The Garden Club of Indian River

The Garden Club of Indian River County was organized in 1928 to further the education of its members and the public in gardening, horticulture, floral arrangement and landscape design. It also seeks to impact and assist the county through various civic projects. The club was looking for a way to raise money for the various projects it supports throughout the year.

The Garden Club’s member base is steeped in the community – many of the members have been residents for over 40 years. They have a strong sense of community and nostalgia. Therefore, the club decided in 1992 to begin an annual ornament program that would center on landmarks of historical significance in the community.

The ornaments are marketed as limited edition, collector’s programs. They are sold through the Garden Club offices, their website, and at area merchant’s stores. 100% of the proceeds from the sale of these collectibles go to the Garden Club, in their pursuit of various civic programs in their community. Local media also chip in by providing free advertising in print and radio.

A local artist designs all the ornaments, and is also a member of the Garden Club. The committee solicits club members for ideas for the next season, and the subject matter remains secret until it is officially unveiled to the public via media outlets in September. Sales of the ornament do not begin until November, and they always sell out before the holidays.

People in the community soon understood the incredible beauty and value of these ornaments. The merchants are often solicited to start a waiting list for consumers anxious to get the newest ornament. Their orders have steadily increased from a few hundred to many thousands each year. Not only that, the price has continued to grow and is always embraced by avid collectors and nostalgic community members alike. The Garden Club has been known to sell the entire collection from inception to current year for $1000 - $2500.

The 2006 ornament was the Heritage Center Museum. In the 1940’s this building was the old USO. A Garden Club member recalls that during WWII she attended a gathering at the USO and had the good fortune to dance with many men, one of whom would become her husband of over 50 years.

The Garden Club also looks for ways for their ornaments to appeal to people outside of their membership. A past ornament depicted the Vero Beach Historical Center, which had been the original airport for the area in its heyday in the 1930’s. The ornament itself was of a plane from the 1930’s. They found they were able to market and appeal to airplane collectors across the nation, thus embracing a new audience for their annual collectable.

Their ingenuity has paid off. In one year the 5 member ornament committee saw a 50% profit for their fundraising efforts with their collectible. Additionally, an ornament from the first year that once sold for $10 can now fetch as much as $250 on the collectible market. Theirs is a true example of a collective passion that has turned into community frenzy. 

 Download a PDF of the Garden Club customer success story.