creating legacies · schedule at a glance sunday, march 29 2:15–3:45 pm finance committee meeting...

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2020 ICCFA AnnuAl ConventIon &

exposItIon

sChedule oF events

March 30–april 2 henry B. González convention center

San antonio, texaS

Creating Legacies

Schedule at a GlanceSunday, March 29

2:15–3:45 pm Finance Committee Meeting

4–5 pm Executive Committee Meeting

Monday, March 307–8:30 am ICCFA Educational Foundation Meeting

8 am – 7 pm ICCFA Registration

8:30–10:30 am Board of Directors Meeting

10:30–11 am Certification Sub Committee Meeting

11 am– 1 pm Sales & Marketing Committee Meeting

10:30 am–1:30 pm PLPA Committee Meeting

10:30 am–1:30 pm JFDA Business Meeting, Memorial Service and Speaker

1–2 pm Membership Committee Meeting

1–2 pm Veterans Committee Meeting

1–3 pm IMSA Board Meeting

2–2:50 pm Breakout Sessions


4–7 pm Grand Opening of Expo Hall & Reception

Tuesday, March 317:30 am– 5 pm ICCFA Registration

8–9:30 am Coffee Break

8–10 am IMSA Business Meeting

8:30–9 am ICCFA Annual Meeting; Elections

9–10 am Keynote: Alan Wolfelt, PhD

10–11 am ICCFA Annual Meeting cont.

11 am–12 pm Keynote: Celeste Headlee

12–2:30 pm Lunch with Exhibitors in Expo Hall

2:30–5 pm Reception in Expo Hall

5–6 pm First Timers Reception

5–6 pm PLPA Reception/Pet Memorial Service.

5:30–6:30 pm Educational Foundation Reception

Wednesday, April 17:30 am – 4 pm ICCFA Registration

7:30 – 8:30 am Prayer Breakfast

8–8:30 am New Board Orientation

8:30–9:30 am Coffee Break

8:30–9:00 am Walking the Walk: Strategies for Having ‘the Conversation’ with Ourselves and with Our Community

9–10 am Keynote: Bruce Tulgan

10 am–1 pm Brunch with Exhibitors in Expo Hall

11:30 am–2 pm Past President Lunch




4–5 pm Organizational Board of Directors Meeting

5–6:30 pm Government & Legal Committee Meeting

Thursday, April 28 am–1 pm ICCFA Registration

8:30–10 am Coffee Break

9–9:50 am Breakout Sessions




1–3 pm Legal & Legislative Luncheon

6–10 pm Closing Event

RegiSTRATion • evenT • educATion • MeeTing

1www.iccfaconvention.coM

Program Highlights

2020 Annual Co-chairs

Expo Hall Hourscontinuous free food and drink during expo Hall hours

ICCFA Educational Foundation ReceptionTuesday, March 315:30–6:30 pm

Featuring the presentation of the 2020 Lasting Impact Award to Robert Boetticher Sr. in recognition of his 55 years of diverse and unparalleled educational leadership that has significantly contributed to furthering the professional development of the funeral, cemetery and cremation profession.

The Oak Ridge Boys ConcertThursday, April 2 9–10 pm

Close out the 2020 Annual Convention with music legends, the oak Ridge Boys. The Grammy-winning artists put on a stage show that features four decades of charted singles and 50 years of tradition.

Monday, March 30 4–7 pm Exhibits open + Expo Hall grand opening reception

Tuesday, March 31 12–5 pm Exhibits open + Lunch with exhibitors and reception

Wednesday, April 1 10 am–1 pm Exhibits open + Brunch with exhibitors

Gino MerendinoMerendino cemetery care

Robbie PapeService corporation international

2 2020 iccfa annual convention & expoSition Schedule of eventS

2:00 pm

FuneRAl HoMe

JFdA Annual MeetingMembers of the Jewish Funeral Directors of America (JFDA) will hold their business meeting, memorial service and share a

coffee during their annual meeting. Stay tuned for information on their invited speaker.

2:00 pm

SAleS & MARkeTing FuneRAl HoMe ceMeTeRy

prospecting to Women InfluencersJODI CLOCK, CPLP, ClearPoint Federal Bank & Trust

It’s no secret that women end up being the primary caretakers for their own families and their aging parents, making them the most likely candidates to deal with end of life planning. Let’s get out in front of our target audience and let’s be creative about how we do it. Not only can we market specifically to women, but we can team up with trusted advisors that want to accomplish the same end result as we do. Ultimately, we can work to help these women influencers create end-of-life plans for their parents, families, and themselves.

Jodi Clock, CPLP has worked in the end-of-life planning industry since 1988. She is a certified pet loss professional and currently the educational co-chair for the PLPA. In January of 2019, Jodi joined ClearPoint Federal Bank & Trust as business development director. Jodi will use her experience, skills, and knowledge to help customers achieve their pre-need goals through education and incorporating the innovative ClearPoint products and services into their businesses.

Monday, March 30Preliminary Program

All educational breakout sessions will be held at the Henry B. gonzález convention center unless otherwise noted.


Schedule and program may be subject to change.

Monday, March 303:00 pm


how do We thrive in the next decade?DAN ISARD & DOUG GOBER, The Foresight Companies, LLC

By looking at the research from the past four decades we can demonstrate proven tools, techniques, and applications that will help funeral home and cemetery owners and managers thrive in the next decade. Dan and Doug will turn to their combined

75 years of working with more than 5,000 funeral homes and cemeteries to share what works and what doesn't work when it comes to marketing, pricing, merchandising and expanding for the future.

During his 35 years in this business, Dan Isard has written four books, more than 700 articles, and given more than 2,000 hours of presentations. Dan has counseled more than 3,000 funeral homes and 1,000 cemeteries on matters of business succession, acquisition, operation, and how to increase their profits.

Doug Gober has dedicated his lifetime to helping funeral home and cemetery owners and managers maximize their business results. He has been a casket salesman, marketing director, deathcare building designer, and industry liaison to the largest lender in the cemetery and funeral business.

3:00 pm

geneRAl inTeReST

how to talk to Families Who have suffered a loss by suicide

ANNE MOSS ROGERS, Emotionally Naked, LLC

A loss by suicide is like no other and the grief can be especially traumatic. Given that many of these families feel shame and might even be unwilling to confide that it was a suicide, directors are often unsure of the right thing to do or say. This workshop offers guidance on working with families who have suffered a loss by suicide and includes downloads and handouts for families.

Anne Moss Rogers is the 2019 Young Women’s Leadership Alliance Pat Asch Fellow for social justice, an author, a digital marketing expert, and an Emotionally Naked® motivational and TEDx speaker. Her son Charles, 20, died by suicide on

June 5, 2015, after struggling with depression and addiction. She started a blog and chronicled her family’s tragedy in a newspaper story that went viral. She wrote Diary of a Broken Mind and was the first suicide loss survivor ever invited to speak at the National Institute of Mental Health.

4:00 pm

Grand opening of the expo hallCelebrate the grand opening of our Expo Hall with drinks and friends.


8:30 am

ICCFA Annual Meeting & Board electionsVote for members to represent you on the Board of Directors, listen to officers' reports on the state of the association and fully engage in the running of your association.

9:00 am

geneRAl SeSSion

Keynote: exploring the significance of permanent placement: understanding and teaching the WhY

ALAN WOLFELT, PhD, Center for Loss & Life Transition

Dr. Alan Wolfelt will explore the reality that more and more people are questioning the value of funerals and the need for permanent memorialization. When people don’t understand the WHY, they are at risk for confusing efficiency with effectiveness. Come learn from one of North America’s leading death educators as Dr. Alan Wolfelt focuses on the WHY. He will remind you that your ability to sensitively convey the value of this important decision is directly related to your fundamental belief in its importance. This inspirational, information-rich presentation will encourage you to use a model of information, education, and honoring choices. In

doing so, you will not only be looking out for the families you serve, you will be fostering the long-term well-being of your community and of society.

Dr. Alan Wolfelt is a respected author and educator on the topic of creating meaningful funeral experiences. He has created a practical model that interfaces six essential functions of funerals with the elements of ceremony. In addition, he serves as a consultant on the application of the ‘experience economy’ to cemeteries. He is the recipient of the Death Educator Award from the Association of Death Education and Counseling. Dr. Wolfelt is director of the Center for Loss and Life Transition and is on the faculty of the University of Colorado Medical School’s Department of Family Medicine. He is the author of many bestselling books, including A Tale of Two Funerals: The Throw Rug and the Tapestry, Funeral Home Customer Service A to Z, and Creating Meaningful Funeral Experiences.

