ICCFA Magazine January 2018

January 2018
MAGAZINE
ICCFA Magazine
CEMETERY CREMATION FUNERAL
Inside:
Inside:
Program
Program for
for
the
the 2018
2018 ICCFA
ICCFA
Convention
Convention
&
& Expo
Expo in
in Vegas
Vegas
Las Vegas, Nevada,

April 18-21, 2018
• speakers on every aspect
of the funeral, cemetery
& cremation profession
• 11 uninterrupted Expo hours
• SPECIAL OFFER:
Free registration for first-time
attendees! See page 112
Culture of hospitality
How Sunset Gardens
focuses its business on
what today’s families
want (and will pay for)
Today’s consumer
Stansbury on funeral
directors as MCs

Lemasters on when
trying to be nice just
gets you in trouble
Modern manners
and etiquette tips
for funeral directors
Before I Die festivals
January 2018 Isard on taking over
a cemetery just before
the sales run out
Digital marketing
Van Beck on ending the
interview at the funeral
home or cemetery
Succession planning
Wide World of Sales

January 10-12
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ICCFA 2018 ANNUAL

CONVENTION & EXPO
April 18-21
95 Welcome
96 Special events
98 Keynote speakers
Sunset Gardens General Manager Pat
99 Breakout sessions
Hollick and Holley Sowards, service and
operations manager at Einan’s at Sun- 108 Registration form
set, inside the event center, built in 2008.
Story, page 30.
14 MANAGEMENT: LEGAL
When trying to be nice just gets you into trouble
10 President’s Letter
Sometimes people in our profession end up in court not because they
ICCFA membership motivates you
to thrive in the midst of change did something awful but because they did something nice. They want-
by Scott Sells, CCFE ed to help the family and they bypassed their policies and procedures
to do so, only to find that their kind hearts and good intentions meant
12 Washington Report
Reuters reports on body donations; little when faced with demands to produce written authorization.
FBI raids body broker company by Poul Lemasters, Esq.
by Robert M. Fells, Esq. 18 CELEBRANTS
80 Supply Line Stop being invisible: Directors need to leave the back of the room
82 Johnson report shows and become the MC at services Families don’t value what they
correlation of satisfaction and sales can’t see, so you need to stop being the invisible behind-the-scenes
84 Update director at services. Give families a personalized experience they’ll
88 The day the bikers came to value by having your directors take on a visible master of ceremonies
town to help plan a funeral role, regardless of whether a celebrant, clergyperson or family member
92 Pet Pilgrimage’s ‘Fur Ball’ is giving the eulogy.
raises funds for charity and brand by Glenda Stansbury, CC, CFSP
awareness for funeral home and
26 TODAY ’S CONSUMER
its pet division
Do you have a liquor license? Stop looking back to the past and
113 New Members look ahead of the future You need to keep up with the marketplace,
113 Calendar or end up in the dustbin with other firms that failed to adapt.
114 Classifieds by Chip R. Bell
114 Ad Index 30 HOSPITALITY
A culture of hospitality: How Sunset Gardens focuses its business
on what today’s families want (and will pay for)
How well has your funeral home, crematory or cemetery incorporated
hospitality into what you offer families? Sunset Gardens built an event
To support the ICCFA’s center on the cemetery grounds back in 2008, and recently remodeled
goal of raising money the funeral home to make it more like the event center. Hospitality is
to fight lung cancer, engrained into their culture, because they believe it’s the key to their
today’s #1 killer of women, go to future.
http:/www.iccfa.com/lungforce interview by Susan Loving
4 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
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ICCFA news TABLE OF CONTENTS
109 Last chance to sign up for 54 SERVING FAMILIES

2018 ICCFA Wide World of Sales Modern manners and etiquette tips for today’s funeral
January 10-12, 2018 directors What do you do if people are taking selfies during a
Thank you to our 2018 sponsors visitation? If people are talking about the football game during a
service? If someone asks you what they should say to the grieving
110 ICCFA Annual Meeting of Members
family? An etiquette expert addresses questions funeral directors
April 19, 2018
might have about how to address potentially offensive or simply
110 Music from Home Free clueless behavior in a firm yet polite way.
will close the convention by Sharon Schweitzer
110 Go all in and sponsor 56 BUSINESS MANAGEMENT
at this year’s annual convention Succession planning 101: Things to consider at the start
111 2018 music licensing price Whether you’re hoping to retire soon or not, succession planning
increases February 1 needs to be on your to-do list, because there’s a lot to consider and
there might be steps you need to take long before you leave.
111 Offer more to families by Robert D. Katz, CTP, CPA, MBA, and Lewis J. Hoch, Esq.
with celebrant training in Las Vegas
before the ICCFA Convention & Expo 60 COMMUNITY OUTREACH/PREPL ANNING
Before I Die festivals start important conversations
111 ICCFA University scholarship How can you get people to talk about end-of-life issues, much less
applications due February 19
about preplanning? You might get a handful of people to come to
111 Member benefit spotlight a seminar about it, but if you’re willing to put in a lot more effort,
Discount on Johnson Consulting you can draw hundreds of people to a multi-day festival focused
tracking of sales performance on end-of-life topics.
and family satisfaction by Gail Rubin, CT, CC
112 Free convention registration 66 FINANCES
for first-time attendees Cemetery Impossible: Taking over a cemetery just before
the sales run out calls for a hard look at the trust fund
Even if your cemetery has always abided by your state’s perpetual
care regulations, you should not be complacent. When the day
come that there are no more sales to be made, you’ll realize that
there is no such thing as being overfunded.
Catch the WIRELESS newsletter in by Daniel M. Isard, MSFS
your inbox for industry news, stories about
colleagues making headlines and updates on
ICCFA educational events & conferences
Follow the ICCFA’s LinkedIn ICCFA calendar

go to www.iccfa.com for program, registration & scholarship information
page to read breaking news
about colleagues, the profession
and the association 2018 Wide World of Sales Conference
January 10-12
http://bit.ly/2du252P New Orleans Marriott, Louisiana
Co-chairs: Jill Muenich and Lori Salberg
Follow the ICCFA on Twitter
to receive instant updates on 2018 ICCFA Convention & Expo
the association’s educational April 18-21, Mandalay Bay, Las Vegas, Nevada
events & conferences Co-chairs: Shawna de la Cruz and Andy Lopez
http://twitter.com/iccfa
Like and follow the ICCFA 2018 ICCFA University

to read up-to-date news on July 20-25, Fogelman Conference Center,
the industry, ICCFA members University of Memphis, Memphis, Tennessee
making headlines and ICCFA Chancellor: Jeff Kidwiler, CCE, CSE
events & promotions
TABLE OF CONTENTS
• FUNERAL HOMES
• CEMETERIES • CREMATORIES
70 DIGITAL MARKETING
• SUPPLIERS
The big shift: How to extend your digital marketing beyond
• PET LOSS PROFESSIONALS
Facebook How often do you see someone reading a paper news-
paper or book rather than staring at their phone or tablet? How
Submit your news often do you find yourself looking around for a place to recharge
your phone at the airport or a restaurant? Our “always online” cul-
to ICCFA Magazine ture has profound implications for how you market your cemetery,
crematory or funeral home.
WHAT’S GOING ON?
by Zachary Garbow
Have you held a groundbreaking or
grand opening for a new facility? 78 PROFESSIONAL DEVELOPMENT
Hired or promoted someone? Keys to service: Ending the interview Being able to bring a cem-
Is your company offering a new or up- etery or funeral home conference with a family to a satisfactory close
dated product or service to cemeteries is another art people in our profession need to master. You don’t want
and/or funeral homes? to appear to be rushing people out the door, but you also don’t want to
Have you recently held an unusual keep them in the room as if they had nothing else to do all day.
service or a successful seminar at by Todd W. Van Beck, CFuE
your location?
Have you added a grief therapy dog to
www.iccfa.com
your staff? • ICCFA Magazine online
Share your news with colleagues all ICCFA members in good standing can read
over the world—send it in to ICCFA the magazine online
Magazine! It’s a simple way to receive • Model guidelines
some well-deserved publicity for you & ICCFA Government and Legal Affairs
your staff & to share ideas with peers. Committee’s model guidelines for state laws
and regulations
WHAT TO DO: • Cremation resources
n Write it down. It doesn’t have to be Articles, information about certification,
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President’s Letter
by ICCFA
2017-2018 ICCFA membership motivates you
President Scott
to thrive in the midst of change
G
Sells, CCFE
reetings and Happy New Year! I can’t 12). I feel that attendance at this three-day event
believe how fast this year has flown by; gives me a quick and positive start out of the gate
I have enjoyed serving as your associa- in the new year. My next favorite events are the
tion president. So far, it has been a year full of Annual Convention & Expo (April 18-21) and
making new friends and reacquainting myself ICCFA University (July 20-25).
with old friends and colleagues. Membership gives me access to the people
I have been very encouraged by the energy and the ideas that help keep me a step ahead of
and positive business growth dynamics I have my competitors. I attend association events with
seen and heard about as I have traveled to many this in mind. Membership in this organization has
events. It seems everyone I speak with has kept me relevant and competitive for 27 years and
great ideas they are implementing to grow their will continue to do so in the future.
businesses or their roles within the organizations
scott.sells@ they work for. Bringing in new voices
dignitymemorial.com I do believe this to be the true essence of This progressive environment has made it easy
what makes membership in the ICCFA so unique for me to attain one of my goals for this year,
➤Sells is market direc-
tor, bay area, for Service and wonderful. I have felt this way since first which was identifying new young talent to begin
Corporation International, joining this association 27 years ago, and I feel moving into leadership roles within the ICCFA.
Houston, Texas. He is more strongly about it now than ever before. It Both Past President Mike Uselton and I have
based in San Jose, is motivating to see and hear of so many of you been encouraged by what we have observed
California. who are thriving, professionally, personally and during the past year. Our observations helped us
business-wise. put together a great new slate of candidates for
Many of you have shared with me that being the ICCFA Board of Directors, from which eight
part of the ICCFA has made the difference board members will be chosen by association
between thriving in an ever-changing environ- members voting at the convention in April.
ment and sitting stagnant on the sidelines, The Veterans Committee I started held its first
watching the success stories whirl around you. meeting at the Fall Management Conference.
ICCFA membership puts you in an environ- Chairs Ray Frew and Andy Lopez have worked
ment of growth. You are surrounded by positive, with the committee to put together a simple
energetic and dynamic business leaders who are mission statement which we will share at the
openly sharing “how-tos” simply because they annual convention.
were asked. These same leaders in our field also I want to close by saying “thank you” again for
offer continual educational opportunities for us at entrusting me with the role of ICCFA president. It
the association’s educational sessions. has been fun and motivating to see and hear about
Personally, I always love to start off my year all the ways our members are finding success.
at the Wide World of Sales Conference put on by I wish you all a healthy and prosperous new
our Sales and Marketing Committee (January 10- year. r
ICCFA officers 10 times per year, with combined issues in

January 2018 March-April and August-September. Periodicals
Scott R. Sells, CCFE, president
VOLUME 78/NUMBER 1 postage paid at Sterling, VA, and other offices.
Christine Toson Hentges, CCE,
president-elect Copyright 2017 by the International Cemetery,
Andrés Aguilar, vice president Cremation and Funeral Association. Subscription
Jay D. Dodds, CFSP, vice president Katherine Devins, communications & Brenda Clough, office administrator rates: In the United States, $39.95; in Canada,
Paul Goldstein, vice president member services manager & association liaison; bclough@iccfa.com; $45.95; overseas: $75.95. One subscription is
Mitch Rose, vice president kd@iccfa.com; 1.800.645.7700, ext. 1224 1.800.645.7700, ext. 1214 included in annual membership dues. POST-
Gary M. Freytag, CCFE, treasurer MASTER: Send address changes to ICCFA
Jason Brown, communications assistant Daniel Osorio, subscription coordinator Magazine, 107 Carpenter Drive, Suite 100,
Robbie L. Pape, secretary
jason@iccfa.com; 1.800.645.7700, ext. 1218 (habla español) Sterling, VA 20164-4468. Individual written
Nadira Baddeliyanage, executive director
Robert M. Fells, Esq., general counsel Nadira Baddeliyanage, executive director danielo@iccfa.com; 1.800.645.7700, ext. 1215 contributions, commentary and advertisements
& publisher appearing in ICCFA Magazine do not necessarily
Magazine staff nadira@iccfa.com ; 1.800.645.7700, ext. 1225 ICCFA Magazine (ISSN 1936-2099) is published reflect either the opinion or the endorsement
Susan Loving, managing editor by the International Cemetery, Cremation and of the International Cemetery, Cremation and
sloving@iccfa.com Robert M. Fells, Esq., general counsel
Funeral Association®, 107 Carpenter Drive, Suite Funeral Association®.
robertfells@iccfa.com ; 1.800.645.7700, ext.
Rick Platter, supplier relations manager 100, Sterling, VA 20164-4468; 703.391.8400;
1212
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Washington Report
by ICCFA General Counsel
Robert M. Fells, Esq. Reuters reports on body donations;
FBI raids body broker company
I
robertfells@iccfa.com
1.800.645.7700,
ext. 1212 n November, the Reuters news agency records from MedCure Inc., a national
direct line: 703.391.8401 published an extensive five-part company based in Portland, Oregon. The
investigative series called “The Body company solicits thousands of Americans
➤Fells is ICCFA general Trade: Cashing In on the Donated Dead.” to donate their bodies to science each year,
counsel, responsible for The report was months in preparation then profits by dissecting the parts and
maintaining and improv-
and features video tours of body broker distributing them for use by researchers and
ing relationships with
companies and interviews with employees educators.
federal and state govern-
ment agencies, the news These companies should not be No charges have been filed against
media and consumer organizations. confused with organizations that facilitate the company to date but sources have
organ and tissue donations for transplant told Reuters that the inquiry concerns the
➤ Fells has worked on behalf of the
purposes. The “body brokers,” as termed manner by which MedCure distributes body
cemetery and funeral service profession
by Reuters, receive compensation for the parts acquired from its donors. Go here to
on legal and legislative issues since 1975
non-transplant sale of body parts and make view the news story: https://www.reuters.
and joined the ICCFA staff in 1983. He is
profits for their owners and shareholders. com/article/us-usa-bodies-fbi-exclusive/
retired from his position as the association’s
Typically, such organs, tissue, limbs exclusive-fbi-agents-raid-headquarters-of-
executive director, which he held for six
and even heads are purchased for research major-u-s-body-broker-idUSKBN1D72SL.
years.
and testing purposes. For example, it has Due to the absence of federal regulation
➤ Fells has published been reported that the U.S. Army purchased over this industry, the ICCFA is supporting
a number of books. cadavers to test the effects of land mines on H.R. 2022, a bill sponsored by Rep. Paul
His latest, “The Lost the human body. Gosar (R-AZ). Known as the LATTS Act,
Code,” brings back two While the Uniform Anatomical Gift Act or the Label and Transport Tissues Safely
characters from his regulates the trafficking of organs and tissue Act, it would require the federal regulation
previous spy novel, “The at the state level for transplant purposes, of non-transplant businesses that sell body
Spy Who Resembled there are few or no regulations for non- parts for profit.
Himself,” for a story transplant sales at the federal or state levels. The bill would prohibit the sale of
set during the historic The ICCFA has published Q&As to human tissue for research or education
Washington Naval Conference (November assist funeral homes in evaluating offers of unless the seller has a non-transplant tissue
1921 to February 1922), an era before the participation when approached by a “body bank license and each package of tissue
U.S. federal government had any sort of broker” company: http://iccfa.informz. is labeled to certify the parts have been
coordinated intelligence network. net/z/cjUucD9taT0yMjUwMjYwJnA9 screened for infectious diseases. False
MSZ1PTM2Mjg3Nzc0OCZsaT0x labeling of packages of human tissue is
More from this author
MzE0NzAzMg/index.html/. strictly prohibited by the bill.
➤Join Fells and ad- The funeral home will be asked to dis- The legislation also directs the secretary
ditional experts for cuss with the family the possibility of dona- of Health and Human Services (HHS) to
the annual legal and ting the remains to the company and the establish requirements for the approval,
legislative update at the company would handle all the paperwork. suspension and revocation of non-transplant
ICCFA Convention in
The problem is created when the com- tissue-bank licenses. It allows HHS or
Las Vegas, April 18-21, 2018.
pensation aspect of the transaction is not any accrediting body authorized by HHS
The panel will provide up-to-date informa-
tion and answer audience questions about effectively disclosed to the consumers, to enter and inspect any establishment
regulation, taxes, labor law and litigation. including the fact that the funeral home may engaged in the preparation of any human
be receiving some form of compensation. tissue specimen.
➤Model guidelines. A series of 28 model The family assumes that the entire transac- HHS is authorized to recall any human
guidelines for state laws and regulations tion is entirely charitable with no participant tissue specimen that is an imminent or
on a wide range of topics, from disinter-
making a profit from it. substantial hazard to public health. If a
ment to reciprocal license for funeral
Also, where a “free cremation” is offered facility is found to put the public at risk
directors and embalmers to memorial
sales and installation to conversion of with the remains returned to the family, there for violating the bill’s provisions, it can
prepaid contract trust funds to insurance, can be a failure to disclosure that only partial be charged with a misdemeanor and fined
are available in the legal section of cremated remains will be returned. https:// $10,000 daily.
www.iccfa.com www.reuters. com/investigates/section/usa- The legislation is currently pending
bodies/. in the House Energy and Commerce
Only days after the publication of the Committee.
Reuters report in November, the news Important developments will be reported
agency reported that FBI agents seized to ICCFA members. r
William Bonacorda Jennifer Kaset
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WIDE WORLD OF SALES CONFERENCE on preneed cremation
by Poul Lemasters, Esq.
MANAGEMENT: LEG AL
Sometimes people in our profession end up in court

not because they did something awful but because they did
something nice. They wanted to help the family
and they bypassed their policies and procedures to do so,
only to find that their kind hearts and good intentions meant little
when faced with demands to produce written authorization.
513.407.8114
poul@lemastersconsulting.com When trying to be nice
just gets you into trouble
ICCFA Magazine spotlight
➤Lemasters is principal of Lemasters
W
Consulting, Cincinnati, Ohio.
www.lemastersconsulting.com
hen a funeral director, crematory cemeteries to provide proper cremation
➤He is the ICCFA’s cremation program owner or cemeterian calls, it’s and burial as an option to these grieving
coordinator and special cremation counsel,
the classic opening line that tells families.
and co-chairs the Government and Legal
me they’re in trouble: “But we only did this In general, many firms do this out of
Affairs Committee.
to help the family!” compassion, a desire to help these families
➤He is an attorney and funeral director, Of course they did. Because people in whose anticipation of a new life has turned
graduated from the Cincinnati College of
our profession like to be helpful, they like into mourning for a death.
Mortuary Science in 1996 and from North-
ern Kentucky University, Chase College of making families as happy as it’s possible Overall, many funeral homes and
Law, in 2003. He is licensed as a funeral for them to be under the circumstances. cemeteries do this to be nice and compas-
director and embalmer in Ohio and West And normally, happy families mean more sionate. The issue I often see here is lack of
Virginia and admitted to practice law in business. documentation.
Ohio and Kentucky. Yet “But we only did this to help the Historically, hospitals have disposed of
family!” is one of the most common stillborn remains through their own internal
More from this author refrains from funeral directors, cemeterians processes, many of which are not very
➤Lemasters will be and crematory owners who are now facing compassionate, including disposing of the
moderating “The cents an unhappy family—and possibly a lawsuit. remains as medical waste. In an effort to
and sense of cremation Think about it: How many times have make this sad situation better for everyone,
metal recycling: you tried to do something to “help” a hospitals have begun working with funeral
A panel view of post- family, only to have it backfire later, or to homes to provide respectful disposition.
cremation recycling,” at the have a family member complain after it’s When hospitals handled these remains
ICCFA Convention in Las Vegas, April been done? themselves, they did not need special
18-21, 2018. (See page 101.) He also
If this has never happened to you, you’re paperwork, because the process was within
will participate in the annual legal and
legislative update at the convention.
lucky—or you’re doing things the right way their control. Now many are trying to do
(more about that later), because the fact is, something better for families, but still
ICCFA membership benefit this is a common occurrence. without paperwork or documentation. “It’s
➤Lemasters is the ICCFA’s cremation You see, when we try to do these nice the thought that counts” might be a good
program coordinator and special things, we typically are either avoiding the guiding principle for some things, but not
cremation legal counsel. ICCFA mem- real issue or doing things improperly, and in for these cases.
bers in good standing may call him to both cases, a larger problem is created that’s The issue is that funeral homes fall under
discuss cremation-related legal issues going to come back to haunt you. different provisions of the law and must
for up to 20 minutes at no charge to the I’ve seen numerous examples of this document the authorizing agent and gather
member. The association pays for this happening. In this article, I will outline proper authorization thorough a cremation
service via an exclusive retainer.
three of the most common in the hope that authorization form.
➤Lemasters also provides, to ICCFA mem- you’ll learn when being “a nice guy,” when I can hear you reading this and saying,
bers in good standing, free GPL reviews to “helping the family out,” are bad ideas. “But wait, in my state I don’t need an
check for Funeral Rule compliance.
authorization if the stillborn is under a
1. Handling stillborn remains certain number of weeks.” And I will tell
It’s a tragic situation for the family when you, this is exactly where you start getting
a mother delivers a stillborn baby. Many into trouble.
hospitals work with funeral homes and While the law may not technically
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MANAGEMENT: LEG AL
Documentation is a necessity. In fact, often in those “doing something just to be nice” moments,
you need documentation more than usual, because you’re doing something to address a problem.
require it, remember how and why this is agrees they want you to do it, so why not? whether or not what you did for the family
happening. After all, it’s just this one time. is “right” isn’t judged at the time you do
The “how” is a hospital, not you, I can tell you why not: The one time it. If there’s a complaint later, your actions
discussing and arranging something that you ignore your polices and procedures is will be judged long after the fact, and they
you are going to be doing for a family. The typically the one time it all goes wrong. can look very different then.
“why” is because you have a family who is Policies and procedures should be the It’s like the Monday morning quarter-
most likely in a state of shock and grief. cornerstone of your business and help you back syndrome. It’s always easier to make
Without documentation, you have avoid the “being nice” problem. a decision after the fact, and always easier
no record of what was said, to whom, In the situation I described above, for someone else to say: “If it had been
explaining how things would be done. you should have a policy and procedures me, I would have handled things this other
And when it’s all over, what will requiring you to document and to get way and avoided the situation you’ve
happen if the family has an issue because authorization from the proper person gotten yourself into.” Ultimately, that’s
they did not fully understand what was before placing anything into the casket or why “being nice” can get you into trouble.
going to be done? You will say, “I did this niche.
to be nice,” and it won’t matter because The timing in the situation described What to do
you will have no documentation to back up (last-minute request) is obviously bad, So, what do you do? Just stop caring?
what you did. but you didn’t create the timing issue, Seriously, if everyone in the world stopped
the family did. Unfortunately, many caring, then you could easily avoid the
2. Placing something in the casket professionals, wanting to accommodate the “being nice” issues. But, of course,
or niche at the last minute family no matter what, will take a chance that doesn’t work—at least not in your
For the next scenario, imagine a family and go along with the last-minute request profession. You have to be nice, and you
wanting to simply place an item in the rather than sticking to their policies and have to care.
casket at the last minute. Or perhaps following procedures. Still, you need to make sure whatever
someone decided, after arriving at the You can help cut down on the incidence you do is done properly. Documentation is
cemetery, that they want to place something of these last-minute requests by explaining a necessity. In fact, often in those “doing
in the glass-front niche with the urn. during arrangements that if they’d like something just to be nice” moments, you
Imagine that either request is made anything placed in the casket or niche, need documentation more than usual,
right before the closing. People are upset, they need to make arrangements and sign because you’re doing something to address
maybe things are a bit chaotic with appropriate paperwork ahead of time, a problem—such as when the family
people walking around as you’re trying to because last-minute requests cannot be forgot to request ahead of time that you put
choreograph everything. You’ve just been honored without stopping everything to get a particular item in the casket.
presented with a request to do someone the necessary paperwork in order. Also remember to follow your policies
in the family a favor—they think it’s no and procedures. Just because you’re
big deal to just pop that item in the casket 3. Defining the word “nice” doing something to help the family (or
before you shut the lid, or to include There is one last problem with ignoring so it seems at that moment in time), just
another item in the niche before it’s closed. your policies and procedures when because you’re doing something nice (or
You have to make a quick decision and choosing to do something nice for the so it seems at that moment in time), that
it seems easy to just do it. You allow the family, and that is defining the word doesn’t mean it’s OK to bypass policies
last-minute addition, no one says anything “nice.” You see, being nice is comparable and procedures.
against it and everything seems fine. Until to being “ethical.” It is something that we You and your staff need to know what
three months later, when the deceased’s decide ourselves based on right versus requests can be honored on the fly, and
spouse asks if you allowed their son to wrong, but also is very subjective, because if you receive a request that falls outside
place an item in the casket or niche—and we allow our feelings to help us decide. those limitations, slow down and get the
isn’t happy with your answer. In almost all cases I’ve had to deal proper authorization.
Where did you go wrong? Well, did with stemming from a funeral director or We work in a profession built on caring,
you follow your policies and procedures cemeterian doing something to “be nice,” and that is why this issue is so prevalent.
for this type of situation? (Do you have the decision was made to make the family Nevertheless, it’s one you can and must
policies and procedures for this type of feel better at the time, so it seemed like the avoid. Nice guys don’t have to finish last,
situation?) right thing to do—at the time. but I hope I’ve explained why it sometimes
This is another common problem with But, even more so than doing what you seems they do.
being nice: We ignore our policies and feel is ethical, doing something to “be For 2018, resolve to stay nice, but also
procedures. It always happens at the most nice” isn’t necessarily the same as doing to get everything in writing. (Or make sure
unexpected times. We get what seems like what is legal. you have your attorney’s number on speed
such a simple request, and everyone there You also need to remember that dial!) r
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Visit the new and improved www.iccfa.com January 2018 17

by Glenda Stansbury, CC, CFSP
glenda@ CELEBRANTS
insightbooks.com
ICCFA Magazine Families don’t value what they can’t see,
author spotlight
➤Stansbury is vice
so you need to stop being the invisible behind-the-scenes
president of marketing for director at services. Give families a personalized experience
InSight Books, Oklahoma
City, Oklahoma. they’ll value by having your directors take on a visible master
www.insightbooks.com of ceremonies role, regardless of whether a celebrant,
➤She is a licensed funeral director and em- clergyperson or family member is giving the eulogy.
balmer and trains funeral directors, cemete-
rians and others as Certified Celebrants who
meet with families to talk about their loved
ones and plan personalized funeral services.
➤She is adjunct faculty with the funeral
service department at the University of
Central Oklahoma, where she teaches
courses in funeral service communication
and the psychology of grief and oversees
practicum students.
➤She and her father, Doug Manning, a
former Baptist minister who became a noted
author of books about grief, developed
the Certified Celebrant program and have
recently added a new component to train
celebrant trainers.
How to become a celebrant

• Attend celebrant training
immediately prior to the Brandi Klughart, at the podium, is a lead licensed funeral director at
ICCFA 2018 Annual Con- Butler Funeral Homes and Cremation Tribute Center, Springfield and
vention. Stansbury will New Berlin, Illinois. Like all of Butler’s directors, she has had cele-
lead the course at Bally’s brant training and can take the master of ceremonies role at services.
Las Vegas, April 16-18, 2018. For more
Stop being invisible!

information, see page 111 or go to www.
iccfa.com/celebrants.
• Attend ICCFA University’s
College of 21st Cen-
tury Services, led by Dean
Glenda Stansbury. ICCFAU
Directors need to leave the back of the
2018 will be held July 20-25
room and become the MC at services
L
at the University of Memphis Fogelman
Executive Center, Memphis, Tennessee.
et’s play “Jeopardy.” I’ll take “Jobs through whatever experience is taking
www.iccfa.com
for $500,” please, Alex. The answer place.
• Contact Stansbury (glenda@insightbooks. is: Neil Patrick Harris, Jimmy This is not a new concept in public or
com) or go to www.insightbooks.com, the Kimmel, Chris Rock, Whoopi Goldberg, entertainment gatherings. It is, however,
In-Sight Books website, for information about
Elizabeth Vargas, Lester Holt, Hugh an earth-shattering concept in the funeral
celebrant training sessions scheduled around
North America.
Jackman, Stephen Colbert, James Condren, world. Let’s talk about that.
Maureen Maher. One of the joys of conducting celebrant
And the question is: Who are masters of training, meeting and interacting with the
ceremonies? more than 3,200 individuals who have
Award shows, news shows, investiga- entered our orbit, sharing three days of
tive journalism shows, banquets, business intensive learning and growing, is the
gatherings—many of the events we watch opportunity for us to explore so many
or participate in are narrated by an MC, aspects of funeral service.
a host, a person who introduces the event We discuss and analyze all of the cere-
and tells those gathered what is going to monial opportunities for touching families,
happen. They welcome you and guide you talk about finding ways to break through
CELEBRANTS
the miasma now gripping funeral service:

the dreaded “cremation—no service”
dilemma.
Of course, most of our focus during that
17 hours of training is the service. How do
we connect with families, have a family
meeting, write a meaningful and unique
eulogy that captures a life and gives voice
to the grief?
How do we advertise the fact that
elebrants are an option for those families
who do not want a “traditional” or “reli-
gious” approach to a funeral?
How do we bring back those people who
have been wounded or burned by a service
and assure them that we have experiences
that will be healing and special?
How do we regain the trust of a public
who sees us as money-grubbing death-
mongers rather than caring, compassionate
professionals who are here to accompany
them on the hardest days of their lives?
Yes, we can get that done in 17 hours.
Pretty amazing.
The secret is, there is no secret. Every-
one is looking for a gathering, a service, a
tribute, a funeral that fits. I’ve said it many
times before: Cremation doesn’t mean,
“I don’t care and don’t want to spend the
money.”
Cremation means, “I don’t want what
you are offering.”
Cremation means, “I am not a captive
audience to whatever officiant you stick
me with.”
Cremation means options. And,
too often, people choose the option of
choosing to do nothing. And we gather at
yet another convention and try to figure
out how to sell them something else, how
to make cremation a profit-maker rather
than a loss-leader. How to use different
words, better paper products or more props
to entice families into paying for service.
I’m always amazed when I run into
funeral professionals who still balk at
the idea of using celebrants. I spoke at a
state association meeting recently and,
while we were still eating lunch—before I
even got up to speak—I had two different
directors sit down and tell me why they
were opposed to celebrants. The usual
statements were offered:
“I have a great relationship with the
clergy in my area.” Great! And tell me
again how that helps those families who do
not and will not ever come in contact with
those clergy? This is an apples and oranges

