Robert Dowling of Sterling Forest Gardens; and others.
# # #
Press pickup 3:15 in press lobby.
FORD & GENALD LIBRARY
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D, C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
July 1, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Susan:
Attached is a copy of the remarks Bob Costin will
make at the Golden Rose presentation tomorrow. We timed it,
and it runs one minute and forty seconds.
I think I failed to mention that we will present
Mrs. Ford with fifty long stemmed Golden Wave roses, one
for each state. My thought is that Bob Costin will hand
them to Mrs. Ford immediately on her arrival as he intro-
duces himself, and she can promptly hand them off to someone
else so that they will not be in her way. We would like this
little segment on the film, however.
Sincerely,
Gordon L. Smith
GLS:jac
CC: Mrs. Sheila Weidenfeld
Ms. Patty Matson
FORDS LIBRAZY
Remarks of Robert P. Costin
Presentation of FTD Golden Rose
to Mrs. Gerald R. Ford, The White House
MRS. FORD, LADIES AND GENTLEMEN:
I'M TOLD THAT WHEN YOU HAD MORE LEISURE TIME, YOU WERE A FLOWER
GARDENER. THAT MAKES YOU OUR KIND OF PERSON.
YOUR OWN RESPONSE TO FLOWERS LEADS TO YOUR BELIEF THAT ALL PEOPLE
RESPOND TO FLOWERS. YOUR POLICY OF KEEPING FRESH FLOWERS IN ALL OF THE
PUBLIC ROOMS OF THE WHITE HOUSE ONLY EMPHASIZES THIS ATTITUDE TO THE
1,350,000 PEOPLE WHO VISIT THE WHITE HOUSE ANNUALLY. AND WE'RE SECRETLY
PLEASED THAT YOU USE FLOWERS IN THE FAMILY QUARTERS MORE THAN ANY FIRST
LADY OF RECENT TIMES. SOME OF YOUR IDEAS ON FLOWER ARRANGING, FOR INSTANCE,
THAT BLOSSOMS SHOULDN'T TOUCH EACH OTHER, IS GOOD ADVICE WE'LL PASS ALONG
TO FTD MEMBERS.
FIRST LADIES HAVE HAD A GREAT DEAL TO DO WITH THE WAY PEOPLE THINK
AND FEEL ABOUT FLOWERS. THE WHITE HOUSE IS UNIQUELY THE PLACE WHERE ART
AND FLOWERS HAVE COMPLIMENTED EACH OTHER, BUT IT IS ALSO A PLACE WHERE
FLOWERS HAVE ALWAYS BEEN A PART OF DAILY LIVING.
STATE
FORD
LIORARY
-2-
THE UNAFFECTED CHARM OF YOUR BOUQUETS AND THE NEW WAYS IN WHICH
YOU HAVE USED FLOWERS IN INDIAN BASKETS AND IN NOVEL COMBINATIONS IS
PART OF THE WAY PEOPLE THINK OF FLOWERS AT THE WHITE HOUSE.
THE FTD GOLDEN ROSE ENABLES US TO HONOR YOU FOR YOUR LEADERSHIP
IN USING FLOWERS TO WELCOME PEOPLE TO THIS BEAUTIFUL HOME. THE GOLDEN
ROSE EXPRESSES OUR ADMIRATION FOR YOU AS A PERSON. FLOWERS ARE SYMBOLS
OF THE FINE, INTANGIBLE QUALITIES IN PEOPLE, QUALITIES THAT MAKE US WANT
TO HONOR YOU AS FIRST LADY OF THE UNITED STATES.
ON BEHALF OF THE MORE THAN 14,000 MEMBERS OF FLORISTS' TRANSWORLD
DELIVERY, I AM HONORED TO PRESENT THIS GOLDEN ROSE TO YOU.
THANK YOU.
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
July 1, 1975
Miss Susan Porter
Appointments Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Susan:
Attached is a copy of the remarks Bob Costin will
make at the Golden Rose presentation tomorrow. We timed it,
and it runs one minute and forty seconds.
I think I failed to mention that we will present
Mrs. Ford with fifty long stemmed Golden Wave roses, one
for each state. My thought is that Bob Costin will hand
them to Mrs. Ford immediately on her arrival as he intro-
duces himself, and she can promptly hand them off to someone
else so that they will not be in her way. We would like this
little segment on the film, however.
Sincerely,
Gordon L. Smith
GLS:jac
CC: Mrs. Sheila Weidenfeld
Ms. Patty Matson
road
LIBRAR
From: EarA
draft
FEr: JTD
For Release
3:30 p.m., e.d.t.
Wednesday, July 2, 1975
FLORIST GROUP HONORS FIRST CADY
AT WHITE HOUSE AWARD CEREMONY
More than 1/1,000 florists today honored Mrs. Gerald R.
Ford for her leadership in the use of flowers to welcome the
public to the White House.
The First Lady received the Golden Rose award from tahum
Florists' Transworld Delivery Asranmimition at ceremonies in
the East Garden of the White House, and fifty Golden Wave
FTD members in
roses representing/each state of the union.
Robert P. Costin of Delray Beach, Fla., president of
FTD, made the presentation. Taking part for the flowers by
was
wire organization Donald Flowers, Randallstown, Md., vice
president. Regional Director Salvy Guzzo of Pittsburgh, Pa.,
and Granville Gude, Washington, D.C., past president, attended
the colorful garden ceremony.
