July 17-22, 2026
Emory Conference Center Hotel | Atlanta, GA

Save the Date for ICCFAU 2026!

ICCFA University returns July 17–22, 2026!

Join us for a week of immersive education, meaningful connections, and practical learning designed to support professionals across the deathcare profession.

Mark your calendar and stay tuned for more details. We look forward to seeing you this July!

ICCFA University Colleges

ICCFA University currently has nine colleges for attendees to enroll in. Each is overseen by their respective Dean, an expert in the area of deathcare that the college focuses on. In many of the colleges, our Deans are joined by outside professors who provide individual expertise in the college.

The current colleges are:

  • College of 21st Century Services | Dean Glenda Stansbury
  • College of Cremation Services | Dean Clift Dempsey, CCrE, CCFE
  • College of Hospitality & Customer Experience | Dean Lori Bolton, CCFE, CSE, CXE
  • College of Land Management & Grounds Operations | Dean Gino Merendino
  • College of Leadership, Management & Administration | Dean Gary Freytag, CCFE
  • College of Technology | Dean Nick Timpe, CSE
  • J. Asher Neel College of Sales and Marketing | Dean Patrick Downey, CCE
  • Todd Van Beck College of Funeral Home Management | Dean Mike Watkins
  • School of Graduate Studies | Dean Robbie Pape, CCFE

Happening in conjunction with ICCFAU is the PLPA Pet Loss & Integration Short Course!

ICCFA University 2026 Schedule of Events

Dean Glenda Stansbury

How do you respond to a family who says, “We don’t want a traditional funeral”? You’ll learn how to go beyond tradition with innovative offerings and become certified as a funeral celebrant trained to provide meaningful alternatives to clergy-led services.  

Friday, July 17 

  • 2:00 – 5:30 PM 
    Registration & Check-in
  • 4:00 – 5:00 PM 
    Orientation
  • 5:00 – 6:00 PM 
    Welcome Reception
  • 6:00 – 7:00 PM 
    Dinner

Saturday, July 18

  • 8:00 – 8:45 AM 
    Breakfast
  • 8:45 – 9:00 AM 
    Introductions, Glenda Stansbury 
  • 9:00 – 10:30 AM 
    Celebrant Training
    Glenda Stansbury and Kathy Burns
  • 10:30 – 11:00 AM
    Break
  • 11:00 AM – 12:30 PM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 12:30 – 1:30 PM
    Lunch
  • 1:30 – 3:00 PM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 3:00 – 3:30 PM
    Break
  • 3:30 – 5:00 PM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 5:30 – 6:30 PM
    Dinner
  • 7:00 – 10:00 PM
    Student Night – Trivia 

Sunday, July 19

  • 8:00 – 8:55 AM
    Breakfast
  • 9:00 – 10:30 AM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 10:30 – 11:00 AM
    Break
  • 11:00 AM – 12:30 PM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 12:30 – 1:30 PM
    Lunch
  • 1:30 – 3:00 PM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 3:00 – 3:30 PM
    Break
  • 3:30 – 5:00 PM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns
  • 5:30 – 6:30 PM
    Dinner

Monday, July 20

  • 8:00 – 8:55 AM 
    Breakfast
  • 9:00 – 10:30 AM
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns 
  • 10:30 – 11:00 AM
    Break
  • 11:00 AM – 12:30 PM 
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns 
  • 12:30 – 1:30 PM
    Lunch
  • 1:30 – 3:00 PM 
    Celebrant Training (continued), Glenda Stansbury and Kathy Burns 
  • 3:00 – 3:30 PM
    Break
  • 3:30 – 5:00 PM
    Celebrant Training (conclusion), Glenda Stansbury and Kathy Burns 
  • 7:00 – 10:00 PM
    Sports Night

Tuesday, July 21

  • 8:00 – 8:55 AM
    Breakfast 
  • 9:00 – 10:30 AM
    Essentials of Public Speaking Basics Pt I, Carol Little
  • 10:30 AM – 11:00 AM
    Break
  • 11:00 AM – 12:30 PM
    Essentials of Public Speaking Basics Pt II, Carol Little
  • 12:30 – 1:30 PM
    Lunch
  • 1:30 – 3:00 PM
    Essentials of Public Speaking Basics Pt III, Carol Little
  • 3:00 – 3:30 PM
    Break
  • 3:30 – 4:30 PM
    Essentials of Public Speaking Basics Pt IV, Carol Little
  • 4:30 – 5:15 PM
    University Graduation
  • 5:15 – 6:00 PM
    Classroom Wrap-up | Presentation of Certificates (must be present to receive)
  • 6:15 – 7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22 

  • TRAVEL DAY

Dean Clift Dempsey, CCrE, CCFE

Cremation doesn’t have to mean “no service” or “no memorialization.” Attendees will discover how to better serve families, improve cremation operations, and increase their company’s cremation-related revenues. Attendees will also earn three types of certifications: operator, administrator, and arranger.