CELEBRANTS
What a master of ceremonies adds to the service

W e send all licensed directors to Certified Celebrant
training for two reasons. One is to have an
understanding of societal changes affecting attitudes Chris
about funerals and ceremony. The second is for our Butler of
associates to receive training so they can serve as a master Butler
of ceremonies. Funeral
The process serves to create an enhanced family and Homes
and Cre-
guest experience. By sharing welcoming words while
mation
providing an outline of the upcoming ceremony events, Tribute
the director acting as master of ceremonies draws the Center,
guests into a more active role in the ceremony and Spring-
provides comfort to the family and friends gathered who field and
have experienced the death of a family member or friend. New
Done well, it is an enhancement to the service. Done Berlin,
incorrectly, it can tarnish the individual event as well as Illinois.
the client and guest experience.
—Chris Butler, Butler Funeral Homes and Cremation
Tribute Center, cbutler@butlerfuneralhomes.com
Stepping into the master of ceremonies role ... establishes you as the host, the guide,
the professional in the room. Whether you have a Certified Celebrant, friends or clergy
conducting the service, this is your turf, this is your space. You should own it.
argument that does not compute. And the family’s experience. You are the one the fellowship hall for lunch served by the
frankly, I’m pretty tired of it. they hire. You are the one they meet at their church ladies.
We are not suggesting that you quit being darkest hour. You are the one who guides, In those “good ole days” when funeral
friends with the clergy. We are suggesting consults and assists them in creating the directors were not competing with a myriad
that you start offering the right kind of service remembrance that is right for them. You are of options, you might have gotten away
to every one of your families. their shepherd. with the Invisible Man routine.
“I am opposed to celebrants because of The body is prepared, the flowers are But those days are gone.
my deep Christian faith.” I smiled at this arranged, the video tribute and music are Blockbuster thought they controlled the
young director and said, “It’s not about you.” cued and ready, the service folders are market on video rentals and didn’t need
He honestly gasped and sat back in his chair. printed, the carpets are vacuumed and the to change. Guess what happened when
This was news to him. And he shook his head restroom has paper. All of this happened Netflix offered an alternative, followed by
and said, “You are right.” It blew him away. with no one watching, behind closed doors. Hulu, Amazon Prime, Roku etc.? No more
The readers of this magazine have heard We are the ultimate Wizard of Oz—just Blockbuster.
my pleadings and rantings about why they ignore that person behind the curtain. And In these days of so many choices, we
should have Certified Celebrants on staff. we have been taught that that is where must step up our game or we also will be no
This is not that article. we are supposed to be. I cannot count the more. Because the question today is, “If my
This article is about another issue we number of times I’ve been told, “A good husband is being cremated, why do I need
present during celebrant training and that I funeral director is an invisible funeral a funeral director? Why do I need a funeral
speak about anytime I’m given a podium director. It’s a good day if they never know home?”
and microphone: the master of ceremonies you are there.” This is the final curtain, the final
concept. To that, I say … well, I can’t say what obstacle, the final “good ole days” practice
I’ll give you a minute to breathe, and then I would like to say, so for the sake of the that must be ripped away. People pay for
we can continue. censors, we’ll just substitute “Poppycock!” what they see, for value they can touch and
Maybe being invisible was fine back in experience.
The funeral director the day when everyone came to the funeral And one of the best ways for them to
as master of ceremonies home, everyone was embalmed and buried, observe and feel the value of a profes-
Our position for the 18 years we have everyone had a funeral (because people in sional’s presence is for that professional to
been promoting the idea of funerals that town would gossip about you if you didn’t), be present. To be up front. To be visible. To
fit each family has been that the funeral everyone had a church service and everyone be the guide. To be an MC. In. The. Room.
director is a vital and important part of drove to the cemetery and then back to Again, deep breaths.
➤to page 21
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It could be something as subtle as
saying, “The family chose the Rev. Billy
Bob to share the stories of Jim’s life. We
know that he will bring words of comfort
for everyone.”
A P ROV E N AP P R OAC H TO
Did you see what we did there? Who
asked for Rev. Billy Bob? The family.
Because when the Rev. Billy Bob gets up FINGERPRINT KEEPSAKES
and blows it, mispronounces the deceased’s
name, or preaches everyone into heaven,
you have established one degree of
separation: Don’t blame the funeral home—
the family chose him.
This is NOT what being an MC looks
like: “This concludes our services. You
may return to your cars.” If my 10-year-old
grandson could say it, you need to dig a
little deeper.
Stepping into the master of ceremonies
role can be a powerful tool with which to
establish for the family and their guests that
they chose a funeral home that takes care of
everything—not just the behind-the-scenes
details.
It establishes you as the host, the guide,
the professional in the room. Whether you
have a Certified Celebrant, friends or clergy
conducting the service, this is your turf, this
is your space. You should own it. Offer Comfort to Families.
MCing at the cemetery
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How about those graveside services when
the officiant doesn’t show up? Are you
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Or, how about when, after an hour’s families to order when they are ready, and funeral homes earn commission on
drive to the cemetery, the clergyperson says, every sale. Provide premium fingerprint keepsakes for the families you serve
“Ashes to ashes, dust to dust,” reads the while gaining a proven new revenue source, only with Legacy Touch.
23rd Psalm and closes with a prayer.
Doesn’t this family who paid a lot
of money for this day deserve to have
something more than canned words that
Become a Partner!
took two minutes to utter? Couldn’t the 855.802.6800
funeral director have some prepared LegacyTouch.com/Partners
words of closing and blessing that follows
whatever the good reverend had to offer?
➤to page 22
CELEBRANTS
So, what does acting as MC look like? It can be as simple as welcoming everyone,
acknowledging the family, saying their names (pronounced correctly!) and outlining
what will happen during the service. It can be as involved as reflecting on the life
that is going to be celebrated and eulogized. It could include e-nsuring
that everyone who is going to be a part of the service is introduced.
Wouldn’t that set you apart? (names) his granddaughters (names), four Let us begin with a moment of silence to
Or how about the cemeterians who great-grandchildren and several nieces and quiet your hearts, unplug from the day and
meet families showing up a year after the nephews. focus your thoughts on Jerry. u
death with Mom’s urn, saying they are Even though Jerry walked this earth Obviously this is not a fill-in-the-
ready to place her in a niche or burial spot?for 94 years, it just doesn’t seem long name script you can use. Every person is
Shouldn’t we offer some type of special enough. Surely there is time for one more unique and so is every service and every
committal service to hallow that ground? conversation, one more chess match, one introduction, so the MC has to know
Or how about those moments when the more trip, one more Sunday dinner, one something about the person the service is
family comes to pick up the urn from the more symphony, one more lecture, one more for. Personalized, customized service is
funeral home or crematory? Shouldn’t vase of flowers. what we’re offering families today, right?
someone be ready to offer a few words of These are the things that will be missed “But Glenda, you write this stuff all the
ceremony and final remembrance? and treasured in the days to come as this time. It’s easy for you.”
family finds a way to carve out place in If you’re going to be filling the MC
An example of how it’s done their heart for the memories. role, you’ll be getting plenty of practice at
Following is an example of what a master On behalf of the family, thank you this, too. Let me show you how natural and
of ceremonies opening could look like: for being here for this most important effortless it can be.
A life of inspiration. moment. Whether you knew Jerry from his Each semester, my students at the
A life of longevity. distinguished career at OCU, or met him on University of Central Oklahoma funeral
A life of conviction. the tennis court or golf course, or met him service program are exposed to the master
A life of discipline. through one of his children, or were lucky of ceremonies concept. I preach about it,
A life of accomplishment. enough to be invited by the grandchildren to and tell them that they should do it for
A life of academia. the annual lobster feast, your presence is so every service. Then they are assigned to
A life of travel. meaningful today, and will be appreciated write either a master of ceremonies or a
A life of joys. in the days, weeks and months ahead. graveside experience and present it to the
But most importantly, a life of love. Yesterday, Jerry was laid to rest in the class.
As Lord Bertrand Russell observed, the ceremony and reverence of the faith of his These are not fully grown funeral
good life is one inspired by love and guided birth and given military honors. directors. These are students with few
by knowledge. Today, we will stop to consider this life of preconceived notions of how to approach
Welcome. My name is Glenda Stansbury, consequence, of influence, of achievement a service. These are millennials who
and I’m honored to be the funeral director and of love. We’ll hear from celebrant understand the drive for a personalized and
as we gather today to stand in awe and Kathy Burns, as well as some of his family unique experience in everything they do.
appreciation for the amazing life of Jerome members; be guided by quotations from These are students who are apprenticing
K. He touched so many lives on his path, his mentor, Lord Bertrand Russell; enjoy at funeral homes and wondering why the
bestowing knowledge, encouragement, the snapshots and video of a long and directors are hiding in the back or in the
competition, acceptance, understanding and interesting life; and, when we leave, each of music room, or out in the parking lot joking
love. you will carry memories of a man who left with the cops.
We stand with his wife Judy, his sons handprints on your heart. Let’s see how some of the students did:
I t was rumored that Ernest

Hemmingway wrote the saddest story
ever told in only one sentence: “For sale:
I am Sarah Mc—, your funeral
director for this service. Throughout our
time, I sincerely hope that you will all get
the saddest story ever told to a story of
hope, brightness and, most importantly,
future. Allow the tears, anger, grief,
baby shoes, never worn.” Today, another to know the family, and each other, even daydreaming and laughter, because that is
sad story will be told, the story of Tiffany. more as you bond over such a loss. the only way it will ever get written.
A story of loss and hurt for these two Our goal today is to remember Tiffany, Here to start us on this journey is our
parents, Jim and Mary, and their family. share our stories and lean on one another funeral celebrant, Susan Smith. Thank
Though this is a story of grief, this will for support, and to especially be there for you all for being here and for your
also be a story of blessings, memories, Jim and Mary. To help them continue to participation. u
growth and remembrance. expand on this story and transition it from
➤to page 23
Grow Your Business
CELEBRANTS
W e meet here today to honor the life of

Trevor Jones. We give thanks for his
Naturally
life, and wish him well, now that his time in
this world has come to an end. My name is
Tim S—, and I’m honored to be the funeral
director for the family as we gather to
honor this special man.
For Trevor, the journey is now
beginning. But for us, there is loss, grief
and pain. Every one of us here has been
affected—perhaps in small ways, or
perhaps in transformative ones—by Trevor.
His life has mattered to us all.
It is important for us to collectively
acknowledge and accept that the world has Willow Carrier with Shroud
fundamentally changed with his passing. We Carriers $295, Shrouds from $149
are all grieving. Life will not be the same—
nor should it be. Together, let us open our
hearts and commemorate the impact Trevor
Jones had on us all.
The world is so exquisite, with so
much love and moral depth, that there
is no reason to deceive ourselves with
pretty stories for which there’s little good
evidence. Far better, it seems to me, in
our vulnerability, is to look Death in the
eye, and to be grateful every day for the
brief, but magnificent, opportunity that 6-Point Bamboo
boo Coffin
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And now I will invite Trevor’s dear
friend Doug Westerby to share the eulogy.
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(Closing words)
We have been remembering with love
and gratitude a life that touched us all. I
encourage you to help, support and love
those who grieve most. Allow them to cry, to
hurt, to smile and to remember. Grief works
through our systems in its own time.
Remember to appreciate each day, and
to live it to the fullest, in honor of Trevor.
We often take life for granted, and yet it is
the greatest gift we have.
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loved them truly.
In our own lives, we can give them a
kind of immortality.
Let us arise and take up the work they
have left unfinished.
Thank you for joining us today to
share our farewell to our dearly departed
friend, Trevor Jones. We will all cherish
his memory. Trevor will be missed by all of
those who had the privilege of knowing this
wonderful man. u
➤to page 24
CELEBRANTS
Can you imagine how making this a signature of your firm, could have amazing results?
This is an “implement tomorrow” idea that can change how your funeral home is embraced.
Grief isn’t tidy or neat, brings honor and a true representation to the through all phases of emotion we are facing.
It can’t be packed in a box, beautiful life Rose lived. Today is a day dedicated to a woman who,
It won’t fit into a schedule Your presence here tells me that you would you can tell by this crowd, touched many
Or follow any clocks. join me in saying to her mother Judy and lives. We will hear the stories from some of
Grief is messy and muddled, father Larry, her brother Lewis and her sister you that will remind us of the great person
Emotions run wild and free, Estella, among many other beloved family Rose was. We will laugh and cry as we go
Taking their own path members, that you are all in our thoughts and through this service in remembrance of a life
Not really controlled by me. prayers at this time due to your loss. Please truly lived and lived well.
Please be patient, understanding and lean on us as we extend our invitation to After our time together today, we will
kind, be available to you in any way imaginable bid our farewells at Sallisaw Cemetery. A
While I work it all through through your grief journey. reception will follow at the home of Judy
And peace I can find. The family would like me to thank you and Larry. The family’s pastor today will
—Tanya Lord for your presence here today. When we face be Brother Ryan Taylor. Please turn your
M y name is Ashley A— of Mallory-

Martin Funeral home. Today we gather
here in this place to remember and celebrate
loss, we are often reminded by familiar faces
that we are not going through this process
alone. It is in these times we are truly thankful
attention to the video monitors, where we
wish to present you with a video tribute, and
then we’ll invite Brother Taylor to share his
the life of Rose Garner. We hope this service for the people who surround us and love us words of comfort and healing. u
Though I walk through the valley of having a beer with all his favorite people, Barry was one of the most outrageous
broken parts so let’s make it one to remember. men who loved to give life lessons about
I shall fear not one thing As we gather today on the brink of the “weirdos” walking around, teach you
Because thou wrench and ratchet starting a life without such a vibrant all about cars and changing tires and get
they comfort me person, let me remind you of the family you the experience in any field he thought
Thou prepare a life in front of me in left behind: his son Dakota, sisters valuable, mainly learning how to drive a
the presence of broken machines Susan and Beth, many nieces, nephews semi.
Thou anoints my hands with grease, and countless friends who soon became As we continue to travel on the road
my toolbox runneth over family. The trials of grief bring emotions of Barry’s life, we will make a couple
Surely fixeda cars and many scars many people have yet to feel, and in the stops along the way to hear stories from
will follow me for the rest of my life, hardest of times. I speak on behalf of the friends, laugh about all the shenanigans
And I will dwell in the garage until entire family; they are so thankful to have we’ve gotten into because of Barry and
my time comes. such a support system for Barry. cry because we know that we will never
H ello, I am Denise W— of Living

Memories Funeral Services, and I
am so honored to be here with you today
Barry’s “Keep It Simple, Stupid” life
motto brought happiness for many years,
as well as allowed him to encourage
have another adventure with him again.
After our time here, we will host a
toast at Barry’s favorite bar, The Unique.
partying for Barry Warner’s life lived others to engage in actions that may have Please join us in a farewell sendoff suit-
to the fullest. He would have wanted not always been their first choice. It’s able for a man of Barry’s character. u
nothing more than to have been here from personal experience that I say that
Wow! Just, wow! And these are first some of them shine? Will some of them mighty step. If you change your funeral
attempts by a bunch of 20-somethings who stumble and mumble? Will some of them directors’ roles at services from “invisible
have never done this before. (Of course need help in writing or public speaking? manager” to “MC,” if you establish this as
they all got A’s!) Absolutely. your daily practice with every service in
Can you imagine what kind of an But everything comes from practice and your firm, please let me know. Tell me how
impact doing this would have on the dedication. Did you raise an artery the first your people are doing. Tell me what your
family and the attendees at a service? Can time you tried? How many times have you families are saying about it. I love to hear
you imagine how making this a regular had to reprint service folders because you those stories.
practice, an expectation, a signature of didn’t get everything lined up correctly? If you try it for a couple of weeks and
your firm, could have amazing results? And let’s not even talk about folding a the directors whine and say, “It’s hard!” so
This is a big deal. This is an “implement flag. We learn through practice. you drop it, well … that’s poppycock.
tomorrow” idea that can change how your And the dedication necessary to become People who want to have a thriving
funeral home is embraced. good at this starts at the top. It comes from business a decade from now are going to
Will some of your staff need some owners and managers who see the power have to do a number of things that are new
prodding, coaching or encouraging? Will and implications of taking this small but and/or difficult, but ultimately rewarding. r
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by Chip R. Bell
chip@chipbell.com T O D AY ’ S C O N S U M E R
ICCFA Magazine
author spotlight You need to keep up with the marketplace, or end up
➤Bell is a renowned
keynote speaker who
in the dustbin with other firms that failed to adapt.
Do you have a liquor licence?

educates organiza-
tions on how to create
a customer-centric
culture.
➤ He is the author of several best-selling
books. His most recent book is “Kaleido-
Stop looking back to the past
scope: Creating Innovative Service That
Sparkles.” He was a keynote speaker and look ahead to the future
B
at the 2017 ICCFA Fall Management
Conference. orders Books outsourced their ever before. Make a quick trip to the grocery
www.chipbell.com online book business to Amazon. store for a simple loaf of bread and you are
Seen a Borders lately? Blockbuster confronted with 16 brands and 23 varieties
More about this topic
Video could have bought Netflix for a packaged 12 different ways. Three decades
➤ Read this issue’s cover story about Sun- mere $50 million; they elected to stay with ago sliced bread came one way—white—
set Gardens’ events center and the organi-
videotape rentals. Encyclopedia Britannica produced by either Wonder or Sunbeam.
zation’s approach to service and hospitality.
Story, page 30. turned down an offer from Microsoft to The more choices customers must make
put their encyclopedias online. In 1998, among essentially similar products, the more
➤ICCFA University is adding a Kodak sold 85 percent of all photo paper they use the experience surrounding that
College of Hospitality and Event
worldwide. Within a few years, they went product as their primary tool for discernment
Management, headed by Dean
bankrupt. and decision-making. How is Hertz really
John Bolton, CCE, CSE, CCrE. More
information will be available soon about The graveyard of companies that refused that different from Avis, Marriott from Hyatt
ICCFAU 2018 at www.iccfa.com. to adapt is large: AOL, Saturn, Sharper or FedEx from UPS?
Image, Palm, Atari, General Foods, Compaq, Today’s customers are much smarter
Digital. Their leaders’ words became part buyers than were their parents. The internet
of the lexicon of head-in-the-sand decision- not only has been a source of real-time
makers. “Neither Redbox nor Netflix are even education, it also has been a channel for
on our radar screen in terms of competition,” instant customer assessment. Everyone is
said Blockbuster CEO Jim Keyes. Ken Olsen, everyone’s Consumer Reports.
founder of Digital Equipment said, “There is Funeral homes, cemeteries and crema-
no reason anyone would want a computer in toriums must monitor all the details (now
their home.” very transparent to customers) to get early
Are you serving your customers pretty warnings on emerging glitches and impend-
much like you did 10 years ago? Better wake ing changes. It also means customers are
up and reassess your entire funeral operation. more empowered and emboldened to go with
Your customers have changed. knowledge from a myriad of sources rather
First, customers get terrific service in than rely on the reputation of your brand or
several pockets of their lives and use those advertising.
experiences to judge everyone else. When the Customers today are also powerful. They
UPS or FedEx delivery person walks with a wield authority in the marketplace with a
sense of urgency, we expect the mail carrier capacity to bring down popular brands and
to do likewise. When the Disney associate squeeze business balance sheets.
treats us as if we’re special, we assume Just as captains of industry once worried
every other customer-facing person will do about the PR of failed products (Ford
likewise. Explorer, Samsung Galaxy 7 and British
Like it or not, your customer experience Petroleum), today they worry about the
competition is not the funeral profession, it is customer relations of failed service (think
anyone creating great experiences for those JetBlue, Domino’s, Wells Fargo and United
you serve. And customers generalize every Airlines). The latter issue poses a much
great service experience to their expectations bigger challenge.
for every other service experience. Why? Organizations themselves
determine the quality of the products they
Welcome your new normal customer release to the marketplace, but customers
Customers have way more choices than determine the quality of the service they
“We have experience,”
they said...
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T O D AY ’ S C O N S U M E R
The continued shift from traditional burial to cremation, from a chapel funeral
to a graveside service followed by an event at the local restaurant or country club, is less about
economics and more about the emotional connection with an uplifting experience.
receive. Controlling what happens in the reunions? How many seminars or workshops • Does your staff dress like bankers
factory is lot easier than getting customers to have you hosted at your location? or more like friends welcoming people
say what you want them to. Is your website an educational one that into their home? When people show up in
Your customer reviews include the words constantly changes, or more like a static casual clothing to plan a ceremony and are
spoken inside the vehicles in a funeral online billboard displaying your products confronted with a staff member in business
procession between the church or funeral and services? Is it easy to maneuver—like attire, it can create distance and signal
home and the cemetery. What’s being Amazon.com? Do you conduct diagnostic impending somberness and gloom.
discussed is not how the deceased or the tests on your site to learn where prospects go • When was the last time you examined
flower display looked or how respectful your on your site and those pages’ stickiness? your parking lot, waiting area, or front
staff was, it’s the overall tone of the service or Howard Schultz’s recent second attempt entrance with a focus on the sensory signals
celebration of life. to step down as Starbucks CEO reminds me being conveyed? What should customers see
The continued shift from traditional burial of the letter he wrote all employees in 2007 first, second and last?
to cremation, from a chapel funeral to a when he returned after his first attempt. He • How are key service transitions
graveside service followed by an event at the lamented what he called “the watering down managed?
local restaurant or country club, is less about of the Starbucks experience” in favor of “the • Is there distracting noise in the back-
economics and more about the emotional commoditization of our brand.” Here are his ground when customers call your business?
connection with an uplifting experience. words: • Does the eye candy of your website
Dark and dour experiences leave people “When we went to automatic espresso match your brand?
saying, “Don’t do that for me” in the machines, we solved a major problem in • Are you validating your decisions
privacy of their vehicles in that post-funeral terms of speed of service and efficiency. At relating to customer experience with solid
procession. the same time, we overlooked the fact that data obtained from customer input and
we would remove much of the romance and feedback?
Customer experience: theatre that was in play with the use of the Remember, today’s fads quickly become
Today’s singular differentiator La Marzocca machines … The height of the tomorrow’s antiques. Millennials and
The question “Do you have a liquor machines … blocked the visual sight line the Generation Xers do not view your funeral
license?” is part metaphor for a celebrative customer previously had to watch the drink operation as baby boomers do.
experience and part reality. Think of your being made and for the intimate experience Consider how every sense is affected
customers as guests and your role as with the barista.” by your facilities and services. Every sight,
much like a wedding planner or the social Are you watering down the “romance sound and smell can evoke either pleasant or
director on a cruise ship. and theatre” of your experiences in favor of not-so-pleasant memories. A sign with red
If hospitality is the milieu for a celebratory efficiency? Are your customers’ experiences lettering might send a different message than
farewell, choreography becomes crucial. plain vanilla, leaving absolutely no imprint at the same sign in green.
While funerals are typically filled with all on their memory? Once you have decided which senses you
sorrow, they can also be laced with joyful Or worse, do their experiences at your want to appeal to, choose carefully how to do
remembrance. facility contribute to a memory of sadness it, keeping in mind that sensory enhancement
And while your guests clearly know and pain? How would your customers’ must reflect proportion and balance. If
what they do not want, they are often stories about your funeral home, cemetery or your families are singing along with your
unaware of what is possible. Your job is to crematorium sound to prospective customers background music, you might be playing it
offer suggestions about ways to turn dark who hear about you from the folks in that too loud.
mourning into optimistic recollecting. funeral procession? Funerals used to be held in churches with
Own a cemetery? Could it be the site of stationary pews, a pulpit and a center aisle.
a great scavenger hunt or an adventurous Through your customers’ eyes Many services, including funerals led by a
history lesson? Know your customers well and aim for preacher—ended with a guilt-laced sermon
If your cemetery were patterned after the responses your customers will value. and a somber invitation.
a theme park, how would it change? The Consider the emotion and sensations (real But today’s progressive churches—those
Gardens of Shakespeare cremation section or imagined) you want to call to mind. growing their membership and influence—
at Inglewood Park in Inglewood, California But also pay close attention to those sense are fashioned with a completely different
(featured in the October 2017 issue of this triggers that clash with your desired response outlook and feel. They are expansive and
magazine), was developed based on quotes and chase prospects away. colorful, upbeat and encouraging.
from Shakespeare’s plays and became an • Does that picture on the wall really add Is your model the church of yesteryear or
instant hit with consumers. value? the one of tomorrow? What are the people
Could your funeral home be the cool • Are the restrooms congruent with the in that procession leaving your funeral home
site for weddings, community events and rest of your service strategy? saying about you? r
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Interview by ICCFA Magazine
Managing Editor Susan Loving
sloving@iccfa.com H O S P I TA L I T Y
How well has your funeral home, crematory or cemetery

incorporated hospitality into what you offer families?
Sunset Gardens built an event center on the cemetery grounds
back in 2008, and recently remodeled the funeral home
to make it more like the event center. Hospitality is engrained into
their culture, because they believe it’s the key to their future.
Pat Hollick and Holley Sowards, inside

the event center at Sunset Gardens.
pat@sunsetgardenstricities.com
➤Pat Hollick is general manager of Sunset
Gardens, Richland, Washington, which in-
cludes Einan’s (funeral home and crematory)
at Sunset, Sunset Gardens Cemetery and
Events at Sunset. He started 18 years ago
working on the grounds crew after leaving
the Air Force and was cemetery superinten-
dent before becoming general manager.
➤His education includes Columbia Basin
College, ICCFA University, Certified Cel-
ebrant training and crematory operator
certification.
holley@einansatsunset.com
➤Holley Sowards is service and operations
manager at Einan’s at Sunset, overseeing
the funeral home and the event center. She
also is a funeral director intern. She is presi- Ron Swanson, assistant manager of Einan’s at Sunset; Holley Sowards, service
dent of the Washington Cemetery, Cremation and operations manager at Einan’s; Pat Hollick, general manager of Sunset Gar-
& Funeral Association. dens; and Stephen Mulder, prearrangement manager at Sunset Gardens. Behind
them is Events at Sunset, available for funeral and non-funeral events.
➤She has more than 16 years of customer
A culture of hospitality
service experience. She graduated from
Washington State University-Vancouver
with a degree in business management with
special emphasis in management and opera-
tions, human resources and finance.
www.sunsetgardenstricities.com
How Sunset Gardens focuses its business on
what today’s families want (and will pay for)
H
➤Sunset Gardens Cemetery has 30
developed and 40 undeveloped acres. The
funeral home recently underwent a $2.5 olley Sowards, who oversees sad to say, live in states where food and
million dollar renovation and expansion Einan’s at Sunset, a funeral home in funerals are still not allowed to mix), Sunset
and is now a little over 15,000 square feet. Richland, Washington, is a funeral Gardens has years of experience, having
More about this topic director intern. That’s right, an intern. She opened Events at Sunset in December 2008.
➤ICCFA University is adding a was experienced, but not in funeral service. (Bonnie Hollick, who is office mana
College of Hospitality and Event “Conventional wisdom said you have to ger at Sunset Gardens and whose family
Management, headed by Dean hire a funeral director to run a funeral home, founded the funeral home and was instru
John Bolton, CCE, CSE, CCrE. More but we knew different,” said Pat Hollick, mental in creating the cemetery association,
information will be available soon about general manager at Sunset Gardens. He was part of the hospitality panel discussion
ICCFAU 2018 at www.iccfa.com. wanted someone who would bring a fresh at the ICCFA’s 2010 convention.)
➤Doug Gober Jr. will talk about perspective, who would look at things the ICCFA Magazine talked to Pat Hollick
“What cremation families really way today’s families do. and Sowards about how Sunset decided
want,” at the ICCFA 2018 While many directors and cemeterians to expand into the hospitality side of the
Convention & Expo. (See page 101.) are just starting to deal with how to handle business, what’s changed along the way,
being in the hospitality business (and some, how they market to today’s families, how
Above, Events at Sunset, the light and
airy, 6,000-square-foot event center at
Sunset Gardens, was built in 2008. It
includes an adjustable main hall (to
accommodate both smaller and larger
gatherings), reception area, a board
room, a catering kitchen and a patio for
outdoor events. There is also room for
expansion, as needed.
Left, the event center set up for a life

celebration. “We believe in customizing
each event,” said Service and Opera-
tions Manager Holley Sowards. “Wheth-
er we are setting up for a wedding, busi-
ness party or celebration of life, each
event is unique, all the way down to the
décor and linens used on the tables.”
Above, the fireplace at one end of the

event center.
Left, a wedding takes place outside at

Sunset Gardens. Indoor space is avail-
able in case of inclement weather.