The FTD Golden Rose conssists of a delicate
vermeil long-stemmed rose on a suitably inscribed base. According
to Mr. Costin, it is particularly well suited as an expression of
appreciation of the many fine qualities Mrs. Ford and other First
Ladies have brought to the White House.
FORD i LIBRARY
In making the presentation, Mr. Costin maind told Mrs. Ford
that "Your own response to flowers leads to your belief that all
people respond to flowers. Your policy of keeping fresh flowers
in all of the public rooms of the White House only emphasizes
this attitude to the 1,350,000 people who visit the White House
annually." He told Mrs. Ford that "we're secretby pleased tha
you use flowers in the family quarters more than any First Lady
of recent times.
Mr. Costin noted that First Ladies historically have had a
great deal to do with the way people think and feel about flowers.
He noted changes in manuary usage, ove the years, but said that
and said-that "throughthe years the White House is uniquely
the place where art and flowers have complimented each other,
but it is also a place where mihmmu flowers have always been a minitom
complimented
part of daily living He the First Lady on "the
new
unaffected charm of your bouquets and the innovative ways
in which you have used flowers in Indian baskets and in novel
combinations.Ianmamtmnfnthanthanman
Mr. Costin emphasized that the Golden Rose also "expresses
(and the)
our admiration of you as a person Flowers are symbols of the of INB,
intangible alities in-paopla, qualities that make us want to honor you
you as First Lady of the United States."
3
The Golden hose is one of the foremost awards of American
1962
horticulture. Since influing it has been presented from time to
time to world leaders us well as to lesser known persons of
high achievement. In some instances the award has been primarily
significant of the the use of flowers and plants and in others
honored intangible qualities in people that flowers express in
a unique manner. Among previous recipients are Shamata Margaret
Chase Smith, the late Everett McKinley Dirksen and Spessard
and
Holland, Canadian Prime Minister Pierre Trudeau.
-0-
7275
LRAD R. FORD LIBRAS
THE WHITE HOUSE
WASHINGTON
Gordon Smith - FTD 331-7520
for presentation tomorrow
1. Can they bring film crew 1/2 hr. early?
2. Following ceremoney, they are to
move into the House. Where in
House, and can they shoot movies
and stills?
3. Will we put out a release on it
and notify wires? Is there any
objection to them doing a release
for tomorrow?
For instance, President is from
Miami -- local papers might want
to cover.
FORD & GERALD LIBRARY
Suggestions for remarks for
Golden Rose Award
I'm very honored at your presentation. You're right -- I am a flower
fond raising
gardener at heart, and I'm especially crazy about roses. And frankly,
I can't think of anything more therapeutic than spending a couple of hours
in a garden / I know there are people all over the country that feel the
I have Frend 8
same way. So on behalf of me and previous First Ladies -- and people everyn
want to their love
who love fresh flowers -- I thank you for your tribute.
The flowers that fill the White House add much to make it a living
White House. They enhance the beauty of the rooms and provide a
welcome for visitors that is fresh and spontaneous.
I thank the FTD not only for the honor, but for all the help you provide
us during the year, starting with your volunteer help with our Christmas
which becomps to all there
decorations. You help make Mis White House A more lovely place for Americans
from
people everywhere to visit.
GENALO R. FORD LIBRARY
THE WHITE HOUSE
WASHINGTON
I'M VERY HONORED AT YOUR PRESENTATION. YOU'RE RIGHT -- I AM A
FLOWER GARDENER AT HEART, AND I'M ESPECIALLY FOND OF RAISING ROSES,
AND FRANKLY, I CON'T THINK OF ANYTHING MORE THERAPEUTIC THAN
SPENDING A COUPLE OF HOURS IN A GARDEN, I KNOW I HAVE FRIENDS AND
THERE ARE PEOPLE ALL OVER THE COUNTRY THAT FEEL THE SAME WAY,
So ON BEHALF OF ME AND PREVIOUS FIRST EADIES ANDPEOPLE EVERYWBERE
WHO LOVE FRESH FLOWERS - I WANT TO THANK YOU FOR THIS LOVELY TRIBUTE.
THE FLOWERS THAT FILL THE WHITE HOUSE ADD MUCH TO MAKE IT A LIVING
THE FLOWERS THAT FILL THE WHITE HOUSE ADD MUCH TO MAKE IT A LIVING
WHITE HOUSE, THEY ENHANCE THE BEAUTY OF THE ROOMS AND PROVIDE A
WELCOME FOR VISITORS THAT IS FRESH, AND SPONTANEOUS,
I THANK THE FTD NOT ONLY FOR THE HONOR, BUT FOR ALL THE HELP YOU
Spateting trubet
PROVIDE US DURING THE YEAR, STARTING WITH YOUR VOLUNTEER HELP
WITH OUR CHRISTMAS DECORATIONS, You HELP MAKE THIS WHITE HOUSE,
WHICH BELONGS TO ALL THE AMERICAN PEOPLE, A MORE LOVELY PLACE
FOR PEOPLE FROM EVERYWHERE TO VISIT.
I'M VERY HONORED AT YOUR PRESENTATION, YOU'RE RIGHT -- I AM A
FLOWER GARDENER AT HEART, AND I'M ESPECIALLY FOND OF RAISING ROSES,
AND FRANKLY, I CON'T THINK OF ANYTHING MORE THERAPEUTIC THAN
SPENDING A COUPLE OF HOURS IN A GARDEN. I KNOW I HAVE FRIENDS AND
THERE ARE PEOPLE ALL OVER THE COUNTRY THAT FEEL THE SAME WAY.
