Premier hands-on development experience returns July 28–31 with immersive industry tours and AI-focused education
Washington, DC – May 1, 2026 – The Wholesale Florist & Florist Supplier Association (WFFSA) has officially opened registration for its 2026 Development Experience (DevX), taking place July 28-31, in Atlanta, Georgia.
DevX is WFFSA’s premier hands-on professional development event, designed to give floral industry professionals an immersive, behind-the-scenes look at real-world operations. Formerly known as Management Institute, the program brings together a select group of up to 100 participants for a highly interactive experience focused on operational excellence, leadership development and peer-to-peer learning.
A cornerstone of DevX is its signature “road trip” experience, where attendees tour key businesses across the floral distribution chain. Confirmed stops for 2026 include Flower General by Carlstedt’s and the Pete Garcia Company/Garcia Group, with additional locations to be announced in the coming weeks.
The event begins the evening of Tuesday, July 28, with arrivals at the Hyatt Centric Midtown Atlanta. The following day, participants will embark on a full-day guided tour of Atlanta-area wholesalers, distributors and retailers, with all meals provided to encourage networking and collaboration throughout the experience. Dinner on July 29 will be hosted by Pete Garcia Company/Garcia Group.
On Thursday, July 30, attendees will take part in a full-day AI Innovation Lab led by Purple Horizons AI Innovation Lab, featuring co-founders Gianni D’Alerta and Ralph Quintero. The session will focus on practical applications of artificial intelligence within the floral distribution industry, offering hands-on guidance, real-time problem solving and actionable strategies tailored to participants’ businesses.
The program concludes Friday, July 31, with a collaborative breakfast session where attendees will share key takeaways and insights from the experience.
With attendance intentionally limited to maintain a high-impact, personalized environment, early registration is encouraged. WFFSA is also offering a select number of sponsorship opportunities for companies looking to engage directly with industry professionals in an intimate, highly interactive setting.
For more information and to register, visit: https://wffsa.org/devx/
For media inquiries, please contact:
Adam Robertson
Marketing Director
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