AmericanHort announced the newest features at Cultivate’15, to be held on July 11-14. Cultivate has been the event for debuting new products, trends, ideas, and solutions for all types of horticulture businesses.

As this year’s focus, “Changing the Game” brings with it a light-hearted seriousness that calls the attention to the ways in which our industry has changed and your opportunities to compete successfully. Cultivate will help navigate the industry shifts, strategies and game plans backed by researched insights, new technologies, and new ideas.

All horticultural business segments and professionals are invited to experience four days of educational sessions led by the industry experts and insiders on topics like consumers in the new millennium, new technologies, the most recent legislative and regulatory updates and strategies to drive sales. The Solutions Marketplace is the three day trade show where the expanding 8-acre space showcases technologies and services.

New This Year: The Retail District

The Retail District provides a backdrop to showcase retail merchandise and creates a trade show experience. Attendees will discover the latest offerings from retail suppliers, providers, and vendors, as well as experience the debut of an AmericanHort initiative looking at the future of retail.

Two Keynote Speakers

Curt Steinhorst is a generational expert and in his keynote, “The Generational Divide,” Curt highlights how for the first time in history, four generations are working side by side – and a fifth generation is on the way. Each generation brings different strengths, values, and communication styles to the workplace. These differences can be challenging or it can be a strategic opportunity depending how leaders respond. Curt Steinhorst prepares attendees to go back to their businesses and make their multigenerational workforce a competitive advantage.

Nancy Fire is the design director for the HGTV HOME brand and is backed by her experience as the creative director of Design Works International. Her talk, “Winning a Place in Consumer Lifestyles,” reiterates how crucial it is to stay relevant and maintain emotional resonance as a brand in today’s market. Nancy knows a thing or two about trends. She specializes in trend presentations, print/color direction, color palettes, and graphics and applies this to the HGTV HOME brand. The brand curates trends and gives the consumer smart and stylish choices for their constantly evolving lifestyle.