So ON BEHALF OF ME AND PREVIOUS FIRST LADIES -- AND PEOPLE EVERYWHERE
WHO LOVE FRESH FLOWERS --- I WANT TO THANK YOU FOR THIS LOVELY TRIBUTE.
THE FLOWERS THAT FILL THE WHITE HOUSE ADD MUCH TO MAKE IT A LIVING
WHITE HOUSE, THEY ENHANCE THE BEAUTY OF THE ROOMS AND PROVIDE A
WELCOME FOR VISITORS THAT IS FRESH AND SPONTANEOUS,
I THANK THE FTD NOT ONLY FOR THE HONOR, BUT FOR ALL THE HELP YOU
PROVIDE US DURING THE YEAR, STARTING WITH YOUR VOLUNTEER HELP
WITH OUR CHRISTMAS DECORATIONS. You HELP MAKE THIS WHITE HOUSE,
WHICH BELONGS TO ALL THE AMERICAN PEOPLE, A MORE LOVELY PLACE
FOR PEOPLE FROM EVERYWHERE TO VISIT.
In 6 US to have 6 WH.
we frelings to all SEALD M. An. FORD people
LIBRARY
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of all trus- Haven to accept.
GRUOA 371HW SHT
MOTOR HEAV
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one of the bups I found
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relexation 1 pressures
bal
Remarks of Robert P. Costin
Presentation of FTD Golden Rose
to Mrs. Gerald R. Ford, The White House
MRS. FORD, LADIES AND GENTLEMEN:
I'M TOLD THAT WHEN YOU HAD MORE LEISURE TIME, YOU WERE A FLOWER
GARDENER. THAT MAKES YOU OUR KIND OF PERSON.
YOUR OWN RESPONSE TO FLOWERS LEADS TO YOUR BELIEF THAT ALL PEOPLE
RESPOND TO FLOWERS. YOUR POLICY OF KEEPING FRESH FLOWERS IN ALL OF THE
PUBLIC ROOMS OF THE WHITE HOUSE ONLY EMPHASIZES THIS ATTITUDE TO THE
1,350,000 PEOPLE WHO VISIT THE WHITE HOUSE ANNUALLY. AND WE'RE SECRETLY
PLEASED THAT YOU USE FLOWERS IN THE FAMILY QUARTERS MORE THAN ANY FIRST
LADY OF RECENT TIMES. SOME OF YOUR IDEAS ON FLOWER ARRANGING, FOR INSTANCE,
THAT BLOSSOMS SHOULDN'T TOUCH EACH OTHER, IS GOOD ADVICE WE'LL PASS ALONG
TO FTD MEMBERS.
FIRST LADIES HAVE HAD A GREAT DEAL TO DO WITH THE WAY PEOPLE THINK
AND FEEL ABOUT FLOWERS. THE WHITE HOUSE IS UNIQUELY THE PLACE WHERE ART
AND FLOWERS HAVE COMPLIMENTED EACH OTHER, BUT IT IS ALSO A PLACE WHERE
FLOWERS HAVE ALWAYS BEEN A PART OF DAILY LIVING.
-2-
THE UNAFFECTED CHARM OF YOUR BOUQUETS AND THE NEW WAYS IN WHICH
YOU HAVE USED FLOWERS IN INDIAN BASKETS AND IN NOVEL COMBINATIONS IS
PART OF THE WAY PEOPLE THINK OF FLOWERS AT THE WHITE HOUSE.
THE FTD GOLDEN ROSE ENABLES US TO HONOR YOU FOR YOUR LEADERSHIP
IN USING FLOWERS TO WELCOME PEOPLE TO THIS BEAUTIFUL HOME. THE GOLDEN
ROSE EXPRESSES OUR ADMIRATION FOR YOU AS A PERSON. FLOWERS ARE SYMBOLS
OF THE FINE, INTANGIBLE QUALITIES IN PEOPLE, QUALITIES THAT MAKE US WANT
TO HONOR YOU AS FIRST LADY OF THE UNITED STATES.
ON BEHALF OF THE MORE THAN 14,000 MEMBERS OF FLORISTS' TRANSWORLD
DELIVERY, I AM HONORED TO PRESENT THIS GOLDEN ROSE TO YOU.
THANK YOU.
GERMO
From: ECTA
went
FFr: 77D
For Release
3:30 p.m., e.d.t.
Wednesday, July 2, 1975
FLORIST GROUP HONORS FIRST CADY
AT WHITE HOUSE AWARD CEREMONY
More than 11,000 florists today honored Mrs. Gerald R.
Ford for her leadership in the use of flowers to welcome the
public to the White House.
The First Lady received the Golden Rose award from talum
Florists' Transworld Delivery Asrocrimitriom at ceremonies in
the East Garden of the White House, and fifty Golden Wave
FTD members in
roses representing/each state of the union.
Robert P. Costin of Delray Beach, Fla., president of
FTD, made the presentation. Taking part for the flowers by
was
wire organization RIGHT Donald Flowers, Randallstown, Md., vice
president. Regional Director Salvy Guzzo of Pittsburgh, Pa.,
and Granville Gude, Washington, D.C., past president, attended
the colorful garden ceremony.
The FTD Golden Rose ismomemninuhm conssists of a delicate
vermeil long-stemmed rose on a suitably inscribed base. According
to Mr. Costin, it is particularly well suited as an expression of
appreciation of the many fine qualities Mrs. Ford and other First
Ladies have brought to the White House.
