Frequently Asked Questions

Where will the event be held?
Sales & Marketing will be held at Hyatt Regency Coconut Point Resort And Spa, 5001 Coconut Rd, Bonita Springs, FL 34134

What ticket should I purchase?
Owner/operator tickets are for senior living owners and operators. Vendor tickets are for finance, technology, consulting and other roles that do not directly own and/or operate a senior living community.

What is a audio recordings ticket?
The ticket provides access to audio recordings only. Audio recordings will be provided within 48 hours after the in-person event.

What does my ticket include?
A ticket to Sales & Marketing Conference includes access to all sessions, breakfast, lunch, refreshments, coat/bag check at the event as well as a networking reception. 

What is the refund policy?
For all tickets, no refunds are available after January 18. No exceptions.

Are you offering hotel accommodations?
We will have a  room block at  Hyatt Regency Coconut Point.  Please check back soon for the room block details. 

Will there be vendor booths?
There are options for sponsor exhibit space. Please click 
here to request information on sponsorship opportunities.

How do I contact the organizer?
Email us at [email protected].

Paul Mcnally
Dir. of Marketing
Presbyterian Senior Living

Senior Housing News presents the Sales & Marketing Conference, an event that will address the senior living industry’s owners, operators and developers as well as management, executives and those responsible for delivering results for occupancy.

The one-and-a-half-day event will provide an opportunity for those leaders and sales & marketing professionals to learn, strategize, and share ideas on what’s worked for them in 2023 and how they are preparing for 2024. This interactive format will feature panel presentations/discussions with senior sales leaders and sponsors providing thought leadership to help augment the discussion.

The live sessions will feature nationally renowned speakers focused on delivering strategy ideas, execution steps, and inspiration on recharging and rebooting sales & marketing professionals for the year ahead.

What you can expect ...

  • Connect face-to-face with senior living sales & marketing professionals
  • Learn strategies from some of the top leaders in the field
  • Gain insights and ideas to help shape your 2024 planning and goals
  • Share new ideas to your sales and marketing teams for inspiration
  • Augment your training programs & send team members to attend
  • Use this opportunity to help your planning for the year ahead
  • SHN events have the best content, attendees, and venues of any industry event
  • Intimate setting to learn and build industry relationships
  • And more ...

© Senior Housing News 2024.  All rights reserved.

Event Details

Program Hours

February 17, 2025 
Networking Reception 5 - 7 PM EST 

February 18
Doors open at 8:00 AM ET
Program 9:00 AM - 4:00 PM ET

February 19
Doors open at 8:00 AM
Program 9:00 AM - 12:00 PM ET

Hyatt Regency Coconut Point, 5001 Coconut Rd, Bonita Springs, FL 34134


Opening Remarks

Sales and Marketing Executive Outlook: Top trends, Challenges and Opportunities on the Horizon

After an intensely tumultuous period, signs point to occupancy reaching pre-pandemic levels in 2024 — but in senior living, executives know that nothing comes easily or without surprises. Hear from execs with leading senior living providers on how the year began, their top goals, the biggest challenges and pain points in sales and marketing, the trends driving sales and marketing strategies, and more.

 2025 Agenda Coming Soon

Continental Breakfast & Networking

The Senior Living Marketing Future-Cast: Solving the new resident growth challenges of 2024

10:30 – 11:00 AM

Networking Break

2:10 – 3:00 PM

The Good, Bad and Ugly: What Really Works (and Doesn't) in Senior Living Sales and Marketing

Senior living is changing to meet the needs of today’s more sophisticated buyers. But have your sales and marketing strategies kept pace? In this session, we’ll have a lively discussion about the marketing strategies that work and those that should be tossed to the proverbial curb.

Lunch & Networking

SHN+ Luncheon

12:00 – 1:00 PM

Data Tells the Story: Providers Zero in on Sales and Marketing Data Points that Mean the Most

9:30 – 10:00 AM

J. T. Levin 
Head of Sales
August Health

Tech Stack Transformation: Innovating Senior Living Sales & Marketing in 2024

Over its 26-year history, The Springs Living has built a reputation as an innovative senior living provider building on a rich family heritage, with a wellness focus. Hear how the company is building for the future with ambitious projects in spectacular locations.

Allison Vanderford
Sr. Dir. of Sales Buckner Retirement

Empowering an A-Team: Hiring Sales Superstars and Evolving the Org Chart

10:00 – 10:30 AM

Finding all-star performers is a major challenge but hiring them, and empowering them through a smart org chart, can make all the difference in a company’s performance. Gain insights into attracting talent from other sectors, best-in-class professional development, and how providers have organized their sales and marketing functions.