10:00 am

ICCFA Annual Meeting continued11:00 am

geneRAl SeSSion

Keynote: ten Ways to have Better ConversationsCELESTE HEADLEE

Celeste Headlee knows the ingredients of a great conversation: honesty, brevity,

clarity, and a healthy amount of listening. She argues that

Tuesday, March 31



listening is the true power that separates those of us who can gain a competitive advantage in whatever it is we are trying to achieve. In this keynote, Celeste focuses on the science-based fundamentals of communication and includes thought-provoking topics like the smarter you are, the worse you are at communicating. She will also share 10 practical lessons designed to inspire self-confidence and introduces strategies for enhancing personal and professional relationships by simply becoming better at having conversations. In a time when conversations are often minimized to a few words in a text message and lack of meaningful dialogue abounds, Celeste sheds a much-needed light on the lost and essential art of conversation.

Celeste Headlee is an award-winning journalist, public speaker and author of We Need to Talk: How to Have Conversations That Matter. She is a guest host for National Public Radio and has anchored numerous national programs including Tell Me More, Talk of the Nation, All Things Considered, and Weekend Edition. In her 20-year career in public radio, Celeste has interviewed hundreds of people from all walks of life. Through her work, she has learned the true power of conversation and its ability to both bridge gaps or deepen wounds. Celeste’s TEDx Talk “10 Ways to Have a Better Conversation” has garnered over 20 million views to date.

12:00 pm

expo hall openStop by for a buffet-style lunch and drinks while viewing the latest industry products and services in the Expo Hall. At 2:30 pm, enjoy refreshments and networking in our 500+ booth Expo Hall until the hall closes at 5 pm.

5:00 pm

First timers ReceptionIf you have never attended an ICCFA Annual Convention before, this is the event for you! Meet others who are new to the Convention as well as ICCFA volunteers and leadership. Refreshments and light snacks will be available.

5:00 pm

plpA ReceptionPet loss professionals come together to begin their week at Convention. This reception will feature the annual memorial service where we remember our loyal friends who have crossed the Rainbow Bridge over the past year. Afterward, the 3rd annual Golden Paw award ceremony will take place.

Tuesday, March 315:30 pm

ICCFA educational Foundation Reception

Join us as we thank donors and recognize scholarship recipients at the Education Foundation Reception. The 2020 Lasting Impact Award will also be bestowed upon Robert Boetticher Sr. in recognition of his 55 years of diverse and unparalleled educational leadership that has significantly contributed to furthering the professional development of the funeral, cemetery and cremation profession.

Robert Boetticher Sr. began his career as a supply sergeant and embalmer at the Army mortuary in Frankfurt, Germany. After graduating mortuary school and owning four funeral homes, Robert eventually joined Service Corporation International. Throughout his career, he has had the honor to serve in the ceremonial teams involved in many Presidential and high profile funerals. He took the experiences he gained and created LHT Consulting Group, LLC. In addition, Robert has been an industry consultant on numerous films and tv shows. He serves as CEO of the National Museum of Funeral History located in Houston, Texas. Robert's passion for the industry and continuing education makes him an exemplary candidate for the Educational Foundation's 2020 Lasting Impact Award.


7:30 am

Annual prayer BreakfastJoin fellow worshippers for breakfast and fellowship at the annual ICCFA prayer breakfast. Thanks to generous sponsorships, the prayer breakfast is free to the first 60 individuals who arrive on a first-come, first-served basis.

8:30 am

geneRAl inTeReST

Walking the Walk: strategies for having the `Conversation ourselves´ and with our Community

HARRIET WARSHAW, The Conversation Project

You might often hear that no one wants to talk about end-of-life issues. We beg to differ. We know that value-based conversations about what matters most to people are the bedrock to starting early advanced care planning. Hear from The Conversation Project (TCP), a national initiative that has engaged millions of people about their wishes for care at the end of life. TCP will share free resources you can use personally and professionally. Hear case examples of how other professionals have built this work into their community relationships to increase trust and familiarity with clients. By connecting to people where they live, work, and pray, we can reach newer and larger audiences to help ensure their wishes are heard and respected.

Harriet Warshaw is expert faculty and the former executive director for The Conversation Project. Harriet has over forty years of experience in the health care sector. She has served as an elected official serving on the board of health, the planning board, and the board of selectmen in the town of Wellesley, Massachusetts for over 20 years. She has served on various boards and commissions including Jewish Family and Children Services, Combined Jewish Philanthropies, and the Wellesley Council on Aging. She holds a Bachelor of Arts from Goucher College in Towson, Maryland and a Masters in Community Organizing from Boston College.

9:00 am

geneRAl SeSSion

Keynote: Be a Go-to person: Be Indispensable Without Burning out

BRUCE TULGAN, Rainmaker Thinking, Inc.

In today’s interconnected, highly-interdependent workplace, collaboration is a requirement and being a good collaborator is necessary no matter what type of work you do. Unfortunately, too many people find themselves overcommitted and unable to deliver. The good news is that there is a way to become an indispensable, go-to person at work without burning out. Bruce Tulgan tackles the challenges all employees face by helping identify overcommitment syndrome and siege mentality, defining what real influence looks like in today’s workplace, and discussing how to improve collaboration by aligning communication up and down the chain of command. By presenting his “when to say no” and “how to say yes” framework, attendees will understand how to build the skills

Wednesday, April 1



Wednesday, April 1that will improve their working relationships and establish their reputations as indispensable employees.

Bruce Tulgan is an adviser to business leaders all over the world and a sought-after keynote speaker and seminar leader. He is the founder and CEO of RainmakerThinking, Inc., a management research and training firm, as well as RainmakerThinking Training, an online training company. Since 1995, Bruce has worked with tens of thousands of leaders and managers in hundreds of organizations. In recent years, Bruce was named by Management Today as one of the few contemporary figures to stand out as a “management guru” and he was named to the 2009 Thinkers 50 rising star list. He is also the best-selling author of numerous books including Not Everyone Gets a Trophy, It’s Okay to be the Boss, and The 27 Challenges Managers Face.

10:00 am

expo hall openToday is the last day of exhibiting, so be sure visit the Hall for one last walk-around and a quick brunch. Exhibits open until 1:00 pm.

1:00 pm

BuSineSS MAnAgeMenT

the 27 Challenges Managers Face: step-By-step solutions to (nearly) All Your Management problems

BRUCE TULGAN, Rainmaker Thinking, Inc.

In hundreds of advanced management seminars, Bruce Tulgan has taken experienced leaders through one problem-solving session after another, focusing on real life case studies: “Who are the employees you are really struggling with? What are the really tough cases?” Like clockwork, the same basic cases come up over and over again—the same 27. Maybe it’s the superstar the manager is afraid of losing, the slacker the manager cannot figure out how to motivate, the one with an attitude problem, or the two who cannot get along. In this program, Bruce draws on decades of research, sharing true stories from real managers while blending humor, insight, and concrete best-practices to show participants how to apply the management fundamentals to the challenges managers most often face.

Bruce Tulgan is an adviser to business leaders all over the world and a sought-after keynote speaker and seminar leader. He is the founder and CEO of RainmakerThinking,

Inc., a management research and training firm, as well as RainmakerThinking Training, an online training company. Since 1995, Bruce has worked with tens of thousands of leaders and managers in hundreds of organizations. In recent years, Bruce was named by Management Today as one of the few contemporary figures to stand out as a “management guru” and he was named to the 2009 Thinkers 50 rising star list. He is also the best-selling author of numerous books including Not Everyone Gets a Trophy, It’s Okay to be the Boss, and The 27 Challenges Managers Face.

1:00 pm

ceMeTeRy

Re-Imagining the Cemetery for More Relevance to the Community

MITCH ROSE, CCFE, CCrE, The Woodlawn Cemetery & Conservancy

Woodlawn has been an active cemetery since 1863 but in 1999, they formed their 501c(3) conservancy with the purpose of enhancing Woodlawn as a natural, educational, and cultural landmark for all of their community and preserving Woodlawn for the enjoyment of present and future generations. Through the efforts of the conservancy and their educational partners, they have created learning-based curriculums for educational programming in their very unique setting inside the Bronx. Hear from Mitch Rose, president of the cemetery that created this framework, and re-imagine the role your cemetery can have within your community.

Mitch Rose, CCFE, CCrE is the president, CEO, and trustee of The Woodlawn Cemetery & Conservancy in Bronx, New York. Mitch has worked in the deathcare industry continuously for 30 years. He served as president of the Cremation Association of North America in 2018. He serves as Vice President of Education on the Board of Directors for the International Cemetery, Cremation and Funeral Association (ICCFA). He also serves on the New York State Association of Cemeteries board as chair of the supplier committee and a member of the government & legal affairs committee.