H O S P I TA L I T Y
If you’re going to do something like this, before you invest the first dollar, you need
to have everybody on your team onboard, because it takes just one or two people—especially
if they’re in key positions—to really throw a wrench into what you’re trying to do. Which goes back
to why we hired Holley, which was to bring in someone who didn’t have any baggage and
would just look at the profession the way we thought that the public was looking at it.—Pat Hollick
People
attending a
celebration
of life on
the event
center
patio.
having the event center is helping the in the military—it really wasn’t for me. I who maybe had a background in business
funeral home and cemetery and last, but not left when I finished up my time. I needed a and also an outside perspective on funeral
least, how they get funeral directors willing job, so I came over to the cemetery, started service. They approached me and told me
to work at the event center as well as at the working on the grounds crew, and over time they had an opportunity they thought I
funeral home. worked up to superintendent and then to should look into.
Pat, you’ve been at Sunset 18 years, management. I never expected this is where I would
starting (as so many cemeterians do) with Holley, you have a bachelor’s degree in work, but I ended up looking into the job.
grounds work. Your wife’s family started management and operations, human I met with Pat several times—he’s the one
the business, so I assume you married into resources and finance. How did you end who hired me. I feel it’s the best decision
it. No second thoughts about getting into up doing this? I ever made. It’s a profession that really
the funeral-cemetery business? makes an impact on our community, and
Sowards: I first got introduced to this
the vision we have here at Sunset Garden is
Hollick: Yes, I did marry into it, and I profession when I was in a tri-cities
something that’s very easy to buy into.
haven’t had any regrets about coming into leadership program. One of my jobs was
the business. Really, once you get into it, it setting up a fundraiser for the veterans—my You must have gone to mortuary college
gets into your blood—it’s so different from first experience in fundraising. One of the at some point, because you’re listed on the
any other business out there. You can make Sunset Gardens board members was at website as a funeral director intern.
a living and help people at the same time— the event and noticed me running around, Sowards: I am; my goal is to become a
that’s pretty special. working the event. licensed funeral director. But when Pat
What did you originally train to do? I didn’t know it at the time, but the hired me to run the funeral home and event
funeral home had been going through some center, he wasn’t looking for someone with
Hollick: I was a jet engine mechanic in the
transitions and they were looking for a new a background in funeral service.
Air Force, but there is too much conformity
manager, somebody outside the profession Becoming licensed was something
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Serving cremation families is how you survive in this market. It’s what really drove a lot of what we’ve
done. That’s the market, so you’ve got to learn to live with it or go out of business.—Pat Hollick
from start to finish.
It was our former cemetery manager,
Tom Bock, who pushed the idea of building
an event center—it wouldn’t have happened
without him.
The service to the family rises to
another level, because they don’t have to
run around from church, to funeral home,
to the cemetery, to a home or restaurant or
whatever. That was our thinking when we
started this.
But if you’re going to do something
like this, before you invest the first dollar,
you need to have everybody on your team
on board, because it takes just one or
two people—especially if they’re in key
positions—to really throw a wrench into
what you’re trying to do.
Which goes back to why we hired
Holley: to bring in someone who didn’t
Events at Sunset decorated for the holidays. have any baggage and would just look at the
profession the way we thought the public
they thought would be helpful, but not such a high level, while others have just was looking at it.
necessarily a requirement for the job. recently gotten started—or are in states, And interestingly enough, when I
Hollick: I hired Holley because she particularly in the Northeast, where interviewed Holley, the answers she gave
was not a funeral director, was not part they’re still not allowed to serve food. me to my questions proved the point. She
of our profession. She had small business Sowards: I’ve been here for four and a didn’t have any reservations about some
experience and she seemed fearless when half years, and I think now there are a lot of the things we were doing, she just said,
I interviewed her. Conventional wisdom is of funeral homes out there trying to make “Why wouldn’t you do it that way?”
that you have to hire a funeral director to the transition, be creative, think outside the I wouldn’t have gotten that kind of
run a funeral home, but we knew different. box—some successfully, some not. But answer out of most people in the profession.
I have heard people say that sometimes the what’s different at Sunset Garden is that They would have said, “Well, we don’t do
problem with getting funeral homes into they’ve been innovative for so long. We’re that,” or, “It’s got to be this other way,” or,
the hospitality business is the attitude of, just now starting to see articles about “Have “It’s got to be done the way we’ve always
“I didn’t go to mortuary college to become your wedding at a cemetery.” traditionally done it.” So that was a key
a waiter.” To be fair, there are cemeteries that have reason why we hired her.
Sowards: I gather that Pat and the leader- promoted the use of their chapels for Are all events held at the event center?
ship team here have a different mindset. weddings for a long time. They get the Sowards: Like Pat was saying, when they
When they were making that decision to go rental fee for the use of the chapel—but came up with the idea to build the event
in this direction, it was not common, it was then the reception is held somewhere else. center, a lot of the thinking behind it was,
risky. A lot of people probably thought they Hollick: Our initial thinking when we “This is what we believe the future of
were crazy for trying to do something so started to do all this was that we could make funeral service looks like. It looks like a
different, but I think it proved to be a really it so that people wouldn’t have to leave building like our event center.”
good move. the property once they came here. They Once our team was built and our culture
We’ve seen a lot of success in the way wouldn’t have to worry about parking cars was in place—we were all on the same
we do things, and I think other funeral at their house, feeding people, etc. page—the event center was very, very busy
homes that maybe questioned the decision- With all these other companies (like with funeral-related events, and we were
making back then now are interested in how hotels) getting into our business, we felt getting outside events, as well. The event
we make things work. Pat has had people the two big things we could do probably center was getting a lot of usage.
reach out to him to ask about it, “What’s better than everybody else are have a A couple of years ago, we realized that
your secret?” service—including food and beverage because the event center was so popular, we
I talked to Pat and Bonnie at our service—and also create a permanent point were running into situations where funeral
convention about how amazing it is that of remembrance. So if we could get people families wanted to use it, but it was already
they’ve been doing this for so long, at out here, we could take care of that family booked with another funeral service, or an
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single family we meet with is doing more
and more and more. We believe it comes
down to the way we take care of each and
every family, how we treat them and how
we build relationships, and the options we
present.
Even though we have a high cremation
rate, the funeral home has a really solid
per-family average. And even with
cremation families, we’re working really
hard with the cemetery to drive permanent
memorialization, as well. Our staff does a
pretty darn good job of it.
It it sounds like you take a very holistic
approach, which I think you have to take
these days.
Going back to the hospitality side, did you
get into that side of it before building the
event center, or did you start by going full
tilt with the event center?
Hollick: We served some cookies and things
The outside of the event center is as beautiful at night as it is during the day. like that once in while at the funeral home.
When we decided to build the event
outside event. at the funeral home, at the cemetery? center, we didn’t just do a remodel of a
Their next option was our funeral home Sowards: About 550 at the funeral home. room at the funeral home. We built a new
chapel, which was 50 or 60 years old; it Hollick: It ranges from about 260 to 285 at building, separate from the funeral home,
looked old. We felt like our families felt the cemetery. something that didn’t look like the yacht
they were getting second best when they club or clubhouse down the street.
Do you have a crematory?
had to use the funeral home, so we decided We went all in, including a full commer-
to invest some money back into the funeral Sowards: We do have a brand new crema-
cial kitchen. We originally thought we could
home and create a very similar look and feel tory on site. That’s another piece of the
do everything ourselves, but it just got to be
to that of the event center. puzzle. Two years ago, when we started
overwhelming—you almost have to have a
Therefore, we now have two nice facilities talking about reinvesting in the funeral
full-time chef on staff.
where we can host funeral-related events. home, the whole conversation started
We then decided to partner with caterers.
We still handle our big funeral services and because we needed a new retort and we
We’ve tried different ones and chose the
memorials, celebrations of life and open didn’t like the location of the existing one—
ones we felt comfortable with. We’ve had
houses at the event center, but when it’s we needed to find a new place for it.
caterers who would not clean up, or would
booked, we have the funeral home as back- We worked with CPRA and told them
want to serve guests using paper plates,
up, and it looks and feels very similar. what we needed. Everything they heard
which we felt would reflect badly on our
Hollick: And we can do food service and from Pat and me was all about the consumer
operation—we would be blamed. We chose
serve alcohol at the funeral home, too. and their experience.
the ones we felt were the best.
Sowards: We’ve had a very good response So the project turned into much more
We don’t allow people to bring in their
from our community. We were open every than just a new crematory. It turned into
own food, for liability reasons.
single day that the funeral home was under redefining the whole experience the consu-
We stubbed our toes a few times along
construction, which was about two years. We mer has when walking into our funeral
the way, but sometimes when you just jump
served almost 1,000 families while we were home. Plus we have a new crematory.
in with both feet, you have to learn how to
under construction, and the entire community I assume the cremation rate is pretty high swim.
stood by our side the whole time. there.
How did you choose where to place the
Everybody is very happy with the result, Sowards: It’s about 72-75 percent. event center? I assume that’s in the
which is important. Even families who have Hollick: And that’s the norm out here. cemetery. How far is it from the funeral
their service at the event center do all their Serving cremation families is how you home?
arrangements at the funeral home, and this survive in this market. It’s what really drove
is where their loved one is. Hollick: It’s in the cemetery, in the bottom
a lot of what we’ve done. That’s the market,
We’ve gotten comments like, “It doesn’t corner, probably 150 yards from the funeral
so you’ve got to learn to live with it or go
even feel like a funeral home, it’s very home. Separating the event center from
out of business.
comfortable, it’s very warm.” the funeral home made it a little more
Sowards: Yes, cremation rates are very
comfortable for folks to have their event
How many families do you serve each year high here, but we are noticing that every
here and not feel like maybe there were
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Right,
Events at
Sunset has
huge win-
dows to let
in natural
light. The
main hall
can be
opened up
to accom-
modate
large
groups or
partitioned
for smaller
ones.
Below
left, wine
service set
up for an
event. The
center can
accom-
modate
a variety
of events,
including
funerals,
memorial
services,
weddings, anniversaries, reunions and business meetings, and any event can add bar service to the experience. Complimen-
tary snacks and beverages (including wine and beer) are served during arrangements at the funeral home, which has been re-
modeled so that families can be offered two modern, welcoming facilities in which to hold services. Below right, buffet service
set up at the event center. Sunset Gardens works with two local caterers to provide families with a variety of options.
dead bodies in the building. cemetery to get there,” but once people Hollick: Yes, we can set up partitions to
People do have to drive through the come here, they all say they feel like they’re handle smaller events. If someone needs the
cemetery, which is also a marketing ploy— not in a cemetery. But they are, and they whole facility, we can open up the walls.
they see our property as they’re driving had to drive through the cemetery to get We also built it so we can add another
to the event center. As it turns out, we’ve there, so it puts us on the map and in their section to the building as we outgrow it.
gotten funerals because of weddings, and minds. Is there anything you would change if you
we’ve gotten weddings because of funerals. According to the website, the event center were building it today?
It works, but it takes time. is 6,000 square feet, with a board room, a Hollick: I don’t like where the restrooms are
We still have a few issues with people patio, a catering kitchen and an adjustable located—we could have done that a bit
saying, “You’ve got to drive through a main hall.
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PRE1242 (01-18) ©2018 Global Atlantic
being out of season, expensive to bring in.

She’s had to stress that directors should
tell families they need to check with the
caterer before promising things that aren’t
on the agreed-upon menus.
Sowards: We’re trained really well on
communication—it’s one of our major
values. The funeral directors have to
communicate really effectively with event
coordinators who deal with the food.
We do get special requests and we don’t
ever make promises we’re not sure we
can keep. We don’t want to oversell and
underdeliver.
What we’ll tell families is, “That sounds
like a nice idea; let me see if we can work
something out with our caterer, and we’ll
get a price for you.”
We do have packages we’ve put
together that are pretty popular with all our
families. We provide those options first,
and we always tell them, “If you don’t see
Sunset Gardens staff members by the lake. The grounds include the cemetery, something you like, let us know and we
funeral home, crematory and event center. People have to drive through the can set up an appointment with our catering
cemetery to get to the event center, so everyone who attends a wedding, business team—we can customize a menu that works
meeting, funeral or other event gets a good look at the beautiful cemetery grounds. for you.”
You just have to communicate, work
differently. In a perfect world, the bath- there. So we tell people they can set up the
with the family. I don’t think we’ve ever
rooms would be located farther away from service any way they want, but they don’t
had an instance where we weren’t able to
the main room so when people are using the have to set it up as theater-style seating just
take care of a family the way they wanted.
restrooms there wouldn’t be the distraction because that’s traditional.
It also helps having caterers who are really
from closing doors, etc. They are separated When people use the funeral home for the flexible.
when the main room is closed off, but the service and reception, how do you handle
doors on the main room are sometimes open How many caterers do you work with?
the reception part?
in an overflow situation. Sowards: We have two. We try to provide
Sowards: We handle it very much the same
Also, the storage. We were told this a variety of foods, from comfort food to
as in the event center. We give our families
when we were building it, so I don’t know fancier food. I really do think we have two
options about how they want the room set
how we missed it. We went around and of the best catering outfits in our area.
up, whether theater style or with round
talked to other event centers not connected Both caterers are really well known
tables.
with cemetery/funeral operations and they in our community, so a lot of times when
We do have a small reception room
said you can never have enough storage. we show people the menus, they say, “We
in the funeral home, and if we have large
And though we can flip the room in know them, we’re going to go with their
catered receptions, we can flip the chapel,
about 10 minutes—change the funeral menu,” or, “Oh, we love that place—we
as well. We’re very accommodating to
service setup to the setup for the food want them.”
whatever the client needs.
service—the way the storage is laid out, we Sometimes we get families who want
“No” is not really something we say
have to walk through the crowd to bring to bring in their own caterer, or their own
around here, unless it’s an ethical or legal
in the tables and food and such. So it’s not food, and that’s always a little tough,
issue. We always say we’re only limited
only the amount of storage I’d change, but because if you make an exception for
by our imaginations. We make sure that
the location of it. one, you have to make an exception for
we’re all trained to accommodate families
One way around the problem is everyone, so we stick to our caterers.
the same way at the funeral home as at the
encouraging families to set up for the We know the caterers we work with
event center.
service with the tables just as they want it are going to provide good quality food,
for the reception, so that we don’t have to It’s interesting you mention that you don’t and there are health, safety and liability
flip the room. like to say “no,” because I interviewed a issues to consider. If we start letting people
caterer for the October issue. She said one bring in whatever they want, we run into
So some people have the funeral and then
of the problems is that funeral directors a lot of risk and liability. Also, the guests
the reception both at the event center?
really hate to say “no” to the family, so don’t necessarily know where the food
Hollick: Yes, often we’ll do the whole thing sometimes there are problems with foods comes from, so if it’s not satisfactory, it’s a
The funeral home was founded by
Bonnie’s grandfather, and he was instru-
mental in helping create the association
that manages the cemetery. Eventually, the
cemetery ended up as owner of everything,
but as a nonprofit entity it can’t operate the
funeral home, so it has a separate board that
manages day-to-day operations. It’s similar
to Spring Grove and some other operations
that are out there, I believe.
It can be difficult, especially with two
boards, if everybody is not on the same
page, but we don’t have those issues now;
we’re doing well.
What happened was the cemetery got
tired of the resistance—we pushed pretty
hard, and the entire funeral home board quit
and the funeral home manager resigned. We
had been expecting that that might happen,
so we quickly reorganized a new board.
A business meeting taking place at the event center. “Many local businesses like to Then our lead director, who didn’t like
use our facility for trainings and business meetings because they like the privacy,” what was going on, quit and we didn’t have
Sowards said. “When you book the event center it is all yours. You don’t have to a license. We had to ask a local competitor
worry about sensitive information/privacy or multiple events going on at one time.” to help us out. You can’t operate without a
funeral director-embalmer license hanging
reflection on us. home are trained on how to work with
on the wall, but the person with the license
Going back to the beginning, after caterers, how to work a reception. They all
does not have to be on site every day during
deciding to make the investment in an have food and alcohol permits and they bus
normal operating hours.
event center, how soon did you have to hire tables. We’re all very cross-trained and we
We called the state, told them our
new staff? Did you do any retraining of help each other out. We’re all here for the
situation and how we planned to handle
existing staff since you were adding this same reason, and nobody is above doing
things until we could hire a director.
option to what you offer families? anything. It’s all about the team and our
It was scary there for a little while, but
vision.
Hollick: Initially, we hired an event planner. we just believed in it so much we were
She had a lot of experience in dealing with I thought maybe since you now have two determined to make this change, even if
food service, even with cooking, so we events people on staff maybe the funeral everybody quit. And not everybody quit.
started by trying to have her prepare the directors don’t have to be involved with After we hired Holley, there were a few
meals. Then it got too busy and there was that part of the business anymore, but people still there who eventually quit on
no way she could do it. obviously they do. their own. It worked out—we didn’t have to
Other than her, we didn’t really hire Sowards: We want them involved, because fire anybody, they just walked.
extra people. The funeral directors got food- if we do look back, that’s kind of how it Then we were able to hire people who
handler permits. There was resistance from was: Two people down at the event center, wanted to be here.
some staff at first. Some of us had the vision and then the funeral home people at the I assume if you know ahead of time that
and others didn’t. The people who were funeral home. It was us and them, which this is going to happen—working events
actually running things didn’t, so that was a didn’t work well for having a strong culture. is going to be part of your job as a funeral
struggle. Now everybody does everything. director—it’s a different conversation.
It was learn-as-you-go; our event planner Did you lose any people over this, people Hollick: Yes, absolutely. And it’s the future
was really good. Over time, we started who just said, “I’m not going to do this,” of the business. Yet the resistance to it still
making suggestions to caterers. so they either had to leave or be fired? stuns me, even in our state, where we’re at
It’s tough to go back and talk about this;
Hollick: Well, there was resistance. We 70-75 percent cremation. You do have firms
things are so much better now and I like to
opened the event center in December 2008, that can’t do what we’ve done because
stay in the present.
and for probably close to five years, we had they don’t have the financing to do it, but
Back then, there was so much resistance
this head-butting with the people running it doesn’t cost anything to change your
to what we were doing. We couldn’t train
the funeral home who were in charge of attitude, and they haven’t. It’s amazing.
the directors to do any food-service stuff—
the event center and didn’t want the event Do the two staff members at the event
how to remove plates from tables and things
center. The people who owned the cemetery center work there full time?
like that. It was just beneath them. We don’t
kept trying to get their vision across, to get
have that issue now. Sowards: They’re at the funeral home as
the funeral home to buy into it.
Sowards: All of our staff at the funeral well, helping out. They’re pretty much able
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You can have a plan, but you have to understand that you’re never going to have the perfect plan,
you’re never going to have it all figured out. You have to jump in and start trying things and making
adjustments as time goes on. Because if you wait for the perfect project, or the perfect scenario,
you’re never going to figure it out. The only way to do that is to try it.—Holley Sowards
Left and above, the recently remodeled funeral

home, designed to have a feel similar to that of the
event center.
and willing to help out wherever they’re are mishandled, either by a third party consumers and their ever-changing needs
needed. or an inexperienced funeral home staff immediately, rather than having to say,
What kind of training do they get on the member forced to handle late-night calls. “That’s a question for the cemetery and
funeral side of the business? Sowards: We’re very cautious of who we you’re going to talk to them later.” We’ve
select to be on that first call team, because gotten a lot of positive response from
Sowards: How to run things in the front
they are the first impression of our funeral families about this system.
office—how to work reception, greet
home and who we are. We’re very careful Hollick: In a perfect world, we’d get
families, seat families, cater to them. They
with who we select and who we trust to each family to have a nice service and
help run services and receptions at the
represent us in first contact with the family. then placement in the cemetery, but if
funeral home.
Not just anybody gets to do that. Why that doesn’t work, with all the options we
Some of them are trained to go on first
send your least experienced person to do it? have—the funeral home, the cremation
calls, so they’re part of our removal team.
That’s a bad idea. witness area, the event center, the
They do that on an as-needed basis, but
And why have your least experienced cemetery—hopefully they’ll pick some
they’re trained and willing, and that’s really
funeral director sit down with a direct crema- of them. And if they’re satisfied with the
helpful at times.
tion family? How are they going to help that service, they’ll come back.
Their role is much larger than just
family? They don’t have the training. But we try not to get too territorial
working at the event center.
about a family that only wants to have a
Do you have a formal training program How does the funeral home or cemetery
big reception—at least we got a piece of
for them, since I assume you’re not staff present the reception option? Is it just
the business. And if we didn’t have all
sending them to mortuary school? part of the presentation, where I assume
these options, we might not get any of the
you’re hoping to get families to do more
Sowards: We do a lot of on-the-job training. business. I wouldn’t want to be a stand-
than cremate and scatter?
We have a pretty solid program in place for alone operation.
everyone who’s brought on board. We go Sowards: I would say our motto is we share
Do you know much of the event center
through our employee handbook, we have a every option with every family every time.
usage is funeral-related versus non-
best practices manual, we have how-to’s. Our job is to educate and inform, and then
funeral related?
We have standard operating procedures the family can make their decision. And we
respect that decision. Hollick: It’s probably more funeral-related.
for pretty much everything we do as a
Right now, we’re working closely with Sowards: Yes. But we do weddings,
guideline for everyone to follow.
cemetery personnel on a two-up system business events, trainings, seminars,
Do you all handle your first calls your- birthday parties, reunions.
where we have a funeral director and a
selves? Hollick: Class reunions have been a big
cemetery counselor in each arrangement so
Sowards: Yes. that we can answer any questions that come one. No 10-year reunions, though, because
That’s a drum Glenda Stansbury has been up about either the funeral home side of they’re still too young and might tear the
beating for a while, saying that funeral things or the cemetery side of things. place up.
homes are losing families when first calls We’re really trying to accommodate We’ve had school district all-day
meetings, which is nice for them because
Service is
at the heart of
everything
we do.
“I get excited when I see Batesville trucks out on the road
and often wonder where they’re headed. I know that’s
one family who doesn’t have to worry about the casket.
I have great confidence that the truck will show up.
I never question if my caskets are going to be delivered
on time. That kind of service is reassuring. We’re all about
quality of service, and so is Batesville. Our values mirror
one another. That’s why the relationship is as strong as
it is. We both have the same dedication to providing
efficient, knowledgeable service.”
– Kellee Hall
Pye Funeral Home
Detroit, Michigan
Service is a choice. We are inspired by stories of customers like Kellee, who believe in being completely
present for grieving families. Her longing to help other people drives us every day.
We listen. We learn. We walk with you.

Hear the rest of the story from Kellee Hall at Batesville.com/InspiringStories.
©2018 Batesville Services, Inc.

I think the most weddings we did in a year was 22, a couple of years ago.
But during the funeral home construction, we had to do all of our funerals at the event center.
We couldn’t have redone the funeral home without having the event center.—Pat Hollick
The cemetery
grounds
provide a
beautiful
backdrop for
a wedding.
it’s convenient and nice for us because it its availability for weddings and other with in scheduling.
gets us into the schools. non-funeral events. Because it was so Sowards: Yes, constant communication has
Sowards: Also, we’re close to Hanford (a popular with non-funeral events, we found to be done between the people in all three
federal contractor), so we have a lot of them it necessary to update the funeral home so buildings to make things work. On days like
come here to have private meetings. They that our funeral families had multiple venue Saturdays, where you have multiple events
rent our whole building. They prefer our options for their services if the event center in the cemetery, the event center and the
facility to a hotel, which might be having was booked. funeral home, traffic becomes a concern.
multiple functions at the same time. Now that we’re back to normal, we’re We all just have to pay really close
Has the usage changed over the years? putting more dollars back into advertising attention so that we’re not interfering with
and marketing for outside events. anyone else’s event. We try to make every
Sowards: I would say that once we got our
Hollick: I think the most weddings we event unique for that family, and private.
team of core people on board, the event
did in a year was 22, a couple of years Hollick: Coordinating traffic involves
center was being used way more than it was
ago. But as Holley said, during the funeral not only the people inside the buildings
before.
home construction, we had to do all of our but also the grounds. The psychology
I think the main reason we even sought
funerals at the event center. We couldn’t of families coming in for a wedding is
out non-funeral events was just to try to get
have redone the funeral home without completely different from that of a family
some traffic through there, back when the
having the event center. coming in for a funeral.
buy-in from the funeral home wasn’t strong.
Sowards: For a period of time we also As soon as they drive onto the property,
Now we get leads from our website
had to meet our families at the event center, you can tell by the way they’re driving
and our event people attend networking
because our arrangement rooms were being which family they’re with. If you have a
events and are out there in the community
redone. So we really had to make sure the graveside service, you reroute wedding
promoting everything they can do. I would
event center was pretty much dedicated to traffic. You don’t want a Coors truck driving
say the usage is about 70 percent funeral-
only funeral families during that time. past them to get to the event center.
related, with non-funeral usage about 30
Hollick: I don’t know if it’s the same You have to pay attention to these
percent and growing.
across the country, but here everyone wants details, but if you communicate, it can be
It’s hard for me to answer the question
Saturday. They want Saturday for most done. And we only have one entry into our
right now, because we just went through
weddings and for most funerals. And if a property at this point, so it can get a little
two and a half years of funeral home con-
funeral includes a reception, it’s not just a hectic. Recently we had two services, and
struction when we didn’t do any marketing
45-minute service and they’re out of there. also a wedding.
or advertising for the event center because
we needed to use it for funeral services Weddings tend to be scheduled six months Sowards: One of the services was for
while our chapel was under construction. to a year in advance, and of course a veteran, and we had two fire trucks
Although the event center was built for funerals more like three days to a week in parked at our front entrance to hang a giant
funeral families, we have always promoted advance, so that’s got to be difficult to deal flag from them. This was right before the
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Sunset Gardens invested in a new website that looks modern, fresh and inviting, closely ties together
the cemetery, funeral home and event center and includes the all-important mobile version.
Above, the event center website; left, the mobile

version. Right, the funeral home website; far
right, the mobile version. Sunset is launching the
site redesign this month.
wedding was starting. But we had all communicated

about it and the timing of everything went really well.
Hollick: Being busy is a nice problem to have.
Do you have some kind of software to help you
schedule everything, or is a particular person in
charge of making sure everything runs smoothly?
Sowards: Our day-to-day operations are scheduled
through a Google calendar that the people in all three
buildings use, so that everybody can see everything
all the time.
The really nice thing is that because we all have a
pretty solid relationship, maybe if a funeral director
books something without taking into consideration
a graveside service, somebody at the cemetery
might catch it and call and say, “Hey, I saw that you
scheduled a service that might impact this other
service. Have you thought about a solution?” And
then we work on a game plan to make sure everybody
is accommodated.
Hollick: In most combo operations, the cemetery
and funeral home are in the same building. We’re
all on the same property but we’re in three separate
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The rodeo is a pretty big thing here, so a couple of years ago, we sponsored the dirt
at the rodeo, and we’re going to do it again this year. If the dirt isn’t up to par, they can
actually cancel events—there are safety reasons. We thought it would be interesting
for the cemetery to sponsor the dirt. We ran a campaign that basically said
that we at Sunset Gardens are serious about our dirt, too.—Holley Sowards
buildings, so that does make it kind of new revenue stream? even people out on the grounds directing
hectic. Not all being in the same building is Sowards: It’s definitely opened up an traffic at times. But other than that, it’s been
a hurdle. additional revenue stream for us, which is a total positive.
No matter what, you’re going to have nice. And it exposes us to the community Sowards: I don’t consider it a negative
logistics to work out, though. Cemeteries in a very inexpensive way. What I mean is, thing, but when you take this kind of risk
really do need to have events to bring if we have 100 people here for a wedding, and embrace change, you always run into
the community into their properties, but they get to see our entire operation. Most situations you didn’t anticipate. When
what if you have 5K run scheduled in the of them leave feeling like they weren’t in a a situation arises, your leadership team
cemetery and someone wants to do a burial cemetery but in a very nice, beautiful park- addresses it and comes up with solutions
that day? like area. and tries to minimize the chances of it
We’ve had families who came here for happening again.
Hollick: I guess there is a lot more to work
out today. I’m sure it was always hard a wedding and then experienced a loss and What advice would you give funeral
work in the cemetery, but it just seems like came to us to handle that. And we’ve had directors and cemeterians who haven’t
now there are more things going on, and families who came to us after a loss and yet gotten into the hospitality side of the
if you’re not up for it, it can become very then later planned their daughter’s wedding business?
difficult. here. Sowards: You’ve got to do it. You’ve got to
Sowards: Pat and I were talking recently Hollick: It’s a solid way to market. do it. Get started.
about what makes us different from some Sowards: We feel that for every Hollick: You’ve got to have a clear vision
other funeral homes is that most traditional family we serve, we provide them with and a lot of expectations so that you create the
funeral homes can’t do what we do. It takes an experience, but we also provide that culture you want. You have to get everybody
a lot more time, a lot more work, you’re same experience for all of their friends on board. You have to communicate.
way more invested with every single family. and family. When they walk out of here, If you do that and everybody has a
We’ve had situations where funeral whether having attended a wedding, a positive attitude, even though you’re going
directors didn’t work out because we business event or a funeral, I believe they’re to have problems and issues, they can all be
weren’t the typical in-and-out, on-to-the- going to know whom to call if they ever overcome.
next-family kind of funeral home. It’s way need our help. No one person or the management
more intense here than a lot of places, Hollick: And I think we’re ahead of the team alone can do it. You have to have
because we deliver a level of service and an curve on a lot of this: we haven’t seen the everybody, from the bottom to the top of
experience that’s different—it’s service at full benefits yet. The next generation—the the organization, believing in what you’re
the next level. baby boomers—we’re still waiting to serve; doing. If they do, they’re going to start
they’re not dying in large numbers yet. But problem-solving. The lowest person on the
More time with the family also gives you
when they do, we’re going to be ready. totem pole will solve problems in ways you
more time to forge a relationship.
You can’t just throw up an event center never thought possible.
Sowards: Yes, and that’s what we’re about. and be successful right away, because the It sort of consumes you. You’ll be out
If you’re the kind of director who doesn’t learning curve is so damn big. You don’t turn shopping and see something in a store and
want to spend a lot of time with each the Titanic around overnight. You’ve got to think, ‘Hey, that would work over at the
family, or be creative—if you don’t see the get in front of the curve, trust your gut. funeral home.” You just kind of live and
value in that—then this is not the right place
Aside from being exhausting, are there breathe what you do.
for you.
any downsides or negatives to what you’re I know the example of Disneyland has
We’re upfront with people in the hiring
doing? Is there anything you’ve had to been used before, but it’s a great one: From
process about who we are and what we stand
adjust your expectations about? the lowest person there to the top, they all
for, because we know it’s not for everyone.
Hollick: Now that everybody here believes believed in what Walt Disney wanted to do,
It’s exhausting, it’s time-consuming, it’s
in what we’re doing, the only thing from and you can see it every time you go there.
draining. But everybody who is here does it
my perspective is that we’re busy, which, Sowards: If we’re not going to do this,
because they love what they do.
again, is a nice problem to have. Sometimes then someone else is, and we want to be
How has the event center and getting into there for our families. Some of the best
logistics are tough, especially with one
the event business affected your cemetery advice we’ve gotten when we’ve reached
entrance. We hope to eventually change that.
and funeral business? Has it increased out to other people in the profession who
You have to be on your toes with
case numbers, or is it simply a welcome have made some of these big changes is that
scheduling, have proper signage, maybe
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Motorcycles parked outside the
event center for the annual Salute
to Scoots, which shows apprecia-
tion to the motorcycle community
for their contributions to local
charities. The event also raises
awareness and money for the
Fallen Rider Fund. Sunset Gardens
is heavily engaged with the motor-
cycle community and has spon-
sored several motorcycle events.
The Fallen Rider Fund was initially
started through Sunset Gardens
but is now managed by a non-profit
called RUMBLE Global. It was initi-
ated as a way to help families in
at-need situations when someone
loved has died due to a motorcycle
fatality. RUMBLE is also involved
in raising motorcycle awareness.
Sunset Gardens has been a huge
supporter of this initiative.
you can’t focus on the small percentage of scary or creepy or weird, and they were The rodeo people thought it was a
people who might be offended or not like relieved when they saw what it actually great idea. There could be some people
what you’re doing. looks like. That was a neat experience. who thought it was ridiculous, or that
Hollick: You have to take some risks. As Your website is very nice. you shouldn’t kind of make light of a
Holley said, you might offend two people, but sensitive thing, but most people thought
Hollick: We didn’t want the website to
you might pick up 10 new customers because it was awesome, and it made us more
necessarily have the look and feel of a
you took a risk and changed the perception of approachable to the mass of people.
typical cemetery/funeral home site. We
what funeral service is all about. Hollick: What we’re dealing with
work with a marketing firm for these types
Sowards: You can have a plan, but you today is a majority of people who don’t
of things, as well as TV, radio and other
have to understand that you’re never going understand what we do, don’t really believe
advertising. If you’ve got the money to to it,
to have the perfect plan, you’re never in what we do. Somehow we’ve got to
you should be marketing yourself.
going to have it all figured out. You have to connect with those people.
Sowards: That’s probably another thing
jump in and start trying things and making Sowards: We also sponsor several
that sets us apart. We spend quite a bit of
adjustments as time goes on. motorcycle events—we’re heavily engaged
money on our marketing and advertising
Because if you wait for the perfect with the motocycle community in our area.
efforts. We have a revamp of the website
project, or the perfect scenario, you’re never We’ve done safety fairs.
launching in January 2018.
going to figure it out. The only way to do Hollick: We have signs that say,
We also sponsor events you probably
that is to try it. “accidents happen”—so, you know, plan
wouldn’t think a funeral home or cemetery
One question about your new retort: preneed.
would be involved in. We know we have
I assume you have a full viewing area? Sowards: A lot of our commercials are
to get ourselves out there so we can start
more upbeat rather than somber and sad.
Sowards: We do have an area for families to building relationships.
They just encourage people to think a bit.
witness the cremation; it’s a growing trend What kind of unusual events?
here. I know Doug Gober is a big fan of what
Sowards: The rodeo is a pretty big thing y’all are doing. And of course people love
That’s another area that continues to here, so a couple of years ago, we spon- to hear him talk—he’s a great speaker.
evolve, with funeral homes going from sored the dirt at the rodeo, and we’re going
using a third party to having a retort on to do it again this year. But listening to what he has to say is one
site that was industrial looking to dressing Hollick: The dirt is certified; it’s like the thing—following through on what he
up the area for viewing and finally to turf on a football fied. says you need to do to stay in business is
creating a really nice viewing room. Sowards: The dirt at the rodeo is very, something else.
Sowards: We had our open house for the very important. If it isn’t up to par, they can Hollick: Absolutely. A lot of what he’s
funeral home on Memorial Day weekend, actually cancel events—there are safety talking about is theory, but actually doing it,
which is our biggest day of the year. We reasons, for the animals and for the people. jumping in with both feet, is hard work.
had thousands of people walk through our We thought it would be interesting for Somebody had to be crazy enough
funeral home, and we showed them the prep the cemetery to sponsor the dirt. We ran a to try it. I guess we were crazy enough.
room and the witness cremation area. campaign that basically said that we at Sunset Consequently, I think we’re far ahead of our
I think a lot of people expected it to be Gardens are serious about our dirt, too. competitors. r
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by Sharon Schweitzer
S E R V I N G FA M I L I E S
What do you do if people are taking selfies during a visitation?