Networking Reception, Sponsored by LCS Development

3:30 PM – 5:30 PM

Melissa Pritchard
Managing Principal
SFCS Architects

As the drivers of community census growth, we invite our sales and marketing colleagues to join us at the 2024 SHN Sales and Marketing Summit for a panel discussion of the headwinds facing their teams in 2024 and how to overcome them.
Be a part of the discussion with SHN Reporter Austin Montgomery, Dreamscape Marketing Strategist Larry Williams, and SVP of Sales and Marketing for Legend Senior Living Christy Van Der Westhuizen. This unique opportunity brings together three industry perspectives to create a holistic view of the 2024 sales and marketing landscape as they highlight the key findings of the 2024 Senior Living Marketing Survey

Dan Gemp

Larry Williams 
Marketing Strategist

Any senior living sales pro worth their salt has a mastery of key performance indicators, and there’s an ever-expanding universe of data to draw from — but what data points are the most important, revealing, surprising or useful? Three leaders in the field share and explain their top data points and discuss the trends they are revealing.

Rick Westermann
Chief Marketing Officer

Eric Varin
SVP of Sales

The Aspenwood Company

Connecting with the New Consumer: Understanding and Selling to the Next Generation of Prospects

1:25 PM – 1:40 PM


Executive Connect

Get access to select conferences and events at no cost for your ticket*. As part of the Executive Connect program, qualified executives from providers or operators may apply for this ticket type and participate in a set number of meetings with pre-screened vendors at the event. If accepted, you will be granted a complimentary ticket to the event and required to attend scheduled meetings at the event and provide feedback on those meetings. *A refundable deposit is required to register and is refunded if you attend the required meetings at the event. No show or cancellations will forfeit the deposit, no exceptions.


Past Attendees


Aleris Life
Arrow Senior Living
Artemis Real Estate Partners
Bristal/Ultimate Care Management
Columbia Pacific Advisors
Country Meadows Retirement Communities
Early Intervention Systems Inc.
Legend Senior Living
National Lutheran Communities & Services
Pacifica Senior Living
Paradise Pointe of Ormond Beach
Retirement Unlimited Inc
Senior Lifestyle
The Bristal Assisted Living


Area Sales Manager
CEO & Co-Founder
Chief Marketing Officer
Corporate Director of Marketing and Communications
Director Corporate Accounts
Director of Sales & Marketing
Director, Talent & Business Development
Head of Business Development
Regional Director of Operations
Vice President of Sales and Marketing
Vice President, Marketing
Vice President, National Accounts
Vice President, Solutions Engineering
VP New Business Development
VP of Financial Solutions

Interested in Sponsoring?

Bolster the value of your brand, grow your contact lists and shake hands with peers and decision-makers.


February 18 -19, 2025 • Bonita Springs, FL

February 18 -19, 2025 
Bonita Springs, FL.


Hotel Accomodations
Please click here to access our room block. The cut-off date to make reservations is January  29, 2024.

Ticket Prices
Executive Connect: $500
Provider: $900
Vendor $1600

Become an SHN+ Member and get 25% off your Sales & Marketing Conference ticket.

Did you know that SHN+ members get 25% off tickets? They also get exclusive access to an SHN+ members-only luncheon during the event. Get an SHN+ membership today to meet the leading executives in senior living.

Already a member? Contact Alex Adkins for your discounted ticket.


In-Person Event Experience

Get an overview of what to expect from attending a premier Senior House News event.


Networking Break

Acing the Tour: Top Trends, Strategies to Turn Tours into Conversions

From how to get more leads through the door, to best practices for virtual vs. in-person tours, to sticky situations and effective follow-up strategies, gain insights into how to nail one of the most critical stages of the senior living sales journey.

Breakout Sessions

Track A

Track B

Track C

With margins compressed, the bar is simply higher in 2023 for senior living lease-up. Here is how senior living operators are approaching lease-up with a new slate of expectations in mind.

Leveraging social media without falling into its pitfalls has never been more difficult, given the array of platforms and changes afoot at major players. Learn effective strategies for how providers can utilize platforms from Facebook to TikTok to Twitter (er, X) to drive sales and marketing objectives.

Senior Living in the Influencer Age: Making the Most of Social Networks

Inside the New Lease-Up Reality: Filling New and Turnaround Buildings in the Post-pandemic Era

1:35 – 2:05 PM

Breakout Sessions

Track A

Track B

Track C

The active adult market remains red-hot, while independent living is evolving for the future. Learn what sales and marketing strategies are supporting active adult and IL, and the extent to which these options are competing for the same consumer base.

With senior living rates rising dramatically, a shift to selling on value taking hold, more momentum for pricing transparency on websites, and consumers worried about their financial outlook, senior living sales hinges in large part on dollars and cents. Sales leaders share their take on how these issues are coming into play today, what they expect in 2024, and how to work leads and close deals in the current pricing environment.