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Student Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions – Clift Dempsey, CCFE, CCrE
  • 9:00 AM–10:30 AM
    Operator Certification – Poul Lemasters, Esq., Larry Stuart Jr.
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Operator Curriculum Continued – Larry Stuart Jr.
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Operator Curriculum ContinuedLarry Stuart Jr.
  • 3:00 – 3:30 PM
    Break
  • 3:30–5:00 PM
    Operator Curriculum ContinuedPoul Lemasters, Esq., Larry Stuart Jr.
  • 5:30–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night – Trivia

Sunday, July 19 

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Cremation Gardens Around the Country – Clift Dempsey, CCFE, CCrE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Hospice Relationships – Pierce Dempsey, CCrE
  • 12:30–1:30 PM
    Lunch
  • 1:30–5:00 PM
    Bus Tour: Real World Look at All Aspects of Cremation ProvidersClift Dempsey, CCFE, CCrE; Morgan Eubanks
  • 5:30–6:00 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Cremation Myths DebunkedNéctar Ramírez
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Cremation Mastermind Néctar Ramírez
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Reducing Your Liability to Add to Your Bottom Line – Poul Lemasters, Esq.
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Multiple Sources of Cremation Marketing – Pierce Dempsey, CCrE
  • 7:00–10:00 PM
    Sports Night  

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    The End of Direct Cremation… Why it Matters – Angelique Simpson
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Cremation: It’s NOT About the Price Online – Angelique Simpson
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Every Life is Worth Remembering – Ceremonies for Cremation Families – Glenda Stansbury
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Out of the Box Opportunities – Clift Dempsey, CCFE, CCrE
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-up |Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22 

  • TRAVEL DAY

Dean Lori Bolton, CCFE, CSE, CXE

This college is designed to give students a foundation in funeral home/cemetery hospitality and catering management. Topics range from basic event planning to interpreting financial budgets, leadership, and catering team management.

Friday, July 17 

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner

Saturday, July 18 

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions – Lori Bolton, CCFE, CSE, CXE & John Bolton, CCE, CCrE, CSE, CXE
  • 9:00–10:30 AM
    How CX Strategy Helps Scale Company Growth – Lori Bolton, CCFE, CSE, CXE & John Bolton, CCE, CCrE, CSE, CXE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    A Beginner’s Guide to Building World Class Hospitality –Darin Drabing
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Who Are You Serving: Building the Personas and Understanding Touchpoints –Lori Bolton, CCFE, CSE, CXE
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    CX Journey Workshop – Lori Bolton, CCFE, CSE, CXE & John Bolton, CCE, CCrE, CSE, CXE
  • 5:30–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night – Trivia

Sunday, July 19

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Why Hospitality and How to Prepare Your Facility for Success – Lee Longino
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Crafting a Successful Celebration of Life: Enhancing Comfort, Personalization, and Value – Kimberly Weis
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    The Celebration Journey from The Funeral Director’s PerspectiveBrooke Helman
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Developing a Hospitality Program Workshop – Lori Bolton, CCFE, CSE, CXE & John Bolton, CCE, CCrE, CSE, CXE
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
     Risk Management  – Poul Lemasters, Esq.
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Technology’s Role in CX – Nick Timpe, CSE
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Successful Cemetery Events 101 – Phil Zehms
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Cemetery Event WorkshopPhil Zehms
  • 7:00–10:00 PM
    Sports Night   

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Customer Experience and Employee Engagement – Lori Bolton, CCFE, CSE, CXE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Customer Service Bill of Rights & Employee GAME Plan Workshop – Lori Bolton, CCFE, CSE, CXE & John Bolton, CCE, CCrE, CSE, CXE
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Creating Exceptional Experiences for Cremation Customers – Pierce Dempsey, CCrE
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Let’s Do CX! – John Bolton, CCE, CCrE, CSE, CXE
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-up | Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Dean Gino Merendino

Exceptional cemetery service starts with grounds and operations department. Without effective land management and a commitment to an attractive, well-maintained property, there will be no sales or service. Attendees will learn how their grounds management team can succeed and continuously improve interments, landscaping, buildings, grounds maintenance, and exceptional client experience and satisfaction.

