A first: PH int’l floral fest blooms in September
Six years ago, a seed of inspiration was planted at a convention organized by the Tourism Promotions Board. Filipino American guest speaker and floral designer Jerry Sibal was sharing his expertise on events design and management at a MICE (meetings, incentives, convention, exhibits) gathering. After his talk, many people, mostly farm owners, approached him. His ideas on maximizing the potential of properties inspired a particular attendee.
The lady recounted to Sibal how her husband always brought her exotic flowers for her birthday. That year, however, he had surprised her with an entire property. Sibal’s recent talk about land transformation had sparked a fire in her. Now, she yearned to create a haven for plants.
“Back then, I didn’t know what kind of flowers would be best for the flowers in the different provinces,” recalls Sibal. “Now I’m equipped with knowledge after meeting experts.”
Diverse exhibits
This enthusiastic response, along with the overall engagement at the convention, gave Sibal the impetus to create the Philippine International Floral Festival (Philiff), a first-of-its-kind event in the country. Scheduled for Sept. 19 to Sept. 22 at One Ayala’s exhibition hall, Space, Philiff promises a vibrant display of floral artistry and educational programs.
Attendees can expect a diverse range of exhibits. The Floral Art Installation will be a star attraction, featuring creations by both international and local talents. American celebrity event designer Preston Bailey will showcase his signature flamboyant style, while Cebu-based British sculptor James Doran-Webb will contribute his driftwood sculptures.
Sibal himself will be crafting Philiff’s mascot, the Bloom Bee. This character, constructed from sunflowers, daisies and roses, embodies the importance of pollination for agriculture and sustainability. The Bloom Bee serves as a symbol of Philiff’s mission: to spread awareness and knowledge among Filipino growers and producers.
Another centerpiece, aptly named “The Trinity,” will be a triangular floral installation reflecting Sibal’s faith in God. Visitors will also be greeted by a towering tree sculpted entirely from tropical flowers, setting the stage for an immersive experience.The floral artistry doesn’t stop at the exhibits. The Floral Fashion Show will be a display of creativity, with local and foreign floral stylists—some of whom are champions of prestigious international competitions—crafting accessories to complement locally made clothing.
Design for Entertaining will inspire attendees with elegant table settings and centerpieces, while aspiring floral designers can hone their skills at the Floral Design Competition. Seasoned stylists, both local and international, will share their expertise through floral design workshops.
Humbled by hotelier
But Philiff’s vision extends far beyond the captivating displays. Sibal emphasizes the event’s mission to cultivate a thriving floral export industry in the Philippines. Philiff aims to attract investments in Philippine agriculture, creating sustainable livelihoods and opportunities for continuing education for farmers and growers. The festival will also showcase advancements in floriculture and horticulture, potentially leading to exciting new farm tours for interested participants.
Complementing the floral extravaganza will be the shopping at the Grand Concourse, offering an array of floral products, artisanal crafts and delectable food vendors.
Sibal’s path to becoming a renowned floral designer is a fascinating one. Before immigrating to New York in 1993, he developed his creativity in the world of theater and dance. This background proved invaluable when he began working with the legendary event designer Bailey, known for his dramatic events styling. Sibal’s theater background, coupled with his design skills, elevated their collaborations to new heights.
Eventually, Sibal established his namesake design company, catering to high-end clients. He remembers a humbling experience early in his career when presenting his credentials to the general manager of the Manhattan landmark The Plaza Hotel.
“He told me I was a nobody,” Sibal says, “and that he dealt only with prominent people.” However, this encounter only fueled his determination.
In 2009, Sibal published his coffee-table book, “An Event to Remember: Designing Spectacular Occasions,” showcasing his works with Citibank, Virgin Atlantic and Middle East royalty. The book’s success led to a surge in bookings for his services at The Plaza, a satisfying moment of vindication for Sibal. “I got my sweet revenge,” he says.
Self-funded
During his tenure as executive director of floral operations at the luxurious Wynn Hotel in Macau, he observed a glaring omission: The Philippines was absent from the list of major flower suppliers. This realization fueled his mission of propelling the local floral industry onto the international stage.
Philiff Productions Inc., the brainchild of Sibal and his longtime partner, Edwin Josue, is the driving force behind this ambitious project. A significant portion of the event’s funding, including operational costs and travel arrangements for guest stylists, comes from their pockets, supplemented by the support of generous patrons.
The road to Philiff hasn’t been paved with roses. Sibal has faced numerous obstacles. The event’s initial iteration, planned for October 2020 at the Philippine International Convention Center, was postponed due to the pandemic. When the idea was revived last year, Sibal encountered initial resistance and a wait-and-see approach from Filipinos unfamiliar with the concept. However, a beacon of hope emerged in the form of first lady Liza Marcos, who embraced the plan and suggested One Ayala as the venue.
Despite the challenges, Sibal remains optimistic. “Once you educate the public,” he asserts, “they will have a greater appreciation” for the potential of the Philippine floral industry. Philiff represents the culmination of his dream, a proof of his perseverance and belief in the economic power of Philippine flowers. The festival aspires to not only captivate audiences with resplendent displays but also to ignite a national conversation about the possibilities within the floral sector.
With Philiff taking root, Sibal hopes to plant a future for Philippine agriculture, empowering local farmers and growers, and positioning the Philippines as a player in the global floral market.
