Today we’d like to introduce you to Alexis Coberly
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My neighbor and dear friend introduced me to the floral industry in 2003 while finishing my Elementary Education degree. I cleaned buckets, stripped roses, and prepped vases, and I loved every minute! I loved how physically demanding the days were. Watching full buckets of flowers become empty and admiring the designers that created stunning ART with flowers. It became clear to me that flowers could transform an event. My curiosity about the industry was constant. I wanted to be a part of it!! I spent YEARS freelancing for many inspiring mentors running successful businesses and soaked every bit of it in.
In 2011, I had yet to learn what path I was about to head down. I landed my first corporate event contract: 100 centerpieces for a gala! The event was a success and just the beginning of many amazing corporate relationships and epic creative opportunities: enormous floral installations, 700 table centerpiece galas, semi-trucks full of flowers, trucks full of plants and trees. It was years full of “pinch me” opportunities. During that time, I formed valuable vendor relationships and created a crew of amazing designers I’ve hired. And yes, I still have that very first client to this day, and what an honor it has been to be a part of their most significant event with 30K attendees.
“Do some good in the world” is something I have been told all through my childhood, and to give back to the community. Over the years, I have taught classes and offered my services at community events, but my biggest “pinch me” opportunity knocked all because I had volunteered at the San Diego Museum of Art: Art Alive installation in 2019, working alongside the featured rotunda designer from LA, Jennifer McGarigle. Later that year, Jen reached out with an opportunity to work on the production team with HBO; they wanted to create a reality TV show featuring florists called “FULL BLOOM.”
What?!? Finally, a florist reality show. Count me in!
I jumped on board and knew I must juggle business events for a few months. No problem – that’s what business owners are good at. I sat with the creative team for months, testing possible challenges, sharing my knowledge of flowers and mechanics, creating technical design plans, and generating enormous flower orders for every episode. But my most proud feat was building an impeccable, behind-the-scenes team of California’s most skilled floral designers to work with the contestants on each challenge. They were the glue.
Although we had a brief hiccup when COVID hit, we successfully filmed Season 1 and continued to complete Season 2 the following year. Being named a Floral Producer on HBO’s “FULL BLOOM” was an opportunity of a lifetime! And I must admit, nothing is more thrilling than seeing some of my ideas shown on TV.
I have continued to build my business relationships with large and small production companies and still have mind-blowing opportunities! San Diego Comic-Con 2022—Lord of the Rings: Rings of Power was another “pinch me” event with Catalina Productions. I was honored to execute their vision and transform Venue 808 into a forest.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Owning a business is anything but smooth. There are constant pivots, uncomfortable growth, and bumps in the road, but I am lucky to work with a scientifically proven form of stress relief: flowers and plants. The serotonin and dopamine rush is real, and it never gets old when I walk into the flower market or local nurseries. (try it!)
Two of my biggest struggles have been maintaining my family life and the behind-the-scenes business side. Luckily, the latter is a pretty easy fix when you find an amazing bookkeeping/accounting team! The family dynamic is a constant work in progress—as a mother of four, three boys and one girl, ages twenty-one down to eleven, all I can say is that it helps to have a strong and confident husband (or partner) supporting you all the way. With that, anything is possible.
Appreciate you sharing that. What else should we know about what you do?
I am a florist who has morphed into so much more over the years. My company is known for floral and plant elements, and the morph part is anything else you can imagine: lighting, signage, draping, corporate gifting, or even booking reindeer for holiday events. We love to “make it work,” as Tim Gunn says on Project Runway.
My process starts when a production company wants to partner on an event: conventions, leadership retreats, influencer parties, brand activations, merchandising, private parties, and beyond. Sometimes, they bring their vision, with renderings and a plan for the elements my company will provide. Sometimes, the production company reaches out during their pre-production stage requesting help to define their vision, for which I provide inspirational decks and events themes. I have always loved thinking outside the box and drawing inspiration from architecture. My goal is always to create moments where attendees can look at a large-scale installation down to a meticulously merchandised pedestal and have it reflect the client’s brand. Our ability to embrace whatever creative role our partner needs from us sets us apart. We are flexible, teachable, creative, innovative, current, and striving to improve.
If we knew you growing up, how would we have described you?
Add me to the list of little girls that wanted to own a little flower shop on the corner! Although, that was a frequent fleeting romantic thought (give me all the rom-com!) because I knew I would become an archeologist. Ha! I loved the idea of discovering beauty in the dirt. However, as life went on and I had amazing study abroad experiences, learning, and teaching became my ultimate goals. I guess you could say I was still uncovering beauty in the dirt by getting a degree in Elementary Education.
As I reflect on my youth, being a shy, somewhat insecure, totally goofy girl with my friends and comparing where I am today, I am often baffled that I run a successful creative company. Growing up, I never considered myself a creative. I knew for sure that I was excellent at working hard. I always had a job – from mowing lawns to babysitting until I could officially get on payroll. Come to think of it, my first official job title was “Sandwich Artist” with Subway; maybe embracing that title launched my artistic side!?
But when I think about talents, creativity, and success, I believe that your talents will be revealed if you remain teachable and work HARD without setting fear-induced limits on yourself. You will become more than you thought possible.
I love my job, and I have a deep appreciation for the event industry. It’s humbling to watch the domino effect of how a company (regardless of the industry) can provide so many fortuitous opportunities for individuals to thrive in their particular field, from the skilled lighting people to the craftsmen who create the experiences, the incredibly talented producers, the signage crew, the cleaning crews who strike events, the entertainers, the flower farmers, the trucking companies who bring all of the steel, wood, flowers, fabric, food — it’s unreal! There are many pieces in the “event” puzzle – when we all bring our talents together, we can create something truly amazing.
The big picture is mind-blowing; the domino effect is real, and I get to play a small part in it! I am lucky and blessed!
Contact Info:
- Website: https://www.alexisanastasia.com/
- Instagram: https://www.instagram.com/alexis_anastasia
Image Credits
LOTR credit: www.karinapiresphotography.com / www.catalina-productions.com/