Wednesday, April 11:00 pm

SAleS & MARkeTing

the secret of pre-need success: pets as a lead Generation tool

COLEEN ELLIS, CT, CPLP, Two Hearts Pet Loss Center

Coleen Ellis will offer a fast-paced, lively look at the one thing every pre-need program wants, needs, covets, and desires: MORE LEADS! Did you know that 70% of the U.S. population owns a pet? Even if your organization does not offer pets loss services, appealing to pet parents, one of the largest self-proclaimed affinity groups in our society today, is a sure-fire way to step-up your lead generation efforts. Chock-full of useful ideas with pets at the center of the message, Coleen invites you to come and see how easy it is to appeal to the pet parents in your community even if you don’t offer pet services.

In 2004, the death of her dog, Mico, guided Coleen Ellis, CT, CPLP to start Pet Angel Memorial Center. In 2009, Coleen founded Two Hearts Pet Loss Center, assisting others in providing meaningful pet death care services as well as becoming an educational resource in the pet grief discipline. She is certified in thanatology, a Certified Pet Loss Professional, and teaches pet loss & grief certification courses. In 2014, she helped found The Pet Loss Center and remains a consultant and advisor. She is a founder and past Co-Chair of the Pet Loss Professionals Alliance (PLPA) and past president of the IAAHPC, still serving as an advisor. She currently serves on the board of trustees for her alma mater, Fort Hays State University, and is the 2018 Alumni Achievement Award recipient.

1:00 pm

FuneRAl HoMe SAleS & MARkeTing

Cremation trifectaJOHN McQUEEN, CFSP, Foundation Partners Group

You’ll hit the jackpot by attending this session on today’s cremation consumer.

As cremation rates continue to rise and margins continue to decline, you’ll learn how to overcome these obstacles. You’ll not only learn the secrets to serving the cremation customer but you’ll embrace the idea of cremation with open arms. Stop running scared of cremation and start serving customers in a way that will position you as the market leader.

An internationally recognized speaker and trainer, John McQueen, CFSP is a second-generation funeral director & embalmer. The St. Petersburg, Florida native was once dubbed “the most innovative guy in funeral service.” When he

was 22, John’s father died unexpectedly thrusting John into a leadership role in their company. Over the next 20+ years, John and his siblings grew the enterprise into one of the best-known brands in the funeral industry. In 2010, John bought out his partners and, with his wife Nikki, continued to grow the company’s footprint into Florida’s largest family-owned funeral operation. In 2017, John sold to Foundation Partners Group where he serves as the managing director of innovation & professional development. He is currently pursuing his MBA with a specialization in Hospitality Management from Florida Atlantic University.

1:00 pm

TecHnology FuneRAl HoMe ceMeTeRy

people, process, tools: solving the Right problemJASON CAVETT, webCemeteries.com

We have all heard it before - “Do you want to grow your organization? Do you want to increase your revenue? Do you want to drive new sales? Use XYZ Software and you will see results!” When told they can “Get rich quick!”, most people ignore the message because it’s just not true. Yet, every day, leaders in organizations are hooked in by messages similar to these with hopes that their business will “get rich quick.” This type of phrasing is plastered across the websites of thousands of software vendors. It appeals to our desire to accomplish a lot with a little. However, a piece of software by itself is just another “get rich quick” scheme and often results in organizational frustration, split fiefdoms of technology, and failure to achieve the desired goals. This session will cover an approach to organizational growth that creates a bed of solid rock on which to advance, grow, and expand. Rather than throwing technology at the problem or goal, you will walk away with a plan for developing an organizational environment where your tools support and enable your growth.

Jason Cavett is the chief technical officer of webCemeteries.com and owner of CavetTek, LLC. Jason’s varied career has covered industries such as healthcare, defense, research, and consulting all while maintaining a singular focus on developing high-quality software for his customers, clients, and users. His successes include leading the software transition of a 4,000-person company divestiture, building tailored solutions for Fortune 100 companies, and leveraging software to improve organizational efficiency. Jason is singularly focused on ensuring that companies solve the right problems with the right technology.




leAdeRSHip FuneRAl HoMe ceMeTeRy

the Five levels of leadershipNéCTAR RAMíREZ, Batesville

Néctar Ramírez will walk you through the five levels of leadership: position,

permission, production, people development, and pinnacle. In this session, you will learn the positives and negatives of each level of leadership and how you can move up the leadership spectrum. By combining insightful advice from experts with hard work and a willingness to learn, everyone can become a more effective leader regardless of your position. This can have a huge impact on the financial health of your business, the development and retention of high-performing employees, and your ability to create meaningful experiences for families.

Néctar Ramírez was born and raised in Puerto Rico. She received a BS in Industrial Engineering from Purdue University, an MBA from Kellogg School of Management at Northwestern University, and a master’s degree in Human Resource Development from Xavier University. Néctar has been at Batesville the last 17 years and currently heads the department of customer training. She has worked closely with hundreds of funeral homes, helping them turn around their businesses, through the development of full system solutions and training. She has been presenting education programs at state and national levels for 15 years. She has been a professor at ICCFA University for nine years and was a Co-Chair of the ICCFA Annual Convention & Expo in 2017.

2:00 pm

ceMeTeRy

Five different types of securities to Maximize Income in Your perpetual Care Fund

ADAM SHEER, The Roosevelt Investments Group, Inc

One of the critical concerns faced by cemeteries is the ability to provide ongoing maintenance and upkeep of cemetery grounds in perpetuity, even after the cemetery is sold out. Key determinants of whether a cemetery will succeed in this endeavor include the size of its perpetual care fund and the income it generates. Thus, developing a perpetual care fund strategy that optimizes income while preserving capital,

regardless of the interest rate environment, is crucial. In this session, attendees will learn innovative income generation techniques including the potential of using preferred securities in addition to higher yielding securities.

Adam Sheer is a co-CEO of Roosevelt Investments and has provided comprehensive financial planning and investment management services throughout the funeral services and cemetery professions for 25 years. Throughout his experience within the profession, he has had the opportunity to present at numerous conferences and seminars on various financial topics and has published an article in ICCFA Magazine. Adam has over 15 years of management experience and has been interviewed on CNBC. He served as the president of the suppliers to the New York State Association of Cemeteries and previously held a leadership position at the Center for Jewish-Arab Economic Development. Currently, Adam is on the board of SUNY State College of Optometry. He earned a BS in Economics from Brandeis University.

2:00 pm

BuSineSS MAnAgeMenT FuneRAl HoMe ceMeTeRy

Reputation Management in today’s online World

JOE WEIGEL, Weigel Strategic Marketing

In today’s world, it’s not just TV, newspapers, and word of mouth that can ruin a reputation; we now have to contend with online reviews. Your online reputation determines how others perceive your business when they search for or stumble upon it online. In this interactive session, Joe Weigel discusses how funeral professionals can take steps to ensure they stay abreast of all online conversations taking place about their funeral home or cemetery and how to respond to negative “news” and reviews.

Joe Weigel is principal and owner of Weigel Strategic Marketing. Before starting his marketing firm, Joe held senior marketing and communications positions at Batesville Casket, Wilbert Funeral Service, and Genesis Casket. Joe possesses a deep passion for funeral service and has a comprehensive background in all areas of marketing and communications and is a frequent speaker on these topics. He is also a published author on marketing, communications, and media relations. Joe has a BS in Journalism from Ball State University and an MBA in Marketing from Xavier University. He also served as an advertising professor at the University of Cincinnati.



FuneRAl HoMe

say What? how Funeral Jargon destroys Your Customer’s experience

TYLER ANDERSON, Precoa

You are intimately familiar with funeral service but most of your customers are not. Obscure value propositions and confusing jargon can lead to misunderstandings about the services and merchandise you offer. In this presentation, you’ll learn how to reframe your appeals to consumers. By recognizing what consumers don’t understand about funeral service, you can craft more compelling messages. In turn, your customers will appreciate the value of everything you offer. More importantly, they will believe in it.

Born and raised in the funeral profession, Tyler Anderson grew up with a personal appreciation for the importance of ceremony and ritual. His grandfather started his first funeral home in 1944 and the Anderson family continues to operate firms in the state of Ohio today. Tyler began his pre-need career as an advanced planner, then regional sales manager with The Outlook Group, which his father, Charles, founded in 1985. Later, as CEO and president for six years, Tyler helped Outlook Group become one of the nation’s top pre-need companies. His unwavering passion to help more families experience a meaningful service fueled his decision to unite with Precoa in 2017. Today, Tyler helps to share our vision nationwide through the connections he builds with funeral homes and professional peers.

2:00 pm

TecHnology FuneRAl HoMe ceMeTeRy

video streaming in the 21st CenturyRICK RAMPTON, Viewlogies;

BOB GORDON JR., CCE, Cypress Lawn Cemetery Association

In 2019, Cypress Lawn streamed over 100 services within five months which were viewed in 67 different countries and 50 U.S. states. They preserved over 100 video legacies that will enable future generations access to their loved one’s memories. Plus,

Cypress Lawn had one of the highest numbers of remote plays in 2019 for a non-celebrity memorial service according to

Viewlogies. Learn how Cypress Lawn partnered with Viewlogies to design and deliver a successful video streaming program for combos. Cypress Lawn and Viewlogies will share the 5 most critical components to implement and get results from a video streaming service offering.