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions – Gino Merendino
  • 9:00–10:30 AM
    Exceptional Cemetery Maintenance – A Focus Group Without Limitations!   – Tim Kolasa
  • 10:30–11:oo AM
    Break
  • 11:00 AM –12:30 PM
    Creating a Committal Service that Everybody Talks About  – John Gouch, Jr.
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Smarter Grounds: How AI Can Help You Work Smarter and Serve Better – Pierce Dempsey, CCrE
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Applying Technology to Cemetery Operations  – Nick Timpe, CSE
  • 5:30–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night – Trivia

Sunday, July 19

  • 6:30–7:15 AM
    Breakfast
  • 7:15–11:15 AM
    Train the Trainer – Tim Kolasa
  • 11:15 AM–12:00 PM
    Cemetery Tour: Arlington Memorial Park Cemetery – Gino Merendino; Morgan Gentry Eubanks
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Cremation – The Changing Face of Traditional Memorialization – Erin Schwanitz-Vogt
  • 3:00-3:30 PM
    Break
  • 3:30–5:00 PM
    Green Burial 101 for Cemeteries – Understanding Eco-Friendly Funerals as a Business Opportunity – Rachel Essig
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Healing Grief  – Phil Zehms
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Sustainable Practices for Cemeteries: From Land Stewardship to Community Engagement  – Nancy Goldenberg
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Cemeteries as Meaningful Places of Trees: How to Become an ArbNet Accredited Arboretum – Josh Gevertz
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Modern Cemetery Development  – Gary Freytag, CCFE
  • 7:00–10:00 PM
    Sports Night  

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    OSHA General Duty Clause  – Mark Harrison
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Graveside Safety  – Mark Harrison
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Cemetery Liability Issues  – Poul Lemasters, Esq.
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Are Your Grounds Staff Your Greatest Salespeople – Tim Kolasa
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-Up | Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Dean Gary Freytag, CCFE

The cemetery, cremation and funeral service profession is changing, and so are the skills needed to manage and lead effectively. Attendees will receive solid, relevant, results-focused training targeted at today’s required core competencies.

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions– Gary Freytag, CCFE
  • 9:00–10:30 AM
    Become a Leader Worth Following! – Darin Drabing
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Funeral Home and Cemetery Accounting: Keys to Affecting Your Bottom Line – Bill Williams, Jr.
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    A Case Study in Leadership – Gary Freytag, CCFE
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Beyond the Numbers – Bob Gordon, Jr., CCE
  • 5:30–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night – Trivia

Sunday, July 19

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Communication and the Art of Effective Feedback – Carol Little
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Corporate Culture: How Strong Is Your Foundation? – Gary Freytag, CCFE
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Trust as a Manager – Ashley Freeman, MBA
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Navigating Difficult Conversations  – Ashley Freeman, MBA
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Leadership & Communications – Own It!  – Robbie Pape, CCFE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Our Greatest Assets – Beverly Manning
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Using Your Strengths to Prevent Burnout  – Ashley Freeman, MBA
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Crafting Your Career Purpose Statement  – Ashley Freeman, MBA
  • 7:00–10:00 PM
    Sports Night

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Community Outreach: Setting Your Company Apart – Christina DiBari
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Business Law: A Funeral Home and Cemetery Legal Outlook – Poul Lemasters, Esq.
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Your Marketing & Branding Mantra: Building Customer Loyalty – Doug Gober
  • 3:00–3:30 PM
    Break
  • 3:30-4:30 PM
    First Let’s Kill All the Lawyers! – Gary Freytag, CCFE
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-Up | Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Dean Nick Timpe, CSE

The College of Technology will provide practical strategies for attendees to apply technology at their firms for improving operations and better serving their families. 

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions Nick Timpe, CSE
  • 9:00–10:30 AM
    New Technology in an Old ProfessionNick Timpe, CSE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM 
    People, Process, Technology: Solving the Right Problem  – Jason Cavett
  • 12:30–1:30 PM 
    Lunch
  • 1:30–3:00 PM
    Embracing Change: Strategies for Helping Staff Continually Improve and Adapt to New Technology Olga Piehler
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Strategic Planning for IT Resources  – Christina DiBari & Greg Kent
  • 5:00–6:00 PM
    Dinner
  • 7:00–10:00 PM
    Student Night- Trivia

