Sunday, August 3
Eagle Vines Golf Outing
7 - 7:45 a.m. Check in
8 a.m. Tee Times
Eagle Vines Golf Club
4:30 - 5:30 p.m.
Badge Pick-Up
Vineyard Prefunction
5 - 6 p.m.
Welcome Reception
Vineyard Deck
Sponsored by
Monday, August 4
7:30 – 11 a.m.
Badge Pick-Up
Vineyard Prefunction
7:30 – 8 a.m.
Continental Breakfast
Vineyard Prefunction
8 – 8:15 a.m.
Welcome & Introductions
Meritage Ballroom
Christopher P. Robinson, CFSP, COO; NFDA Board President
NFDA Business Meeting
Meet the Candidates: 2025-2027 At-Large Representative Candidates
8:15 – 9 a.m.
Washington Update: How Federal Politics Are Shaping the Future of Funeral Service
Meritage Ballroom
Lesley Witter, MPA, CAE, NFDA Senior Vice President, Advocacy
Lesley will examine the evolving landscape of advocacy in Washington, D.C., one year into the 119th Congress and the second term of President Donald Trump. We'll discuss key legislation and regulatory issues affecting funeral service leaders and the implications for your business and profession. We will also explore the broader role of advocacy in shaping national policy during this period of renewed political transition.
(1 CE*)
9 – 9:15 a.m.
Break
9:15 – 10:15 a.m.
Leadership Development Session I
AI: How to do More with Less
Meritage Ballroom
Sharon Gai, AI and Innovation Expert
Artificial Intelligence (AI) is rapidly reshaping industries, but navigating its potential and limitations can be daunting. Sharon Gai, a former executive with ecommerce organizations, has appeared on international news outlets and has advised multi-national brands and heads of state in crafting digital strategy with programmatic marketing and AI. She’ll bring her savvy and down-to-earth advice in this interactive presentation where we will demystify AI, providing you with practical knowledge and tools to leverage its power effectively.
Sharon will begin with a concise overview of how AI is transforming various sectors by exploring where AI excels and where it falls short, and frameworks for determining what to outsource to AI. Next, we’ll address real-world scenarios by working through practical exercises and case studies relevant to funeral service, using readily available AI tools. You’ll leave with actionable resources and frameworks, giving you more confidence in using AI tools to your advantage.
(1 CE*)
Sponsored by
10:15 – 10:30 a.m.
Break
10:30 a.m. – 12 p.m.
Breakout Discussions by Office
Join your fellow officers and state executive directors in round-table discussions. Facilitated by NFDA Board members, participants from each state have the chance to discuss issues important to their position and their association. Simultaneous sessions are held separately for presidents, presidents-elect, secretaries/treasurers, past presidents and state executive directors. Participation in each session is for those who are currently in or are transitioning into those roles.
If none of these positions apply to you, feel free to participate as a "trailblazer” and join the past presidents’ session.
(1.5 CE*)
10:30 a.m. – 12 p.m.
Special Opportunity for Vendors and Supporting Businesses
Meritage Ballroom
In this Supplier-only session we will preview “The Yearly Show,” an entertaining analysis of the 2025 NFDA Consumer Preferences and Trends Study hosted by NFDA’s very own Ed Defort. Connecting with consumers is key to sustainability for your funeral home customers. But for those directors looking to stay ahead of the curve when it comes to trends and memorialization preferences, getting inside the consumer’s head has become more challenging. That’s why NFDA has conducted this survey every year since 2012. Because there’s only one sure way to find out what people want: ask them.
1:15 – 2:30 p.m.
Leadership Development Session II
Ask AI Anything
Meritage Ballroom
Sharon Gai leads this optional hands-on session to put AI to the test. You and your colleagues will generate questions for AI, addressing real-world challenges and work issues. While AI creates a solution, teams will work together to generate their own solutions. Sharon will lead a lively discussion exploring where AI is on target, where it falls short, and how to use this tool effectively in your own workplace.
(1.25 CE*)
Tuesday, August 5
7 - 10:45 a.m.
Badge Pick-Up
Vineyard Prefunction
7:30 - 8 a.m.
Continental Breakfast
Vineyard Prefunction
8 – 8:30 a.m.
Recognition: National Emerging Leaders Program graduates
Meritage Ballroom
Ruth Graczkowski, NELP Facilitator and Sara Moss, NFDA Associate Director of Education
8:00 – 9:45 a.m.