Rick Rampton is a Silicon-Valley technology leader and the cofounder of Viewlogies, a technology company dedicated to connecting the hearts of families together. Rick’s mission is to enable funeral homes and combinations to grow their market share by offering must-have video streaming options, while simultaneously helping families and communities. Prior to founding Viewlogies, Rick worked in various leadership roles and has spent the last 12 years teaching how to build products and services that exceed customer expectations.

Bob Gordon Jr., CCE has been in the funeral service and cemetery industry since 1980. As a fourth generation funeral industry leader, he began his career in funeral service at the age of 15. He worked in every position at the family cemetery and funeral home, rising to the level of vice president. He became the director of sales for the San Diego-based El Camino Group for two large combinations. He later moved to SCI where his leadership encompassed twelve locations, including six large combinations and six stand-alone locations that together produced $85 million annually in arrangements. For over 18 years, Bob had consistently ranked as one of the top sales executives in SCI North America prior to accepting the position of president and CEO for Cypress Lawn Cemetery Association.

3:00 pm

BuSineSS MAnAgeMenT FuneRAl HoMe ceMeTeRy

disruption: our Business is dying and Yours is too, so What to do?

CHRIS KELLER, Sunset Memorial Park & French Funerals and Cremations

All businesses are dying, they just might be at different stages of their lifecycle. Is this lifecycle a linear progression that can’t be reversed or can a business “disrupt” or “re-invent” itself in such a way that it leaps backwards to a healthier stage? This affects all businesses. In some cases, those businesses that think they are the strongest are the most vulnerable and blind to the threat. The firm that Chris Keller helps lead is digging deeper, beyond the surface metrics, and is beginning to see the need to completely disrupt their business. The reality of this is terrifying but the opportunities are tremendous. Are we truly comfortable with the concept of bulldozing something we hold so dear and rebuilding it in a completely different way to serve the customer of the future? If we are not willing to consider



Wednesday, April 1doing that, then we are in big trouble. The customer of the future does NOT want what we delivered to the customer of the past!

Chris Keller is responsible for new development at French Funerals & Cremations and Sunset Memorial Park. At various times he has led the funeral, pet cremation, cemetery, and advanced planning insurance divisions of the company, as well as their monument company. He is in the midst of a complete renovation of the cemetery master plan and is developing a new “micro-cemetery” in a nearby community. This has allowed Sunset Memorial Park to find millions of dollars of additional property inventory through creative and thoughtful design implementation, changing the way they’ve always done it by looking at the cemetery and funeral world through a different lens, they are developing an entirely new customer base. Chris is an ICCFA University graduate, serves on multiple industry and non-profit boards and study groups, and is a past member of the ICCFA Board of Directors. He currently serves as the ICCFA’s Treasurer.

3:00 pm

HuMAn ReSouRceS

solving employee ControversySTEPHANIE RAMSEY, The Foresight Companies, LLC

One of the most difficult tasks that funeral employers must address is conflict between employees. Most people do not enjoy confrontation but a stressful relationship between employees can impact the overall productivity of the funeral team as well as destroy morale to such an extent that highly qualified staff will depart the business. This program is intended to provide funeral owners and managers with valuable tools on how to address interoffice conflicts and find resolutions that can be effectively enacted for the benefit of both the employees and the business.

Stephanie Ramsey is a senior business analyst and director of HR services for The Foresight Companies, LLC. She has managed small staffs and those with over 200 employees with more than 25 supervisors directly reporting to her. She has run an 800-call regional combination funeral home and cemetery with a pet business. She has been a member of the Foresight staff for almost 18 years working as a business analyst with a nationwide client base. She has a unique perspective on the challenges funeral and cemetery business owners and managers face when dealing with employee issues. Stephanie combines her hands-on employee management experience with her knowledge of various industries to develop workable human resource structures within any size business.

3:00 pm


Assessing the enemy, Garrisoning the Fort, and Going on the offense with Your digital Marketing plan

ALEX McCRACKEN, Funeral Innovations

As consumer behaviors change, so do the requirements for deathcare firms in order to be successful. Many firms struggle to learn what the competition is doing, which digital marketing platforms work best for their market, where they should spend their resources, and how to ultimately gauge success. Join this talk to learn how to analyze your community’s digital marketing potential, identify areas where you can get the edge in digital marketing, understand how to position your firm to be successful now and into the future, and walk away with a full game plan. This is your Alamo. Start your own revolution.

Alex McCracken brings over a decade of experience in digital marketing and sales working in a range of industries from drones to agriculture to blue-collar. Over the last 3 years, Alex has brought his diverse experience in building customer relationships online to Funeral Innovations. He has spoken at numerous state and national association conventions and several summits across the United States. Alex’s passion is bringing technological and strategic advancements in business to businesses and bringing business to consumer sales and marketing within the industries that need it most.



FuneRAl HoMe

eat, drink & Make MoneyJOHN BOLTON, CCE, CCrE, CSE, Blackstone Cemetery Development;

LORI SALBERG, Johnson Consulting Group

Did you know, on average, a family will gather to eat between seven and nine times from when a death occurs to when services conclude? In this session, John Bolton and Lori Salberg will discuss building value for

catered events and receptions, the importance of the customer experience, and how to determine true value in your business and fully understand how the contribution of a food and beverage program can impact that value.

John Bolton, CCE, CCrE, CSE is the president of Blackstone Cemetery Development Company, which specializes in the planning, development, construction, and marketing of cremation garden areas and digital cemetery mapping. John also serves as the Chairman of the ICCFA Sales & Marketing Committee and is the dean of the College of Hospitality and Event Management at the ICCFA University.

Lori Salberg is a sales and operations leader specializing in identifying growth opportunities for cemeteries and funeral homes. She is considered a thought leader with insights on national trends and has spent the past two years studying how the customer experience impacts the bottom line. As director of business development at Johnson Consulting Group, Lori customizes business solutions that widen market share, increase profitability, and enhance employee engagement. Lori serves as Chair of the ICCFA Membership Committee. She also serves as a member of the ICCFA Sales and Marketing Committee, the Catholic Cemetery Conference marketing and PR committee, and the new NYSAC publications committee.

3:00 pm

geneRAl inTeReST FuneRAl HoMe ceMeTeRy

Women in leadership: Compassion Fatigue & self-Care

MODERATOR: JENNIFER OLVERA, CCE, Green Hills Memorial Park

PANELISTS: TBA

Dealing with others’ grief is unavoidable in our industry and we don’t always know how to let go, which then leads to compassion

fatigue. Self-care is an activity and an attitude which contributes to the maintenance of well-being and personal health. Through the Women in Leadership session, we will hear stories of compassion fatigue and offer coping mechanisms that will help reduce the negative effects of stress so that you can continue to function at full capacity.

Jennifer Olvera, CCE is the director of community events, customer service manager, public relations, and claims administrator at Green Hills Memorial Park in Rancho Palos Verdes, California. She graduated from Chapman University with a Bachelor of Arts degree in 1998. In 2004 she graduated from Leadership Torrance, a program that develops leaders for the community and for business, where she is also on the board of directors since 2018. Jennifer is the founder and Co-Chair of the ICCFA Women in Leadership Committee and a member of both the Membership and Veterans Committees within ICCFA.

Additional panelists to be announced.



9:00 am

leAdeRSHip FuneRAl HoMe ceMeTeRy

stand out from the Crowd: leadership Building & Motivating a Winning team

LARRY MERSEREAU, CTC, PromoPower, LLC

Are the most successful leaders always the best-educated and most qualified or are they just in the right place at the right time…all the time? Is it just by luck that their organizations have the most positive and productive employees and the most satisfied customers, or do they know something others don’t? Whether you want to establish yourself as a leader at work, in your community, or here at ICCFA, you have to methodically develop your leadership skills, presence, and credibility. Designed specifically for leaders and emerging leaders in smaller organizations, this session gives you the five traits of an effective leader with skills and tips to go with each one. Plus, you’ll get What People Want - the guide to motivating people at every level. You’ll take home ideas and insights you can put to work first thing Monday morning to become a stronger leader and a more effective motivator.

Smart leaders and marketers know who to turn to for the ideas and insights they need to grow their organizations and their careers: Larry Mersereau, CTC. Niched as a differentiation specialist, he is the author of four books on the topic and a professional speaker who addresses dozens of audiences in a broad range of industries every year. He’s the only speaker who shares the simple, doable, effective growth strategies and tactics that made his books so popular and have helped so many companies and individuals succeed.