If people are talking about the football game during a service?
If someone asks you what they should say to the grieving family?
An etiquette expert addresses questions funeral directors
might have about how to address potentially offensive or
simply clueless behavior in a firm yet polite way.
info@protocolww.com
ICCFA Magazine
author spotlight Modern manners and etiquette
➤Schweitzer is a cross-
tips for today’s funeral directors
T
cultural and international eti-
quette expert, author and the
founder of Access to Culture, raditionally, funerals, memorials and process. They may have special requests, or the
Austin, Texas. graveside services were somber and deceased may have specific written arrangements.
https://www.protocol sorrowful. Those mourning their loss were Support may be desired in different ways by the
ww.com/ nearly silent, softly crying, saying hushed prayers grieving family. Some members may have different
➤Her work and travels have for the lost and whispering condolences for those ideas than others as to what constitutes support.
taken her to more than 75 left behind. For all grieving parties involved, it is best
countries on seven continents. Those days are far from over, but a sea change to help keep the environment appropriate and
She speaks French and some has become noticeable. Today, many families peaceful during this difficult time. Ask in advance
Czech. She is certified to are discovering their loved one’s last wishes are if the family anticipates any potential drama, or
administer the GCI (Global for a celebration of life rather than a traditional has any special requests for security. Moderate the
Competencies Inventory) and funeral, and this means a shift in guidelines for environment of the service to the extent possible.
the IES (Intercultural Effec- the modern funeral director. 3. Greet the family. As professionals, funeral
tiveness Scale) intercultural Respecting the wishes of the departed and directors are, as a rule, empathetic and know
assessments. honoring the life they have lived is crucial, and not to ask inappropriate questions. They already
➤She is accredited in inter- when modern manners and etiquette questions think carefully about the exact words of comfort
cultural management from the arise, there are several considerations. The to use when greeting those who are grieving.
Hofstede Centre in Finland and most important are remembering the dignity of They are prepared and avoid asking “How
attended the Protocol School the event and paying respect to the deceased are you feeling?” or “Are you okay?” because it
of Washington. She received
according to his or her culture, religion and shows a lack of foresight and empathy. Instead,
the 2016 Austin Chamber
International Business Award
customs. opt for more compassionate and authentic
and was an honoree in the City The following tips concerning modern comments, such as:
of Austin program “Celebrating manners may provide insight and guidance to • “Please accept my deepest sympathy.”
the Entrepreneurial Spirit of maintaining the decorum of services. • “Please accept my warmest condolences.”
Austin Women” in 2009. 1. Provide written and online guidance. • “You and your family are in my prayers.”
Colleagues, family and friends who are unsure • “My thoughts are with you and your family
about what’s appropriate dress and behavior will go during this difficult time.”
to the funeral home website to search for guidance. 4. Monitor interactions with the family.
Be sure you meet their expectations by It’s impossible to have an eagle eye on every
providing a page of basic information covering interaction. However, it’s helpful for you and
topics including what to wear, what to say, what to your professional staff to monitor the space while
send (flowers or contributions, cards), as well as providing family and friends plenty of room to
post-service topics. grieve.
Reduce the occurrence of faux pas, inadvertent Funerals are a time of sorrow that can
inconsiderate behavior and other behavior that can attract curiosity-seekers. These individuals,
distress the bereaved through education on your often referred to as “grief groupies,” or “grief-
website. glommers,” create a narrative of closeness to the
In addition, during a family’s first visit to deceased even if they haven’t met them.
the funeral home, provide written guidance that Family and friends may point these people
explains the funeral process step-by-step. out to you or your staff. It may be helpful to
2. Offer support to the grieving. Ask your encourage them to stay in an area away from the
client how you can best support them during the family if possible.
➤to page 55
S E R V I N G FA M I L I E S
At the cemetery, reserve the first two rows effective reminder. ment technique of paying a true compliment,
near the casket for family to prevent others While photos with the deceased have followed by a suggestion for improvement.
from claiming them. They may try to ride in been around since the 1800s, millennials An example: “Thank you for supporting
the lead processional cars, too. have made funeral selfies popular. the family today, that is very kind. Just so
If necessary, segregate or remove these Young people explore boundaries by you know, next time, please refrain from
“grief groupies.” experimenting with independence and answering a phone call during the service.”
5. Suggest appropriate conversation. challenging social norms. This scenario Avoid passive aggressive responses, but let
Some people won’t be aware of appropriate presents you, the person of authority, with a them know that their behavior was observed
conversation topics, such as discussing their challenge. and not appreciated.
positive memories of the deceased. The best practice is to have staff
If you overhear visitation- or funeral- stationed at the doors and inside each room, The funeral director's job is one of unend-
goers planning for the Sunday football ready to quash any photo-taking early. ing cultural mediation and understanding.
game, quietly ask them to lower their When people attempt to take photographs Etiquette is enforced through diplomatic
voices. A diplomatic comment, such as, before the service, immediately and quietly statements, subtle nods and kind smiles.
“please lower your voices when discussing say, “Excuse me, please refrain from any Finally, modern manners and the etiquette
football,” works well. phone use or photographs while in our of today’s funerals are determined by the
If conversations continue inappropriately, establishment." Keeping it professional sets services planned by the deceased and their
politely ask them to change the topic of the tone for the event. personal representative. As with any rite of
conversation. For example: “We all watched 8. Use needed corrections as teaching passage, the culture, religion and customs of
last week’s football game, but while the moments. Younger individuals often don’t the departed are the ultimate reference points
service is in session, let’s try and give our have much experience with funerals or for appropriate decorum, deportment and
undivided attention and pay our respects.” memorial services at this point in their lives. attire.
If a mourner tells you that they don’t They are not familiar with how to act, and In today’s increasingly multicultural
personally know the deceased, but are there therefore may behave inappropriately. society, it’s best to avoid a cookie-cutter
to support a friend or partner, or on behalf of Help them understand appropriate approach toward mourning. As our funeral
others, they may ask you for advice on what behavior by using the positive reinforce- rites evolve, so do modern manners. r
to say. Tell them to be empathetic and avoid
saying, “She was a wonderful lady” or “He
lived a courageous life.” Instead, be genuine.
If someone who did know the deceased
well asks for advice on what to say, consider
suggesting something like:
• “We’ll always honor the memory of
your sister.”
• “We’ll cherish our memories of your
father.”
• “We’ll think of your grandmother when
we bake her delicious cherry pie.”
6. Demonstrate authenticity. When
speaking with someone about their behavior, Four Generations of Caring
do so with kindness and sincerity. Depending for Generations to Come.
on the atmosphere, try: Resurrection Cemetery,
Clinton Township, MI
• “Excuse me sir, may I ask you to …”,
• “Pardon me ma’am, we don’t allow ...”,
• “Good afternoon Dr. Smith, may I ask Architectural Design
you to step aside for a moment?”
You are in a place that requires immense
empathy. When you speak with people, they Cemetery Master Planning
are in a sensitive state. Do your best to be
respectful and sensitive while also remaining
professional in your workspace. Speak with Cremation Gardens
authenticity and genuine empathy.
7. Prohibit phone use, cameras and
selfies. Consider placing signs around the Cemetery Consulting
Gardens at Olive Branch,
building that state: “Please refrain from Greenwood, IN
all photography before, during and after

the funeral and/or memorial service out of www.tributeinc.com 262.367.9991 mail@tributeinc.com
respect for the family.” Visuals serve as an

by Robert D. Katz, CTP, CPA,
MBA, and Lewis J. Hoch, Esq.
BUSINESS MANAGEMENT
215.881.8828 Whether you’re hoping to retire soon or not,
Robert.Katz@
eisneramper.com succession planning needs to be on your to-do list,
➤Katz is a managing because there’s a lot to consider and there might be
director of EisnerAmper
LLP’s financial advisory steps you need to take long before you leave.
services group. He has
extensive experience and
expertise advising and
working with clients in the
Succession planning 101:
death-care, funeral home and cemetery
Things to consider at the start
I
areas.
➤He is an adjunct professor in strategic t’s tough out there unless you are the ignore this difficult and unpleasant
management and corporate finance at “1,000 pound gorilla”—Amazon, subject. However, there are dangers in not
Temple University. Proctor & Gamble, Walmart etc.—who considering succession—disability or death
https://www.eisneramper.com dictates the terms. Let’s face it, whether may occur, leaving the business without
➤EisnerAmper, headquartered in New you’re a funeral operator, a cemeterian, management and unable to operate.
York City, New York, is one of the largest a manufacturer, a service provider, The absence of a plan of succession is,
accounting firms in the U.S. It provides accountant, lawyer or retailer, margins are by a long shot, the most likely cause when
audit, accounting, advisory, consulting squeezed, yields are being compressed and a death-care business becomes distressed,
and tax services and has offices across we’re all being asked to do more with less. leading to business failure or sale at a
he country, India, Israel and the Cayman Assume, for example, that you are distressed price.
Islands. the operator and president of a second- As you begin to consider a plan of
generation, family-owned funeral home. succession, there are a number of things you
215.569.5542 You have worked and grown the business should consider.
Hoch@BlankRome.com for 35 years and have begun thinking about 1. Should you count on selling your
➤Hoch is a partner at retirement. business to a roll-up? There was a time
Blank Rome LLP, in the You believe that the “good life” is three not too long ago that one could dream about
Philadelphia, Pennsylva- years away. However, there is nobody simply selling to a large public company
nia, office. currently in the organization who is capable and receiving a big check or shares of stock.
➤He has been a practic- of stepping in to run and lead the business. After all, if it’s trading on the NYSE or
ing attorney for 35 years The quandary is that you can’t get to the NASDAQ, it must be strong. Times have
and maintains a corporate practice with good life without solving this dilemma. changed; one has to look no further than
an emphasis in several areas, including Furthermore, there are three family the dichotomy and direction of two large,
transactional, regulatory and compliance members working in the business. Their publicly-traded death-care companies.
issues impacting cemeteries, funeral families and future generations are counting One lost a total of $56 million for the
homes and crematories. on you. years 2013 to 2015. As of September 1,
➤He served as outside general counsel Finally, your dad, who is in his early 80s 2017, it had not released its calendar year
from 1999 to 2016 to StoneMor Partners and who stepped back from management 2016 financials. On the other hand, a second
LP, Trevose, Pennsylvania. about 15 years ago, reminds you of your such firm has expanded from Canada into
https://www.blankrome.com responsibility to secure the future of the the U.S., has earned $10 million the last two
➤Blank Rome, headquartered in Phila- family business as he did for you. years and has $92 million of equity.
delphia, Pennsylvania, is one of the lar- Succession planning is one of the most Also think back to the consequences
gest law firms in the U.S. and has offices important steps to effectuate personal of Loewen’s failed roll up and ultimate
across the country and in Shanghai, retirement goals and perhaps one of the Chapter 11 bankruptcy. It underscores that
China. toughest to execute. It can be unbelievably consolidators like Loewen can overpay
painful to think about. It is awkward and for properties, can be poor managers and
More about this topic uncomfortable to discuss because it is ultimately can fail.
➤The ICCFA Convention tough—almost impossible—to make all When they do, the market to sell a death-
in Las Vegas, April stakeholders happy. care property may shrink or even disappear,
18-21, 2018, will However, as one of my clients said to and a strategy to sell a death care property
included a presentation me: “My spouse’s biggest concern is that I as part of a succession plan may not be
titled, “Transitioning to
will become president and CEO of a funeral available or may prove flawed. Consider the
insiders: Retirment is an
home which my spouse would be unable to owners who sold to Loewen and took long
event, succession is a process.” (See
page 106.) run if I died.” term pay-outs, which remained outstanding
How much easier it would be to at the time of the bankruptcy.
➤to page 58
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BUSINESS MANAGEMENT
There may be nothing more important than having the right people. It is critical to assess this
as early as possible so there are people in place for the next generation of the business.
If unsecured, those payments likely The formal group of advisors should addressing succession.
were discharged in bankruptcy. However, meet quarterly to help you set business and 4. Are you maximizing creativity or
even if secured, the seller may have had personal goals and objectives, address the solving problems and issues by writing a
little practical recourse except to take back issues that arise within the business and check?
an impaired business. your personal life and formulate solutions When you have money and availability
If the business is impaired and the seller for these issues. to more via a line of credit, it’s easy to
did not receive the bulk of his purchase It is important to have an open mind solve problems: You simply write a check.
price in cash at closing, the seller, who during these quarterly meetings in order to When money and funds are not available,
had planned on stepping back, may now be able to synthesize suggestions and accept problems are solved by being creative.
need to work even harder to restore the critical comments. While most people don’t Most people use the former approach
business in order to sell it as part of a new do this very well, it is a skill that can be before the latter. The key is doing the
succession plan. learned. reverse: Use creativity first. It will
While a sale of the business may not If you don’t have a formal group of maximize value and will point the way to
be the guarantee that it once was, it can advisors, consider outside advisors such as a successful future, all of which will be
offer opportunity, especially if approached lawyers, accountants, wealth management reflected in a strategic business plan that
with a prudent amount of caution and due advisors, personal bankers, etc., who know includes an effective plan of succession.
diligence. the business and either know you and 5. Do you have the right people?
The lesson here is to know your your goals well or are willing to make the Wherever the organization is headed,
prospective buyer. There are a number of commitment to do so. one of the most critical questions is: “Does
options today, including several national 3. Are you taking a breath and it have the right leaders and personnel to
consolidators, and a local competitor might creating the time to enjoy the forest? execute its business plan?” (Hopefully, the
want to buy you out, as well. We’re all so focused on the day-to-day business plan has been developed—see
There are many things to think about: work, long hours, intense pressures and big above.) A recent article by Robert Katz was
What does the buyer offer? Strategically, decisions that we forget the importance of titled: “If you don’t have the right human
how will the business benefit from this pausing to catch your breath and setting capital, it doesn’t matter how much working
buyer? What is the buyer’s track record? aside time to think about the bigger picture. capital there is … it won’t be enough.”
What involvement will you have post- Set a vision, develop a strategy and There may be nothing more important
closing? implement a plan for execution. In descri- than having the right people. It is critical to
Ideally, the buyer ought to offer capital bing the late Steve Jobs, Apple’s guru, assess this as early as possible so there are
and resources that will allow the business one article said that when Jobs developed people in place for the next generation of
to grow. An ideal buyer is not one who products, he focused on inventing and the business.
proposes to pay top dollar based on cash- developing products that “We didn’t know Unfortunately, sometimes this is only
flow and simply bolt the business onto its we wanted, and once we realized it, we learned after the superstars are gone.
existing business. couldn’t live without them, i.e. the iPhone.” Retaining or recruiting the right human
An ideal buyer offers strategic Let’s say your particular death-care capital (people) will lay the foundation for
opportunity not available to the current business has been in existence for more what lies ahead.
owner and thereby ensures the successful than a century. As planning for the next Further, it may be appropriate to involve
implementation of a strategic business plan century is under way, considering the bigger key stakeholders in the succession plan.
and, ultimately, an effective succession picture is essential for success. However, it is important not to involve
plan. Is the business profitable? What are its too many—or too few. It is important to
2. Do you have a group of advisors, long-term prospects? Is it positioned to get this number just right if the strategic
either formal or informal? respond to current trends in death care such business plan and succession plan are to be
Most family-owned businesses don’t as migration toward cremation and away successful.
have a formal group of advisors, but from in-ground burials? Does it have access 6. What’s your plan for growing
they should. A favorite business school to capital to meet ongoing needs? Does the capital?
professor said, “everybody needs a group of business possess necessary management The last step in an effective succession
advisors,” a combination of both business and staff? Is there a business plan which plan is growing the capital resources of the
and social colleagues with whom you can includes a succession plan? business. Doing this requires implementing
discuss strategies and opportunities. Great leaders and successful organiza- each of the foregoing steps.
They should be people in whom you tions have the inherent ability to create If implemented as part of regular busi-
have unequivocal trust and confidence. and make time for the bigger picture. The ness planning, it will lead to a succession
People who act as your sounding board bigger picture includes identifying strategic plan that provides for your retirement
should know you well so they are comfor- opportunities and confronting challenges, and allows the business to continue in a
table making critical comments and you are all of which should be outlined in a strategic way that carries out the other goals of the
comfortable receiving them. business plan that includes a component succession plan. r
Every casket you sell affects not just st the in pric
price, which is half (or better) the cost
family you’re serving but also the th
he domestics. So you can offer your
of the
family you’re supporting. That ffa
families superior quality wood and
means having to balance retail m
metal caskets at prices they can
value with your own profitability, m
more easily afford, while enjoying
a difficult act...until Sich. In every m
margins that will remind you of days
respect, our caskets are equal to loon past. That’s why so many funeral
long
the best-known U.S. brands except ptt home are putting Sich on a pedestal.
hom
homes
ACHIEVING PERFECT BALANCE

BETWEEN YOUR FAMILIES’ NEEDS
AND YOUR FAMILY’S NEEDS.
ONLY YOUR ACCOUNTANT CAN TELL THE DIFFERENCE.

Ask your distributor about Sich caskets, or call 888 -317-1929 or visit www.sichcasket.com
by Gail Rubin, CT, CC
Gail@ COMMUNITY OUTREACH/PREPL ANNING

AGoodGoodbye.com
ICCFA Magazine
author spotlight How can you get people to talk about end-of-life issues,
➤Rubin, Certified much less about preplanning? You might get a handful
Thanatologist and
Certified Funeral of people to come to a seminar about it, but if you’re willing
Celebrant, helps
organizations connect to put in a lot more effort, you can draw hundreds of people
with baby boomers to a multi-day festival focused on end-of-life topics.
and seniors on end-
of-life issues. She’s a pioneering death
Before I Die festivals start

educator who uses humor, film clips and
outside-the-box activities to teach about
serious subjects. As the coordinator of
the inaugural Before I Die Albuquerque
Festival, she consults with those who want important conversations
B
to create similar events in other markets.
➤She’s the author of the efore I Die prompt questions

award-winning books festivals and conversations:
“Kicking the Bucket List: 100 are part of field trips and
Downsizing a growing social tours, theater, films,
and movement to poetry, music, panel
Organizing foster reflection discussions, Death
Things to Do
about how we Cafes and other
Before You
as individuals outside-the-box
Die,” “A Good
Goodbye: and as a society activities.
Funeral Planning for Those manage death
Who Don’t Plan to Die” and dying. By How Before I Die
and “Hail and Farewell: providing space festivals started
Cremation Ceremonies, and opportunities Like the Death Cafe
Templates and Tips.” to openly discuss movement, Before
end-of-life issues, I Die festivals
More about this topic we can improve originated in the
➤You can listen to Rubin’s interview with the percentage of United Kingdom.
Justin Magnuson, co-founder of the Before those who plan The first one was
I Die Louisville Festival, on her podcast, “A ahead and take held in 2013 in the
Good Goodbye,” on FuneralRadio.com. She actions to address U.K. at Cardiff
also created Mortality Minute spots for radio
our mortality. University in Wales.
and online videos, and writes about the The Before I die wall on the campus of
Through a host A second festival
funeral industry at The Family Plot Blog. Central New Mexico Community College,
of entertaining and created by French Funerals & Cremations. was held in 2014
➤Online videos of the Before I Die ABQ engaging free or at the University
panel discussions and presentations are
low-cost activities, Before I Die festivals of York, curated by professor Cynthia
available at http://beforeidieabq.com/miss-
boldly take death out of the closet so Kitzinger. The festival was part of a
festival-events-watch-videos/.
participants can think about, talk about and network of events across the U.K. for
More from this author plan for their eventual death. “Dying Awareness Week” in May 2014.
➤Rubin will be presenting Over the past seven years, mortality “My interest in curating this festival
“Lessons on grief and discussion opportunities such as Death grew out of my research exploring
mourning in cartoons” at Cafes and Death Over Dinner events have people’s experiences of having a loved one
the ICCFA Convention in proliferated worldwide. The idea of Before in a long-term coma and their thoughts
Las Vegas, April 18-21, I Die walls—giant chalkboards which offer on what makes for a ‘good death,’”
2018. This presentation a place to publicly state hopes and goals— Kitzinger said. “It provokes conversations
incorporates clips from popular animated rocketed around the globe after a 2012 with family and friends about end-of-life
films to illustrate and instruct about TED talk by Candy Chang. wishes, supports us in thinking about our
mourning losses. (See page 104.) Now Before I Die festivals offer a fresh own mortality, allows us to reflect on grief
➤Download a free 50-point executor’s way for funeral homes, cemeteries and and loss and helps to develop the social
checklist from www.AGoodGoodbye.com. death-related organizations to connect and policy context to support as good a
with the general public. The key is to death as possible for each of us.”
engage people with experiences that After 2014, no Before I Die festival was
Allowing You To Confidently
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initial investment may increase or decrease. Any investment is speculative and involves a high degree of risk, including the risk of
principal loss.

COMMUNITY OUTREACH/PREPL ANNING
You know, it’s funny—people will say, “Oh, no one wants to talk about death and dying,”
and then they’ll sit there and talk to you about it for 20 minutes.—Justin Magnuson
Above, the Prelude to Eternity party in the pavilion

at Sunset Memorial Park. Above right, the themed
beer and wine served at the festival. A taste of Rest in
Peace Pinot Grigio, anyone? Right, a tour of his-
toric Fairview Cemetery. Below, a tour of the casket
and urn workshop of the nonprofit Fathers Building
Futures, which provides jobs and training to released
convicts. French Funerals & Cremations provided
mentoring on building kosher caskets for Jewish
burial and making urns for cremated remains.
held until 2016, when the idea resurfaced people into the end-of-life conversation. “It works for environmentalism; it works
in the United States. The University of “They don’t think they’re going to die. It’s for other causes. Why not have a death and
Indiana School of Nursing received a tricky to engage people and get them in the dying festival?”
grant to hold a Before I Die festival April right context that’s fun. You need to meet Lessons learned in 2016 informed the
15-17, 2016. The three-day event, held people where they are.” timing and scope of Louisville’s 2017
in Indianapolis, featured 28 activities and “You know, it’s funny,” said Justin festival. The three-day Indianapolis festival
drew 800 people. Magnuson, a hospice volunteer who has was too intense. Overlapping events forced
hosted Death Cafes in Louisville. “People participants to choose one event over
Before I Die Louisville will say, ‘Oh, no one wants to talk about another. Louisville’s first festival, spread
The second U.S. Before I Die festival was death and dying,’ and then they’ll sit there out over a month, turned out to be too long,
held October 2016 in Louisville, Kentucky. and talk to you about it for 20 minutes.” both for organizers and attendees.
It was coordinated by Kel McBride, the In April 2016, Magnuson collaborated A combination of activities spread out
“Lively Death Lady” of Clearly Depart; with a hospice to host an event focused over two weeks and a one-day symposium
Justin Magnuson, a death educator with on advance directives. Only five people became the model for Louisville’s second
Living Fully; and Deb Tuggle, a clinical attended. That’s when he came to a Before I Die festival, held October 7-22,
nurse specialist with Critical Care Consul- realization: “You have to have something 2017, with the symposium on November 4.
tants. Their first festival drew more than else that’s engaging, related and parallel. See the sidebar on page 64 for a sampling
700 people to 17 events over the course of “Art, theater, and poetry engage people of festival activities. Check out the full list of
a month. in a way that they can see themselves as Before I Die Louisville Festival activities at
Kel McBride aimed to get younger part of this experience,” Magnuson said. www.BeforeIDieLou.com.
➤to page 64
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COMMUNITY OUTREACH/PREPL ANNING
Ideas for a Before I Die ABQ 2017

The first Before I Die Festival in the U.S.
Before I Die west of the Mississippi was held October

20-25, 2017, with 22 events held at
festival multiple locations around Albuquerque,

New Mexico. Six hundred attendees
participated in the six-day festival,
• Create a community
coordinated by yours truly, Gail Rubin.
conversation around a theater
The most popular events drew crowds
production of “Tuesdays With
of more than 50 people to hear panel
Morrie” or another play that
discussions with funeral directors and
deals with end-of-life issues.
financial/legal advisors on “What you
• Hold an interfaith panel need to know before you go,” the movies
discussion with faith leaders “Harold and Maude” and “The Seventh
talking about each religion’s Seal” at the Guild Cinema and a panel
take on life, death and the discussion, “Jewish burial equals green
afterlife. burial,” with a demonstration of the Jewish
• Host a poetry event, as tahara ritual.
Louisville did with “Dying in The panel discussions on funeral,
the Streets,” which focused financial and medical issues were video
attention on the deaths of local recorded and are available on YouTube,
indigent individuals. extending the conversation.
A Google Map guided attendees to
• Have a historian conduct a tour
events around town. Find out more at
of an old cemetery, highlighting
www.BeforeIDieABQ.com.
famous and not-so-famous
residents resting there.
Sponsors and partners
• Hold a party or reception in a Sponsors and partners or collaborators
cemetery or mausoleum. make Before I Die festivals possible.
• Coordinate an art show Sponsorships can be structured as cash
with local artists, such as contributions and/or in-kind donations.
Albuquerque’s “Earth, Air, Fire, Partners or collaborators may offer the
and Water: A Celebration of festival nonprofit status for charitable
Cremation Art.” donations, places to hold events,
advertising and communications to
• Arrange tours of a casket-
specific demographics and other festival
or urn-making workshop, a
participation elements.
funeral home or crematory, a
What’s in it for a sponsor? At Before I
local coroner’s office or office
Die ABQ, sponsors received leads through
of the medical investigator or
a drawing for a free cremation provided
examiner.
by a sponsor. More than 150 contacts
• Place Before I Die walls were collected over the course of the
at high traffic locations, festival. Other benefits included promotion
photograph the responses and at events, links to sponsor websites,
post on social media. The walls promotion in emails, blog posts and news
can then be washed to make releases, a goodie bag with sponsor-
room for new thoughts. provided items and printed materials, on-
• Host Death Cafe discussions at site events and speaking opportunities.
different locations. (Learn how In Albuquerque, sponsors included
at www.DeathCafe.com.) r French Funerals & Cremations, The
Neptune Society in Albuquerque, The Old
Right, the website for the 2017 Pine Box, 1-800-AUTOPSY and estate and
Before I Die ABQ Festival. Ru- financial planning firms.
bin suggests getting a website Festival partners included the nonprofit
devoted to your festival up
organizations Albuquerque Oasis, the
and running and planning at
Osher Lifelong Learning Institute at the
least nine months to a year in
advance. University of New Mexico, the Jewish
Federation of New Mexico, Fathers
COMMUNITY OUTREACH/
PREPL ANNING
Building Futures and the YMCA of Central

