Another chapter

“Another chapter coming to a close,” one 15-year customer observes after learning that Rick and Sheila Morris have placed Waseca Floral and their adjoining residential property up for sale.

As chapters go, it’s been a long one.

Rick and Sheila have been operating the business for 50 years, selling live plants, floral arrangements, corsages, boutonnieres and other similar items. Thanks to long practice, they make it look easy. What no outsider can see, however, is what it took to come so far.

Rick smiles as he remembers their almost whimsical beginning.

After growing up in Hopkins, he had graduated from the University of Minnesota St. Paul Campus with a degree in plant pathology. At 26, he had a job which required a lengthy commute and which brought him very little personal satisfaction. Sheila saw an ad offering a greenhouse and adjoining residential property for sale on a “contract for deed” basis. The price, back in 1972, was $60,000; a monthly installment of $300.

The two decided to give it a go. They would learn the business and pay for it all at the same time. 

“It was really scary those first couple of years,” Rick remembers. “We had to scrape together those payments each month. And if we didn’t make our payment, well that would mean the whole operation would be taken away from us.”

The possibility was quite real, since a previous buyer had defaulted and returned the property to owner Rollie Malloy.

Rick admits “Frankly, if someone were to analyze what we did, they would say we didn’t have enough to do it. It took all of the money we had saved, and all of our equity to buy this place.”

In the meantime, he had a growing family, with the arrival of Eric, Andrea, and Erin within 10 years of their moving to Waseca.

As for learning the skills needed by a florist, Rick credits that to assistance from other area florists, and to persistence. “Customers tell you what they like,” he says. “We listen to them and learn to provide it. That’s our secret, and it’s why we’re still in business today.” He adds that learning the techniques of the business was more demanding early on. “Today, you can just look it up on YouTube,” he comments.

The business, too, needed persistent adjustments as times and circumstances changed. The greenhouse, for example, was once three times larger than it is now because, back in the 70s, the only way to assure there would always be fresh flowers available was to grow them. “We had snapdragons, carnations, mums,” recalls Rick. “When we’d get an order, we could just walk out and cut them. It was very easy to assure our customers that the flowers were fresh.”

The cost of heating such a large area became prohibitive over time, but it also became easier to acquire flowers from other sources, mostly suppliers in the Twin Cities.

Another facility change was the retail area of the business, which Rick says is now at least twice as large as it once was.

A much-noticed element of his business is the company sign along State Street with its message inviting “Stephanie, stop in for a free rose!” Rick says he may have borrowed the idea from another florist, but has been pleased with the connections his persistently changing offer has helped make.

“It can be a little scary, having to turn into our driveway right of the main road like that,” he observes. “But for a free rose, maybe the risk is worth it.”

After all this time learning–and adjusting–the ropes, Rick admits it is bittersweet to be leaving. Still, he has some very pleasant plans. “I’m looking forward to spending time with the grandkids, playing golf, and taking a well deserved trip to our cabin in northern Minnesota… But still, Waseca will always be home. We built our life here. It will continue to play an important role in our life.”

Rest assured, Rick believes Waseca Floral will continue and did admit, if he and Sheila do not find a buyer for the 126-year-old business and its adjoining residential property, “I could see myself doing this another five years,” 72-year old Morris said. “I am healthy, and I love what I do.” 

And for Rick’s message to customers, he wants them to know he appreciates each and every one of them, especially making “the special, unique orders” he has enjoyed creating. ‘“We know why we’re here, and it’s those customers. I always say, one of our mottos and I’ll say it again. ‘Thank you for allowing us to serve you.’ And that would be a fitting end for our story.”