9:00 am

ceMeTeRy SAleS & MARkeTing

Cemetery prospecting & lead development: An Insider’s perspective

TACYE VOGEL, TacyeVogel.com

What is going on inside your cemetery may be unintentionally sabotaging your sales team's cemetery prospecting and lead development. The objective is to create and maintain an effective systematic framework and culture to develop cemetery leads through current client interactions and data. You will hear how to develop leads through extreme service and how to manage your sales staff time without micromanagement.

Tacye Vogel is an experienced and committed professional within the death care industry for the past 21 years. She has served as a top producing family service counselor, trainer, sales manager, casket sales representative, certified funeral celebrant, and professional speaker. In 2019, she participated in the first ICCFA DEAD Talks with her talk “The ABCs of Aftercare”. Tacye has used her ‘in the trenches’ experience to create a consulting firm that supports funeral homes and cemeteries as they increase their revenue and boost their customer and employee satisfaction. She brings firsthand knowledge and sales expertise to the playing field. Tacye knows how to serve families in the ever-changing dynamic of this industry while improving company mindset and culture. Her focus is serving families first with excellence and using the ‘build from within’ philosophy. Her approach is simple, compassionate, and proven to increase sales and meet the needs of families and staff.

Thursday, April 2


Thursday, April 29:00 am

HuMAn ReSouRceS FuneRAl HoMe ceMeTeRy

the Weinstein effect: Impact of #Metoo and #timesupMICHAEL PEPPERMAN, Esq. &

IVO BECICA, Obermayer, Rebmann Maxwell and Hippel, LLC

Since #MeToo started trending in October of 2017, sexual harassment and misconduct have been thrust into the spotlight with

victims telling their stories and prominent figures facing public accusations. During the past few years, the impact of #MeToo and the related #TimesUp movement have been felt in the workplace empowering employees to speak out about harassment and discrimination. At the same time, new laws have been passed at the federal, state, and local levels changing the legal standards for harassment claims, policies and training, confidentiality of settlements, and more. This engaging session highlights the trends in this area with a focus on what employers need to keep an eye on in a post #MeToo world.

Michael Pepperman is the chair of Obermayer’s labor relations and employment law department. Michael is an accomplished attorney known for his tireless advocacy on behalf of his clients. He focuses his practice exclusively on the representation of management in all aspects of labor relations and employment law. As a labor relations and employment lawyer, Michael provides advice and counsel to employers throughout the country in a wide range of businesses.

Ivo Becica is a senior attorney in Obermayer’s labor relations and employment law department who focuses his practice on representing employers, including advising companies on how to handle employee issues and defending employee claims when they are filed. Ivo is the editor of the firm’s “HR Legalist” blog, which covers updates and hot topics in employment law with a focus on issues facing employers.

9:00 am

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defusing Conflict in the Arrangement Conference: strategies for Family therapists

JASON TROYER, PhD, GriefPlan.com

Increasingly, families fight among themselves and clash with their funeral arranger regarding service options, the cost of services and products, and many other topics. In this presentation, Dr. Jason Troyer will discuss specific examples of conflict, examine the psychological roots of specific behaviors, and propose tactics for defusing and resolving the conflict. The strategies are drawn from clinical psychology and family therapy where therapists must quickly decipher challenging family dynamics and work toward positive outcomes.

Dr. Jason Troyer is a grief expert, author, former psychology professor, and therapist. He provides grief support newsletters, Facebook content, and informational videos at www.GriefPlan.com/funeral. He also provides community presentations, professional workshops, and trainings on behalf of funeral homes and cemeteries.

9:00 am

peT loSS legAl

A Wrongful pet Cremation: Mock trial POUL LEMASTERS, Esq., ICCFA General Counsel and Lemasters Consulting;

DONALD B. FERFOLIA JR., J.D., CFSP, Donald B. Ferfolia Jr. LTD.

Led by ICCFA's General Counsel Poul Lemasters, Esq. and funeral director and attorney Donald Ferfolia, this mock trial is based on actual case facts and will be

presented just as it would be in a courtroom, complete with the attorneys, the plaintiff, the defendants, a judge and of course a jury. The crematory and veterinarian are the suspects who will come under the scrutiny of a jury as the attorneys delve into what value consumers place on the life and death of a pet, and what rights they think pets are entitled. If you have questions about pets' legal rights when it comes to deathcare, you won't want to miss this 2-hour breakout session.



Thursday, April 2Poul Lemasters, Esq. began his career in deathcare more than 22 years ago as a funeral director and embalmer. He quickly recognized that the growing risk and liability in deathcare along with the lack of support and resources for those in this profession made for a deadly combination. Today, Poul uses his unique background in both deathcare and law to provide resources and counsel to other deathcare professionals. He gets calls for assistance in risk management, daily operational conflicts, form and contract reviews, valuations, and regulatory matters. Poul advises several funeral homes, crematories, cemeteries, and trade associations across the United States. As of July 2019, Poul was named General Counsel of the ICCFA.

Donald B. Ferfolia Jr., J.D., CFSP is a fourth-generation funeral director involved with his family’s funeral firm Cleveland, Ohio. He is a graduate of John Carroll University and earned his funeral director’s license in 2001. While caring for families at the funeral home, Don continued his education at the University of Akron and earned his Law degree in 2007. He was admitted to the Ohio Bar in 2007. The combination of law, funeral service, and family business experiences have provided Don with a unique skill set that enables him to assist clients in solving many different types of problems. He enjoys helping firms deal with the daily challenges of running a closely held business including regulatory compliance, proactively managing accounts receivable issues, and succession planning.

10:00 am

HuMAn ReSouRceS

the outsourced economy: hR for Your small Business

BETH KMIEC, ClearPoint Federal Bank & Trust

There’s much truth to an old saying we’ve all heard, “Work smarter, not harder!” While this can apply to mostly anything, it particularly supports the idea that for small businesses should consider the many benefits of outsourcing different tasks or roles within their company. This session will discuss the opportunities available today for outsourcing and provide a specific example of how we, as a small business, successfully outsourced our HR functions. Attendees will learn what types of companies and resources are available for HR outsourcing as well as options for effectively evaluating those companies.

Beth Kmiec joined the deathcare industry in 2013 coming from personal trust at JPMorgan in Chicago. She has a BS in Political Science and Psychology from the University of Notre Dame and a JD from Loyola University Chicago School of Law. As the vice president of trust administration at ClearPoint,

a major focus of her role includes sales and business development. As part of the team growing the bank since 2015, she has been successful in doubling the bank’s assets under management.

10:00 am

ceMeTeRy

the Importance of Water Management Assessments: A Case study

JAMES ZWACK, The Davey Tree Expert Company

PLANTS. SOIL. WATER. They are the ingredients to a healthy, vibrant landscape that is both appealing and sustainable, and they exist in a continuum that can’t be separated. Careful analysis of your plants and soils reveals a clear picture of the health of your property. From this information ideal water usage can be determined, which in turn encourages healthy soil conditions and optimum landscape performance. James Zwack will present a case study that The Davey Tree Expert Company performed for Lake View Cemetery in Cleveland, Ohio, that will highlight the significance of the plant/soil/water continuum, and will provide a three-step process to ensure that your property is operating efficiently and successfully. This three-step process will include an assessment, outline and execution plan.

James Zwack has a BS in Urban Forestry and an MS in Tree Physiology. He spent the first portion of his career at the University of Minnesota Landscape Arboretum conducting field research on the cold hardiness of ornamental landscape plants. Following that he helped grow and lead a startup plant health care product company that helped arborists across the United States understand and manage lethal tree problems like Oak Wilt, Dutch elm disease, and the Emerald Ash Borer. With 20 years of experience in the green industry, today James is the vice president and general manager of the Davey Institute, which is the research, environmental programs, training, and educational arm of the Davey Tree Expert Company.




Facebook Fixer upper: how to dIY Your Facebook strategy

ZACK GARBOW, Funeral Innovations

Most funeral homes and cemeteries are floundering on Facebook. Some have tried Facebook marketing but couldn’t move the needle while others were burned by a vendor who wasn’t qualified to get results. It’s time to rehab your firm’s Facebook strategy! In this session, you will learn the proven techniques that have helped over 600 deathcare firms succeed on Facebook including what to post, when to post, and how to generate leads. Best of all, you’ll be presented with step by step directions for implementing these strategies by yourself, right away, and for free!

Zack Garbow is the cofounder of Funeral Innovations, a digital first marketing firm for the funeral service industry. He was previously a software engineer within IBM Research where he gained more than 100 patents pending and earned the title of Master Inventor becoming the youngest Master Inventor in the history of the company. He was accepted into the prestigious Y Combinator startup program where he developed social media products in Silicon Valley while networking with the giants of the startup world including the founders of Twitter, Facebook, and Pinterest.