New Mexico.
Want to hold a festival

in your community?
“My biggest piece of advice,” said
Magnuson,“wouldbetofindlocalcolla
borators who are already doing related
work. Find sponsors who really appreciate
the need and want to support that. And
startsmallandfindwaystobuildrelation
ships within your community, through the
local media, through local supporters—and
findsupportbeforeyoustart.”
My advice:
•Getawebsitedevotedspecifically
to the festival up and running and plan at
least nine months to a year in advance.
• Leverage your relationships with local
media you’re already advertising with to
raise visibility for the festival.
• Use press coverage, email blasts and
social media ads in addition to advertising
toraisecommunitywideawareness.
•Keepeventsfreeorlowcost($20or
under).Infollowupsurveys,manypeople
said they could not have attended events if
there had been a fee involved.
• Build a team to plan, promote and
implement up to a week of activities.
Before I Die festivals can help get
conversationsstartedaboutadvancemedi
cal directives and estate and preneed funeral
planning.Theyalsocanprovideoneonone
connections with potential customers and
clientsinanonthreateningsetting.
Babyboomersareastrongdemogra
phic for Before I Die festivals. However,
they also provide opportunities to connect
with younger generations, as the Louisville
festival endeavored to do.
“Thisisnotendoflife,thisisa
conversation over a lifetime,” Magnuson
said. “You may be hit by a car at 18, or
you may live to be 77. People in your life
need to be talking about this. How do we
support each other? We’re a long time
away from a universal conversation.”
Holding a Before I Die Festival in
your community may be just the ticket
to getting the conversation started, and
positioning your funeral home or cemetery
asthegotoexpert.
I’m already planning the next Before
IDieABQfestival,startingOctober30
(that’sCreateaGreatFuneralDay)to
November4,2018. r

by Daniel M. Isard, MSFS
1.800.426.0165 FINANCES
danisard@theforesight
companies.com
Even if your cemetery has always abided by your state’s
ICCFA Magazine perpetual care regulations, you should not be complacent.
author spotlight
When the day comes that there are no more sales to be made,
➤Isard is president of
The Foresight Compa- you’ll realize that there is no such thing as being overfunded.
Cemetery Impossible
nies LLC, a Phoenix-
based business and
management consult-
ing firm specializing in mergers and
acquisitions, valuations, accounting,
financing and customer surveys.
➤He is the author of several books,
Taking over a cemetery just before the sales
and frequently speaks at industry conven- run out calls for a hard look at the trust fund
tions.
Dear Cemetery Impossible,
More from this author I live in a small town and own the local
➤Educational information, including funeral home. There is one cemetery in
copies of this article, can be found at town. It is a 40-acre cemetery and down to
www.theforesightcompanies.com its last salable acre.
➤You can follow Isard on Twitter at The current owners have come to me can occur:
@f4sight, LinkedIn and “like” The Fore- and asked me to buy it. They are asking for 1. Being underfunded
sight Companies on Facebook. $100,000. That doesn’t seem like much. 2. Suffering loss of principal
My banker thinks he can do a loan for me 3. Being properly funded
Editor’s note through the SBA. 1. Underfunding is a common concern.
The Cemetery Impossible column is written My concern is, what happens when it is The PC fund receives deposits year after
by the staff of The Foresight Companies. fully subscribed, which could be within 10 year. During the 100 years or more of the
If you have a question you want to be years? I have been told by the owners they trust’s lifetime, it is possible that some of
featured in this column, please send it
are fully compliant with their perpetual the previous owners, or the current owner,
to danisard@f4sight.com. Dan Isard or
a member of his staff will call you to get
care funding requirements. didn’t properly meet the required annual
more information and a recommendation Right Time To Buy funding amount.
will be provided via this column, helping Imagine that during the depression an
not only you but also others who are Dear Right Time, owner didn’t fund the required amount.
facing similar challenges. I have done articles in the past on the You can never know that now. Many
issues involved in value, so I won’t waste cemeteries have had problem owners.
the column inches to repeat myself again. Some cemeteries may have started out as
But a purchase price of $100,000 owned by a PC-exempt organization such
doesn’t mean that you can only lose as a church, then later been sold.
$100,000! The bigger issue is the perpetual If you buy such a cemetery today, you
care (PC) involved with a cemetery. I might find that though it’s been properly
don’t want to sound alarmist, but after four funded by the sellers, while it was owned
decades of dealing with this, my concerns by an organization exempt from PC
are well defined. funding requirements, full PC funding did
Perpetual or endowment care funds are not occur.
a legal requirement established by a state 2. Principal loss. Assume that each
for funding a principal amount into the year the proper amount went into the trust.
trust. Each state has a law that dictates the Assume the trust invested that money.
amount which must be deposited into the What happens if that trust has investments
PC trust each time there is a sale. that caused a loss of principal? This
During the operation of the cemetery, creates a problem for whomever owns the
this trust has earnings and those earnings property when there are no more sales on
are used to provide the owner with some which to rely.
income to maintain the physical plant and Many people think that loss of principal
care of the cemetery. can come about only due to theft. Not so.
It seems simple. However, over time, If you were invested in a conservative
errors can happen. bond portfolio in 2007, at the end of 2008
There are three possible problems that you might have had a 20 percent to 30
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Hire a qualified firm to compute what the maximum should be while you have time
(i.e. before there are no more lots to sell). Be prepared to amend your perpetual care funding
requirements to increase contributions to the trust for all future sales. Then, review the trust
investments. It might be you need to invest for some growth in the portfolio (subject to state law).
percent reduction in principal value! If you maintenance of about $50,000 a year. can pay $100,000 for an old gas station,
subsequently sold the portfolio, you never Insurance, accounting and other costs but if it requires $1 million to deal with
recovered. need to be covered. When all is added up, ground water contamination caused by
You didn’t do anything illegal, but your the costs of maintenance each year in this leaking gas tanks, yours is the first pocket
trust took a hit. Had you held on and been hypothetical situation add up to $400,000. the government will go after. That is
patient, the markets came back in 2009 and If the PC trust is $4 million, will that be why before buying property you get an
2010, but those who sold their bonds took enough to fund this annual need? In reality, environmental audit.
a big hit. no. Most people buying cemeteries never
Some trusts are used by people as their Most state laws allow only the get a trust audit. The result is buyer
stock “play fund.” They invest in many interest be used. In an 8 percent interest beware.
risky public common stocks and may have environment (yes, I am thinking about In the 1990s I predicted that 90 percent
a lot of losses. Some states have “prudent the 1990s), you would generate about of all PC trusts would be underfunded. I
man” requirements for investments, but $320,000 a year. That represents a was mocked by some of my peers, but it is
not all have this protective clause. shortfall. just simple math and lack of logic on the
3. Properly funded. You must be However, for the past decade we part of regulators setting funding levels.
thinking, “What can be wrong with a trust have seen conservative savings account My prediction is just as relevant today as it
that is properly funded?” Even if PC is interest rates in the range of one percent. was then.
funded each year, and the investments Even assuming a 5 percent blended rate You also should know that the SBA will
have not suffered/lost principal, you can be generates only $200,000 a year. Again, a fund cemetery purchases, but the payback
in a world of hurt if you are the owner at shortfall. period has to be no longer than the period
the end of the sales cycle. The problem is that the funding rates of the remaining inventory. This is usually
State laws dictate what the PC funding set by the states is not tied to the costs of not a problem, but in your case, it could
requirement is for a cemetery. Some maintenance, nor is it tied to a variable be.
require a percentage of the interment right interest rate environment. What might be I would reconsider the value you are
sale be deposited. Some states require a enough principal in a 10 percent interest being offered to purchase the property. It
deposit calculated per square foot. rate environment is a significant shortfall makes sense the current owners don’t want
Frankly, both methods are compromises at 5 percent. to be the perpetual care owners. They may
created by state regulators and have no The other concern is that the annual have seen the annual costs of operation
basis in the reality of what is needed. It cost of maintenance can be expected to and maintenance and compared it to the
is the same problem we face with Social go up each year, yet when the PC trust is trust earnings. They may be trying to get
Security. fully funded, there will be no additional out before there is no one to buy it.
Assume you have a 40-acre cemetery contributions to principal. What is the solution? First, don’t accept
and you have 1,000 graves per acre. That Therefore, liability is increasing while that meeting state law means a trust is well
will ultimately result in 40,000 gravesites. income is level. The trust may want to start funded. That is a minimum requirement,
You can establish that the PC contribution investing in lottery tickets! not a maximum.
must be $100 per grave. Remember what a PC trust is intended Hire a qualified firm to compute
That means when this cemetery is fully to provide for: perpetual care. The govern- what the maximum should be while you
subscribed, assuming no loss of principal mental authority doesn’t want this ceme- have time (i.e. before there are no more
and all interest distributed over the years tery to be theirs to care for someday. They lots to sell). Be prepared to amend your
to maintain the cemetery during the sales want an authorized party to take care of it PC funding requirements to increase
period, the trust will have $4 million. indefinitely. contributions to the trust for all future
That sounds like a lot of money, but is Whoever is the owner at the time any sales.
it enough to fund the care and maintenance previous liability is determined is “holding Then, review the trust investments.
of the cemetery from interest earnings the bag.” It doesn’t matter that you paid It might be you need to invest for some
alone, in perpetuity? $100,000 to purchase the business, if the growth in the portfolio (subject to state
Let’s say the cemetery needs to have trust is found to be underfunded, you are law).
water at the cost of $100,000 a year. the party the regulators will come to in In cemetery marketing it is often said,
Assume it takes a crew of three to maintain order to make the trust whole. “Better to have and not need.” I think the
the property at a payroll expense of In many regards, this is akin to what same should be the mantra of cemetery
about $150,000 a year. This maintenance happens when an environmental problem owners about their trust. There is no such
effort will require repairs and proactive is discovered on a piece of property. You thing as overfunding. r
by Zachary Garbow
zack@funeral D I G I TA L M A R K E T I N G
innovations.com
ICCFA Magazine How often do you see someone reading a paper newspaper
author spotlight or book rather than staring at their phone or tablet?
➤Garbow is co-founder
of Funeral Innovations, How often do you find yourself looking around for a place
Boulder, Colorado, and to recharge your phone at the airport or a restaurant?
Des Moines, Iowa. He
previously was a software Our “always online” culture has profound implications for how
engineer within IBM Research, where he
gained more than 100 patents pending you market your cemetery, crematory or funeral home.
and earned the title of Master Inventor,
becoming the youngest Master Inventor in
the history of the company.
The big shift: How to extend your
➤He was accepted into the prestigious digital marketing beyond Facebook
D
Y Combinator startup program, where he
developed social media products in Silicon eath-care firms are feeling the the long and infrequent buying cycle for their
Valley while networking with the giants of pressure of a changing market. As products and services.
the startup world, including the founders of
people increasingly spend time But the magnitude of this always-online
Twitter, Facebook and Pinterest.
online, traditional marketing channels shift is creating an inevitable wave that will
➤He has spoken at numerous industry are drying up. Buying behaviors are now wash over the death-care profession, resulting
events, including the the ICCFA Wide trending toward price shopping, online in some firms emerging as big winners, while
World of Sales conference, the ICCFA
decision-making and less loyalty. This has others will have lost market share and even
Annual Convention, ICCFA University, the
California Funeral Directors Association
resulted in many funeral and cemetery gone out of business.
Convention, the Iowa Funeral Directors organizations fearing the future. How do we know this is true? Because
Association Convention and the OGR an- But savvy we’ve
nual meeting. operators seen this
➤Funeral Innovations is a technology understand that consumer
firm specializing in digital marketing solu- change presents shift disrupt
tions for the funeral service industry. opportunity, other
www.funeralinnovations.com
and those willing industries
to embrace already.
this change and When it comes
adapt are going to to shopping,
experience tremendous Amazon.com is
success now and far into now worth 500
the future. times as much as
Sears, which previously
The big shift was the king of
With the proliferation commerce. Amazon
of internet-connected has grown so large so
devices, people are spending fast that it is now investing
more of their time online. $5 billion to build a second
Most consumers now have a headquarters to supplement its
smartphone, tablet or laptop with primary Seattle location.
them the majority of the day. In the world of entertainment, Netflix is
You see this everywhere you go: people now in over 100 million households, while
browsing the internet while in line at the Blockbuster has shrunk to only 10 remaining
bank, couples sharing photos of their meals at stores.
a restaurant and folks jockeying for outlets to When it comes to transportation, Uber has
stay online at the airport. risen to the top in under a decade, with its
This change to an “always online” world drivers now outpacing the number of taxis in
has profound implications for how people New York City.
live their lives, interact with each other and The common thread tying together
buy from businesses. companies that have succeeded in this
Traditionally, funeral homes, cemeteries changing market is the ability to recognize
and crematories have been immune from and adapt to consumers’ changing
small changes in consumer behavior, due to expectations. In an always-online world,
D I G I TA L M A R K E T I N G
consumers expect personalized experiences, It’s clear that grabbing people’s attention the funnel, you are reaching your community
which they can handle themselves online and before they have a need, capturing their with your message through Facebook to build
which are available anytime from anywhere. contact information and staying in front of brand awareness and trust.
Death-care firms that are willing to adapt them over time until they are sales-ready, as But Facebook alone is only one piece
their businesses and marketing to meet in the Home Depot example, is a far more of an effective digital marketing strategy.
these new expectations will see growth and effective approach to securing more business. The next step is to transform that reach into
success, while those that ignore these trends This is the benefit of creating a customer action, by getting people to click on your
and continue to do business as they have for journey. links and go back to your website or landing
the past few decades will meet a fate similar It can be useful to consider the creation of pages.
to Blockbuster’s. a customer journey as a funnel. At the top of From there, you can offer them something
Creating a customer journey

It’s no longer sufficient to simply have a
storefront and website and expect people to
buy from you. According to an industry study,
82 percent of consumers call only a single
funeral home before making a purchasing
decision. In other words, if your firm is
unable to land that first call, there’s very little
business remaining to be won.
COMPASSION,
The challenge then becomes reaching
people before they are ready to make the call,
TRUST &
and building a community around your brand
so that when the need arises, your firm is the ACCURACY
first one they think of. This is achieved by
actively creating a customer journey using CORE SCIENTIFIC PRECIOUS METALS RECYCLING
digital marketing.
Consider two buying scenarios.
In the first scenario, imagine browsing
Facebook and coming across a post by
Home Depot about setting up a smart
home. Your attention caught, you click on
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your thermostat, theater system, lighting,
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Home Depot then stays in front of you
with relevant news and new products. If
at some point you decide you’d like to go
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going to choose Home Depot, who has been

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(1) Left, a post appealing to veterans and their families. (2) Above, a post in-
troducing he concept of preplanning. (3) Below left, A post educating families
about memorialization options. (4) Below right, a post participating in the
social media conversation that always takes place after a celebrity dies.
of value in return for collecting their contact is an extremely effective first step, allowing for example, received 85 likes and a share,
information. This is followed by nurturing you to introduce your brand to thousands and even produced a discussion.
them using email to stay in front of them and of people in your community, build brand (3) A big challenge death-care firms
bring them closer to a sales-ready state. awareness, educate your audience and prime face is simply educating their communities
Once they are ready to buy what you have them for action. about the value of their offerings. Facebook
to offer, you’ll be the first firm they call, and Your goal on Facebook should be to build provides an ideal outlet for offering educa-
as a result, you’ll have the first opportunity to awareness, provide education and generate tion, like this post on memorialization and
convert them into a customer. The best part engagement. Some examples of effective personalization options.
is that by using digital marketing, you can posts are pictured above. Even if folks who see this aren’t interested
automate every step of this customer journey, (1) This post does an excellent job of in a memorial bench specifically, it will help
making it easy to fill your pipeline with leads providing a clear message to a specific start them thinking about different personali-
and enjoy sustained growth in business. audience, veterans and families of veterans. zation options, and positions Urban Funeral
It positions the funeral home as the expert in Home as the expert in personalization.
Reach your community on Facebook the community and includes a call to action (4) When a celebrity or notable person
Many death-care professionals have the (“Contact us…”) to advise its audience of the passes away, people naturally are discussing
wrong impression of Facebook, thinking next steps. it on Facebook. As a death-care firm, you
it is a sufficient marketing channel on its (2) This post introduces the concept of want that discussion occurring on your
own. After using Facebook for a while, they preplanning as a way to mitigating the stress Facebook page. After all, memorialization
become disappointed in the results and are caused by the approximately 70 decisions that and life celebrations are your bread and
cynical about its value. need to be made at the time of a loved one’s butter. We’ve found that memorialization
It’s important to realize that Facebook passing. posts about notable deaths, made within
is just a single piece of an effective digital One of the big advantages of Facebook is hours of the news of their passing, see
marketing strategy. Fortunately, Facebook its ability to generate engagement. This post, 340 percent more reach than an average
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Marketing automation is an approach to digital marketing where you use software

to automate your entire marketing effort, from reaching people
at the top of the funnel to tracking their status and closing sales at the bottom.
you want to see your post, allowing you
to craft an effective message and ensuring
you’re not paying for people to see your ad
if they aren’t likely to take action.
By targeting people in your community
within a particular age range, you can get
your best messages in front of thousands
of people, even if they have not “liked”
your page—even if they’ve never heard of
you!
We’ve boosted over 3,000 posts in the
past year alone, and have reached millions
of people as a result.
(6) For example, we set up a click
campaign promoting a post about the
common regrets dying people have.
When people clicked on the post to learn
more, they were taken to a landing page
branded with the funeral home’s logo and
phone number.
(5) A testimonial makes an effective Facebook post. The valuable content on the landing
Facebook post. (Make sure you have the Many organizations are surprised to page helps build positive brand awareness
right to post any celebrity photos you use.) learn that an average post on Facebook and loyalty from visitors. This post
(5) Testimonials and positive reviews is seen by only 5 percent of the people resulted in 154 link clicks at an advertising
are effective on Facebook because they who have “liked” their page. Because of cost of just 18 cents per link click.
provide social validation. Someone who the decreasing effectiveness of so-called
views a positive review of your firm online “organic” reach, it’s become absolutely Collect contact information
by one of their peers in the community critical for your firm to make use of While getting people to click on your
is much more likely to trust your firm as Facebook ads (aka “boosting”). links and visit your website or landing
well. Boosting a post means you are paying pages is useful for building loyalty and
One approach you can take is ask all Facebook to show it to a targeted subset brand awareness, to create a full customer
the families you serve to provide feedback of people. The great thing about boosting journey it’s necessary to collect contact
on how you did. Just be sure to ask their is that you can precisely target the people information from your visitors so you can
permission to share their testimonials
online. We accomplish this automatically
with an online form on the funeral home or
cemetery’s website.
Get people off of Facebook

(and onto your website)
While creating brand awareness and
providing education on Facebook is a
useful goal, in order to truly reach your
business objectives and create a customer
journey, you must next transform your
community members from passive viewers
of your content to active participants who
are willing to take action.
To accomplish this, you’ll need to
create posts that generate clicks and bring
people from Facebook to your website or
a landing page where they can learn more (6) This post about the regrets dying people have was part of a click campaign that took
about your offerings and your firm. people to a page with the funeral home’s logo and phone number.
We wanted our
132-year-old
reputation to
continue. So we
turned to Johnson
Consulting Group,
who has a
reputation for
making that
happen.”
- Rick Allnutt
Allnutt Funeral Service
We’re extremely proud of our family business that’s grown for over 13 decades in 13 locations. Tom
and Jake Johnson helped get us there and they were the perfect pair to ensure we received a fair
value for our lifetime investment.
I can’t overstate how valuable Johnson Consulting Group was in helping us sell our business. From
their proven system of gathering financial and performance data, to being right by our side at the
negotiation and closing table, they guided us through every step.
If you’re thinking of selling your business, you’ll want Johnson Consulting Group in your corner.
©2017 MKJ Marketing
888.250.7747
www.JohnsonConsulting.com
Mergers & Acquisitions • Valuations • Accounting • Management Services • Financing • Customer Surveys
stay in front of them consistently. Nurture your leads using email

People are not willing to provide You are likely thinking that the fact
their contact information for free. It’s that someone signed up for a contest
helpful to consider people’s contact or filled out a personality quiz
information as currency. They will doesn’t mean they are going use that
give it to you, but only if you offer particular funeral home, cemetery or
them something in return that they crematory. You are right.
consider valuable. That’s why it’s critical to nurture
This is often called a “lead each lead consistently over the
magnet,” which is simply following weeks and months so that
something you offer in return for your organization remains top-of-
someone’s information. It might be mind and so that you can bring leads
a downloadable e-book, a planning along to a sales-ready state. The
guide, a coupon, a contest or any best way to stay in front of leads is
number of offerings, physical or through email.
virtual, that someone might desire. Email is effective for nurturing
Let’s look at a couple of examples. leads because it lets you consistently
(7) A contest, like this reach people over a period of time.
Valentine’s Day “guess the hearts” A common type of email nurtur-
giveaway we ran, can be an effective ing is to send monthly newsletters,
lead magnet. In this case, we set which most people are accustomed
up a contest in which community to receiving and reading.
members can guess the number of Another form of email nurturing
hearts in a jar. involves a technique called drip
The closest guess would win an marketing, in which you send
Amazon gift card. The twist is that prospects a series of preconfigured
in order for your guess to be valid, emails, sent on a defined schedule.
you had to sign up for the funeral (7) A contest can be an effective lead magnet.
Drip marketing is used when you
home’s newsletter via the link in the already know what the prospect is
post. This contest resulted in 133 interested in. You craft the email
newsletter signups at a cost of just series to heat up that interest and
$1.69 per signup. close the sale.
There are many ways you can (9) One example of a customer
create an effective lead magnet to journey we’ve created involves
collect people’s contact information. a campaign promoting planning
(8) We’ve gotten really creative reminders. For this campaign, we
in our experiments and even craft a Facebook post that speaks
offered a “What kind of funeral is to a specific audience: women ages
right for you” personality quiz. 40 and up within the funeral home’s
You might recognize these kinds service area.
of quizzes from Buzzfeed or other The Facebook post says, “you
sources. They work because people know planning ahead is important,
enjoy learning about their own but you probably feel too busy.” We
personality. target people who understand the
In this example, we promoted the value of planning ahead but haven’t
quiz on Facebook (boosting it to a gotten around to doing it yet. To
broad audience in the community), solve their problem, we offer them
and when people clicked on the link, free planning reminders.
they were taken off of Facebook onto (8) A personality quiz, in this case about the right kind When they click the link, they are
the landing page containing the quiz. of funeral for you, can be effective. taken to a landing page where we
The personality quiz itself consists provide access to the lead magnet:
of six engaging questions not focused on The interesting thing about this lead free monthly planning reminders. To
death and used to calculate a matching magnet is that in addition to collecting receive these reminders, they are asked to
funeral type based on the responses. contact information, it also provided enter their name and email address.
However, before seeing the result, you the funeral home valuable qualifying Once they’ve submitted their contact
must enter your contact information. This information about each lead in the form of information, we nurture them over the
lead magnet generated 86 responses at a their answers to the quiz questions and the following six months by sending monthly
cost of $5.88/lead. resulting recommended type of funeral. reminders about the benefits of planning
You’ll begin to notice that your traditional marketing channels are becoming less effective and
increasingly unreliable. This underscores the urgency of setting up your digital marketing strategy now.
ahead, tips for how to get started automation for death-care firms, there
and even testimonials and social are many options available (some for
validation. free) to automate different parts of the
On average, when we run this customer journey.
campaign for a month, we generate You can find a list of some of the
around 73 leads at a cost of $6.13/lead best software available here: http://
for the firm. funeralinnovations.com/marketing-
tools.
Converting and tracking leads
As you can imagine, filling up your What’s next?
funnel with leads through constantly The “always online” consumer shift
running campaigns involving is just beginning, and will continue
Facebook posts, landing pages and to affect how you reach your
email nurturing can make it difficult community.
to track each prospective client and You’ll begin to notice that your
where they came from. traditional marketing channels are
That’s why it’s important to stay becoming less effective and increas-
organized using CRM (customer ingly unreliable. This underscores
relationship management) software. the urgency of setting up your digital
CRM software will let you track all marketing strategy now, to lay a
of your leads, monitor their statuses, (9) This planning reminder post is designed to speak foundation for growth moving into the
keep records of your outreach to them to women ages 40 and up in the funeral home’s ser- future.
and associate closed deals with their vice area. By using digital marketing to create
inbound channel so you can calculate a customer journey, you will be able to
ROI for your digital marketing efforts. than worth it. Fortunately, there are ways reach people at any point in the buying cycle,
By using a CRM tool, you not only to make it run easily and seamlessly. and stay in front of them until they are in a
will stay organized, but also will be able Marketing automation is an approach to sales-ready state and you receive their first
to double down your efforts for marketing digital marketing where you use software call.
campaigns that were effective, while to automate your entire marketing effort, By investing in digital marketing now,
spending less time and money on ones that from reaching people at the top of the you’ll ensure that your firm capitalizes on
didn’t work as well. funnel to tracking their status and closing this emerging trend and enjoys sustained
sales at the bottom. growth so that it can be among the
Putting it all together The majority of Fortune 500 companies those expanding into new locations, like
This might all sound like a lot of work to use marketing automation with great Amazon, rather than closing up shop like
set up and maintain. It does takes some results. While my company, Funeral Blockbuster. r
effort, but the positive results are more Innovations, provides full marketing
Questions or concerns about the

conditions in your mausoleum?
With over 35 years of experience, Ensure-A-Seal has the
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by ICCFA Magazine columnist
Todd W. Van Beck, CFuE
PROFESSIONAL DEVELOPMENT
vanbeck@
guptoncollege.edu; Being able to bring a cemetery or funeral home conference
toddvanbeck@
gmail.com with a family to a satisfactory close is another art people in our
ICCFA profession need to master. You don’t want to appear to be rushing
Magazine
author people out the door, but you also don’t want to keep them
spotlight
in the room as if they had nothing else to do all day.
➤Van Beck is one
The keys to service:

of the most sought-
after speakers and
educators in funeral service.
➤He is the director of continuing educa-
tion for John A. Gupton College, Nashville,
Tennessee. Ending the interview
C
www.guptoncollege.edu
➤Van Beck is dean of ICCFA University’s losing the funeral/cemetery to during this time besides chatting with
College of Funeral Home Management experience and/or sales and service the funeral/cemetery professional. This is
and received the ICCFA Educational interview is in many ways similar to a humbling idea to be sure, but it one you
Foundation’s first ever Lasting Impact initiating it, but it operates in reverse. should not underestimate.
Award in 2014. Closing a human interaction, particularly
one as potentially sensitive as those with Closing styles
f
“Like” Todd Van Beck which our profession deals, might sound easy, There are many styles of closing. The style
on Facebook today!
but often isn’t. used will depend on what the interview is
In particular, the person new to funeral or about, the particulars of the client family
More from this author cemetery service might not be adept at letting and the attitude of the funeral/cemetery
➤Van Beck is dean of ICCFA the client family know that the sales and professional. Sometimes the ordinary
University’s Funeral Home service conference time is coming to a close. courtesies will suffice to bring about the
Management. The next session He or she may be fearful of making the client closure of the experience.
will be July 20-25, 2018, at the
family feel they are being pushed or rushed Under these circumstances, a closing
Fogelman Conference Center, Memphis,
out the door. remark like the following will serve: “I
Tennessee. Look for information in the spring
at www.iccfa.com Two factors are worth consideration: believe we have the information we need to
1. Both partners in the interview or proceed with your wishes. We know how to
➤Van Beck’s book conference should be aware of the fact that get in touch with one another should anything
“Reverence for the Dead: the session is wrapping up. (As will be else come up.” Or: “Thank you for your trust,
The Unavoidable Link,” seen, this sometimes does not automatically and we will make certain all your instructions
addresses in detail the happen.) and wishes are taken care of. Don’t worry
ethical standards of car- 2. During the closing phase of the inter- about this; we will take care of everything.”
ing for the dead and the
view, no new material should be introduced I don’t mean to suggest robot formulas
ethical consequences of
not doing so.
or discussed. (I detest scripts), but I want to stress the fact
www.amazon.com I am not suggesting that we be inflexible that closing statements should be short and to
and work mechanically, keeping one eye on the point. When we have nothing else to add,
the clock. the more we say, the less meaningful what
➤Van Beck’s new book I am convinced, though, that the interview we say becomes, and the more drawn-out the
“The Story of Crema- is most helpful when limited in time and closing is, wasting everyone’s time.
tion,” walks the reader when both partners accept and work within As you’re starting to close, you might
through the history of
this structure. Accepting that we can’t allow want to refer to matters discussed and
cremation, its historical
uses to its use today. It
every interview to drag on indefinitely is decisions made in the sales and service
concludes with a discus- important, especially when we are confronted interview with a concluding statement, in
sion of the downsides of with a series of interviews on the same day effect a restatement of what you have both
cremation. within the same company. agreed on and how the service details are to
www.amazon.com It helps us recognize that being together be dealt with:
is in truth a finite situation, and that all those “Now that we’ve decided on the
involved are people with professional and type of services, I’ll make the necessary
private obligations that must be respected. arrangements.” Or: “If you have further
In other words, the client family also questions, please call my private cell phone
may well have other responsibilities to tend number, …”
➤to page 79
PROFESSIONAL DEVELOPMENT
When definite decisions and plans have been made during the interview,
it may be a good idea to recap them briefly during closing, especially if both the client family
and funeral/cemetery professional have agreed to carry out different tasks.
Occasionally, a more explicit summation “redeem” myself. Ah, such is human nature! accomplish our helping task.
is required to make sure you and the client We should leave enough time for closing In terms of our professional attitudes,
family have understood each other: “Before so that we are not rushed, since this can create we determine to a great extent our own
you leave, I just want to make sure I the impression that we are evicting our valued behavior in carrying out our profession’s
understood you correctly ...” Or: “Could you clients from the mortuary or cemetery. responsibilities, and thereby that of the client
explain one more time the directions to ...” Whatever remains to be done at the end family as well.
A somewhat different approach to of the session in terms of reviewing steps to Our attitudes about the entire death and
closing is to ask the client family to state be taken or in summing up matters should be loss experience, which may be explicit or
how they have understood what has attended to without haste and preferably as a implicit, expressed or unexpressed, are, in
been going on in the interview: “We’ve joint venture. the end, the truth serum concerning our own
covered quite a lot of information and I’m With patience, practice, awareness and personal philosophy regarding both helping
wondering if there are any areas which I can reflection, every professional can develop and interviewing other human beings.
further explain?” Or: “I know this has been a style that satisfies them and facilitates the Everyone interested in our noble calling
such a difficult time, and it hasn’t been easy funeral or cemetery interview. of helping others will wish to discover their
for you. Can I review this information again Every professional engaging in the client own attitudes and how they influence how
with you?” conference/interview brings along with them they operate. And once aware of how we
Finally, when definite decisions and plans attitudes in terms of how they function. behave, we can then decide if we want to
have been made during the interview, it may Whether we as professionals are aware of act that way or if we would like to change
be a good idea to recap them briefly during it or not, whether we can put it into words or our behavior.
closing, especially if both the client family not, our internal attitudes influence what we This process is called growing in profes-
and funeral/cemetery professional have do or leave undone and in what manner we sional maturity. r
agreed to carry out different tasks.
This is a kind of mutual feedback to verify
that both understand what they are to do:
“Now, let’s see. You agreed to talk to your
mother about the lump sum funeral allowance
and I will call the crematory.”
Comfort Made Simple
Co
Similarly, mutual feedback is provided with Family Direct Ordering
when the funeral/cemetery professional first
states his/her part in the task ahead and then
encourages the client family to state theirs: It’s now easier than ever to offer your
“We have completed the arrangements
families the highest quality, handcrafted
and we’ve made a lot of decisions, so before
we end, let’s quickly review what is going to keepsakes available!
happen and who is going to do what.”
Closing the sales/service interview is
1 2 3
especially important because what occurs CAPTURE SHARE PROVIDE
during this last stage is likely to determine the
client family’s impression of the interview as
PRINTS SESSION IDs COMFORT
a whole. Let me recount a good example. Use your fingerprint Share the unique The power of touch
scanner and store Session ID with your keeps families
When I was a young boy in Iowa, I got
prints in our families, so they can connected, and
assigned to play the organ for services at our double-encrypted, place orders directly you generate
church. It was a miserable job. However, online Print Vault™ at their leisure revenue with
I learned one thing about human nature while each order
I served as the church organist.
I would play an entire service without a
blue note—every key on the organ was hit Start benefiting from Family Direct Orders today!
just where it needed to be. But if I hit a sour Learn more at sessionids.meadowhillco.com, or call us toll free at
note in the last hymn or the closing postlude, 877.848.6243 (847.381.9000 outside the U.S.).
that is what everybody remembered and that
is what everybody talked about in town until
the next Sunday, when I had a chance to