GREATED FORD LIBRARY
12
In making the presentation, Mr. Costin maind told Mrs. Ford
that "Your own response to flowers leads to your belief that all
people respond to flowers. Your policy of keeping fresh flowers
in all of the public rooms of the White House only emphasizes
this attitude to the 1,350,000 people who visit the White House
annually." He told Mrs. Ford that "we're secretly pleased tha
you use flowers in the family quarters more than any First Lady
of recent times.
Mr. Costin noted that First Ladies historically have had a
gre it deal to do with the way people think and feel about flowers.
He noted changes in manuary usage, ove the years, but said that
and said-that "throughthe years the White House is uniquely
the place where art and flowers have complimented each other,
but it is also a place where finanu flowers have always been a minitam
complimented
part of daily living He the First Lady on "the
new
unaffected charm of your bouquets and the innovative ways
in which you have used flowers in Indian baskets and in novel
combinations.Imnpantmninthanthanmar
Mr. Costin emphasized that the Golden Rose also "expresses
(and the)
our admiration of you as a person A owers are symbols of the of
intangible alities in-paople qualities that make us want to honor you
you as First Lady of the United States."
LIBRATY DERALD ? OND
3
The Golden Rose is one of the foremost awards of American
1962
horticulture. Since inflamm it has been presented from time to
time to world leaders as well as to lesser known persons of
high achievement. In some instances the award has been primarily
significant of the the use of flowers and plants and in others
honored intangible qualities in people that flowers express in
a unique manner. Among previous recipients are Shoumata Margaret
Chase Smith, the late Everett McKinley Dirksen and Spessard
and
Holland, Canadian Prime Minister Pierre Trudeau.
-0-
7275
E R. FORD LIBRANA
GERALD R. FORD LIBRARY
The item described below has been transferred from this file to:
Audiovisual Unit
Book Collection
Ford Museum in Grand Rapids
Item: / 8"x10" BW photo of BF w/ Robut P. Costin and
Donald Flowers of FTD receiving the
"Golden Rose"
The item was transferred from: Weidenfild Box 6
7/2/75 Golden Rose Award
Initials/Date let 2/86
WASHINGTON (UPI) -- IT TAKES "AN ESPECIAL AMOUNT OF CARE" TO RAISE
ROSES, ACCORDING TO BETTY FORD, WHO FINDS GARDENING A FORM OF
RELAXATION.
MRS. FORD ACCEPTED THE "GOLDEN ROSE" AWARD AND 50 GOLDEN WAVE
ROSES FROM A FLORISTS' DELIVERY GROUP WEDNESDAY AI A CEREMONY IN THE
EAST GARDEN.
"GARDENING AND GETTING OUT, BEING WITH FLOWERS, GIVES YOU A GREAT
SENSE OF RELAXATION AND IT IS THERAPEUTIC FOR ME," THE FIRST LADY
Liena
SAID.
RAISING ROSES TAKES "AN ESPECIAL AMOUNT OF CARE. THEY JUST DON'T
GROW LIKE TOPSY."
D. 375,653
JUL 31975 Buffeller
The Evansville Press
EVANSVILLE, IND.
D. 45,093
JUL 21975 Buffalles.
Florists give bouquet to Betty
Betty Ford received the Golden Rose Award from the
Florists' Transworld Delivery Association in the First Lady's
garden today. The award is being presented to Mrs. Ford for
her "leadership in the use of flowers in the White House.
ROSE WINNER - Betty
Ford received the Golden
Rose Award from the
Florists Transworld Deliv-
ery Assn. yesterday in the
First Lady's garden. (UPI)
TOTAL
FTD
FTD IN THE NEWS
Prepared by Edward Gottlieb & Associates, Public Relations Council to FTD
485
Madison
Avenue,
New
York,
N.Y.
10022
(212)
421-9220
July 1975
FORD LIBRARY
FTD PRESENTS
Mrs. Gerald Ford, wife of the President, received the FTD Golden Rose in the First Lady's Gar-
GOLDEN ROSE
den at the White House on July 2, 1975. President Robert P. Costin made the presentation on
TO MRS. FORD
behalf of the entire FTD membership. With him were Vice President Don Flowers and Don's
wife, Judy; Former President and Mrs. Granville Gude of Washington, D.C.; Director of Region
3 Salvy Guzzo and his wife, Cecilia; District Representative Lyman Keefe and his wife, Anna
Mae, and District Chairman Ms. Elaine Gude. "The FTD Golden Rose," Mr. Costin said, "en-
ables us to honor you for your leadership in us-
ing flowers to welcome people to this beautiful
home
flowers are symbols of the fine, in-
tangible qualities in people, qualities that make
us want to honor you as First Lady of the
United States." In accepting FTD's highest
award, Mrs. Ford said gardening and working
with flowers had been "most therapeutic" for
her and expressed the belief that the use of flow-
ers in the White House made the nation's most
famous home "more meaningful" for the thou-
Mrs. Gerald Ford, the First
Mrs. Ford with President
sands who visit it each year. She said she was
Lady, and FTD President
Costin and FTD Vice
"particularly grateful" for all that FTD has done
Robert P. Costin with the
President Don Flowers
FTD Golden Rose presented
(left). She also was given
for the White House with floral decorations and
to her for her imaginative
a bouquet of yellow roses
help at Christmas and "many other times."
use of flowers in the White
at the Golden Rose
House.
ceremony.