Leadership Development Session III
Leadership That Lasts: Developing the Next Generation of Funeral and Association Professionals
Meritage Ballroom
Avi Olitzky, President and Principal Consultant, Olitzky Consulting Group
In an industry defined by care, continuity, and compassion, the future depends on strong leadership pipelines—not just in associations, but in funeral service as a whole. As seasoned professionals retire and new leaders step in, the question becomes: How do we develop individuals who not only lead well, but lead with purpose? We’ll explore a practical roadmap for identifying leadership potential, building meaningful mentorship relationships, and cultivating a culture where leadership development is everyone’s responsibility. Whether you’re guiding a family-owned funeral home or managing a statewide association, you’ll gain tools to ensure leadership doesn't end with you—it begins with what you build.
(1.25 CE*)
9:45 – 10:15 a.m.
Extended Break: Interested in Leadership? “Speed-Dating” with Past Presidents
Vineyard Prefunction
Circulate through short conversations with experienced former board presidents to gain quick insights into key aspects of board service. Participants will develop diverse perspectives and build valuable connections in a condensed timeframe.
10:15 – 11:30 a.m.
Leadership Development Session IV
The Real Work of Leadership
Meritage Ballroom
Ruth Graczkowski, facilitator
This session invites attendees into a candid exploration of leadership—the real, day-to-day practice of navigating people, pressure, and purpose. Through shared reflection and a forthright panel conversation, we’ll dig into the complex realities of self-awareness, coaching, servant leadership, emotional intelligence, and personal growth.
Together we will reflect on personal leadership experiences, recognize key themes in our own leadership practice, learn from real stories shared by peers, and engage in meaningful peer dialogue to gain insights, mindsets, or small shifts we can bring back to our teams and organizations.
(1.25 C*)
11:30 a.m. – 12 p.m.
Voting for At-large NFDA 2025-27 Board of Directors Candidates
Meritage Ballroom
This is an open session; however, only designated state association representatives are eligible to vote.
1:15 – 2:30 p.m. Leadership Development: Concurrent Sessions (optional)
Engagement Leads to Membership: Rethinking Traditional Models to Build Stronger Connections
Meritage Ballroom
Avi Olitzky, President and Principal Consultant, Olitzky Consulting Group
In a time when value is scrutinized and loyalty is earned—not assumed—associations must shift their focus. The outdated “join first, engage later” approach no longer works. This interactive workshop invites association professionals to flip the script and adopt an engagement-first model, one where meaningful experiences and intentional touchpoints lead naturally to sustained membership. Participants will examine real-world examples, map engagement journeys, and walk away with practical tools to increase retention, relevance, and reach.
(1.25 CE*)
It’s Not a Competition: A United Front in Funeral Leadership
Salon FG
Lanae Strovers, NFDA Trainer
In an evolving landscape, the funeral profession faces unique challenges and unparalleled opportunities to serve our communities. While the spirit of innovation and individual excellence is important, a mindset of competition can inadvertently hinder our collective mission and diminish our impact. This workshop invites funeral leaders to explore a paradigm shift: from rivalry and isolation to collaboration. Through candid discussion and shared insights, participants will discover how embracing a united front can lead to greater innovation, enhanced service, and a more resilient future for all.
(1.25 CE*)
5:30 - 8 p.m.
Cask & Vine Closing Party
Artesa Winery
Wednesday, Aug. 6
7:30 - 9:30 a.m.
Badge Pick-Up
Vineyard Prefunction
7:30 - 8 a.m.
Continental Breakfast
Vineyard Prefunction
8 – 8:15 a.m.
Introductions and Updates
Meritage Ballroom
Christopher P. Robinson, CFSP, COO; NFDA Board President
8:15 – 9 a.m.
NFDA Legal Issues Affecting Your Business
Meritage Ballroom
Chris Farmer, NFDA Legal Counsel
Hear from Chris Farmer, NFDA's Legal Counsel, on current legal issues that impact you and the funeral profession.
(1 CE*)
9 – 9:15 a.m.
Break
9:15 – 10:45 a.m.
Leadership Development Session V
Beyond Tradition: Charting the Future of Funeral Service
Meritage Ballroom
 Tracy Wheeler |
 Jasmine Berrios |
 Martha Thayer |
 Curtis Funk |
 Steven Johnson |
 Stephen Shaffer |
Join a select group of the funeral profession’s top leaders for an insightful roundtable discussion focused on the transformative trends reshaping the landscape of our profession. While much of funeral service is steeped in tradition, we will explore how to adapt to evolving societal expectations, technological advancements, and shifting consumer preferences in order to grow sustainably. This session provides a unique opportunity for industry leaders to engage in candid dialogue, share best practices, and collaboratively navigate the future of funeral service.
(1.5 CE hours*)
10:45 – 11 a.m.
Closing Remarks
Christopher P. Robinson, CFSP, COO; NFDA Board President
*Pending approvals, earn up to 10 CEs at this year’s Leadership Conference. Use the MY NFDA app to scan for CE credits after each session.