10:00 am

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the value of Being a `donation Champion´ Funeral homeTINA TURSI HOLMES, CFSP, Donate Life America Funeral Service Committee

MELISSA DEVENNY, Donate Life America

Tina Holmes and Melissa Devenny will offer the steps on how to become a ‘donation

champion,' a national benchmark project launched by Donate Life America. Learn the basics of organ, eye, and tissue donation as well as how to educate and train your staff. They will also provide information on how to ‘honor the gift’ and community outreach.

Tina Tursi Holmes, CFSP is the chair of the Donate Life America funeral service committee and the funeral home liaison for We Are Sharing Hope SC, the organ and tissue

recovery agency in South Carolina. She is a 34 year licensed funeral practitioner in New Jersey, North Carolina, and South Carolina. Tina is also an adjunct instructor for the funeral service education program at Piedmont Technical College in South Carolina and previously at Mercer County in New Jersey Community College. Tina earned her BS degree in Psychology and was awarded her CFSP from the Academy of Funeral Service Practice.

For more than 25 years, Melissa Devenny has been dedicated to increasing the number of lifesaving and healing organ, eye, and tissue donors. As managing director of Donate Life America, she is responsible for directing comprehensive strategic communications programs to educate a broad range of audiences about donation and motivate them to register as donors. She currently leads strategic planning and management for the Donate Life America advisory council and supports Donate Life state teams through the development of webinars and workshops. Melissa earned her BS in Business and Marketing with a minor in Psychology.

11:00 am

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the Art of hiringLANCE RAY, Pierce Chemical

As hiring managers, the least favorite part of our jobs is hiring and firing. In this session, we will address how funeral homes can hire the best staff members and how

your hiring practices might be causing you to miss out on the best people.

Lance Ray is the COO for Pierce Chemical and holds a funeral director/embalmers license in Texas. Prior to working on the supply side of funeral service, he worked in a funeral home in Wichita, Kansas as a prep room manager. Over the past 20 years, Lance has held various positions within the family of Wilbert dealers covering Kansas, Colorado, Arkansas, Oklahoma, Michigan, and Ohio. He is a graduate of the Dallas Institute of Funeral Service where he earned an Associate of Science degree and he also earned a Bachelor of Science degree in Human Resources from Friends University in Wichita, Kansas.

11:00 am

ceMeTeRy

Arlington national Cemetery: Restoring honorJACK E. LECHNER JR., CFSP, Cincinnati College of Mortuary Science

Jack Lechner will share the story of the 2010 Inspector General’s report describing the scandal at Arlington National



Thursday, April 2Cemetery and how the problems were corrected in order to restore the honor of the cemetery. A video will be shown during this presentation showcasing military honors, caissons, firing parties, military bands, and more. Burials, wreath layings, Tomb of the Unknown Soldier, and other icons will also be discussed. Attendees will take away an appreciation of what it took to bring Arlington National Cemetery up to the standards expected of the Nation’s most prestigious military cemetery operating in the 21st Century.

Jack E. Lechner Jr., CFSP is the president and CEO of the Cincinnati College of Mortuary Science since 2016. In 2010, he was part of the new leadership team to restore honor to the Arlington National Cemetery following a serious scandal uncovered by the Department of the Army Inspector General. Jack earned a Bachelor of Mortuary Science degree from Cincinnati College of Mortuary Science and holds a Master of Science degree in National Resource Energy from National Defense University. Jack was a practicing funeral director for 10 years before enlisting as an Infantryman in the U.S. Army in 1983.

11:00 am


You lost dad once, don’t lose him Again!MIKE J. WATKINS, CFSP, CCO, Park Lawn Corporation

Arranging for permanent disposition of cremated remains presents a unique challenge for funeral and cemetery professionals. While some families are ready to make arrangements for permanent placement, others are unclear as to their plans and simply take their loved one home, scatter, or in some cases, never pick them up at all. Leading and advising your families to understand their options for permanent placement not only helps increase your sales, but it is the right thing to do. Properly executing in this area begins with your belief in the importance of each and every family honoring their loved one’s life and having the courage to engage the family in conversation. Join Mike Watkins as he provides tools to help you ensure that you are maximizing every opportunity to serve your family’s needs and protect your business with proper documentation.

Mike J. Watkins, CFSP, CCO serves as the vice president of operations at Park Lawn Corporation and has been involved in various capacities in both public and private funeral and cemetery organizations during his over 36 years in the profession. Prior to joining Park Lawn, Mike served as the senior vice president of operations for the National Funeral Directors Association, where he oversaw the accounting, information technology, human resources, and cremation services departments. Prior to joining the NFDA, Mike was an executive vice president for Palm Mortuary in Las Vegas, Nevada, which at the time was the largest privately-owned funeral and cemetery operation in North America serving over 7,000 families annually.

11:00 am

FuneRAl HoMe BuSineSS MAnAgeMenT

thinking of selling Your Funeral home? the Good, the Bad & the uglyDAVID NIXON, CMC, Nixon Consulting, Inc;

STEVEN EGNA, CBA, CM&AA, Valuation Resource Group, LLC

In business, especially funeral service and deathcare, building to sell is as important as

building to serve. Transitioning from owner to seller deserves the same amount of attention as any aspect of your business. Understanding the importance of having flexible and realistic goals ensures successful outcomes for funeral home owners looking to exit their business. Through the use of case studies and an open forum, participants will take a journey through the eyes of four deathcare owners. Participants will also gain an understanding of various opportunities, their real estate value related to the business value, and how to avoid some common pitfalls associated with developing a transition plan.

David Nixon, CMC, began working with funeral home owners in 1979. For over 20 years, he has been a partner in funeral home accounting services. He is a Certified Management Consultant, accredited by the Institute of Management Consultants, USA. He holds a Bachelor of Arts in Speech Communications from California University of Pennsylvania. David is a frequent contributor of funeral business articles appearing in The Director and American Funeral Director magazines. In addition to his work on funeral home financial analysis, he also concentrates on strategic planning, FTC Funeral Rule Compliance, funeral home budgeting and pricing, as well as funeral business valuations. David also focuses on exit planning and the transition of funeral home owners with all the complexities involved in selling or buying a funeral home.

Steven Egna, CBA, CM&AA, is a Certified Business Appraiser and a Certified Merger and Acquisition Advisor. Steven has over 30 years of diversified financial leadership and management experience specializing in transition planning and valuation analysis. Since 2005, he has worked with David Nixon of Nixon Consulting, Inc., on funeral home valuations, buy-sell agreements, transition planning, as well as mergers and acquisitions. Steven holds a Bachelor of Science in Business Administration from Northeastern University in Boston. He was an honors graduate of General Electric’s Financial Management Program and also earned a Master of Management from the J. L. Kellogg Graduate School of Management.



peT loSS SAleS & MARkeTing

Marketing 101: promoting Your pet loss Company on a shoestring Marketing Budget

JOE WEIGEL, Weigel Strategic Marketing

This hands-on seminar offers a great way to acquire the core skills you need as a marketer, whether you are a novice or in need of a quick refresher. In this session, Joe Weigel will cover the fundamental concepts of marketing and marketing communications, and how to implement these concepts in a cost-effective way for a pet loss operation.

Joe Weigel is principal and owner of Weigel Strategic Marketing. Before starting his marketing firm, Joe held senior marketing and communications positions at Batesville Casket, Wilbert Funeral Service, and Genesis Casket. Joe possesses a deep passion for funeral service and has a comprehensive background in all areas of marketing and communications and is a frequent speaker on these topics. He is also a published author on marketing, communications, and media relations. Joe has a BS in Journalism from Ball State University and an MBA in Marketing from Xavier University. He also served as an advertising professor at the University of Cincinnati.

12:00 pm

HuMAn ReSouRceS

employee or Contractor? Challenges in Classification of Workers and Joint employer determinationsTOBY MAGARIAN & STEVEN GURNEE, Gurnee Mason Rushford Bonotto & Forestiere, LLP

This seminar is designed to educate and guide cemetery, crematory, and mortuary owners and their management personnel in the critical determinations as to using employees or outside contractors to conduct their business. Toby Magarian and Steven H. Gurnee will provide strategies and techniques that you can immediately implement to minimize

risk and exposure related to such workers. In addition, a number of interesting (and often entertaining) war stories based on actual cases that we have handled over the years will be discussed throughout the presentation, which adds tangible, real-world context to the strategies and techniques that we offer.

Toby Magarian’s practice is concentrated on complex civil litigation, funeral and cemetery litigation, employment law, business disputes, and construction related matters. He has successfully tried a number of cases dealing with cemetery, crematory, and funeral home operations and employment issues. He regularly provides training and seminars to clients and other lawyers on various subjects related to litigation avoidance, sexual harassment, civil litigation, and employment issues.