Mrs. Gerald Ford (third from left) with FTD representatives after she
received the Association's highest award, the Golden Rose. Left to
right are: Vice President Don Flowers; President Robert P. Costin;
Mrs. Ford; Mrs. Judy Flowers; Ms. Elaine Gude, Chairman of FTD
District 3-G; Mrs. Cecilia G. Guzzo; Salvy Guzzo, Director of FTD
Region 3; Former FTD President and Mrs. Granville Gude of Washing
ton, D.C.; Mrs. Anna Mae Keefe, Mr. Lyman Keefe, District Representa-
tive, FTD District 3-G.
FTD IN SALES
FTD Group Director of Marketing Charles Coyle is quoted in the June 2 issue of "Sales Man-
MANAGEMENT
agement" magazine as saying that "the business use of flowers is one of our fastest-growing mar-
MAGAZINE
kets." The item went on to explain that more than 3,000 requests have been received for the
free "Icebreaker" booklet, pointing out that it shows how to use flowers and planters as door
openers for buyers and their secretaries. "Sales Management" is a highly respected marketing
publication, which has a readership of more than 43,000.
PRINCE
And speaking of royalty, District 11-B Chairman, Russ Fitzsimmons and wife, Norma, (left) of Vic-
CHARLES'
toria, B.C., Canada, saved the day and the dinner when the heir to the British throne was enter-
PRINCELY
tained recently at Government House in Ottawa. It seems that forsythia were needed to decor-
BOUQUET
ate the tables for the elaborate dinner party planned for Prince Charles when he arrived to start
a tour of Arctic Island and Northwest Territories. However, it was learned that the only ones
which would be blooming in all of Canada on the day
of his visit were grown in the Vancouver area. So, one
month in advance, an order for 30 dozen branches was
placed with The Island Florist. The boughs were imme-
diately refrigerated to delay flowering, then carefully
packed and shipped to Ottawa just prior to the Prince's
arrival.
SECRETARIES
"Flowers for Secretaries Week" has been voted an overwhelming success! Responses to a ques-
WEEK
tionnaire sent all Members who arranged for their local mayor to present a rose bouquet to his
SCORES HIGH
or her secretary indicate that Secretaries Week is fast emerging as a major flower giving occa-
WITH MEMBERS
sion. Members provided information on press and television coverage, other local observances
during the Week, and customers' comments. Newspapers in 26 of the 39 cooperating cities car-
ried photos of the mayors with their secretaries and FTD representatives; 14 TV news shows
covered the event, with many using the segment on both the early and late evening telecasts,
and 14 cities had other Secretaries Week observances, generally sponsored by the National Sec-
retaries Association. We thank FTD Members Frank Gallo, Walter Walsh, Toby Tovar, Dottie
Weissenberger, Elaine Panty, Marjorie Hewitt, John Rimmele, Doug Haury, Faith Luft, John
Rupe, Phil Rulloda, Ron Kalt, Wayne Hudspeth, Jerry Beckwith, Paul Deemer, Rachel Gordon,
Doris Potratz, Norma Fitzsimmons, George Sampson, Herb Rothe, Betty Stone, Edna Fears,
Dooley Harrell, Richard Jones, Dick Seale, Richard Walsh, and Robert Nelson for providing
this information.
NEW EXTRA
Some 250,000 visitors to the Los Angeles Home and Garden Show got a preview look at the
TOUCH ITEMS
newest additions to the FTD Extra Touch line. "Hangups," "Coverups," and "Posy Pails" were
AT L.A. SHOW
on prominent display during the Show's 10-day run at the Los Angeles Convention Center. Bob
Elliott of Elliott's Flowers (Los Angeles) was in charge of decorating the FTD booth.
NEW WORLD
The Board of Directors, Members, Headquarters staff, city officials, guests and the press were
HEADQUARTERS present June 18 for the dedication of FTD's new World Headquarters in Southfield, Michigan.
DEDICATED
The move to the Detroit suburb enables the entire FTD staff to be under one roof, which has
not been possible for a number of years. President Robert P. Costin recalled the history of
FTD's offices in Detroit-first in the rear of Al Pochelon's florist
shop (Pochelon, back in 1912, was FTD's first executive secretary),
next in a mansion, next in the Lafayette Building, then to its own
building and now to three floors in the new building in Southfield.
Executive Vice President Hubert J. Beudert noted how the new fa-
cilitieswill streamline communications, enabling the staff to better
serve Members. He then introduced Monsignor Clement Kern, a well-
known Detroit priest who had been present in 1961 for the dedica-
FTD
tion of the 900 West Lafayette building. Steve S. Hurite, President
of the Southfield City Council, warmly welcomed the Members and
President Costin accepts Inter-
staff to the community. A bronze plaque from Interflora "to com-
flora plaque from World Presi-
dent Frank Brautigam. Hub
memorate the dedication of FTD's International Headquarters" was
Beudert applauds the presen-
tation.
presented to President Costin by Interflora World President Frank
Brautigam. The brief ceremonies concluded with President and Mrs.
Costin and Mr. Hurite cutting a ribbon of flowers at the entrance.
The Board and guests were then invited to inspect FTD's quarters.
The 62,000 square foot building housing the new World Headquar-
ters has a striking contemporary appearance. Its sides are constructed
from orange bricks with deep orange-red panels, while the front and
back are sheets of glass having a mirrorlike appearance. FTD's world
famous emblem is being fitted into the side brick wall facing North-
western Highway. (At right, Monsignor Kern at dedication.)
