[Sponsored] How the 2020 Argentum Senior Living Executive Conference Aims to Make Senior Living Better, Together

On May 18-20, join your fellow senior housing leaders in Tampa to hear from leading senior living executives and dynamic keynote speakers while discussing the trends and opportunities that are shaping the industry in 2020 and beyond.

When senior living leaders convene in Tampa this May for the Argentum Senior Living Executive Conference, they will be embodying the very spirit that the conference’s organizers are embracing for 2020: better senior living, together.

That is the theme that Director of Program Content Denise Brassé and her colleagues have selected for the 2020 conference, chosen in part based on feedback from attendees of last year’s conference.


“We’ve really taken that (theme) to heart,” Brassé told Senior Housing News. “We’ve put together some interesting industry collaborations that we think are going to enhance the experience.”

Under that umbrella theme are three more high-level concepts that will be woven throughout the conference: leadership, innovation and brand promise. Brassé expects about 3,000 attendees and 300 exhibitors at the three-day conference. Here is what you can expect.

Opening with awards: a celebration of senior living


The conference will open with the an awards program, honoring senior living leaders that, as the website notes, do “exceptional work to improve the lives of (seniors) or contributing to the betterment of the senior living industry.” Included for the third year is the Hero Award for Leadership in the Face of a Natural Disaster.

“This format allows us to shine a light on the heroes — ‘the heart of senior living,’ we like to say,” Brassé said.

The red carpet event will open the conference, and will be hosted by a yet-to-be announced celebrity emcee. Brassé’s one clue: “One of the busiest actresses in Hollywood.” An opening reception following the event will allow attendees the opportunity to greet old friends and meet new ones.

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“Better senior living together” in dining, hospitality, smart tech

The 2020 conference is collaborative at its core, built via feedback from last year’s attendees and anchored by partnerships focused on key subject areas. The conference’s top rated program is the three-day Executive Director Leadership Institute, which this year will be available at a 30% decreased price point as a standalone package.

“This is designed for executive directors, who really need to know how to run a business,” Brassé said. Pricing starts at $825 for members using the early bird pricing, available until April 6.

Other popular elements from 2019 that are returning include the Women in Leadership deep dive, the culinary cook-off and “The Hive,” a series of curated networking sessions.

Back for its second year, the cook-off is an example of Argentum expanding a successful one-off program into a broader event, as this year’s conference will include the Dining & Hospitality Conference, one of the major new elements for 2020.

Another new piece is the Smart Home on Wheels exhibit from Oak Hill Assistive Technology, which will offer demonstrations on smart tech for the aging. Also involved in developing the technology track is Laurie Orlov, author of the blog “Aging in Place Technology Watch.”

“I will tell you that I personally experienced conversations with I.T. pros that we were not focusing enough on the technology aspect,” Brassé said. “We’ve really made that a focus point this year.”

Featured speakers: a former Aetna CEO, and a magician

For the conference’s two featured keynotes, Argentum has tapped former Aetna CEO Mark Bertolini, and magician entrepreneur Vinh Giang. Bertolini will speak on Tuesday, with Giang closing the conference on Wednesday. Bertolini led Aetna during its time being acquired by CVS Health; his speech will center on discovering the benefits of mission-driven leadership.

Giang’s presentation will be around “mastering authenticity for your brand promise.”

“The main stage speakers have to captivate, educate and inspire,” Brassé said. “If they’re not doing that, it’s a missed opportunity, and Mark and Vinh both do that. (Bertolini) is in alignment with what we stand for. He’s a great speaker. He has a lot of charisma. And Vinh is a great storyteller. He’s so entertaining, and then he sneaks up on you with a life lesson.”

More communication with fellow attendees

Along with the dining, hospitality and technology pieces, attendees will be hearing a lot about workforce issues, business models and how operators maintain a high net operating income while renovating older buildings, Brassé said.

All of these elements and more will be among the topics attendees will have a chance to discuss in The Wrap session that closes the conference — round table discussions between attendees designed to help them formulate their key takeaways from the conference, combined with networking opportunities that Brassé hopes will help attendees put these ideas into action.

“It’s a big team effort and it’s a real pleasure to produce,” Brassé said. “We hope everyone will register early and join us in Tampa!”

Be sure to visit Argentum’s conference website as more details develop and use code SHNSLEC for $100 off a Full Conference Pass!

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