Sunday, July 19

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM 
    Implementing and Managing Technological InnovationGary Freytag, CCFE
  • 10:30– 11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Customer Experience and Client Follow-up: Surveying for ResultsLori Bolton, CCFE, CSE, CXE
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM 
    21st Century Record KeepingTim Kolasa; Nick Timpe, CSE
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Virtual Tours and Data Alalytics LabTim Kolasa; Nick Timpe, CSE; Christina DiBari
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Applying Artificial Intelligence to Funeral Service – Pierce Dempsey, CCrE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    AI Lab – Pierce Dempsey
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    From Clicks to Clients: Mastering Facebook, Google, SEO & Video for Growth – Haley Laurence
  • 3:00-3:30 PM
    Break
  • 3:30–5:00 PM
    Hands-On Digital Workshop: Turning Digital Marketing into Measurable Results – Haley Laurence
  • 7:00–10:00 PM 
    Sports Night  

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    “Technology Makes it All Easier – Including the Risks of Liability” A Legal Look at Deathcare Technology – Poul Lemasters, Esq.
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Implementing and Automating your CRM to Maximize Sales Efficiency – Tim Kolasa
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM 
    Why Digital First Impressions Matter: Also Known as You Spent $1MM on Your Cemetery Entrance but Your Neighbor’s Kid Built Your Website   Jason Cavett
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Lab: Live Website Evaluations Jason Cavett
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-Up | Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Dean Patrick Downey, CCE

The terms Sales and Marketing can mean different things to different people and different businesses in the cemetery and funeral service profession. But, without an understanding of, and a process for, delivering results in these two areas, your success may be limited. This year’s curriculum with zero in on driving personal and professional success by embracing three elements of successful sales and marketing strategy; Service, Process, and Culture. Daily sessions will deliver proven “How To Do It” best practices for group presentations, post-service follow-up, connecting with cremation families and recruiting top talent to your organization. There will also be an interactive workshop session on coaching skills and using AI in sales and marketing. Students will learn the differences in the leader mindset vs. the manager mindset and how to build a culture of service excellence and high performance. All presented by an exceptional faculty with decades of experience working across all channels of the cemetery and funeral profession. A comprehensive course for both sales and non-sales professionals.

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner  

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions – Patrick Downey, CCE
  • 9:00–10:30 AM
    Why Sales is Vital to Every Funeral and Cemetery Business (and How to Get it Right) – Patrick Downey, CCE; Doug Gober; Gary O’Sullivan, CCFE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM 
    The ROI of Event Marketing and Community Outreach -René Negrete
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Learn the Six Most Powerful Ways to Influence Your Prospects to BuyAndrés Aguilar
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Cremation Myths Debunked – Néctar Ramirez
  • 5:30–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night – Trivia

Sunday, July 19

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    The Marketing and Sales Matrix – René Negrete
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Sales Leadership Andrés Aguilar
  • 12:30–1:30 PM
    Lunch
  • 1:30– 3:00 PM
    The Paradigm Shift that Elevates Performance – Gary O’Sullivan, CCFE
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    What a Lawyer Can Teach Me About Sales – Poul Lemasters, Esq.
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    AI and the New Competitive Landscape in Deathcare: Who Wins the Future – Chuck Gallagher
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    The Invisible Force in Sales – Gary O’Sullivan, CCFE
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    The Nuts and Bolts of an Effective Lunch and Learn Program – Kyle Aler
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Aftercare with Purpose: Building Value Beyond the Service – Erin Creger
  • 7:00–10:00 PM
    Sports Night  

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    The Follow-up Formula: Lead Nurturing from First Contact to Close – Erin Creger
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 AM
    Coaching and Communication Techniques to Keep Your Team Positive and Productive: An Interactive Workshop – Patrick Downey, CCE
  • 12:30 – 1:30 PM
    Lunch
  • 1:30–3:00 PM
    Stop Recruiting like HR and Start Recruiting Like Marketers! – Eric Battles
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Putting It All Together With an Action Plan to Make a Difference – Patrick Downey, CCE
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-up | Presentation of Certificates (must be present to receive)
  • 6:16–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Dean Mike Watkins

Too many managers consider “creativity” someone else’s department. In funeral service, creative management is the key to differentiation.