SELECTION
NBC's TODAY show, the longest running, highest rated early morning television program, is
GUIDE
now using FTD Selection Guide arrangements as part of its set decorations. After months of
ARRANGEMENTS negotiations, an agreement has been worked out with the network whereby FTD is the exclu-
ON "TODAY"
sive source for their flowers and plants. Although flowers are not seen on the show every day,
SHOW
there are many occasions in the course of each month when they appear in the background or
on the round coffee table which is part of the set used for interviews. Most recently, the 7½
million people who tune in daily saw the Edwardian Bouquet on the table when co-host Bar-
bara Walters had an early morning conversation with noted feminist, author and lecturer, Betty
Friedan. In addition to Selection Guide items, appropriate Holiday Specials will also be featured
on TODAY.
FLOWERS FOR
For the third consecutive year, FTD flowers were used at the National Father's Day Council's
FATHER'S DAY
Awards Luncheon honoring the outstanding achievements of eight prominent fathers. More
LUNCHEON
than 800 guests attended this year's ceremonies, held in New York on May 22nd, to salute
Senator Edmund Muskie, National Father of the Year, and other celebrity Dads. The luncheon's
all-American theme was reflected in the red, white
and blue flowers on the dais, the fathers' blue bou-
tonnieres and the red bouquets carried by their
wives. FTD, which is a member of the Council, re-
ceived prominent recognition on tent cards placed
on each table.
Red, white and blue floral arrangements decorate the
dais at the National Father's Day Council's Awards
Luncheon held on May 22 in New York. FTD pro-
vided the flowers.
FLOWERS ARE
Newspapers around the country are using a new FTD PR "Flowers Are Good Medicine" story.
GOOD MEDICINE
Based on a questionnaire sent to 2,400 supervisors of nursing, the article noted that "American
nurses in overwhelming numbers agree that flowers are 'good medicine'." The survey revealed
that 90% of the respondents believe that flowers actually have a therapeutic effect on many pa-
tients, and over 70% felt that plants symbolize "life" and "growth" to many patients who, as
they watch plants develop and grow strong, are stimulated to do the same. Incidentally, nurses
follow the general public's flower preference-their own, personal favorite is the rose. This story
on the survey is just one part of the continuing PR program to remind the consumer that "flow-
ers are good medicine".
FYI
From the Desk of
Gordon L. Smith
Sept. 10, 1975
Dear Sheila:
The clips on the Golden Rose presen-
tation continue to show up, and enclosed
for your record is one from the CARNEGIE
(Pa.) SIGNAL-ITEM which appeared on
August 7, 1975, in which Mrs. Ford is
pictured with Mr. and Mrs. Salvy Guzzo.
Best regards,
GLS
VICE PRESIDENT
818-18TH STREET. N.W.
EDWARD GOTTLIEB & ASSOCIATES LTD.
WASHINGTON, D.C. 20006
PUBLIC RELATIONS
(202) 331-7520
CARNEGIE, PA.
SIGNAL-ITEM
W. 5,670
AUG 7
Buffeller
1975
SCOTT FLORIST AT WHITE HOUSE More than 14,000 florists honored Mrs. Gerald R.
Ford on July 2 for "leadership in the use of flowers to welcome the public to the White
House." The First Lady received the Golden Rose award from Florists' Transworld Delivery at
ceremonies in the East Garden of the White House, plus 50 Golden Wave roses representing
FTD members in each state of the union. The Golden Rose presented to Mrs. Ford also recog-
nized the leadership of all First Ladies in setting trends in the use of flowers in the home of the
First Families. Mrs. Ford is pictured with Mr. and Mrs. Salvy Guzzo of Scott Township. Mr.
Guzzo is regional director of FTD and owner of Flowers by Salvy and Tom in Pittsburgh.
ck lili
EDWARD GOTTLIEB & ASSOCIATES LTD.
NEW YORK WASHINGTON LOS ANGELES CHICAGO PARIS
818 - 18TH STREET, N. W. WASHINGTON, D. C. 20006
(202) 331-7520
GORDON L. SMITH
VICE PRESIDENT
CABLE ADDRESS: EDGOTTLIEB
September 3, 1975
Mrs. Sheila Weidenfeld
Press Secretary
to Mrs. Gerald R. Ford
The White House
Washington, D. C. 20500
Dear Sheila:
Additional publicity on the Golden Rose presentation
to Mrs. Ford was carried in the September 4 issue of FLORISTS'
REVIEW. Please see page 32.
Aside from the FTD publications, the Review is the
most important and the most widely read of the industry pub-
lications. Thanks again for your continuing interest, and
please let me know when you can about showing the film to
Mrs. Ford.
Sincerely, $ 50
Gordon L. Smith
GLS:jac
Enclosure
CC: Ms. Susan Porter
R.
SCRACO
FORD
Western elected
5 allieds win for
executive vp of SMEAC
creative promotions
THE Sales and
CREATIVITY AND CONTINUITY
Marketing Execu-
in advertising promotions made 5 al-
tives Association
lied associations winners of FTD's
of Chicago, a pro-
Allied Florists' Advertising Recogni-
fessional associa-
tion award competition.
tion affiliated
The winners are: Utah Allied Flo-
with Sales and
rists, television promotion; North Cen-
Marketing Ex-
tral Florists' Association, radio ads;
cutives - Interna-
Betty Ford honored
Allied Florists' Association of Greater
tional, elected
with Golden Rose award
Baltimore, community affairs/public
Ray
Western,
MORE THAN 14,000 FLORISTS
relations projects; Allied Florists' As-
Wilmette IL, executive vice-president.
honored Betty Ford for leadership in
sociation of Western Pennsylvania,
Western is presently executive vice-
the use of flowers in the White House.
billboard promotion, and Allied Flo-
president and sales manager of the
The First Lady received the Golden
rists of Worcester County, newspaper
A. L. Randall Co., Chicago, distribu-
Rose award plus 50 Golden Wave
ads.
tor of florists' products.