Supply Line
n THE CHAMPION CO., Boston, Mas- concessionaire for Nilsson Volvo funeral
sachusetts, has introduced the Champion vehicles. Earlier this year, the company
Jaundice Kit. The kit is designed to simplify unveiled its latest vehicles, as it launched the
the preparation of mild to severe jaundice Volvo S90 hearse and S90 limousine.
cases by providing a variety of arterial The company is now based in three
chemicals as well as instructions, all in one locations across the UK, having moved
box. The kit includes Jaun-Dial Arterial for into its current headquarters in 1970. It then
embalming jaundiced bodies; Co-Injectant established a factory in Northampton in 2003
Beta, a pre-co-injection to clear capillaries and by 2012 had also moved into a new
while enhancing distribution and drainage; state-of-the-art production facility in Wigan,
The Champion Co. Jaundice Kit.
Di-San sanitizing enhancement; Humectant Lancashire. Over the years, Wilcox has built
Aloe Factor to rehydrate embalmed tissues; vehicles for use by the British royal family
pH-A water activator and conditioner to pro- as well as for state funerals around the world.
duce better internal cosmetic staining results Wilcox also distributes all over the world,
and neutralize acidity in water and tissues; having tapped into the wider international
and Dye Concentrate Cosmetic Factor for a market. http://limousines.co.uk
more natural appearance. n BUYRIGHT ALLIANCE, Bethesda,
www.thechampioncompany.com Maryland, has introduced its group pur-
n WILBERT FUNERAL SERVICES, chasing platform and seeks to expand its
Broadview, Illinois, has released its new network of independent firms. The com-
Cremation Choices catalog, volume 8. It pany’s cooperative framework is designed
features more than 300 cremation products, to help level the competitive playing field by
Wilbert’s new Cremation Choices including urns, mementos, jewelry and urn enabling independent operators to be better
catalog. vaults. Designed to make it easy for funeral able to compete against corporate giants, with
professionals to help families with selec- an eye to cost savings, quality and deliv-
tions, it is organized by product type such as ery offered by preferred supplier partners.
READERS: To find the products and
cultured marble, glass, wood, eco and metal. 301.657.3065; www.buyrightalliance.com
services you need online, go to www.iccfa.
com for the Supply Link Search
Wilbert cremation products are also available n WEBCEMETERIES.
Engine, the fastest way to find on WilbertDirect.com, an ecommerce website COM, Virginville, Pennsylva-
the products and services you exclusively for funeral professionals. nia, has named Nick Timpe,
need at your funeral home, 1.888.WILBERT; www.wilbert.com former director of sales and
cemetery or crematory. n NEW MEMORIALS DIRECT, Gig marketing, as president and
SUPPLIERS: Send your press releases Harbor, Washington has introduced its new CEO. Timpe is an 11-year
about your new products and services, personalized stainless steel leather brace- veteran of the cemetery and
and about awards, personnel changes let. The bracelet is designed to be worn by funeral home industry. During
and other news to sloving@iccfa.com for both men and women. It can be personalized Timpe college, he began helping to
inclusion in Supply Line. with any type of print engraving, including build webCemeteries.com. AFter graduation,
a fingerprint, handprint or footprint. Custom he joined the company full-time as a junior
New Memo- signatures can also be accommodated along- partner responsible for sales. Under his direc-
rials side a print or displayed alone. The bracelet tion, the company grew from a start-up to a
Direct’s has a stainless steel front and a durable, leader in cemetery techology working with
new adjustable black leather band. nearly 300 cemeteries nationwide. He serves
leather 1.877.995.8767; on the ICCFA Sales & Marketing Commit-
bracelet. service@newmemorialsdirect.com; tee and the Catholic Cemetery Conference
www.newmemorialsdirect.com Technology Committee.
n WILCOX LIMOUSINES, Chalfont St. Also, Jason Cavett has been hired as
Peter, Buckinghamshire, England, is cele- chief techical officer. He has bachelor’s and
brating its 70th anniversary in 2018. The master’s degrees in software engineering
company, which has grown to become one from the Rochester Institute of Technology
of the largest funeral vehicles dealerships in and Pennsylvania State University, respec-
Europe, was founded in 1948 by husband and tively. He was vice president of technology at
wife team May and William Wilcox. Today, Jacquette Consulting, Philadephia, and senior
three of their grandchildren are in charge. software engineer at Lockheed Martin. He
A vehicle from Wilcox Limousines, cel- Since 1969, Wilcox Limousines has been also worked with webCemeterie.com for the
ebrating its 70th anniversary this year. working with Jaguar Land Rover and is one past two years. 1.800.653.7049;
of only two Jaguar Land Rover authorised info@webcemeteries.com;
convertors in the world. It also holds the UK www.webcemeteries.com
S U P P LY L I N E
n FUNERAL DIRECTORS MANAGE- n ASTRAL INDUSTRIES, Lynn, Indiana,

MENT SOFTWARE, Scottsdale, Arizona, recently honored its account representa-
has launched two-way integration with tives. John Moose, from the Birmingham,
Answering Service for Directors, Media, Alabama Business Center, and Mike Miller,
Pennsylvania; FuneralCall, Carollton, from the Atlanta, Georgia, Business Center,
Georgia; and Messsenger, Auburn, Indiana. were named Account Representatives of the
FDMS Pro contains tools and features to Year. 1.800.278.7252;
manage every aspect of the case process, and sales@astralindustries.com
also uses the power of Johnson Consulting www.astralindustries.com
Group’s Performance Tracker. Integration n CHURCH & CHAPEL METAL ARTS, Astral CEO Charlie Shaw, center, is
with the other software companies elimates Chicago, Illinois, has released the latest edi-
flanked by Account Representatives
the need for duplicate data entry into the dif- of the Year Mike Miller (left) and John
tion of The Ultimate Guide to Cremation Moose (right).
ferent platforms. Urns. The 96-page catalog under the Angelus
www.webfdms.com; trade name includes urns, keepsakes and
www.myasd.com; jewelry. 1.800.992.1234;
www.funeralcall.com; info@church-chapel.com;
www.messengerstationery.com www.church-chapel.com
n THE DODGE CO., Billerica, Massa- Church
n TERRYBEAR, St. Paul, Minnesota, & Cha-
chusetts, has introduced the Drug Buster and has introduced its new Memory of pel’s
medication disposal system. The system a Lifetime jewelry. Families can choose new urn
allows funeral homes to safely dispose of from four designs: pillar, with three cubic catalog.
unwanted and leftover drugs for families. zirconia accents; hourglass, featuring two
It can handle pills, controlled substances, bands of cubic zirconia around the middle;
lilquids and transdermal patches. It dissolves cylinder, with a single cubic zirconia at the
and neutralizes the active ingredients in non- bottom; and companion cylinder, with two
hazardous medications, breaking them down cubic zirconias that signify two individual
in 15 minutes into an environmentally inert fillable chambers.
slurry which is stored in a container. When The collections are made with 316
full, the container can go into the regular stainless steel and pieces are available in
garbage. 14k gold plated (bronze), rose gold plated
The system meets or exceeds FDA, (rose), stainless finish (pewter) or black
DEA and EPA guidelines for drug disposal. plating (onyx). All three designs can hold
It is available in two sizes, a 16-ounce a nominal amount of remains. Each piece
bottle which will neutralize up to 300 pills, comes with a matching 19-inch chain (14k
capsules or 8 ounces of liquid medication, gold plated, rose gold plated or stainless Terrybear’s new Memory of a LIfetime
and a 64-ounce size which will neutralize finish) and fill kit. Personalized engraving jewelry designs.
up to 1,500 pills, capsules or 32 ounces of is available for the pillar and cylinder de-
medication. 1.800.443.6343; signs. 1.888.588.8767; www.terrybear.com
www.dodgeco.com
n SECURITY NATIONAL LIFE
n FRONTRUNNER PROFESSIONAL, INSURANCE CO., Salt Lake City, Utah,
Kingston, Ontario, has announced a new has hired Matt Schuen as director of sales
integration with C&J FINANCIAL, Rain- development. He has extensive funeral/life
bow City, Alabama, designed to streamline insurance sales management experience,
the insurance assignment and claims process. including working as an account manager,
The integration allows funeral directors to strategic account manager and director of na-
create an account with C&J through their tional accounts. He is a graduate of Kalama-
existing FrontRunner platform and initiate zoo College. 1.800.574.7117;
insurance assignment claims straight from the www.snlabetterway.com
death record. Also, SNL has chosen the Travel Plan
1.866.748.3625; www.FrontRunner360.com by INMAN SHIPPING WORLDWIDE,
1.800.785.0003; www.cjf.com Cleveland, Ohio, as its travel plan pro-
n COOPERATIVE FUNERAL FUND, vider. The plan covers the cost of bringing
Guy Winstead of Security Nation-
Madison, Connecticut, celebrated its 28th a loved one home for ceremony if they die al Life (left) with Dave McComb
anniversary by hosting a client appre- more than 100 miles from home. The cov- of Inman Shipping Worldwide,
ciation reception in the historic harbor of erage is good for anywhere in the world. whose firm’s travel plan has been
Boston, Massachusetts. 1.800.336.1102; www.snlabetterway.com chosen by SNL.
www.CooperativeFuneralFund.com www.inmanshippingworldwide.com

S U P P LY L I N E
Johnson report shows correlation of satisfaction and sales

n JOHNSON CONSULTING, Scottsdale, of the facilities received the lowest scores
Arizona, has released a report on the data all three years, with families citing outdated
collected through its Performance Tracker appearance, uncomfortable temperatures and
program. The analysis of thousands of lack of wheelchair accessibility as reasons.
pieces of data was writ-
ICCFA member
benefit: 10% ten by FUNERAL RE- Conclusions
discount on SEARCH AND INSIGHT, • Confirmed statistically again this year, firms
Johnson’s Indianapolis, Indiana. Sales with higher satisfaction have higher sales;
Performance and family satisfaction sur- changed but generated the highest per -case improving satisfaction benefits both families
Tracker program.
vey data from 2014, 2015 sales each year. Casket sales had the largest and funeral firms.
(See page 111.)
and 2016 was analyzed, and decline during this time. Sales also dropped • Though cremations with memorials
a correlation analysis was done to determine for urns and keepsakes, alternate containers and traditional cremations have higher
the relationship between sales and survey rat- and cemeteries. satisfaction and sales than direct cremations,
ings. Among the findings: • Overall satisfaction in 2016 was higher direct cremations are increasingly the most
• Burials were down 3.8 percent while than the prior two years. common cremation disposition chosen.
cremations were up 4.3 percent. (see chart) • Families are the most satisfied with at- Firms would best serve these families (and
• Combining all case types, the average need cremations with memorials. themselves) by providing information on all
sale per case in 2016 was $5,028 – about • For all three years, consumers were most the cremation options available – perhaps
the same as last year. Compared to 2014, satisfied during their initial funeral home even citing research that shows families have
however, the average sale per case dropped contact with the genuine care and concern greater satisfaction with other choices.
$123, which likely reflects the increase in expressed but least satisfied with their initial • A family’s initial contact with the firm
families choosing lower-priced cremations. phone conversations. Consumers with lower is important to their selection. Funeral
• The average burial sale has remained satisfaction in this area cited unsympathetic homes should ensure this first impression is
mostly stable, increasing by $110 from 2015 reception staff, unresponsiveness to initial consistently positive: professional, genuine
to 2016. Average per-case cremation sales in phone calls and pushy sales staff as reasons. and compassionate.
2016 was nearly $90 higher than in 2015. • Satisfaction with vehicles was rated www.johnsonconsulting.com
• Service fees remained relatively un- highest, and the convenience and comfort www.funeralresearch.com r
n LIFEART INTERNATIONAL, Hong

Kong, has opened its latest innovation
center, in Gloucester, England. The
state-of-the-art facility will produce the
company’s internationally accredited coffins
for the UK market. The new facility was
officially opened by His Royal Highness,
Prince Richard, Duke of Gloucester.
LifeArt, which began in 2004 in Austra-
lia, offers biodegradable, eco-friendly (the
coffins reduce emissions by up to 70 percent
and leave a white ash after cremation) and
personalizable coffins designed specifically
for the cremation market. It has partnered
with Queen’s Innovation Award-winning firm
Flexmort Ltd. www.lifeart.com
n FUNERAL DIRECTORS LIFE
INSURANCE CO., Abilene, Texas, and Mike Grehan, president and CEO of LifeArt International, talks as Simon Roth-
PASSARE, San Francisco, California, have well, managing director and CEO of LifeArt Coffins, and Prince Richard, Duke of
Gloucester, first cousin to Queen Elizabeth II of the United Kingdom, listen.
released an advanced integration of their
platforms. “Phase two of our integration “Research shows that consumers are spend- to interact with families digitally, through
eliminates the need to go outside of Passare ing more and more of their time online,” social media, email marketing, customer
to check preneed case information, includ- said Kris Seale, FDLIC president and CEO. relationship management, professional web
ing contract amount, payment information “Our goal with the continuum of care is to profiles, digital contracts and even integra-
and death benefit amount” said Passare help our client funeral homes connect with tions with at-need services such as Passare
CEO Jay Thomas. For FDLIC, the integra- families digitally, from lead generation to and insurance assignment services.
tion is part of the company’s completed prearrangement, through the service, and www.funeraldirectorslife.com;
digital continuum of care for families. beyond.” It allows funeral professionals www.passare.com r
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Update Send in news about your cemetery, funeral home, crematory or association to sloving@iccfa.com. If you publish a newsletter,
please email a copy to sloving@iccfa.com or mail to: Susan Loving, ICCFA, 107 Carpenter Drive, Suite 100, Sterling, VA 20164.
Above, enhanced flora around Arlington Lake. Right, new chrysanthemum flower-
beds at The Arlingon Memorial Gardens’ entrance and Sermon on the Mount Garden.
n THE ARLINGTON MEMORIAL Locust n Another lawsuit filed against THE

GARDENS, Cincinnati, Ohio, was pre- Hill INTERNATIONAL CONFERENCE
sented with the 2017 Beautification award Cem- OF FUNERAL SERVICE EXAMIN-
by the Colerian Chamber of Commerce. The etery’s ING BOARDS, Fayetteville, Arkansas, has
James
award recognizes a Colerain business or or- been dismissed. A New York state court
Bethel
ganization that has improved the appearance Gresh- judge dismissed the suit by a graduate of
and/or aesthetics of their facility or property am the American Aademy McAllister Institute
within the past year. Arbo- of Funeral Service challenging The Con-
Most of the cemetery is in Springfield retum ference’s invalidation of her scores on the
Township, but land has been purchased in is now National Board Examination. The suit was
Colerain Township and incorporated into accred- filed in 2015 after her scores were invalidated
the cemetery’s grounds in anticipation of the ited. following discovery of her involvement in
construction of additional facilities, including the examination security breach at AAMI.
a new funeral home, for which ground will be credited arboretum in the Morton Register of She later voluntarily dismissed her claims
broken this year. Arboreta, a database of the world’s arboreta against most of the defendants and a judge
“This has been an ongoing process,” said and gardens dedicated to woody plants. Lo- granted The Conference’s motion to dismiss
Arlington President Dan Applegate, “as we cust Hill Cemetery was founded in 1855 and all claims. As a result of this ruling, only one
have been engaged in a significant capital currently has 67 acres. The arboretum was of the 17 lawsuits filed by AAMI graduates
improvement program for the past three established and named after its most famous whose NBE scores were invalidated is pend-
years which includes road improvements and interment, honoring his memory on the 100th ing against The Conference. The remainder
installation of irrigation systems, as well as anniversary of his death in World War I. More of the lawsuits have been dismissed or settled.
the addition of numerous flowerbeds. These than 35 individual tree species are represented The Conference continues to pursue efforts to
improvements will continue in 2018, as we in the arboretum. The city of Evansville’s amicably resolve the remaining lawsuit.
continue to add more flora and work on the other cemetery also has a certified arboretum. n The CONNECTICUT CEMETERY
statuary and incorporate works of art through- ASSOCIATION recently celebrated its
n FOUNDATION PART-
out the grounds.” 75th anniversary at the new location of
NERS GROUP, Orlando,
Established in 1934, The Arlington Me- The Norwalk Vault Co. in Watertown. The
Florida, has hired Jason
morial Gardens is a 165-acre memorial park. meeting began with a standing pledge of
Widing as vice president,
n The James Bethel Gresham Arbore- business development. allegiance by all at the front flag pole on the
tum at LOCUST HILL CEMETERY & He has more than 15 years property. More than 70 cemeterians and sup-
ARBORETUM, Evansville, Indiana, has of business development plier members were in attendance for a day
been awarded Level I accreditation by experience in the funeral ser- of food, celebration, networking, a tour of the
The ArbNet Arboretum Accreditation Widing vices industry. Prior to joining NVC plant and a Kryprotek liner assembly
Program and The Morton Arboretum for Foundation Partners, Widing contest.
achieving particular standards of professional was senior director of business development The association celebrated its anniver-
practices deemed important for arboreta and for PRECOA, where he was responsible for sary with a cake-cutting ceremony and a
botanic gardens. The James Bethel Gresham driving and delivering new business objec- prize raffle, and provided each member
Arboretum is also now recognized as an ac- tives through strategic partnerships. in attendance with a personal anniversary
U P D AT E
In memoriam
Harvey I. Lapin Tired of
Harvey I. Lapin, 79, of
Northbrook, Illinois, and Boca
Hearing Your
Raton, Florida, died Novem- Cremation Prices
ber 7, 2017. He was a principal
in the Northbrook, Illinois are Too High?
law firm of Harvey I. Lapin P. C., special-
izing in funeral, cemetery, cremation, tax and
corporate law.
Lapin graduated from Northwestern
University in 1960 with a degree in account- Blaming the consumer will get
ing, and in 1963 from Northwestern Law you nowhere. Give your staff the
School. He was employed at the Internal information and support they need
Revenue Service in Washington, D.C., for
to have positive and constructive
several years. He worked extensively in the
tax-exempt cemetery area and also received a
conversations with families that want
master’s degree from Georgetown Law Cen- to use a funeral home, they just don’t
ter in 1967. He then was employed by and understand the price difference.
became a partner in a law firm in Chicago,
Illinois, and subsequently established his own Visit cremationwithconfidence.com or
firm. He conducted his own practice until Our at-need and pre-need give us a call to learn how you can
January 1, 1992, when he joined a 65-lawyer volume have both increase cremation business and
firm in Chicago. In October of 1993, that firm increased since we
implemented Cremation
maintain the margins you need to make
dissolved, and he re-established his own firm cremation profitable.
with ConfidenceTM.
in Northbrook, Illinois.
He was a founding member of the Ceme- — Lee and Paul Cavanagh,
Act now to be the exclusive provider for
tery Advisory Board in Illinois and served on Cavanagh Family Funeral
Homes, Inc. & Private Crematory your county.
that board for over 20 years. He was general
or special counsel to numerous cemetery and
funeral corporations throughout the country.
Lapin was general counsel to the Illinois CURRENT
Cemetery and Funeral Home Association and
PROVIDERS:
Contact us to learn
several other state trade associations in the about new advertising
industry, including the Cremation Association and website benefits
of North America. He had done work for the available to you.
You can’t afford not to offer Cremation with ConfidenceTM
ICCFA. He was primary draftsman or in-
volved in drafting industry-related legislation
in over 40 states, and in the drafting of federal
tax legislation and FTC Funeral Rule. 8 55 . 8 9 0. 3 45 6 • w w w.cre m at io nw i t h co nf i d e n ce.co m
He was a consultant on cemetery, funeral ©2017 Cremation with ConfidenceTM
and cremation legal areas for Ann Land-

ers and provided the same assistance to
the authors of the “Dear Abby” and “Ask
Amy” columns. He had been a member of
the faculty of the John Marshall Law School
in Chicago since 1969. He was the primary
contributor to the “Cemetery and Funeral
Business and Legal Guide,” published by CB
Legal Publishing Corp., Northbrook, Illinois,
starting in 1972.
Survivors include his wife, Cheryl, two
sons and three granddaughters. Entombment
was at Beth El Mausoleum, Boca Raton, after
a service at Beth El Synagogue. Memorial
contributions can be made to the Rolfe Pan-
creatic Cancer Foundation or to Hadassah. r

U P D AT E
lapel pin and a CCA logo coaster/paper- Members

weight. of the
Officers lected for 2018 are: President Con-
Dale J. Fiore, Evergreen Cemetery/Crema- necticut
Cemetery
tory, New Haven; Vice President Jeffrey P.
Associa-
Pelletier, Everygreen Cemetery Associa- tion get
tion, Watertown; Treasurer Martha Smart a tour
and Secretary Edward Jones, Pine Grove of the
Cemetery Association, Ansonia; and Past Norwalk
Presidents Craig A. Fleming, Pine Grove Vault Co.
Cemetery Association, Waterbury, and plant in
Bronson K. Hawley, Oak Lawn Cemetery, Water-
Fairfield. Directors for 2018 are Ken Bom- town.
baci, Centerbrook Cemetery, Essex; J.H.
Torrance Downes, Cypress Cemetery Asso-
ciation, Old Saybrook; MaryAnne Haw-
thorne, Cedar Hill Cemetery, Hartford; Jeff
Nolan, Center Cemetery, New Milford; and
Maureen Owen, Newtown Village Cem- Hardy, KMI Colimbarium and Hardy Doric Kerry Ann Mullen, Mullen Construction,
etery, Newtown. Supplier liaisons are Jeff Vault Co., Chelmsford, Massachusetts; and New Milford, Connecticut. r
A butterfly lands on an attendee.
n FAIRFAX MEMORIAL PARK, Fairfax,

Virginia, recently held a memorial butterfly
release. Approximately 250 guests from the
Washington, D.C., metropolitan region attend-
ed for an afternoon of honoring and remem-
bering loved ones who had died. Following Above, markers
and tiles onto
the release of the butterflies, attendees enjoyed
which drawings
fellowship, live music and light refreshments. of butterflies
were stenciled
were set out for
attendees to
color.
Far left, families
gather to listen
to speakers prior
to the butterfly
release.
Left, the but-
terflies are
released.
UPDATE
Members of the Bandidos and other motorcycle clubs packed the funeral for their “brother,” Phillip Medellin, who worked for
Grace Funeral Home’s cemeteries in Victoria, Texas. The Bandidos were actively involved in helping with the huge service.
The day the bikers came to town to help plan a funeral

information provided by Marcellus A. motorcycle club, founded in Texas in 1966.
Wesley, Heather Brown and Dana Moore, “I had heard of this club on the news
Grace Funeral Chapel and Memory and even watched a few documentaries on
Gardens, Victoria, Texas television,” Moore said. “To say that they are
H
Marcellus.wesley@gracefuneralhome.net not portrayed in the best light is an under-
is co-workers at Grace Funeral statement. When our local paper wrote an
Chapel and Memory Gardens article about Phillip’s service, they even
Cemetery in the Victoria, Texas, called them an outlaw biker group.”
area, were stunned when they learned His co-workers knew Medellin enjoyed
that cemetery maintenance worker Phillip riding his motorcycle, but “as quiet as Phillip
Medellin had died in a motorcycle accident at was, no one would have ever guessed he was
the age of 39. in the Bandidos,” Wesley said. “When people
Nevertheless, they did what people in the hear ‘Bandidos,’ red flags go up.”
profession always do, pulling themselves To his co-workers, Phillip Medellin just
together to help the family plan a funeral and didn’t seem like a Bandidos sort of guy, based
memorialization. But the service for Phillip Phillip Medellin with his daughter, Mia. on what they’d heard about the club.
Medellin was not at all what they would for him, and he and Heather Brown, cemetery “The moment you met Phillip, you felt his
have expected or envisioned for this quiet, manager, got things rolling, Wesley said. warm and gentle spirit,” Brown said. “He was
polite man with a positive attitude who loved “Not long after his aunt called, we got an extremely hard worker.”
working at the cemeteries and was proud of a call from a man who said his ‘brother’ He never complained about working
his daughter who was attending college. Phillip had passed and that he would be outside in the 100+ temperatures experienced
Marcellus A. Wesley is general manager taking care of the expenses at the funeral in south Texas during the summer. “He
for one of Grace Funeral Home’s four home and cemetery,” recalled Dana Moore, worked with a smile and positive attitude,”
locations, Grace Memorial Chapel in Port sales manager. “We saw that his name was Brown said. “He always said, ‘yes, ma’am’
Lavaca, and for the four cemeteries also part different, but sometimes brothers don’t have and ‘no, ma’am,’ and would ask families
of the independent firm owned by Charles H. the same last names.” visiting a loved one’s grave, ‘Is there
Hauboldt III. Wesley was on vacation when She and her colleagues soon learned anything I can do for you or your loved one’s
Medellin’s aunt called the office to give them that Medellin’s ties to that “brother” were grave or marker?’”
the terrible news. Terry Loving was covering through membership in the Bandidos Despite any reservations they might have
UPDATE
had, their actual experience of working
with Bandidos members on the tribute to
Medellin was completely positive.
“When our counselor met with Phillip’s
daughter and mother to go over the
arrangements, several of Phillip’s ‘brothers’
came as well,” said Moore. “I did not get to
meet them that day, but the counselor said
they were very polite and respectful.
“I attended Phillip’s visitation later
that week and I was overwhelmed by the
sheer number of bikers there. Not only the
Bandidos but also many other clubs came
to pay their respects. And that is what I
saw: respect.”
The three-hour visitation was “some-
thing to behold,” Moore said, but “nothing
could have prepared me for the funeral the
next day.”
They had been told there might be
500 bikers attending, and it turned out
that wasn’t an exaggeration. Fortunately,
the Bandidos assisted with managing the
Bandidos members help bring the casket out of the chapel after the funeral.
packed parking lot. In fact, Moore said,
they “were very helpful with anything that
was needed. They had water and even food
for who anyone who wanted it. The funeral
was at 1 p.m., in July, in south Texas. It
was almost unbearably hot.”
After the service, Moore and Wesley
headed for the cemetery to make sure
all was set up for the interment and to
get ready to handle the parking near the
graveside service.
At the cemetery, the Bandidos again
came prepared for the sweltering heat.
“I looked over and saw that they had a
truck with a pallet of water, half a dozen
ice chests and an ice cooler,” Moore said.
Left and above, Bandidos get the casket “Several of the Bandidos were getting
settled into (what else?) a motorcycle waters and walking around the crowd,
hearse for the procession to the cemetery. passing them out to whoever needed them.
Right, the procession “Looking around the graveside, I was
to the cemetery was brought to tears, not only for the loss that I
several miles long. knew Phillip’s family was feeling, but also
“When the procession
for the sheer awesomeness of what was
neared, it sounded like
thunder coming down going on around me. One would think that
the highway,” said being surrounded by close to 500 bikers
Sales Manager Dana would be scary, but never once did I feel
Moore. threatened or scared.
“What I saw that day wasn’t an ‘outlaw
biker group.’ I saw a group of men coming
together to show their respect and to honor
their brother. They just happened to be
Bandidos.”
Wesley, who is a minister as well as a
funeral director, said the family asked him
to say a few words at the service. At the
UPDATE
“Standing outside in 103-degree heat and seeing so much love was something I will never forget.”
—Heather Brown, cemetery manager
cemetery, watching Medellin’s Bandido brothers use shovels to help

backfill the grave, he also was impressed by their attitude.
“They had the utmost respect for his family as well as the funeral
home and cemetery,” Wesley said. “They take care of their own.” They
even cleaned up after the huge service.
Despite having approximately 1,000 family members and friends
at the cemetery, “we had not one piece of trash or bottle lying on the
ground,” said Brown. “From the beginning to the end, the Bandidos
took care of it all. It was unbelievable.”
His colleagues will never forget Phillip Medellin.
“His sense of humor will be missed,” said Brown, whom Medellin
used to tease about her fear of snakes and once saved her from being
bitten by a copperhead at the cemetery. “I will miss hearing him talk
about his daughter. I’ll miss seeing him wave to me every morning
from his tractor.”
They also will never forget the day the Bandidos showed up in
force—and showed nothing but love and respect for a fallen brother.
“I never experienced a more beautiful memorial service,” said
Brown. Top, mourners gather at Memory Gardens Cemetery for the
“All I can say is, rest easy, Phillip,” Wesley said. “And to Bandidos interment. Above left, the personalized vault cover included
everywhere, you have nothing but respect from Grace Memorial the Bandidos logo and motorcycle photos. Above, Bandidos
Chapel and Memory Gardens Cemetery.” r help backfill the grave by hand.