Steven Gurnee, since his admission to the California Bar in 1975, has focused on civil trial work of all kinds with a particular emphasis on the defense of businesses and individuals. Steven is known as an expert in the field of funeral and cemetery law and is frequently called upon by owners of funeral homes, cemeteries, and crematoria to provide advice and to defend litigation involving a wide spectrum of issues affecting those industries across the country.

12:00 pm

legAl FuneRAl HoMe ceMeTeRy

the Impact of unclaimed property laws on Your pre-need trustBILL WILLIAMS, Funeral Services, Inc.;

WENDY RUSSELL WIENER, Funeral Services, Inc.

U.S. unclaimed property laws are based upon an assumption that the owner of property (“Owner”) has abandoned it. By law, if another party is holding that abandoned property, often a trustee (“Holder/Trustee”), they must dispose of it, usually to the relevant state’s treasury. In the case of abandoned funds held by a deathcare pre-need trustee, the situation is not so simple because there is another party involved in the matter: the pre-need licensee (“Licensee”), or the party that typically sells the pre-need contracts to the Owner. This small but crucial detail creates uncertainty about how unclaimed property laws apply to pre-need trusts. Since the pre-need contract still exists between the parties, the Licensee is often faced with unanswered questions about the abandoned assets, such as who receives the assets and if the contract itself remains valid. Presently, there is an effort underway in several states to categorize pre-need contract funds deposited into trust as “unclaimed” under



Thursday, April 2certain circumstances. The presentation will educate attendees on the status of the Uniform Unclaimed Property Model Act and the relevant state laws. Bill Williams and Wendy Russell will arm attendees with the arguments necessary to address the impact of the changing climate around pre-need trust funds and unclaimed property.

Bill Williams is president and CEO of Funeral Services Inc. (FSI) since 2003 and serves on FSI’s board of directors as vice chair. He joined FSI in 2001 as vice president. Under his leadership, FSI has expanded to offer services in more than two dozen states. Bill has experience in every aspect of the funeral service profession, including ownership and management of funeral homes and cemeteries. He began his career in the deathcare industry when he became a licensed funeral director in 1980. He is a graduate of Gupton-Jones College of Mortuary Science in Atlanta, Georgia.

Wendy Russell Wiener practices regulatory deathcare industry and regulatory insurance law, representing entities and individuals who interact with the administrative agencies that regulate all aspects of the deathcare and insurance industries. She represents clients as counsel in Florida and as a regulatory consultant nationwide. She represents clients in all types of licensing (for individuals and entities) and disciplinary matters, practices before the administrative tribunal, state and federal courts in Florida and interacts with regulators nationwide. Wendy is a frequent contributor to various national and state deathcare related publications and frequently addresses members of the deathcare industry offering regulatory and compliance guidance.

12:00 pm


how to Grow Your sales with “Before I die” FestivalsGAIL RUBIN, CT, A Good Goodbye

The ‘Before I Die’ Festival concept offers an effective way for funeral homes and cemeteries to connect with the general public and start end-of-life planning conversations in an upbeat format. With either a multi-day or one-day festival, you can engage the interest of your community, attract visitors to your facilities, take them on behind-the-scenes tours, pique their curiosity, address their concerns, answer their questions, and generate warm leads. Learn how funeral homes and cemeteries have leveraged these festivals to generate positive local news coverage, collect leads from visitors, and made thousands of dollars in pre-need sales.

Gail Rubin, certified thanatologist and The Doyenne of Death®, is a pioneering death educator who connects organizations with baby boomers concerned about end-of-life issues. An award-winning author and speaker, Gail brought

Death Cafes and "Before I Die"Festivals to the United States. She is renowned for her use of humor, funny film clips, and outside-the-box activities to start conversations, teach about end-of-life issues, and plan ahead for our inevitable mortality.

12:00 pm

FuneRAl HoMe

obituaries with More love than MoneyMARC MARKELL, PhD, Worsham College of Mortuary Science;

ANGELA WOOSLEY, University of Minnesota

Every day, funeral directors across the country pen obituaries to inform their communities of a recent death - but what do your obits say about your business? Do

they set you apart or are they a snooze-fest? In this session, you’ll learn how to transform your obits into personalized reflections of the deceased and also your business by distilling information down to its essence. You will learn best practices to help polish and edit family-penned obits and hear the impact that these techniques had on obit writers in a classroom-setting. By the end of this session you will be ready to return to your funeral home with tools to share with your staff with a renewed passion for the ubiquitous hallmark of our profession: the humble obituary.

Marc Markell earned his PhD in Educational Psychology from University of Minnesota. He is a certified professional development specialist through the University of Kansas Center for research on learning. He is a certified thanatologist through the Association of Death Education and Counseling and certified in Death and Grief Studies from Colorado State University through the Center for Loss and Life Transition. Marc has earned the following certifications from national funeral service professional organizations: Crematory Operator, Cremation Arranger, and Celebrant. Marc has published three books on grief, book chapters, and numerous articles.

Angela Woosley is a Minnesota-licensed mortician who teaches in the Program of Mortuary Science at the University of Minnesota. She teaches courses in business, marketing, and funeral arrangements and coordinates the program’s clinical rotation program. She also serves as the program’s Writing Enriched Curriculum liaison, which focuses on improving discipline-relevant writing skills and instruction.


Thursday, April 212:00 pm

peT loSS ceMeTeRy

not All Cemeteries are Created equalBETH KMIEC, ClearPoint Federal Bank & Trust

Pet cemeteries have been around for hundreds of years. The oldest pet cemetery in the United States dates back to 1896. It is home to over 80,000 interments, not to mention 7,000 pet memorials. This cemetery, along with many other pet cemeteries offer perpetual care services, along with their other service and merchandise offering. From a high-level viewpoint, pet cemeteries function very similar to human cemeteries on many levels. In fact, even from an ownership and structure standpoint, many mirror the human world. What’s ironic is that there are laws on the human side. However, on the pet side, there are little to none.

Beth Kmiec joined the deathcare industry in 2013 coming from personal trust at JPMorgan in Chicago. She has a BS in Political Science and Psychology from the University of Notre Dame and a JD from Loyola University Chicago School of Law. As the vice president of trust administration at ClearPoint, a major focus of her role includes sales and business development. As part of the team growing the bank since 2015, she has been successful in doubling the bank’s assets under management.

1:00 pm

geneRAl inTeReST legAl

legal & legislative luncheon

KEENAN KNOPKE, CCFE, Curlew Hills Memory Gardens Inc. and Chair of ICCFA Government and Legal Affairs Committee;

POUL LEMASTERS, Esq., ICCFA General Counsel and Lemasters Consulting;

MICHAEL PEPPERMAN, Obermayer, Rebmann Maxwell and Hippel, LLC;

LES SCHNEIDER, Ivins Phillips & Barker;

CHRISTINE TOSON, CCE, The Tribute Companies

It is said that when something works, you stick with it. Apparently, a free lunch served with a side of legal and legislative updates is one of those models that works. Join us again for the annual Legal & Legislative Luncheon. This is THE place to be if you want to hear about and contribute to what is happening on the Federal and State levels of deathcare. We will talk about taxes, OSHA, employment, and FTC, plus state issues and changes in funeral, cemetery, and crematory regulations across America - we may even talk a little about Canada, too. In addition to hearing about legislation that might affect you, this is also the place to share the issues that are currently affecting you. With a roomful of those in the know, you will want to make sure to put this session on your calendar.

Keenan Knopke, CCFE has dedicated his professional career to the deathcare

industry. Currently president and CEO of Curlew Hills Memory Gardens in Palm Harbor, Florida, Keenan brings a heralded track record of success to the company. With a highly results-oriented approach, Keenan is responsible for all management and operations of the company’s upscale funeral home, lush 30-acre cemetery, on-site crematory, and unique pet cemetery. In his eight years with Curlew Hills, Keenan has grown the company through consistently increased revenue, decreased expenses, and a compassionate, hands-on outreach to the local community.

Poul Lemasters, Esq. began his career in deathcare more than 22 years ago as a funeral director and embalmer. He quickly recognized that the growing risk and liability in deathcare along with the lack of support and resources for those in this profession made for a deadly combination. Today, Poul uses his unique background in both deathcare and law to provide



resources and counsel to other deathcare professionals. He gets calls for assistance in risk management, daily operational conflicts, form and contract reviews, valuations, and regulatory matters. Poul advises several funeral homes, crematories, cemeteries, and trade associations across the United States. As of July 2019, Poul was named General Counsel of the ICCFA.

Michael Pepperman is the chair of Obermayer’s labor relations and employment law department. Michael is an accomplished attorney known for his tireless advocacy on behalf of his clients. He focuses his practice exclusively on the representation of management in all aspects of labor relations and employment law. As a labor relations and employment lawyer, Michael provides advice and counsel to employers throughout the country in a wide range of businesses.