He has been associated with Ran-
roses (representing FTD members in
Representatives of the winning as-
each state of the union from FTD at
sociations were awarded $250 prizes
dall for 27 years, and his current re-
ceremonies in the East Garden of the
and plaques acknowledging their
sponsibilities include the direction of
achievements at the Honolulu con-
White House.
a nationwide sales staff of merchan-
vention.
dising counselors.
Robert P. Costin, Delray Beach,
As a member of the executive com-
FL, FTD president, made the presen-
mittee, Western will implement and
tation. Taking part for the organiza-
Dauro receives MS
coordinate the purposes of the associ-
tion was Don Flowers (left), vice-
association award
ation in promoting an exchange of
president, of Randallstown MD. Re-
THE Mississippi Florists' and Nur-
ideas, in solving basic marketing prob-
gional director Salvy Guzzo, Pitts-
serymen's Association presented to
lems and in increasing marketing effi-
burgh PA, and Granville Gude, Wash-
Vince Dauro, Dauro's Florist, Gulf-
ciency.
ington DC, past president, and their
port, its outstanding achievement
wives attended the colorful garden
award. He is the 1st florist in the
ceremony.
state to receive an award for out-
The Golden Rose consists of a
AAF organizes
standing contributions to the industry
delicate vermeil long-stemmed rose on
during the past 25 years.
Tennessee chapter
an inscribed base.
Dauro has served the association
JUNE 23 was the charter meeting of
In making the presentation, Costin
continuously since joining the indus-
the Tennessee chapter, American
told Ford, "Your own response to
try, having held all offices and con-
Academy of Florists. As far as is
flowers leads to your belief that all
vention committee chairmanships sev-
known, only 2 other state chapters
people respond to flowers. Your
eral times. He is a past president of
exist in the US.
policy of keeping fresh flowers in all
the association. Dauro is president of
Marguerite Holcombe (seated right),
of the public rooms of the White
the Southeastern Florists' Association
Marjo Originals, Chattanooga, was
House only emphasizes this attitude
and has been on the board longer
elected chairperson. Grace Rymer
to the 1,350,000 people who visit the
than any living member.
(seated), Cleveland, serves on the
White House annually." He said,
Dauro is a member of FTD and has
board of trustees of the academy.
"We're secretly pleased that you use
served as district chairman and repre-
Also present at the meeting were
flowers in the family quarters more
sentative. He also is active in church
Leo Black, Bradley Florist, Cleveland,
than any First Lady of recent times."
and community associations. He re-
and Joyce Ray Lea of Marjo Origi-
He noted changes in the way peo-
ceived a plaque for "Who's Who in
nals.
ple think and feel about flowers over
Mississippi" in recognition of being a
The organization will cooperate with
the years, but said, "The White House
distinguished citizen.
cultural organizations in the Chatta-
is uniquely the place where art and
nooga area to create prestige for pro-
flowers have complemented each
fessional florists and to promote the
other, but it is also a place where
artistic image of the industry.
flowers have always been a part of
daily living." He complimented the
First Lady on "the unaffected charm
of your bouquets and the new ways
in which you have used flowers in
Indian baskets and in novel combina-
tions."
Since 1962 the Golden Rose has
been presented to world leaders as
well as to less well-known persons of
high achievement. Among previous
recipients were Margaret Chase
Smith, Robert Dowling (Sterling
Forest Gardens), the Tournament of
Roses, Pierre Trudeau, Elmer (Rusty)
Young, the late Everett McKinley
Dirksen, Spessard L. Holland and
Amy Vanderbilt.
32
FLORISTS' REVIEW
by the Rutgers floriculture research committee
Growing pinched poinsettias in 4-inch pots
IN AUGUST OF 1974, the Rutgers
PROPAGATION-Losses
during
ppm of nitrogen from the 15-15-15,
floriculture research committee pub-
propagation are usually due to dis-
or similar soluble fertilizer.
lished suggestions for growing small
ease. Rooting is delayed by low tem-
Based on the Rutgers greenhouse
pinched poinsettias. This research was
peratures and drying of the foliage.
soil analysis, levels should be main-
continued during 1974-75, and the
A rooting compound should be used
tained within the following ranges:
recommendations presented here are
and sanitary conditions maintained.
based on that research. Environmental
Intermittent mist will keep the foliage
1-1-1
Soilless
conditions, particularly light, vary, and
moist. Medium temperatures need sur-
Soil-
Mix
where available light is appreciably
veyance. Heat should be used to keep
Peat
Peat
different from New Jersey, the sched-
it at 70 degrees Fahrenheit or higher.
moss-
moss-
Perlite
Vermiculite
ule should be adjusted.
pH
6.0-6.5
6.0-6.5
TEMPERATURE-Greenhouse tem-
Soluble Salts*
15-125
60-175
VARIETIES, PLANT SIZE-The
peratures during the rooting process
Nitrate
Hegg varieties are suitable for 4-inch
and early growth stage (1st 3 to 4
Nitrogen (ppm)
15-75
150-250
pot production. Ideal plants should be
weeks) should be maintained at 75 de-
Ammonia
Nitrogen (ppm)
3-30
15-75
7 to 8 inches in diameter and 10 to 12
gress in the daytime and 70 degrees at
Phosphorus (ppm)
15-100
100-250
inches tall, including the pot. They
night. Once lateral branches are about
Potassium (ppm)
75-200
150-300
should have 4 blooms. The quality of
1/2 inch long, night temperatures can
Calcium (ppm)
700-3000
700-3000
the finished plant depends largely on
be dropped to 65 degrees with day
Magnesium (ppm)
60-300
500-600
spacing. Large plants can be grown in
temperatures of 75 degrees.