Selling the Dream: Sales and Marketing Strategies for Active Adult and Independent Living

As a new generation of consumers reaches senior living, hear from sales pros about how and where to reach them most effectively, what they want and need, how to foster empathy in the sales process, and the biggest changes and challenges to standard practices.

3:30 – 4:00 PM

The Boomers Arrive: Leveling Up Digital Marketing for a New Audience

Senior living operators are appealing to a new consumer with the large-scale arrival of the baby boomers, while building on the massive shift to digital that occurred during the pandemic. Learn how operators are managing these related goals.

March 1

February 29 

8:00 – 9:00 AM

9:00 – 9:05 AM

9:40 – 10:10 AM

10:10 – 10:30 AM

11:00 – 11:30 AM

Lou Maranto
Sr. VP of Sales
Discovery Senior Living

Amy Beth DePreker
VP of Sales & Marketing
Artis Senior Living

Brooke Saxon-Spencer
VP of Marketing
Claiborne Senior Living

Carlene Motto
EVP & Chief Marketing Officer
Belmont Village

Gary Fernandez
SVP & Chief Marketing Officer
Trustwell Living

Ginger Atwood
National Dir. of Marketing & Sales
Harbor Retirement Associates

Jessica Kraft
EVP Sales & Marketing
Lifestar Living

Matt Owens
Regional Dir. of Sales & Marketing
Health Dimensions Group

Margaret Cabell
Harmony Senior Services

Christy Van Der Westhuizen
Sr. VP of Sales & Marketing
Legend Senior Living

James Lee
CEO & Co-Founder
Bella Groves

Tiffany Cobern
Dir. of Operations

Victoria Blatchford
HME Cares

Kim Rosengren


Howard Braxton
Sr. VP of Marketing, Communications & Sales
Kendal Corp. 

Shannon Novak
Managing Dir. of Marketing
Arrow Senior Living

Sanela Graziose
Sr. EVP, Chief Marketing Officer

Dave Grauel
Executive Dir. of Marketing

Christy Van Der Westhuizen
SVP of Sales & Marketing
Legend Senior Living

Shelby Anderson
Corporate Dir. of Sales & Marketing
Sodalis Senior Living

Megan Longley
 VP of Sales

Kymm Clark
SVP of Sales & Marketing
Grace Managment

Christine Hansen
National Sales Dir.
Lifespace Communities

Breakout Sessions

Track A

AI - An Extinction Level Event for Salespeople?

Track B

Track C

Beyond Price Wars: Price Incentives, Rate Increases, Consumer Transparency Impact Sales

Track A

Breakout Sessions

Track B

Track C

Breakout Sessions

Track A

How To Capture Your Prospects’ Information & Personalize Your Marketing Efforts

Cultivate Your Own Lead Flow System: Set Your Business Free

The Emerging Age of Buyer Empowerment in Senior Living

Track B

Track C

Gottfried Ernst
COO                     Cogir 
Senior Living

Karim Kassam
Co-Founder & Principle
Optima Living

11:30 – 12:00 PM

1:00 – 1:30 PM

Evan Friedkin
Head of Business Development

Rich Gordon
SVP of Sales & Marketing
AgeWell Solvere Living

An emerging trend in senior living is a rise in buyer independence, meaning a preference towards self-service experiences over engaging with a community sales rep. This makes supporting the buyer’s journey at every stage more important than ever in order to create supplemental demand. 

In this panel aimed at sales and marketing professionals, we’ll explore innovative strategies to move beyond transactional go-to-market motions. We’ll delve into how demographic trends are reshaping buyer preferences, emphasizing the need for rich and personalized digital experiences to supplement move-in ready transactions. 

Jack Miller
VP of Business Development
Holbrook Life

Abby Williams
CEO & Founder Content Candy Co. & Head of Social Media Marketing & PR   
English Meadows 

Jason Kohler
Executive VP of Senior Living Beztak

Stephen Eatman
President of Resident Engagement
Sunshine Retirement Living

With each passing day, Artificial Intelligence becomes more powerful and the marketing buzz around it becomes more dramatic. While the reality doesn’t match the headlines, one thing is clear — no job will be immune from the effects of AI. Some jobs will be “safe.”   Others will be rendered obsolete. What is the fate of the senior living salesperson?

John Lariccia
 CEO & Co-Founder

Joe Van Kampan
SVP of Business Development

3:00 – 3:30 PM

This session provides a comprehensive look into the cutting-edge technology driving today's senior living sales and marketing efforts. Leading operators will discuss how they are strategically equipping their teams with innovative tech tools and investing their budgets to maximize efficiency, engagement, and results.

Track A

Breakout Sessions

Track B

In a world of internet listing services (ILS), it’s a strategic advantage to have your own well-developed lead flow system. It’s the equivalent of having a solar power system for your house in case the electricity goes out. It’s an extra generator in case of bad weather. It’s more horsepower in your engine, so you can travel a bit faster. It’s a hedge against price inflation. It’s freedom.