Les Schneider, partner at Ivins Phillips & Barker, is a CPA and attorney. He’s one of the leading practitioners in the U.S. in the area of income tax accounting and inventories. He has represented over half of the companies in the Fortune 500, as well as the leading accounting firms in the U.S. Les’ practice is concentrated on accounting methods, the timing of revenue and expenses, the valuation of inventories, and capital v. expense issues. He has been recognized as one of the leading tax lawyers in the various rating services, including Who’s Who Legal, The World’s Leading Lawyers, The Best Lawyers in America, and Washington, D.C, Super Lawyers.

Christine Toson, CCE is president of The Tribute Companies in Hartland, Wisconsin. The Tribute Companies owns and operates four prominent cemeteries in the state of Wisconsin. In addition to owning and operating cemeteries, Tribute operates two precast concrete facilities and Tribute runs an architectural firm which excels in master planning and design work for cemeteries, churches, and funeral homes throughout the United States and other countries. A fourth-generation cemeterian, Christine is past president of the Wisconsin Cemetery and Cremation Association, the Central States Cemetery Association, and the International Cemetery, Cremation and Funeral Association.

6:00–10:00 pm

Closing eventBring a memorable end to the week at the Closing Event! We will end the 2020 ICCFA Annual Convention by dressing in country chic (denim and cowboy boots for all) and sharing a night of music, remembrance and celebration. The evening with begin with a reception followed by the annual Celebration of Remembrance. After, the ICCFA presidential transfer from Jay dodds, cFSp, to gary Freytag, ccFe will take place. Then Grammy-winning artists the oak Ridge Boys will put on a stage show that features four decades of charted singles.

Thursday, April 2


San Antonio

Accommodationsgrand Hyatt San Antonio 600 E. Market St. San Antonio, TX 78205 210.224.1234 (When calling, identify yourself as being an ICCFA Annual Convention attendee to obtain the discounted rate.)

ICCFA has secured a rate of $234 a night. ICCFA room blocks tend to sell out quickly, so reserve your room today. A first night non-refundable deposit will be charged at the time of booking. The cut-off date for making reservations is March 1, 2020.

TravelThe closest airport to the Henry B. González Convention Center and Grand Hyatt San Antonio is the San Antonio Airport (SAT). The airport is located in the Uptown Central San Antonio, 8 miles north of downtown San Antonio.

River WalkThe San Antonio River Walk is a combination of park and walkways created around the banks of the San Antonio River. While on this unique 4km pedestrian street, visitors can enjoy strolling along the paths, taking in the lush indigenous landscaping and an abundance of restaurants and shops.

Photo courtesy of visitsanantonio.com


Full Name Nickname for badge

Spouse name* Nickname for spouse

Company

Address

City State/Prov Zip/Postal code

Phone Cell phone (for text messages)

Email

Emergency contact name Emergency contact phone

To opt out of including your name in the attendee directory, please contact Jaclyn at [email protected].

Is this your first time attending the ICCFA Annual Convention & Expo? � Yes � No Are you a graduate of ICCFA University? � Yes � No

Indicate if you have served in: � Air Force � Army � Marine Corps � Active Duty � Coast Guard � Navy � Other/National Guard

Indicate if you are a: � CCE � CCrE � CFuE � CCFE � CSE � CPLP

Are you a: � Owner � Manager � Staff Check if you are a member of: � JFDA � PLPA

What level of authority do you hold for making purchasing decisions? � Make recommendations � Final authority � None

� If you require an ADA accommodation, please check this box and attach a statement of your needs.

Please return this form with payment to: ICCFA Meetings Department • 107 Carpenter Drive, Suite 100 • Sterling, VA 20164 • Fax 703.391.8416

� Check

� Discover � Visa � MasterCard � AmEx

Credit card #

Exp. date * Security ID #

Name on credit card

Card’s billing address (required)

Email receipt to

Signature

RegistRation RatesBy 02.21.20 After 02.21.20 Amount Due

ICCFA Member Cemetery/Crematory/Funeral Home

$650 $700 $

Non-Member Cemetery/Crematory/Funeral Home

$955 $1,005 $

Spouse * $325 $325 $

ICCFA Supplier Member Supplier/Vendor/Industry Personnel

$855 $905 $

Supplier Non-Member Supplier/Vendor/Industry Personnel

$1,155 $1,205 $

Additional Tickets for Non-Registered Attendees

Educational Foundation Reception † $50 each $

Closing Event † $150 each $

Total Due $

RegistRation and Payment

AnnuAl ConvenTion & exPo RegisTRATion FoRmMarch 30–april 2, 2020 • henry B. Gonzalez convention centerSan antonio, texaS • www.iccfaconvention.coM

* A spouse must be someone who does NOT work in the industry

† An Educational Foundation Reception and Closing Event ticket is included in each full registration you purchase, including Spouse

* 3-digit number on back of card or 4-digit number on front of AmEx card

Registration and Ticketed events Cancellation Policy: Cancellations must be received in writing via fax, email to [email protected] or mail to ICCFA no later than February 21, 2020, to receive a refund. Full registrations are subject to a $100 cancellation fee per registration. Purchased event tickets are subject to a $10 cancellation fee per ticket. No refunds will be given after February 21, 2020. No-shows will not receive a refund.


What Does Your Registration Include?Full member, non-member and supplier/professional registrations include admission to all expo functions and convention educational sessions, as well as the Closing Event.

The ICCFA prayer breakfast is complimentary, thanks to a sponsorship, and is open to the first 60 people to show up at the event.

The Spouse registration is offered only to individuals not employed in the cemetery, funeral service and related professions. It includes daily admission to all expo hall functions and to the Closing Event.

Registration PoliciesAttendees registered by February 21, 2020, will receive the early registration discount. Only registered individuals with a badge or ticket(s) may attend convention events.

Special Notes About Ticketed Eventsclosing event: Each full attendee and spouse registration includes a ticket for the Closing Event. Non-registered individuals may purchase a ticket. Tickets may be purchased on the form or on-site at the ICCFA registration desk. Tickets may be purchased up to 24 hours prior to the event. Please note that all Closing Event tickets must be brought to the ICCFA registration desk by Friday at 12 noon for validation.

educational Foundation Reception: This event is open to all attendees. However, the Educational Foundation Reception requires a ticket to enter.

Continuing Education CreditsFuneral directors can earn up to 15 CE hours at the convention, pending individual state approval. Please note that due to onerous filing and/or fee requirements, the ICCFA no longer applies for CE credits from Pennsylvania or Virginia. Attendance certificates will be available at the ICCFA registration desk and ICCFA staff will validate your certificate on-site.

DressBusiness casual attire is the norm throughout the convention for daytime events. Country chic is encourage for the Closing Event, so be sure to pack your favorite pair of jeans and cowboy boots!

Photography/Videography PoliciesNo photography or videography will be permitted in the expo hall except by pre-approved members of the trade press and the official show photographer(s), who will be identified as such by their badges. Unauthorized cameras, as well as electronic devices such as cell phones that are being used to take photographs/videos, will be removed from the expo hall.

Cancellation PoliciesRegistrants canceling their registrations by February 21, 2020, will receive refunds. Cancellations must be in writing and will be subject to a $100 per person processing fee. Purchased event tickets will be refunded, less a $10 per event processing fee. No refunds will be given after February 21, 2020. No-shows will not receive refunds.

Badge Replacement PolicyPersons requiring a badge to be reprinted for any reason prior to entering the expo hall and breakout educational sessions will be charged a $20 replacement fee.

Registration Information


2020 SponsorsBlackstone Cemetery Development

C&J Financial

Coldspring

Cypress Lawn

Forest Lawn Memorial - Parks & Mortuaries

Funeral Directors Life

Homesteaders

Inglewood Park Cemetery

Matthews Memorialization

National Guardian Life Insurance Company

NOMIS Publications, Inc.

Park Lawn Corporation

PlotBox

Precoa

Service Corporation International

Thumbies

The Tribute Companies

The Woodlawn Cemetery

“As a first time attendee to the ICCFA Convention, I rated it a A++. The amount of knowledge and material presented was just awesome. I brought three of my young mentees with me, and all were amazed with the knowledge they received.”

Anthony Roberts, Roberts Funeral Service, Lexington, North Carolina

What attendees thought of the 2019 ICCFA Annual Convention:

“We made amazing contacts with some large groups and several independents. What an awesome event! Can't wait until next year!!” Chuck Ferris, Eternity's Touch, Inc., Wallaceburg, Ontario

“This was the best convention concerning funeral service that I have encountered in my entire life! I am completely amazed, transformed, and inspired to keep pushing in the career!” Torez Blue, student

creating legacies · schedule at a glance sunday, march 29 2:15–3:45 pm finance committee meeting...

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