* Soluble salts in an extract of 1 part
soil and 2 parts water by volume.
4-inch pots, but they are top-heavy.
Lower temperatures during the
If well-proportioned plants over 12
final stages of forcing will enhance
inches tall are desired, larger pots
bract color. Lower temperatures dur-
SPACING-Final spacing should be
should be used. Under our conditions,
ing the early stage delays rooting.
2.5 plants per square foot, or 7.5
spacing on 7.5-inch centers, 2.5 plants
inches on center. Plants can be placed
per square foot produced the maxi-
FERTILIZATION-The poinsettia
pot to pot during rooting but should
mum number of plants of acceptable
has a high nutrient requirement, and
be spaced out when rooting starts.
quality. Closer spacing reduced over-
high-quality plants can be grown only
all quality.
when nutrient levels are maintained
PINCHING-Cuttings should be
within a favorable range through the
pinched as soon as roots reach the
CUTTINGS-Cuttings should be se-
entire growing period. This can be
edge of the pot. This is usually 3 to
lected carefully. Only sturdy shoots at
done in several ways. Where an auto-
4 weeks after the cuttings are stuck.
least 1/4 inch in diameter should be
matic watering system is used, con-
4 leaves should be left so that 4 breaks
used. 3 of the leaves should be de-
will develop.
veloped enough so that the blades are
GROWTH RETARDANTS-In or-
at least 4 inches long. One should
der to obtain a well-proportioned plant
propagate between August 25 and
from cuttings rooted between August
September 3.
25 and September 3, a growth retard-
If stock plants are pinched July 20,
ant is required. A drench of A-Rest®
good-quality cuttings should be ready
at the .25 mg per pot rate is effective.
by late August. If cuttings are pur-
This rate is achieved by mixing 2
chased, the propagator should be in-
ounces of A-Rest® per gallon of water
formed that they are for 4-inch pro-
and applying this at the rate of 2
duction. Tall cuttings with long inter-
ounces per 4-inch pot. This should be
nodes produce tall, top-heavy plants.
done when the new lateral breaks are
tinuous fertilization with a small
1 inch long. Omission of the growth
GROWING MEDIUMS-Poinsettias
amount of fertilizer in the irrigation
retardant will result in tall, poorly
can grow in a variety of soil and soil-
water is efficient.
proportioned plants.
less mixes. Because cuttings are rooted
For continuous application for a
directly in 4-inch pots, an open, well-
1-1-1 soil mix, one starts with 200
ROOT AND STEM ROT CONTROL
aerated growing medium is required.
ppm of nitrogen from a 1-1-1 ratio
-If soil is used as a component of
A 1-1-1 material consisting of equal
fertilizer, such as a 15-15-15 contain-
the planting medium, it should be
parts of soil, sphagnum peat moss and
ing 1/2 the nitrogen in the nitrate form.
sterilized. If soil is sterilized with
medium horticultural grade perlite or
For a soilless peat moss-vermiculite
steam, the temperature must be raised
a soilless mixture consisting of equal
mix, 300 ppm of nitrogen from the
to 180 degrees F (82 degrees C) and
parts of number 3 or medium grade
same material is used. Enough water
held at that temperature for 30 min-
horticultural vermiculite and sphag-
so that some leaches through all the
utes. The soil may be used for plant-
num peat moss is satisfactory. If soil
pots should be applied. If nutrient and
ing as soon as it is cool. If chemicals
is used, it should be steamed or chemi-
soluble salt levels are not checked
are used for sterilization, manufac-
cally treated to eliminate diseases and
every 4 or 5 weeks, 1 fertilization each
turer's recommendations should be fol-
insects. If soilless mix is used,
week should be replaced with water
lowed.
trace elements and a wetting agent
to prevent a possible buildup of solu-
Disinfected potting tables and green-
should be added and mixed thorough-
ble salts.
house benches should be used. The
ly. Unfamiliar mixes should be used
Nutrient levels can also be main-
material LF-10, diluted at the rate
on a trial basis the 1st time.
tained with weekly applications of 500
(Continued on page 71)
SEPTEMBER 4, 1975
31
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FIRST LADY'S FILES
September 29, 1975
July 2 event
golden Rose
of
Dear Gordon:
You really do your job well.
Thanks for sending me the papers and pub-
lications.
I appreciate your keeping me up
to date on what's been going on. As soon
as the film arrives, I will take a look at
it.
Cordially,
Sheila Rabb Weidenfeld
Press Secretary to Mrs. Ford
Mr. Gordon L. Smith
Vice President
Edward Gottlieb & Associates Ltd.
818-18th Street, N.W.
Washington, D.C. 20006
BERALD ? FORD