How do you go about building your own lead flow system? Well, that’s what we are going to talk about in this session. To take a quick peek behind the cover, it comes down to a website that you control, optimization for coverage in the search engines and the map listings, and a well-tuned paid media spend. Get these things right and you are off to the races. Leave them behind, or neglect them in any way, and you are paying street rates for gas if your business hopes to go anywhere.

John Jordan 
Go Local Interactive

Wade Goodman
SVP of Sales & Marketing

Sherrie Bebell 
SVP of Sales & Marketing
Columbia Pacific Advisors

Deborah Howard
Senior Living SMART

What is Executive Connect?
Qualified providers can get a complimentary ticket to the event through our new Executive Connect program. A qualified provider is a VP or higher title, your organization has greater than $5 million in revenue annually, and you are willing to take up to four 15-minute pre-scheduled meetings with our sponsors at the event, arranged by SHN. 

A $500 deposit is required to register for Executive Connect and will be refunded upon completion of meetings at the event. If a registrant fails to attend pre-scheduled meetings at the event, the deposit will not be returned. No refunds will be issued after 45 days out from the event - no exceptions.

Mariam Ali
Head of Website Fulfillment

Janet Dunford
Dir. of Accounts & Strategy 

9:05 – 9:35 AM

Innovation That Drives Results: A New Era Of Experimentation in Senior Living

The Secrets To Successful Senior Living Automation in 2024

Kelley Skarp
SVP of Sales & Marketing
The Arbor Company

Leah Miller
VP of Sales
Frontier Senior Living

Marketing for a New Era: Senior Living Goes Multimedia and Omnichannel

From podcasts to videos to print, senior living marketers are raising their games to reach consumers in new ways, with more creative and cohesive strategies that reach consumers across devices, channels and platforms.

Sevy Petras 
Priority Life Care

Mica Rees
Chief Officer of brand & Growth
Ohio Living

Robin Visser
Dir. of Marketing & Digital Strategies
Christian Living Communities

Cutting Lead Time: Providers Push for Faster Move-ins and Longer Stays

The senior living sales cycle can be notoriously long, but operators are striving for faster conversions from lead to move-in. Gain insights into where the sales cycle stands today, whether shortening lead time is realistic, and how operators are starting to achieve success.

Staci Woods 
Chief Growh Officer
Trilogy Health Services

Meg Tinklepaugh
Sr. Living Product &  Marketing Manager
Goodwin Living

Gary Stephens
Area Dir. of Sales & Marketing
Ascent Living Communites

Continental Breakfast & Networking

8:00 – 9:00 AM

Program Concludes

10:30 AM

Track C

Many operators face challenges with managing an omni-channel marketing strategy that addresses the unique branding of multiple communities while maintaining personalized and community-focused experiences. Content automation, data-driven segmentation and personalization can deliver targeted content, mapped to the right community channels, at scale. Discover how the right data strategy combined with a scalable content automation strategy that aligns with each community's audience can significantly improve engagement and lead to better marketing outcomes.

Driving occupancy through advanced data analytics, adaptive content, and journey automation.

Sean Leonard
Chief Executive Officer

Carlene Motto
EVP & Chief Marketing Officer
Belmont Village

James Johnson
CPO & C0-Founder

Innovation comes from experimentation, a strategy that has propelled the largest technology companies to success over the past decade. Traditionally, senior living operators have engaged in experimentation, but often faced challenges such as resource constraints, complexity, and inconclusive results. Recent advancements in industry tooling and AI capabilities now enable operators to conduct experiments more efficiently and effectively. Senior living operators that prioritize experimentation will gain a significant edge against the competition in the years to come.

Step into the future of senior living sales and marketing automation.
In this fun 30-minute session, you'll be part of the conversation around automation/AI's power to shape the landscape of senior living efficiency and productivity.
Join us for an interactive experience as we navigate the complexities, pitfalls to avoid, and best practices of sales and marketing automation in senior living.  
We'll also unpack our "4 C's framework" for when and how to use automation/AI to close the gaps that leads fall through.

Carolyn Picton
Dir. of Sales & Marketing 
Blakeford at Green Hills

Mona Hilton
Advantage Anywhere

Andrew Hilton
Manager Client Services
Advantage Anywhere

Senior living sales and marketing pros may have little interest in what chair is used in the dining room -- but they know what a critical space this is for making a strong impression on prospects. In this session, learn more about the value proposition of seating designed to reduce the physical demands of caregivers, elevate the resident and prospect experience, and address the fears and stigmas related to wheelchair use.

Randy Schellenberg

Everything Starts in the Dining Room: Elevating the prospect and resident experience