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    University Welcome Reception
  • 6:00–7:00 PM
    Dinner  

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions  – Mike Watkins
  • 9:00–10:30 AM
    Course Introduction & The “WHY” of Funeral Service  – Mike Watkins
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Overcoming Deritualization: Saving Funerals Through Private Rituals – Dr. Jason Troyer
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Can’t I Just Fire Them? Some Do’s and Dont’s of HR and Management Poul Lemasters, Esq.
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Families Gone Wild: Defusing Conflict in the Arrangement Room – Dr. Jason Troyer
  • 5:00–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night – Trivia

Sunday, July 19

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    What Will and Will Not Work in 2026 – Welton Hong
  • 10:30–11:00 AM
    Break
  • 11:00 AM – 12:30 PM
    Beyond the Service and Where to BeginLauren Blevins Hogan, CCFE, CPLP
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Cremation Risk Management Poul Lemasters, Esq.
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    AI in Action for Funeral Homes – Welton Hong
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Crematory & Prep Room Management Lauren Blevins Hogan, CCFE, CPLP
  • 10:30–11:00 AM
    Break
  • 11:00 AM – 12:30 PM 
    Crematory & Prep Room Management (Cont.) – Lauren Blevins Hogan, CCFE, CPLP
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM 
    Why Keeping Score MattersDoug Gober
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Are You Just Going Through the Motions? – Doug Gober
  • 7:00–10:00 PM
    Sports Night  

Tuesday, July 21

  • 8:00–8:55 AM 
    Breakfast
  • 9:00–10:30 AM
    Service or Serving: The Simple Shift to Unlock Your Scalability – Brent Thomas
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM 
    The Art and Science of Connecting with the “Researcher” – Brent Thomas
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Grass Roots MarketingPhil Zehms
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Creating a Grass Roots Marketing PlanPhil Zehms
  • 4:30–5:15 PM
    University Graduation
  • 5:15–6:00 PM
    Classroom Wrap-Up | Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Dean Robbie Pape, CCFE

The School of Graduate Studies is designed for C-Suite leaders and senior executives who are ready to drive collaboration, innovation, and growth while reaching the highest levels of leadership. Limited to 12 participants, this intimate and highly interactive program will be conducted by industry leaders and leading non-industry professionals and will offer fresh insight and learning to empower you to improve the performance of your operations and lead your organization more effectively. (Please note you must apply to attend the School of Graduate Studies.)

Friday, July 17

  • 2:00–5:30 PM
    Registration & Check-in
  • 4:00–5:00 PM
    Orientation
  • 5:00–6:00 PM
    Welcome Reception
  • 6:00–7:00 PM
    Dinner

Saturday, July 18

  • 8:00–8:45 AM
    Breakfast
  • 8:45–9:00 AM
    Introductions – Robbie Pape, CCFE
  • 9:00–10:30 AM
    Servant Leadership – Dave Brown
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Navigate for Leaders – Dave Brown
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Innovative Strategies for Funeral Homes and Cemeteries: Mastering Digital Marketing and AI – Welton Hong
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Effective Board Management: Getting Things Done Through Good Governance – Darin Drabing
  • 5:30–6:30 PM
    Dinner
  • 7:00–10:00 PM
    Student Night- Trivia

Sunday, July 19

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Staying on the Right Side of the Grass – and Lawsuits, Part I – Poul Lemasters, Esq.
    10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Staying on the Right Side of the Grass – and Lawsuits, Part II – Poul Lemasters, Esq.
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Built To Last – Developing a Strategic Plan to Carry Your Organization Through the 2030s, Part I – Bob Gordon, Jr., CCE
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Built To Last – Developing a Strategic Plan to Carry Your Organization Through the 2030s, Part II – Bob Gordon, Jr., CCE
  • 5:30–6:30 PM
    Dinner

Monday, July 20

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Seeing Beyond Tradition – Lee Longino
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Unlocking the Mysteries of Government & Advocacy Involvement in the Funeral and Cemetery Profession – Caressa Hughes
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    From Strategy to Results: Building and Sustaining a High-Performance Culture – Carlos Quezada
  • 3:00–3:30 PM
    Break
  • 3:30–5:00 PM
    Encouraging Staff Creativity and Enthusiasm  Glenda Stansbury
  • 7:00–10:00 PM
    Sports Night 

Tuesday, July 21

  • 8:00–8:55 AM
    Breakfast
  • 9:00–10:30 AM
    Applied Finance in Deathcare – Gary Freytag, CCFE
  • 10:30–11:00 AM
    Break
  • 11:00 AM–12:30 PM
    Finance Workshop – Gary Freytag, CCFE
  • 12:30–1:30 PM
    Lunch
  • 1:30–3:00 PM
    Leadership and the Power of Strong Leaders Starts from Within C. Lynn Gibson, PhD, DPhil, CFSP
  • 3:00–3:30 PM
    Break
  • 3:30–4:30 PM
    Building Success From the Ground Up – Doug Gober
  • 4:30–5:15 PM
    University Graduation
  • 5:15–5:00 PM
    Classroom Wrap-Up | Presentation of Certificates (must be present to receive)
  • 6:15–7:30 PM
    Graduate Reception

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 21. To receive a certificate, attendees must be present that evening and should plan to travel home on Wednesday, July 22.