U P D AT E
PHOTO BY LISA CRATES PHOTOGRAPHY
Above, attendees arrive in style at the Fur Ball—A Prom for Paws. The gala event
took place at Heritage House, an event venue owned by Cavin-Cook Funeral Home
& Crematory, Mooresville, North Carolina, which has a pet division, Pet Pilgrimage.
Left, some of the four-footed attendees show off their doggie formal wear.
Pet Pilgrimage’s ‘Fur Ball’ raises funds for charity and

brand awareness for funeral home and its pet division
T
hey arrived on the red carpet The prom king and queen, chosen by the
elegantly dressed, ready to have a most votes overall, were a black Labrador
good time while raising money for that looked like he could be captain of the
a good cause. The tables were beautifully football team and a white poodle resembling
set, a prom king and queen were elected the head of a cheerleading squad, decked out
and photos were taken to record what was in pearls and painted toenails. Both com-
probably the first prom for many attendees, manded the attention of the audience by strut-
at least the four-legged ones. ting to the stage like they owned the place.
The first annual Fur Ball—A Prom Pets did not have to be in attendance to
for Paws was held at Heritage House, an annual event. win the photo contest– understandable since
event venue on the campus of Cavin-Cook People and their pets came together for the several of the winners were cats who would
Funeral Home & Crematory, Mooresville, “purrfect” cause – to raise money for Cater- have been nervous in the company of so
North Carolina. ing To Cats & Dogs, a no-kill pet rescue, spay many dogs. The other categories were Most
The 2,600-square-foot banquet hall at and neuter organization in Charlotte. With Soulful Eyes, Most likely to be America’s
the funeral home has become a popular dinner, dancing and a lot of tail-wagging, this Next Top Model, Most Laid Back, Class
venue for events such as weddings, par- one-of-a-kind whimsical event appealed to Clown, Most Likely to Appear on America’s
ties and fund-raisers. With this in mind, pet lovers of all kinds. In addition to more Most Wanted List, Best Smile, Best Hairdo
Cavin-Cook’s pet division, Pet Pilgrimage, than 40 dogs, a friendly pig named Matilda, a and Most Likely to Be in the Olympics.
wanted to put on an event that would ac- baby alligator named Snap and a pretty little In addition to the prizes given to the photo
complish several goals: Raise their brand newt were in attendance. contest winners, two additional prizes were
awareness, raise money for a local pet Prior to the event, people who made a awarded to pets that attended the event. The
advocacy group, promote the use of the reservation to participate were able to enter title of Dapper Dog was presented to Theo-
event venue (Heritage House) and promote their pets in an online Pet Superlative Photo dore, a puppy in foster care. And the title of
the funeral home and crematory. Contest. The photos could be voted upon Belle of the Ball went to a lovely young lady
Pet Pilgrimage Director Leslie Reed by anyone who visited the Pet Pilgrimage dog named Snow.
came up with the idea of doing a semi-for- website before the event. The winners were Pets weren’t the only ones to enjoy this
mal event for pets and their owners. It was announced at the Fur Ball, and each was elegant affair. Pet lovers took the “prom for
a huge success, even with the challenges presented with a red rose and a $20 PetPeople paws” theme to heart, coming dressed in
of being the first of what is planned as an gift card. attire such as hot pink neckties to match their
Him Jardy:
He’s really, really,
really ridiculously
good looking.
Custom Air Trays:
A model air tray supplier.
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1-800-992-1925 | CustomAirTrays.com

Above, though most attendees were
people or dogs, this glamorous pig
named Matilda attracted some canine
attention.
Below, centerpieces were filled with
either yarn or tennis balls.
PHOTOS BY LISA CRATES PHOTOGRAPHY
Above, one
dog cooper-
ates for a
selfie while
another looks
on longingly.
Right, Matilda
the pig ar-
rives on the
red carpet
with her own-
ers, wearing
poodle skirts.
PHOTO BY
LISA CRATES
PHOTOGRAPHY
pet’s apparel, dog-bone-patterned evening

dresses and edgy retro-style suits. It would
have been hard to choose a best dressed
couple, especially since some of the cutest
couples were owners and their pets.
Heritage House, normally used for wed-
dings, receptions, banquets and business
functions, was perfect for the gala. With easy
access to the outdoor patio and grounds, it
was convenient for people to escort their pets
into the event and back outside when needed.
Event organizer Pet Pilgrimage offers pet
cremation, pet memorialization and grief sup-
port and is very involved in the community,
especially when it comes to the needs of local
pet advocacy groups.
To continue the mission of the Fur Ball,
every year Pet Pilgrimage will choose a dif-
ferent pet advocacy group as the beneficiary,
thus bringing new awareness and support to
the many groups in need. The event attracted
many sponsors, including car dealers, a vet-
A table with a bird-themed centerpiece. erinary hospital and a home builder. r
I C C FA 2 0 1 8 C O N V E N T I O N & E X P O I N L A S V E G A S
What do you need to know more about?

Cremation ... Internet branding ... Hospice ... Business management ...
Finances ... Grief ... Memorialization ... Ethics ... Pet services ...
Whatever it is, you’ll find it at the ...
ICCFA ANNUAL CONVENTION & EXPO

Las Vegas, Nevada, April 18-21, 2018
WELCOME FROM THE 2018 ANNUAL CONVENTION CO-CHAIRS

T his year at the 2018 ICCFA Annual Convention in
Las Vegas, Nevada, we are going ALL IN!
Our team has put together a full house of dynamic
critical areas of business: leadership, social media and
communication. These keynote sessions are guaranteed to
open your eyes to new and exciting possibilities, so don’t
speakers and educational breakouts that will provide miss them!
actionable and tangible benefits to our members. On Our commitment as co-chairs has been to over-deliver
behalf of the ICCFA, we would like to invite you to join on your expectations of excellence while providing you
us at this groundbreaking event that will feature sessions with an experience that will add value to your daily
Shawna de la
Cruz addressing the many challenges and opportunities we face business model. We challenge you to get involved and
Forest Lawn in the ever-changing funeral and cemetery profession. participate during the sessions so you can get the most
Memorial-Parks & Roll the dice and win big by spending time on the out of your time here. Reconnect with old friends and
Mortuaries
exhibit floor and visiting with vendors from across the make new ones while exploring the many offerings of the
industry who will be sharing their innovative products great city of Las Vegas.
and valuable services. We are honored by the opportunity to chair the
Featuring high-caliber keynote sessions, the 2018 conference and look forward to visiting with all of you
convention offers the opportunity for you learn from at the convention. Your drive, vision and leadership are
three professionals in the communications and marketing what make our profession great.
field as they focus on educating attendees about digital The ICCFA 2018 Annual Convention & Exposition
media leadership via social media platforms, finding will be an exciting event for all deathcare professionals.
Andy Lopez motivation for one’s personal success and improving We hope you can join us, April 18-21, 2018, at the
Service
Corporation one’s body language to communicate face-to-face with Mandalay Bay in Las Vegas, Nevada, for an event that
International a clear message. Their sessions are informative in three promises to be as spectacular as Las Vegas itself. r

Special offer: FREE REGISTRATION for first-time convention attendees. See page 112.
Explore Las Vegas Special Events

First-Timers Reception
Thursday, April 19, 5-6 p.m.
Will this be your ÿrst time attend-
ing the ICCFA Annual Convention &
Exposition? Come meet others who
are also new to the convention, as
well as ICCFA volunteers and leaders
at this special reception dedicated to
welcoming you.
Admission to the reception is included with every full registration.
International Reception
Friday, April 20, 6:30-8:30 p.m. Attendees from outside the U.S. are
invited to enjoy refreshments and hors d’oeuvres with others from
around the world, as well as ICCFA leaders.
ICCFA Prayer Breakfast (tickets limited)

Friday, April 20, 7:30-8:30 a.m. Come join us for breakfast and
fellowship at this year’s Prayer Breakfast, which is made possible
through the courtesy of generous sponsorships. It is open to the
ÿrst 60 individuals who show up to the breakfast—ÿrst-come,
ÿrst-served. Sorry, spouses/guests may not attend.
PLPA Reception
Thursday, April 19, 5-6 p.m. Join pet loss professionals from around
the world as they meet to kick o° a week full of festivities.
Hors d’oeuvres and drinks will be served.
Admission to the reception is included with every full registration.
3rd Annual Pet Memorial Service

Friday, April 20, 8:30-8:40 a.m.
Join us as we honor ICCFA members’ service pets and family pets
From top: The Aureole bar and lounge, the shark reef
that have died in the past year. Instructions and a PDF form can
attraction and poolside cabanas at the Mandalay Bay, be found at www.iccfa.com. The deadline for submission is February
and Red Rock Canyon in Las Vegas. 26, 2018.
ICCFA Educational Foundation Reception

(ticket required) Thursday, April 19, 5:30-7 p.m.
Join us for a reception to honor donors and scholarship recipients,
and to present the ICCFA Educational Foundation Lasting Impact
Award. This year’s honoree will be Tom Flynn of America’s Cemetery,
Hermitage, Pennsylvania. Flynn is known to many for attending
meetings with his grief therapy dog (the late Derek and now Solo-
man), but came to national attention when he created the Avenue
of Flags, adding a U.S. ˜ ag to the cemetery entrance every day that
Americans were held hostage after the 1979 embassy takeover in
Iran, for a total of 444 ˜ ags. The Avenue of Flags is still maintained.
Tickets: $50. Refreshments and hors d’oeuvres will be served. All proceeds will beneÿt the foundation, a tax-exempt 501(c)(3) charity that
supports the association’s educational programs, providing scholarships so that more people can attend those programs.
ICCFA Annual
Meeting of Members
Saturday night
Thursday, April 19, 8-10 a.m. All ICCFA
members are encouraged to attend
the association’s Annual Meeting
of Members. Vote for members
to represent you on the Board of
Directors and fully engage in the
running of your association.
KIP Awards
Presentation
Friday, April 20,
8:50-9 a.m.
Winners of 2017 KIP
(Keeping It Per-
sonal) Awards will be honored during a
ceremony on the general session stage. Closing Reception
The KIP Awards recognize the best in Saturday, April 21, 6-7 p.m. Join us for an open bar before the Closing Dinner.
personalization. The awards were created The reception and dinner will be held at the Oceanside Ballroom A at the Mandalay
by the ICCFA’s Personalization Commit- Bay. Admission to the reception is included with every full registration.
tee to recognize outstanding examples ICCFA Memorial Service
of personalization of services or products Saturday, April 21, 7-8 p.m. Tribute and memorialization are at the heart of what we do.
in the deathcare profession. Join us as we remember colleagues and loved ones of ICCFA members who have passed
away this past year. If you would like to remember a loved one who has died, please
send us a proÿle and photos for inclusion in the service. Instructions and a PDF form can
State Association Leadership be found at www.iccfa.com/membership. Deadline for submission is February 26, 2018.
Luncheon (ticket required)
Saturday, April 21, 1-2:30 p.m. Closing Dinner: Las Vegas Glam
Elected leaders, sta˛ and “rising stars” Saturday, April 21, 8-11 p.m. Come enjoy food and entertainment as we close the 2018
from state and regional associations ICCFA Annual Convention. The ICCFA presidential transfer from Scott Sells, CCFE, to
are invited to gather at this roundtable Christine Toson Hentges, CCE, will take place during this event, as will the exchange
luncheon to network and share the of gifts with colleagues from other international associations. Entertainment will be
issues a˛ ecting their members. A ticket provided by the band Home Free.
is required and can be purchased on Tickets are included with full attendee and spouse/guest registrations.
your registration form. Tickets: $60. All others may purchase a ticket on the registration form.

General session keynote speakers

Influence Lead from the front
redefined: Thursday, April 19, 10-11 a.m.
Col. David Sutherland, US Army (retired)
Be the Lead from the front leadership is born from an attitude that rejects the
leader culture of negativity. It is built upon the pillars of character, knowledge,
pressure and motivation, and lives within all of us. Join Col. Sutherland,
you were one of 13 brigade commanders during “The Surge” in the Iraq War, as he
meant to brings to life lessons learned from the battlefield and hear examples of
be, Monday to Monday unconventional leadership which will inspire you to use your tactical edge
to “lead from the front” to create your culture of excellence.
Friday, April 20, 9-10 a.m.
Sutherland served in uniform for nearly 30 years and has commanded at all levels, from
Stacey Hanke
platoon through brigade. During surge operations in Iraq, he served as the commander of the 3d
We all want to enhance our
Heavy Brigade Combat Team, Greywolf, 1st Cavalry Division, and coalition force commander
influence, but what if we are sabotaging
in the volatile Diyala province. For the past several years he has traveled across the U.S. as an
our influence without even knowing it?
advocate for transformation change, focusing on leadership, corporate culture and the inclusion
You may not be as influential as you think
of veterans. He completed his nearly 30 years of service as the special assistant to the chairman
you are! Most of us believe if we know
of the Joints Chiefs of Staff and now serves as the president of Sutherland Partnership Inc. and
our topic or if we feel good we must
chairman of the Dixon Center for Military and Veterans Services.
be good. This session will give you the
opportunity to take a closer look at what’s
really going on rather than what you
believe to be true. Socialnomics: Winning customers’
How you communicate verbally and hearts, minds & wallets in the Wi-Fi world
non-verbally determines whether or not Thursday, April 19, 11 a.m.-noon
others see you as credible, knowledgeable Erik Qualman
and trustworthy. If you don’t do this We are no longer searching for products and services, rather they
effectively, you inhibit your potential to are being pushed our way by friends and acquaintances via digital
reach a goal of influencing, increasing communication outlets. Yes, word-of-mouth is now on digital steroids. We don’t have a
profits and building a reputation you’re choice on whether we do social and mobile, the choice is how well we do it. With pioneering
proud of Monday to Monday. video-storytelling techniques, this motivating message from Erik Qualman is entertaining,
Hanke is a leadership and educating and, most importantly, empowering.
communication expert, author and Learn: Why simple is critical, but simple is hard; big is great but actionable is better; the
speaker. Join a keynote speaker of 20+ art of being flawsome: failing fast, failing forward, failing better; how to use mobile and
years and coach for Fortune 500 leaders social to develop customer relationships, earn loyalty and drive long-term success; and the
as she explores what it takes to be importance of avoiding thru-put traps to produce output.
influential Monday to Monday, how to “Erik Qualman’s keynote was the highlight of our Starbucks Conference. He is one of
build a consistent brand and make sure the most engaging and entertaining speakers I’ve come across, and was able to make the
you have the skills to influence others to content relevant to our audience and fitting to our theme. His depth of insight and breadth
take action. of examples have prompted us to shift our thinking.”—Starbucks spokesperson
Special offer for first-time attendees

Special offer: FREE REGISTRATION for first-time conventon attendees. See page 112.
Translation services
Simultanteous translation for Spanish speakers will be available during sessions marked with this graphic.
La traducción simultánea para hispanohablantes estará disponible durante las sesiones marcadas con este gráfico.
11 hours with exhibitors

No educational sessions are held during Expo Hall hours to maximize the
time you can spend talking to suppliers about their products and services and
examining the product displays. Free food and beverage service is available
during all expo hours.
Wednesday, April 18
Do Jews really believe in the afterlife? Practical guidelines for funeral directors
Dr. Simcha Raphael impacts our work with families dealing the immediacy of death and
Does Judaism believe in the afterlife? loss. We shall discover the direct relationship between afterlife teachings
Unequivocally, the answer is yes! However, and Jewish death rituals, and learn practical guidelines for providing
today many are unaware of traditional Jewish compassionate care for families, based on a rich understanding of
wisdom on life after death. Dr. Raphael, author of the Jewish afterlife teachings.
ground-breaking classic, “Jewish Views of the Afterlife,” will explore Raphael is rabbinic pastor, transpersonal psychotherapist,
teachings on life after death found in traditional and mystical Judaism. spiritual director, DA’AT INSTITUTE (Death Awareness, Advocacy
He also will address how an understanding of teachings on the afterlife and Training).
Financing and the transitioning of Are you standing in

ownership Walker S. Posey, CFSP and Stephanie Dunn your own way?
Through Posey’s story of securing ownership of his family firm, he and Michael J. Watkins,
Dunn will describe strategies they implemented to allow the business CFSP, CCO
purchase to happen and capital for significant development to be secured. Funeral and cemetery
Learn ways to better connect with key decision-makers, regardless of age; financial solutions that professionals often suffer
make possible the transition of owners and/or needed working capital and growth; areas needing from a condition of which
capital infusions that we typically don’t think of; and tools you can use to drive additional revenue. they are completely
Posey is a fourth-generation funeral director and owner of Posey Funeral Directors, North unaware: They are experiencing a
Augusta, South Carolina. critical disconnect between their
Dunn is senior vice president-SBA division national sales manager, First Bank. She has been beliefs and their practices. The
ranked as one of Chicago’s top 10 small business lenders for five consecutive years. families they are serving have
changed—practically every facet
of their business has changed—but
Changing the cremation paradigm: they haven’t. Watkins will examine
Getting cemeteries back in the game Christopher Keller this phenomenon and take on the
Cemeteries are increasingly being cut out of the conversation when it comes to tough questions that must be asked
cremation. Today a huge percentage of families are taking remains home and not to begin changing this mindset. He
memorializing or choosing a final resting place for their loved ones. Interestingly, will share practical strategies on using
research and experience is showing that many families end up taking the remains home the concept of “and” versus “or”;
for reasons other than the ones we’ve always thought were the primary drivers. Keller will share how to answer the question most of
some practical, yet simple, strategies that cemeteries and combos can use to help get cremation today’s consumers are thinking but not
families back to the cemetery. asking; how to develop a compelling
Keller is vice president, French Funerals-Cremations & Sunset Memorial Park, argument as to why you should be
Albuquerque, New Mexico, and is responsible for all new development. They are in the midst the provider of choice, and ways
of a complete renovation of their cemetery master plan, finding millions of dollars of addition to convey the value of funeral and
property potential when just seven years ago they thought we were nearly sold out. cemetery services to the family who
may want to do nothing.
Watkins is vice president of
Winners always quit the challenges facing funeral service; operations and compliance with
Dave Shank focusing on the needs of today’s and The Signature Group, Houston,
In today’s world, we tend to work tomorrow’s families; and taking care of Texas. He has been involved in
in our business more than we the caregiver. various capacities in both public
work on the business. The result Shank is manager—sales training for and private funeral and cemetery
is an out-of-balance tendency Batesville Inc., Batesville, Indiana. He joined organizations during more than 32
to miss opportunities to differentiate services the firm in 1997 after nearly 20 years as a years in the industry. He previously
provided in the past from those required for licensed funeral director and embalmer. He now was an executive vice president
success today. Shank will provide seven simple focuses his attention on training, developing and for Palm Mortuary in Las Vegas,
and effective strategies for proactively meeting mentoring new and existing sales associates. Nevada.
Expo Grand Opening: 4-7 p.m.

(Open bar & heavy hors d’oeuvres)

Thursday, April 19
Spend the morning
with keynote speakers Lunch with exhibitors
Retired Col. Donald (noon-2 p.m.) followed
Sutherland, “Lead from
the front,” and Erik by IMSA Happy Hour.
Qualman, “Socialmonics:
Winning customers’ hearts, (2-5 p.m.) Spend the af-
minds & wallets in the Wi-Fi world.”
Free coffee service will be available in the ternoon in the Expo Hall
Expo Hall, where the keynoters will be on
stage. checking out the booths.
Friday, April 20
Spend the morning with keynote speaker
Stacy Hanke, “Influence redefined: Be the leader you were meant to
be, Monday to Monday.”
Free lunch in the Expo Hall.

Your last chance to check out
the booths & talk to suppliers.
(10 a.m.-1 p.m.)
Influence redefined: Women in leadership Stacey Hanke

This breakout session will build on Friday morning’s general session keynote. Hanke will give a brief intro for those who
missed the morning session. Going more deeply into ways to increase your influence, she will present a proven, step-by-step
method for creating influence that moves people to action long after an interaction is over. Learn how to project confidence
and credibility to increase your impact as you begin to communicate with brevity. The session will conclude with a Women
in Leadership open forum where participants will meet in small groups to enable conversation and facilitate networking.
Hanke is a leadership and communication expert, author and speaker.
Tax reform and other Hospice: A shared burden

mysteries explained Kim Medici Shelquist, panel moderator
In our annual legal and legisla- Funeral directors and hospice bereavement professionals are on the front line when it
tive update, hear tax attorney Les comes to serving the bereaved. This shared experience between hospice and funeral
Schneider, labor law attorney Mike professionals provides the opportunity not only to partner to better serve families, but also
Pepperman and cremation law at- to support each other. This panel presentation will include funeral directors and hospice bereavement
torney Poul Lemasters explain how professionals discussing how you can provide the best possible care for the families you serve, while
new developments will affect your ensuring you recognize and address the consequences in your own life.
organization. Medici Shelquist is senior vice president-planning and development for Homesteaders Life Co.
She was previously business development and communications director for Hospice of Central Iowa.
C h e c k w w w.i cc fa . com for m ore d e t ai ls, informati on ab out CE cre dits, pro g r am up d ates and h otel opti ons.
Friday, April 20, continued

What cremation families really want Doug Gober, Jr.
Cremation is not going to be significant to funeral service, it already is significant. The demand for broader choice and a
more individualized remembrance forces us to rethink product and service offerings. Gober will examine how innovative
merchandising and marketing approaches allow us to stay on pace with what cremation consumers want. He will share
ground-breaking research on what today’s cremation consumers are looking for and what you can do to meet and exceed their
expectations. He also will give examples of cemeteries that have been successful with cremation offerings.
Gober is president and owner of Gober Strategic Capital, Kenner, Louisiana. He began his funeral service career 36 years ago as a sales
representative in the casket industry. In 2012, he joined Live Oak Bank, and formed his own company in 2014.
How to create The cents and sense of cremation metal recycling:

a nonprofit A panel view of post-cremation recycling
foundation for Moderator: Poul Lemasters, Esq.
With more and more cremations, the profession is faced with new issues, such as
your cemetery disposing of items that remain after the cremation process. With more and more
Gwen M. Mooney, CCFE, recyclers entering the cremation field, more questions and issues arise: Should I donate proceeds?
and J. Michael Higgs Can I keep the money? What should be disclosed? We will explore the differences in recycling,
Have you ever wondered best practices, regulations, pitfalls and benefits.
how to secure funding for Lemasters is head of Lemasters Consulting, Cincinnati, Ohio. He began his career more
the long-term preservation of than 20 years ago as a funeral director and embalmer before going to law school. He offers
your cemetery? Join Mooney assistance in risk management, daily operational conflicts, form and contract reviews, valuations
and Higgs as they share the and regulatory matters, and is the ICCFA’s cremation coordinator and advisor.
Cave Hill Heritage Foundation story and
lead a panel discussion on the potential
benefits of creating a nonprofit foundation
for your cemetery. Learn first-hand the Why having a trustworthy internet brand
organizational theory behind how to is more important than ever Tyler Yamasaki
form a foundation and the techniques and The internet will usually be your first point of contact with a family, and first
best practices to help you preserve your impressions are hard to break. You only have seconds to make a good one, so
cemetery’s place in the community for you want to make sure that your online presence creates confidence and conveys
generations to come. professionalism. Yamasaki will share ways you can help your online customers feel
Higgs is foundation manager confident about doing business with you. He will also talk about why a rise in cremation enables
for Cave Hill Heritage Foundation, you to make more money with less work through low-touch transactions.
Louisville, Kentucky. He acts as Yamasaki is CEO of Parting Pro, Los Angeles, California. He began his career in
development officer, grants officer, tech 12 years ago, starting, growing, and selling multiple online companies, and entered
project manager and public relations deathcare after the death of his grandmother. Hundreds of funeral homes use Parting Pro
representative. He raises funds for the to convert price shoppers and sell cremation services online.
restoration of monuments and historical
structures, arboretum preservation and
educational development activities that
showcase the importance of Cave Hill 15 decisions to make before you start
Cemetery to the community. a pet loss business Jodi Clock, CPLP
Mooney is president and CEO of If you are in the death-care profession, it may sound easy to start a pet loss or
Cave Hill Cemetery, Louisville, Kentucky. pet cremation business, but do you really know what’s involved? Attendees
She oversees the 300-acre cemetery will not only learn the 15 necessary decisions but also hear about some
and also works with two other related successes and failures that can help them be better equipped to start a winning
entities: Cave Hill Investment Corp. and business from the ground up.
the Cave Hill Heritage Foundation. She Clock has worked in the end-of-life planning industry, including family- and corporately-
previously was a senior management owned funeral homes, advance funeral planning companies, casket manufacturers and insurance
member of Spring Grove Cemetery, agencies for over 25 years. She and her husband Dale run Clock Funeral Homes in western
Cincinnati, Ohio, and president of Gwen Michigan; she and her son own a cremation business. She also owns and operates Clock
Mooney Funeral Homes. Timeless Pets, a pet loss memorial center.
C h e c k w w w.i cc fa . com for m ore d e tai ls, informati on ab out CE cre dits, pro g r am up d ates an d h otel opti ons.

Friday, April 20, continued

Music: An important bridge between ritual, healing and remembrance
Dianne Gray
“Music imprints itself on the brain deeper than any other human experience. Music brings back the feeling of life when
nothing else can.”—Dr. Oliver Saks
Today, many Americans are looking for a quick fix when it comes to grief. What if we teach those who are grieving about another
avenue for healing, widely available, non-pharmacological and often free: music. Gray will discuss why music is an important
component to any healing ritual, and how neuroscience has revealed that music has a unique ability to communicate with the brain. She’ll also
discuss the important elements of ritual and healing through creativity, including song, and how all can be blended together to help those we serve.
Gray is CEO of Hospice and Healthcare Communications, Nashville, Tennessee, an international firm that focuses on creating and furthering
advocacy, education and mass media initiatives involving all aspects of palliative care. She is president of the Elisabeth Kubler-Ross Foundation.
You and Protecting your most important asset:

your veterinary Preventing burnout Jason Troyer, PhD
partnership: Virtually all professionals who deal with death (e.g., police officers, first-responders,
firefighters and disaster response workers) have clear protocols for dealing with the
Staying trauma experienced in the line of work. Funeral, cemetery and cremation professionals
significant rarely focus on self-care and are at an increased risk for burnout. This session focuses
and needed on the unique challenges they face, how burnout can impede funeral professionals’ effectiveness
Dr. Richard Hobart, DVM and strategies for reducing burnout and creating a more positive work environment.
As a thought-leader in veterinary Dr. Troyer is founder of Mt. Hope Grief Services, Maryville, Tennessee. He has a doctorate
care as well as pet loss services, Dr. in counseling psychology and is an associate professor of psychology at Maryville College.
Hobart has always had a creative
and logical way to stay significant
as a pet loss provider to animal
A closer look at prep room safety Lance Ray
Ray will share recent studies on formaldehyde exposure, discuss vapors and
hospitals. In this session, attendees
personal protective equipment in the prep room and demonstrate smart lifting.
will be challenged to think smarter,
Ray is COO of Pierce Chemicals, Dallas, Texas, and is a licensed funeral director
and to find ways to continue to serve
and embalmer. He worked at a large funeral home in Wichita, Kansas, and was the
veterinarians in a partnership for the
prep room manager prior to accepting a sales position with Wichita Wilbert Vaults.
ultimate purpose, helping grieving
pet parent families.
Dr. Hobart is senior partner How to stay relevant with customers in 2018
of Pembroke Animal Hospital, Kim Butler
Pembroke, Ontario. He and his In this session, you’ll learn where to spend your time online, how to connect with
partners started a pet cremation your audience on the platforms they use and how to monitor and build your online
business in 1993 which eventually reputation and become a content curator for your audience while making sure your
developed into a strong regional pet marketing is mobile friendly. You’ll leave this session with a to-do list you can start
cremation provider with more than working on immediately.
90 animal hospital clients. In 2004, Butler is owner of The URL Dr., Columbia, Maryland. She has more than 20 years of experience
Dr. Hobart helped start the NABA as an e-commerce website designer and online marketing specialist.
group, a veterinary management self-
help organization of veterinarians
and their managers who meet, share PLPA accreditation program Jonathan Remkus, CPLP
vital financial data, management The PLPA accreditation program is a tangible way for pet loss professionals to
tools, success & failure stories, and show their respective markets they are implementing best practices and assure
provide a network of mentors to help their veterinarians and pet parents that they are meeting a higher standard of doing
each other’s practices grow and business. Attendees will see the recent results of the Standards and Accreditation
improve. He is the primary author Committee’s work toward and the standards that must be met to be recognized as a
of the International Association of PLPA accredited firm.
Pet Cemeteries and Crematories Pet Remkus is with Hinsdale Animal Cemetery and Crematory, Willowbrook, Illinois.
Cremation Standards. He heads the PLPA’s Pet Cremation Standards and Ethics Committee.
The pawprint identifies sessions that are part of the Pet Loss Professional Alliance program
Saturday, April 21
Build a highly engaged workforce Cate Collins
Are you walking your talk with employee engagement or are you parachuting strategies in when things go wrong or
someone jumps ship? Your employees’ productivity is a direct reflection of how they feel about their relationship with their
manager. Learn the 4 C’s of highly effective employee engagement strategies: credibility, communication, collaboration and
consistency. Leave with a plan of action to implement that will give you that competitive edge gained by retaining employees
and increasing productivity.
Collins is a speaker, trainer, coach and author from Columbus, Ontario. She has been professionally speaking since 1990 and was
handpicked to train with Jack Canfield, “Chicken Soup for the Soul” and “The Success Principles” author. She is sought after by funeral
associations and funeral homes for her ability to shift her audience’s mindsets to become more effective, more successful and happier.
Who is really killing your business? Increase

When to adapt and what to combat your profits
John Bolton, CCE, CSE, CCrE, and Lori Salberg through
There are two forces disrupting our industry today: Cremation and technology. They
both continue to change the way consumers think, what they want and what they expect.
preneed
These disruptors force us to think differently about how we do business, whether we like funding via
it or not. Bolton and Salberg will briefly discuss how we got here and why there is no insurance or trust
turning back. They will examine how movies and new social media technologies have Greer B. Redden
a direct impact on what consumers often expect or even fear inside funeral homes and In this session, Redden will
cemeteries, while targeting the unrealistic expectations developed, and will break down compare the advantages and
how cemeteries and funeral homes should be combating the issue. They will examine how challenges of insurance and trust
preneed, at-need and post-need cremation is affected and offer concrete tips on how to use preneed funding by exploring areas
the mainstream and social media to your advantage. such as growth rates, declining
Bolton is president of Blackstone Cemetery Development Co., San Clemente, California, which profit margins, market risk, etc.
specializes in the planning, development, construction and marketing of cremation garden areas and He will discuss the importance
digital cemetery mapping. of an active preneed program
Salberg is associate director of business development, Johnson Consulting Group, Scottsdale, and the need to outpace inflation,
Arizona. She was previously vice president of sales for PlotBox, a cemetery mapping and software the challenges associated with
company, and she continues to serve as their advisor. She also oversees the preneed sales and a low interest rate environment,
marketing programs for four cemeteries in California. variations among different state
laws governing allowable trust
investments within preneed trusts
Beginning & ending employee experiences and how to protect profit margins
the right way Mark Jorgensen and Jodi Clock while meeting the future needs of
The U.S. national average for employee tenure is currently just 4.2 your families.
years (Bureau of Labor Statistics). Owners and managers in death Redden is president of
care are not immune from this transient workforce experience, which Independence Trust Co.,
results in more time and energy invested in recruiting. But what about Franklin, Tennessee, a trust
retaining those valued recruits? The use of onboarding programs helps effective managers assess and investment management
performance immediately and sets the stage for creating professional development opportunities company serving the cemetery
for the most promising new hires. During this interactive session, Jorgensen and Clock will delve and funeral industry since 1997.
into specific issues such as observed generational differences, managing full-time vs. part-time Prior to becoming president,
staff and mentoring/reverse mentoring, and will ask attendees to share their experiences about the he was head of client service,
challenges they’ve faced at employee start-up and termination. which incorporated trust
Jorgensen is president of Global Recruiters of Cincinnati, Ohio, a management search and administration, operations
recruiting firm serving cemetery, cremation and funeral professionals nationwide. He previously and business development. He
worked for Forethought Financial Services/Hillenbrand Industries. oversees the administration of
Clock has worked in the end-of-life planning industry, including family and corporately preneed, perpetual care and
owned funeral homes, advance funeral planning companies, casket manufacturers and insurance merchandise trust accounts
agencies for over 25 years. throughout the U.S.
C h e c k w w w.i cc fa . com for m ore d e tai ls, informati on ab out CE cre dits, pro g r am up d ates an d h otel opti ons.