Wednesday, July 22

  • TRAVEL DAY

Please note: Certificates of Completion will be distributed during class on the evening of Tuesday, July 22. To ensure participants receive their certificate and gain the full benefit of the program, we strongly encourage scheduling return travel for Wednesday, July 23. Attendance on Tuesday evening is required to receive a Certificate of Completion, and certificates will not be mailed. 

Scholarships Opening Soon!

Each year, the ICCFA Educational Foundation offers scholarships to attend ICCFA University, making this premier educational experience available at no cost for selected recipients.

One of these opportunities is the Women in Leadership (WIL) Scholarship, which recognizes an outstanding woman demonstrating exceptional leadership potential, professional commitment, and dedication to advancing the deathcare profession. Through a partnership with the Women in Leadership Committee, this scholarship supports the growth and impact of women leaders across the field.

Applications will be open April 1 – May 8.

  • Recipients receive full tuition (including meals) for ICCFA University.
  • Please note: Scholarship winners are responsible for their hotel and transportation expenses.

ICCFA University Yearbook

Whether you’re looking of photos with friends and new connections, want to see photos of our graduation ceremony, or are looking for your class photo – click the button below and start reliving the incredible experience again.

I have experienced a lot of education over the years, and I must admit – this ICCFAU College has topped them all! The training from Dean Glenda Stansbury was outstanding and I am excited about being a Certified Celebrant. I firmly believe every funeral director or their staff should attend the Celebrant training.

Scott B., College of 21st Century Services

I left feeling inspired, empowered, and more connected to this profession than ever before. I’m eternally grateful for the opportunity and already looking forward to returning next year!  

Courtney B., North Shore Community College , College of Cremation Services

It was absolutely amazing. Walking into this, I was not sure what I would get out of it. All I can say is the value of ICCFA can’t be put into words but will be put into action. 24 new friends, 2 new mentors, and a lifetime of care and compassion will live on through me all thanks to the ICCFA foundation! I can’t wait to come back!  

Christina F., Heritage Operation LLC , College of Hospitality & Customer Experience

This is my second year at ICCFAU, and since I am new to our industry, being able to attend has helped me accelerate my learning curve and connect with other professionals from different parts of the world. 

David G., Parques y Jardines de Cuscatlan, College of Land Management & Grounds Operations

The experience was phenomenal. Each session was full of knowledge and insight, personal experiences and great advice. I recommend the College of Leadership, Management and Administration to any that wants to learn firsthand from experienced leaders in the field.  

Jessica F., Fountainhead Funeral Home and Memorial Park, College of Leadership, Management & Administration

My experience with the College of Technology surpassed my expectations for many reasons. The courses went beyond just discussing new technologies; they explored the science behind learning and change, the importance of service and customer experience, and the irreplaceable value of having the right people on your team.

Sarah D., Buchanan Group, College of Technology

Attending ICCFA University 2025 was an incredible experience. Not only did I have a blast reconnecting with friends from past years and meeting new professionals in the industry, but I also gained an incredible amount of knowledge—so much that I’ve already started creating a plan for how I’m going to apply it all in my work.

Kadi S., Jefferson Memorial Funeral Home, Inc. , J. Asher Neel College of Sales & Marketing

Not only did I have an incredible time making meaningful connections in the deathcare industry, I feel as though I learned a ridiculous amount in the short time I was there. They make learning such an enjoyable experience.

James B., Cincinnati College of Mortuary Science, Todd Van Beck College of Funeral Home Management

Where to begin. Attending the School of Graduate Studies was one of the best ICCFAU experiences that I have encountered at the University. The wealth of great information I received from the various Speakers, the knowledge of the Dean, Robbie Pape, the interaction with the fellow classmates is invaluable.

Larry H., Kilpatrick's Rose-Neath Funeral Homes, Crematorium and Cemeteries, School of Graduate Studies

Thank You to Our 2026 Sponsors!

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Sponsorship Opportunities

For sponsorship opportunities, contact ICCFA Director of Meetings, Lindsy Gundrum, at lindsy@iccfa.com.