Saturday, April 21, continued

When all that’s left are words
Stephanie Longmuir
As death becomes less of a taboo topic and members of the baby boomer generation express their need for more personalized
funeral services, change is happening not only to the service that we offer as funeral professionals, but also to the ceremonies
we organize. Longmuir will discuss the evolving role of the funeral director to event manager and what families are looking
for in 2018 from a funeral professional. She will suggest ways to turn a no-service cremation into an opportunity for a unique
end-of-life ceremony and talk about the impact of technology and how you can adapt your business to meet the demands of families
looking for an online experience.
Longmuir is a funeral celebrant and ceremony specialist with a sound background in the history of ritual, ceremony and funeral
traditions. Over the past eight years, she has lead almost 1,000 funeral services, all unique and all different. In 2015, she launched
myendnotes.com, Australia’s first digital funeral planning service.
Ethical issues Are you sure you want to take mom

with the FTC Rule home with you? Leveraging permanent
Professor Marty Ludlum and memorialization for cremation Michael Harens
Kara Gray Ludlum, CPA Regardless of whether a family chooses cremation or traditional burial,
The FTC Rule is not new. However, creating a legacy with a permanent memorial to honor someone’s life is
the number of violations continues important. This presentation will teach you how to identify opportunities with consumers
to increase, as do penalties. This by asking the right questions and how to build a relationship of trust that can increase the
presentation will cover the rationale frequency of high-end memorial sales and overall revenue.
for the rule, current problems Harens is national account manager for Coldspring, Cold Spring, Minnesota. He
and investigations and ready-to- brings a strong sense of business acumen and experience to his sales process, including
implement ideas for a successful business development, sales leadership and sales training. His proven training programs
compliance program. provided to both regional and national cemetery groups have helped increase their
Marty Ludlum teaches business law at the overall revenue stream in cemetery merchandise.
University of Central Oklahoma and is a licensed
attorney. He has made numerous presentations
on the funeral industry at state and national How to use the profit loyalty chain
conventions and had articles in national and state Stan Engh, CCFE
funeral magazines. He is the education director Many owners and managers think all their employees care about is how
for Osiris Funeral Home Software. much they earn, but most people change jobs because they are unhappy with
Kara Gray Ludlum is manager of customer their work environment, not because they are looking for more money. Learn
experience for Funeral Director’s Resource. how to use the profit loyalty chain to create a healthy and progressive work
She is a CPA and licensed funeral director culture and achieve employee buy-in.
in Oklahoma. She has taught accounting at Engh is general manager of operations for Memorial Mortuaries & Cemeteries,
Cameron University, has owned and operated Salt Lake City, Utah, where he has worked since 1998. He has created a highly-trained
her family’s funeral homes for over 15 years and staff that takes pride in getting the job done right. Their motto is “on time, every time, no
operates Funeral Director’s Resource Inc. exceptions.” He is a founding member of the Utah Cemetery & Parks Association.
Lessons on grief and mourning in cartoons Gail Rubin, CC, CT

Animated movies designed for children can also address the grief of adults. This presentation incorporates clips from popular cartoon
films that illustrate and instruct about mourning losses. Rubin will share ways to strengthen relationships with hospice by sponsoring
an enjoyable CE event at the funeral home, how to use film examples in family conversations to stress the benefits of having funeral/
memorial services and strategies for funeral homes to incorporate film and video in aftercare programs.
Rubin owns A Good Goodbye, Albuquerque, New Mexico. She is a Certified Thanatologist who, as the Doyenne of Death,
uses her writing and speaking skills to encourage the public to plan ahead on end-of-life issues. She is the award-winning author of
“A GOOD GOODBYE: Funeral Planning for Those Who Don’t Plan to Die,” “Hail and Farewell: Cremation Ceremonies, Templates
and Tips” and “Kicking the Bucket List: 100 Downsizing and Organizing Things to Do Before You Die.” She pioneered the Death Café
movement in the United States and is the event coordinator for the inaugural Before I Die Albuquerque festival.
How is
NGL
Different?
When your company slogan is “it’s about
people” you see things a little differently.
At NGL, we see things clearly and focus

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‘What can you do for me?’ Taking funeral service to the next level
Jason Troyer, PhD
The ultimate question a bereaved person has for a funeral director is, “What can you do for me?” Providing only funeral-
related products and a location for funerals is no longer adequate. This presentation will outline specific strategies for taking
funeral service to the next level. Topics will include preparing families to take full advantage of funeral rituals, “reading the
minds” of your families and how to promote compassionate customer service by your entire staff.
Dr. Troyer has a doctorate in counseling psychology and is an associate professor of psychology at Maryville College, Maryville,
Tennessee. He is a speaker and published author and has provided counseling for bereaved individuals and groups. He is also the
founder of Mt. Hope Grief Services, which provides grief publications, training seminars and consulting services. He is a member of the
Association of Death Education and Counseling and is certified in Thanatology: Death, Dying and Bereavement.
Transitioning Swimming with the sharks:

to insiders: Ethics & collecting old accounts
Retirement is Professor Marty Ludlum and Kara Gray Ludlum
Collecting on old accounts is a difficult practice, even under the
an event, succession best of times. Consumers are fighting back against abuses in the
is a process collection process, so liability for business owners can be steep.
Alan Creedy This presentation will cover several innovative methods to collect on past due accounts while
Death care is aging out. More than one third avoiding any legal liability for wrongful collection methods. Attendees will gain ready-to-
of our workforce is over 50, and it is expected implement and tested ideas. The presentation includes handouts with details for implementing
that in the next 10 years more than 60 percent the ideas right away.
of cemeteries and funeral homes will transi- Marty Ludlum teaches business law at the University of Central Oklahoma and is a
tion to new management. Whether you are a licensed attorney. He is the education director for Osiris Funeral Home Software.
business or a public entity, preparation for this Kara Gray Ludlum is manager of customer experience for Funeral Director’s Resource,
transition is the key to success and must be a consulting firm specializing computer software and funeral home accounting. She is a CPA
planned for. Creedy will share what to look and licensed funeral director in Oklahoma. She has owned and operated her family’s funeral
for in a successor, how to prepare yourself for homes for over 15 years.
succession, how to be a successor, the math of
transition and how to keep key employees.
Creedy is head of Creedy + Co.,
Greensboro, North Carolina. He is an industry
Mortuary litigation Emily Ann Albrecht
Albrecht will present an overview of legal issues and risk management
analyst and strategic consultant. He is an
techniques for funeral homes, crematories and cemeteries. She will
acknowledged expert in funeral operations,
address state law and/or FTC Funeral Rule compliance, recordkeeping,
finance, staff and cultural development and
best practices for limiting potential exposure to liability, regulatory and
leadership and is also an expert in preneed
licensure compliance, funeral board adjudicative actions, early resolution/
marketing and sales. He began his career
litigation avoidance strategies when consumer complaints do arise and how to handle
in death care more than 30 years ago. He
the litigation process, both in and out of the courtroom, when a lawsuit is filed.
previously served as president of Trust 100, a
Albrecht, of Betts, Patterson & Mines P.S., Seattle, Washington, is a defense attorney
company he helped found.
whose practice focuses on working with funeral homes, crematories and cemeteries.
Hot dogs & decomposition Damon de la Cruz, PhD

Funeral service has many obscure and complex physiological phenomena. In this session, attendees will learn how to explain
complex phenomena using layperson’s terms and communicate with confidence to the families. Areas of specific discussion
will be decomposition, rigor mortis and extravascular staining.
De la Cruz is a California licensed embalmer and funeral director. He is on the faculty of the mortuary science program at
Cypress College, California, and a member of the advisory board for the Death Care Academy of Ireland. He is also a member of
the curriculum committee of the American Board of Funeral Service Education. He recently co-authored a book on funeral service chemistry
(“Turning Art into Science: Applying Chemistry to Funeral Service”) and created the popular embalming smart phone app Embalm Calc.

Is it time you put a grief therapy dog on staff? Roberta Knauf, CPLP
With interest in grief therapy dogs increasing, Knauf will take a look at the pros and cons of adding one of these four-
legged employees to your staff. She will talk about buying vs. rescue, the different types of service dogs, the training
involved, the cost over the lifetime of your dog and what it will mean for your funeral home in terms of scheduling,
handlers and insurance.
Knauf is a consultant for funeral homes getting into the pet loss industry or considering adding a grief therapy dog to their business. She has
run pet funeral businesses for funeral homes and has worked with trained grief therapy dogs. She has been in the retail pet industry since 1982,
owning and operating retail stores as well as a boarding kennel, day care and training facility. She is accredited to give the AKC Canine Good
Citizen exam, as well as an evaluator for Therapy Dog International Inc. She is the co-chairman of the PLPA Education Committee.
Good mourning: Growing through grief Jim Czegledi Understanding flame

In this bereavement support talk, participants will discover some of the vs. non-flame
dynamics of the grief process and find a three-step model that will help funeral
professionals better manage grieving families and provide support. This cremation
presentation models a grief support community outreach presentation that can options
be used as part of an aftercare program. Kathy Cooney, DVM, and
Dr. Czegledi is a professional speaker from Toronto known as “The People Skills Guy.” Paul Seyler
He is an ordained minister who has conducted hundreds of funerals and knows the people As pet loss professionals
challenges funeral professionals face. He teaches how using the positive power of people continue to evaluate their
skills can help you get more repeat and referral calls. business models, exploring
the various cremation
options is becoming an
active part of the due
Do you really have them at hello? diligence process. In this
The age-old art of the telephone Nicole Wiedeman, CSE two-hour session, you will learn how
A phone call is often the first impression families and veterinarians have of your the cremation and alkaline hydrolysis
business. Is the impression you are giving one of professionalism and caring? processes work, explore start-up costs,
Wiedeman will share what she has learned from data collected through mystery operational needs and financial impacts
telephone shopping on the human deathcare side of the profession, information fully and learn about the various state laws
applicable to pet deathcare. Learn how you can assess your team’s telephone etiquette, and how governing both methods.
you can be confident that they really “have the caller at hello.” Cooney is founder of Cooney
Wiedeman is with Dead Ringers, Cincinnati, Ohio. She has been in the death-care profession Animal Hospice Consulting, Loveland,
for 26 years. Her expertise is in preneed insurance sales and stellar customer service. She has Colorado. For the past 10 years,
conducted sales training to hundreds of licensed insurance agents and funeral directors over the her focus has been the enhancement
years. She is a member of the ICCFA Sales and Marketing Committee. of animal hospice care. She is a
past president of the International
Association for Animal Hospice and
Generational insight into the client of today Palliative Care. She now provides end-
Coleen Ellis, CPLP of-life-care training to veterinary team
While all pet parents are different, they do share commonalities that can be providers and raise awareness for this
directly related to their generation. In this spirited and fun session, attendees will important field.
take a walk through the generations, starting with the G.I. generation and ending Seyler is division manager-marketing
with Gen Z. Why do they behave as they do and how does this translate to them for Matthews Environmental Solutions,
as pet parents? This insight will help you better understand today’s clients and how to market Orlando, Florida. He joined Matthews
to them with a solid, relevant message. in 2017 to help drive marketing,
Ellis is managing partner and chief marketing officer for The Pet Loss Center, Dallas, Texas. technology, product development and
In 2004, Ellis started the nation’s first stand-alone pets-only funeral home. In 2009, she founded other strategic initiatives. Previously,
Two Hearts Pet Loss Center to guide people who wish to provide meaningful pet death care he headed Competitive Resources Inc.,
services in their communities. In 2009, she received certification in pet loss companioning from a consulting firm with core strengths in
Dr. Alan Wolfelt and released her first book, “Pet Parents: A Journey through Unconditional Love research, strategy development, brand
and Grief.” She is co-chair and founder of the Pet Loss Professionals Alliance (PLPA). management, technology and training.
The pawprint identifies sessions that are part of the Pet Loss Professional Alliance program

ANNUAL CONVENTION & EXPO REGISTRATION FORM
April 18–21, 2018 • MAndAlAy BAy resort & CAsino
lAs VegAs, neVAdA • www.iCCfAConVention.CoM
Full Name Nickname for Badge
Guest Nickname for Guest
Company
Address
City State/Prov Zip/Postal Code
Phone Cell phone (for text messages)
Email
Emergency Contact Name Emergency Contact Phone
Is this your first time attending the ICCFA Annual Convention & Expo? Yes No Are you a graduate of ICCFA University? Yes No
Are you a veteran? Yes No
If yes, please indicate branch of military: Air Force Army Coast Guard Marine Corp Merchant Marine Navy
Indicate if you are a: CCE CCrE CFuE CCFE CSE CPLP CFSP CCCE
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 have a disability that requires special accommodation, please check this box and attach a statement of your needs.
REGISTRATION AND PAYMENT
REGISTRATION RATES
Check
By 03.16.18 After 03.16.18 Amount Due
Full registration: Discover Visa MasterCard AmEx

$550 $590 $
ICCFA Member
Full registration:
$700 $730 $ Credit card #
Non-Member
First-time Attendee $425 $425 $

Exp. date * Security ID #
Guest ** $250 $250 $
Name on credit card
Member Supplier $650 $690 $
Non-member Card’s billing address (required)

$850 $890 $
Supplier
Ticketed Events
Educational Foundation Reception $50 each $ Signature
State Association Luncheon $65 each $ * 3-digit number on back of card or 4-digit number on front of AmEx card
Closing Reception/Dinner * $150 each $ Registration and Optional Events Cancellation Policy: Cancellations
must be received in writing via fax, email to jaclyn@iccfa.com or mail to
ICCFA no later than March 16, 2018 to receive a refund. Full registrations
Total Due $
are subject to a $100 cancellation fee per registration. Optional events are
subject to a $10 cancellation fee per ticket. No-shows will not receive a
Note: A Closing Dinner ticket is included in each full registration you refund. No refunds will be given after March 16, 2018. If you register after
purchase, including Guest the early bird cut-off date, your name may not appear in the printed pre-
registration directory.
** A Guest must be someone who does NOT work in the industry
Please return this form with payment to: ICCFA Meetings Department • 107 Carpenter Drive, Suite 100 • Sterling, VA 20164 • Fax 703.391.8416
I C C FA N E W S
LLastt chance
h to sign up for 2018 Wide World of Sales
J
anuary is here and we are days away from bringing in the are collaborative, because collaborating with prospects is
new year at the 2018 Wide World of Sales Conference, one of the top ways to deliver an effective sales pitch.
January 10-12, at the New Orleans Marriott in New Or-
Our breakout sessions offer additional insight and provide a
leans, Louisiana. Don’t miss this final chance to learn sales and
more “how-to” approach. These sessions include:
marketing strategies and techniques from the experts.
• Daniel Thomas, “People are There; Why Aren’t You?”
The Wide World of Sales Conference is devoted to and
• Ben Upton, “Don’t Let Your Aftercare be an After-
designed for sales and marketing professionals in
thought.”
the deathcare profession. This year’s sales program
centers on the actual act of selling using proven • William Bonacorda, “Capitalizing on Preneed Crema-
strategies from experts in their field. tion.”
• Kyle Incardona, “Cremation: Refocus Is a
This year’s keynoters will share their profes-
Must!”
M
sional experience on the art of prospecting, pre-
senting and selling. Their insights will be sure to have • Poul Lemasters, Esq, “Five Things a Lawyer
you marching forward in the competition. The 2018 Ca Teach Me About Sales: There’s a Reason
Can
keynoters are: So
Some Lawyers are Called Rainmakers.”
• “Heart & Sell,” Shari Levitin. Levitin will pres- • A panel discussion moderated by John
ent how to blend the new science of selling with Bo
Bolton, final summary by the ICCFA Sales &
the heart of human connection in order to reach Marketing Committee.
more prospects and close more deals consistently. Registration includes access to all the educational sessions;
• “ The Answer Lies Behind the Next Door: Part 2,” the welcome reception and fireside chat with Gary O’Sullivan,
Dave Brown. Brown’s talk will strengthen your enthu- CCFE; breakfast and lunch on Thursday and coffee breaks
siasm and persistence as he shows you how to conquer throughout; the new supplier session on exhibiting; and the on-
all the negativity that can float around your mind as you site notebook containing additional material on topics covered
sell, and inspire you to create a plan to unleash your by each speaker.
untapped selling potential. There isn’t much time left to sign up, so be sure to take
• “Conversational Presenting,” David Hooker. The best advantage of the deathcare profession’s premier sales education
sales presentations are conversations, and Hooker will event. Walk-ins are always welcome, but we strongly suggest
teach you how to turn presentations into dialogues that registering now at www.wideworldofsales.com. r
THANK YOU TO OUR 2018 WWS SPONSORS

Assurant Solutions • Biondan North America, Inc. • Blackstone Cemetery Development
• Coldspring • Davey Tree • First Bank • Forest Lawn Memorial-Parks & Mortuaries
• Funeral Directors Life Insurance Co. • FSI Trust Solutions
• Gibraltar Remembrance Services LLC • Global Atlantic Financial Group
• Hillside Memorial Park & Mortuary • Homesteaders Life Co. • Inglewood Park Cemetery
• Johnson Consulting Group • Madelyn Co. • Matthews Memorialization
• Memorial Business Systems Inc. • Merendino Cemetery Care • NGL Insurance Group
• Nomis Publications Inc. • Plotbox • Service Corporation International • The Bancorp Bank
• The Signature Group • The Woodlawn Cemetery • WebCemeteries.com

I C C FA N E W S
ANNUAL MEETING OF MEMBERS

Thursday, April 19 • 8:30 to 10 a.m.
Mandalay Bay Resort & Casino • Las Vegas, Nevada
All ICCFA members are encouraged to attend the
association’s Annual Meeting of Members. Vote for
members to represent you on the Board of Directors,
listen to officers’ reports on the state of the ICCFA and
fully engage in the running of your association.
Music from Home Free will close convention

I
CCFA is excited to announce the closing banquet entertainment for the 2018 An-
nual Convention and Expo in Las Vegas, Nevada. This year’s closing dinner
has a Las Vegas Glam theme. Come enjoy food and entertainment provided by the
all-vocal country sensation Home Free on Saturday, April 21, 8-11 p.m.
This five-man band has become known for their show-stopping performances that
feature a mixture of their signature no-instrument, all-vocal music and their quick-witted
humor. Home Free brings Nashville country standards and country-dipped pop hits to
this year’s Annual Convention Closing Banquet.
Since bursting onto the national scene in 2013, the band has become a household
name, entertaining more than 300,000 people live in concert. Their fourth studio album,
“Timeless,” debuted at the #2 spot on the Billboard Country Albums Chart in September 2017. This release marks their fourth con-
secutive top-five Billboard album debut. For more information on the band, visit HomeFreeMusic.com.
For more information on the program, see pages 95-108 in this issue. If you’ve never attended an ICCFA convention, check out
the special offer of free registration, described on page 112. For information about hotels and continuous program updates, visit
www.iccfaconvention.com. r
Go all in and sponsor at this year’s annual convention

B
ecome a sponsor at the ICCFA’s Annual Convention and Expo at the Mandalay Bay in Las Vegas, Nevada, April 18-
21, 2018, and place your company’s name in the spotlight as attendees navigate the convention with the ICCFA App, and
attend lunches and receptions. Sponsorship opportunities include:
• App Guide to the Convention: Have your company’s logo seen whenever someone uses the ICCFA App, which will be a compre-
hensive guide to the convention and expo. [$4,500-$10,000]
• Lunch with the Exhibitors: Your company will be recognized by all attendees during free food and beverage service during this
five-hour Expo Hall session. [$20,000-$25,000]
• Coffee breaks: Sponsor one of the several coffee breaks throughout the week. A sponsorship of $7,500 will mean that your
company’s logo will be printed on the coffee cups.
• Daily show email: This email is sent out every evening to all attendees recapping the day and providing useful information for
the next day’s events. Sponsor this email and see your company’s banner ad at the top of the email. [Limit four at $750 per day.]
There are many other sponsorship opportunities through which you can market your organization at the convention. For more
information on sponsorships, contact Kelly Spann at kspann@iccfa.com. To learn more about the 2018 annual program, see pages
95-108 in this issue. For information about hotels and continuous program updates, visit www.iccfaconvention.com. r
I C C FA N E W S
2018 music licensing price increases February 1

I
f you haven’t gotten your music licensing for 2018 yet, now is the time! We offer music licensing with ASCAP, BMI
and SESAC at the discount rate of $269 per property if purchased by January 31 and $282 per property after Janu-
ary 31. This is the least expensive option in the profession because there is no additional membership required and
licensing with the agencies would cost nearly $600 per location. Our music license rate is a pass-through of the com-
bined annual fees from ASCAP, BMI and SESAC.
Music licensing is required for all copyrighted music and failure to obtain it can result in damages similar to fines of up to $30,000 for each
song that is infringed. For more information and to purchase music licensing, visit www.iccfa.com/legal/music. r
Offer more to families with celebrant training

P
artnered with the In-Sight Institute, ICCFA is offering a three-day celebrant training course. A Certified Celebrant offers an
alternative option to those families who do not wish to have a traditional funeral service. They are trained to design services
that are completely personal by incorporating unique stories, songs and experiences that define families’ loved ones, mean-
ing every service is based on the remembrances of the family.
By taking this three-day training course, you will learn how to provide meaningful and personalized funerals for families,
regardless of religious affiliation or lack thereof. The ICCFA offer celebrant training that aligns with our mission to help our
members continue to thrive in today’s marketplace. It’s been found that Certified Celebrant-led services lead to increased customer
satisfaction, with families finding them more personal.
Celebrant training will be held at Bally’s Las Vegas on April 16-18, 2018, just prior to the 2018 ICCFA Annual Convention &
Expo. Learn more at www.iccfa.con/celebrants. r
ICCFA University scholarship applications due February 19

L
ooking for a place to network and share ideas, but need financial assistance? Apply for scholarships to the
2018 session of ICCFA University! The scholarships are made possible by the ICCFA Educational Founda-
tion, a tax-exempt 501(c)(3) charity that supports the association’s educational programs.
There are a few types of scholarships to choose from and you may apply for any or all of the scholarships that
you qualify for. Check with your state or regional associations, as they may also offer scholarships to ICCFA
University.
Applicants must be ICCFA members in good standing and employed in the cemetery, cremation and funeral profession for a
minimum of two years. The deadline for submissions is February 19. To learn more about the different scholarships available,
visit www.iccfa.com/scholarships. r
Membership benefit spotlight
D
id you know that, as an ICCFA member, you have the ability to track your business’ success? With the Johnson Consulting
Group and their program, you can monitor your company, location and individual arranger customer satisfaction and sales
performance, based on:
• Funeral home, at-need & preneed
• Cemetery, at-need & preneed
• Funeral home-cemetery combo, at-need
You will gain valuable management insights that will allow your company to reach unprecedented levels of customer service
and maximize financial performance. This program requires no contract for you to sign and ICCFA members receive a 10 percent
discount. To learn more on how to take advantage of this membership benefit, visit http://www.johnsonconsulting.com/. r

I C C FA N E W S
NEVER ATTENDED AN ICCFA ANNUAL CONVENTION?
GET A FREE
REGISTRATION
( A $700 VALUE!)
We want 2018 to be the year you experience the ICCFA difference!
Come to the ICCFA Annual Convention in Las Vegas,
April 18–21, to find out why people says it’s “an opportunity for networking,
education and collaboration that can’t be matched by any other gathering
in our profession!” We are so sure you’ll agree, we are offering all
first-time attendees a FREE registration to experience our hospitality.
Come make new connections, hear fresh ideas and see innovative
products, all in an inclusive and progressive environment.
Our program at the Mandalay Bay will feature 3 dynamic keynote speakers,
more than 30 educational breakout sessions, a 525+ booth Expo Hall
and countless networking opportunities.
This is a limited-time offer that expires on March 18, 2018. Call or email
Jaclyn Guidone at ICCFA for more details: 571.323.2979 / jaclyn@iccfa.com
We bet you’ll come back for more!
New Members
Providing exceptional education, network- MEMBERSHIP APPLICATIONS
ing and legislative guidance and support to Admission to ICCFA membership normally requires a majority vote of
progressive cemetery, funeral and cremation those present and voting at any meeting of the executive committee.
professionals worldwide The names of all applicants must be published in this magazine. IC-
FOR INFORMATION ABOUT THE ICCFA AND MEMBERSHIP CFA members objecting to an application must do so in writing to the
• Go to www.iccfa.com/membership to download a benefits ICCFA executive director within 45 days of publication. In the event of
brochure and an application form. an objection, the executive committee will conduct an inquiry. If an ap-
plicant is rejected, they will be granted an appeal upon written request.
• Call 1.800.645.7700 to have membership information faxed or
The decision of the Board of Directors shall be final.
mailed to you.
Regular PF Management Services LLC Blue Skies Aviation Services

Adams Funeral Chapel Naples, Florida Redondo Beach, California
Charleston, Illinois Platinum Celebration Services LLC Byrd Memorial Co. Inc.
Blackmer Funeral Home* Austin, Texas Atchison, Kansa
Grangeville, Idaho Premier Sharp Funeral Home Hi Tech Fabrics
Cotrell Funeral Service Oliver Springs, Tennessee Fuquay Varina, North Carolina
Poplar Bluff, Missouri Shrine of Remembrance Maus Funeral Life Tribute Tears LLC
Elemental Cremation and Burial Home & Crematory* Capitan, New Mexico
Bellevue, Washington Colorado Springs, Colorado Mopec
Evergreen Memorial Parks Inc.* Sinai Memorial Chapels Inc.* Oak Park, Michigan
Tyler, Texas Delray Beach, Florida Passaway LLC
Goldsteins Rosenbergs Raphael Sacks Smith-Mallahy-Masciarelli Funeral Home Plantation, Florida
Inc.* Fitchburg, Massachusetts Quick and Simple Imports Inc.
Southampton, Pennsylvania Watson-Thomas Funeral Home and Novi, Michigan
Heritage Funeral Home & Crematory* Crematory Sacred Space Memorial
Spokane, Washington Galesburg, Illinois Lafayette, California
Infinity Cemetery LLC Whinery Huddleston Funeral Service Terravas
Bozeman, Montana Lawton, Oklahoma San Luis Obispo, California
Madison Chapel Whinery Savage Funeral Service
Elk City, Oklahoma
Professional: Pet Loss Services
Madison, Alabama
Midtown Mobile Veterinary Services
Markwell Funeral Home Professional/Supplier Toronto, Ontario
Casey, Illinois Anavia Jewelry & Gifts Inc. Privates With Dignity Inc.*
McFarland Funeral Chapel* City of Industry, California Clackamas, Oregon
Tryon, North Carolina *rejoined r
Calendar
➤E-mail calendar listings and addi-
tions or corrections to bclough@iccfa. TAP INTO the dynamic
com and sloving@iccfa.com. online supplier network
➤For continually updated meeting
Optimized. of the ICCFA with the
listings and direct links to websites for ICCFA Supply Link.
associations, go to www.iccfa.com, Powered by MultiView,
click on Events and then go to View Full the ICCFA Supply Link
is the premier search tool
Calendar of Events.
for your industry. All the
products and services
January 10-12: ICCFA Wide World of you need, all within the
Sales Mtg., New Orleans Marriott, Louisi- supplier network of the
ana. www.iccfa.com associaton you trust.
January 15-16: Alabama Funeral Direc-
tors Assn. Mid-Winter Trade Show & Expo, Start your search at
Birmingham. www.alabamafda.org our homepage
January 21-25: Selected Independent www.iccfa.com.
Funeral Homes’ 2018 NextGen Seminar,
Hyatt Regency Resort, Palm Beach, Aruba.
www.selectedfuneralhomes.org
February 20-21: Indiana Funeral Directors
➤to page 114
AD INDEX
17 Aftercare.com 61 Flowers for Cemeteries 49 Nomis Publications

65 American Cemetery/Mortuary 37 Franklin Wrap 85 Obermayer Rebmann Maxwell &
Consultants 47 Funeral Call Answering Service Hippel
37 American Funeral & Cemetery 116 funeralOne 23 Passages International
Trust Services 65 PlotBox
39 Global Atlantic Financial Group
61 ASD—Answering Service for 37 RBC Wealth Management
83 Great Western Insurance Co.
Directors
93 Heritage Flower Co. 27 Security National Life Insurance Co.
25 Astral Industries
53 Holland Supply 21 SEP Technologies
57 Axis Corp.
43 Inman Shipping Worldwide 59 Sich Caskets
45 Batesville Casket
27 J. Stuart Todd Inc. 115 Southern Cemetery, Cremation &
5 Biondan North America Inc. Funeral Association
75 Johnson Consulting
19 Blackstone Cemetery Development 11 SRS Computing
43 Kryprotek
89 C&J Financial 67 Star Granite & Bronze
21 Legacy Touch
3 CemSites 15 StoneMor Partners
61 Life Cycle Urns Ltd.
29 Coldspring 113 Supply Link
71 Madelyn Co.
51 Columbarium by Design LLC 49 THE SYSTEM
73 Matthews Cemetery Products
7 Continental Computer Corp. 55 The Tribute Companies
61 Cooperative Funeral Fund 33 Matthews Environmental Solutions
87 Trigard
71 Core Scientific 17 McCleskey Mausoleums
35 Triple H Co.
85 Cremation With Confidence 79 Meadow Hill Corp.
13 Trust 100
2 Merendino Cemetery Care
93 Custom Air Trays 9 U.S. Metalcraft
63 MKJ Marketing
69 Doric Products 53 Vantage Products Corp.
105 National Guardian Life
41 Eagle Coach Co. 47 VKM International
47 National Mortuary Shipping
57 Eagle’s Wings Air 47 WithumSmith + Brown
89 National Museum of Funeral History
77 Ensure-A-Seal 35 Zontec Ozone r
CALENDAR
➤from page 113 April 4-6: Order of the Golden Rule 59th April 29-May 2: Kansas Funeral Directors
Annual Conf., Savannah, Georgia. Assn. Annual Convention, Topeka.
Assn. Mid-Winter Conf., South Bend.
www.ogr.org www.ksfda.org
www.indiana-fda.org
April 5-7: TANEXPO, Bologna, Italy. May 2-3: Utah Funeral Directors Assn. An-
February 22-24: California Assn. of Public
www.tanexpo.com nual Convention, Sandy. www.ufda.org
Cemeteries 60th Annual Conf., Embassy
April 9-11: North Dakota Funeral Direc- May 2-4: South Dakota Funeral Direc-
Suites, San Luis Obispo. www.capc.info
tors Assn. Annual Convention, Fargo. tors Assn. 119th Annual Convention, Sioux
February 28-March 1: International
www.ndfda.org Falls. www.sdfda.org
Conference of Funeral Examining Board’s
April 14-17: Oklahoma Funeral Directors May 8-10: Nebraska Funeral Directors
114th Annual Mtg., International House Ho-
Assn. 116th Annual Convention, Norman. Assn. Annual Convention, Lincoln.
tel, New Orleans, Louisiana. www.thecon-
www.okfda.org www.nefda.org
ferenceonline.org
April 18-21: ICCFA Annual Convention & May 11-13: Independent Funeral Directors
March 22-24: Casket & Funeral Supply
Expo, Mandalay Bay Resort & Casino, Las of Texas Assn. Annual Convention, Dallas.
Assn. Winter Seminar, Nashville, Tennes-
Vegas, Nevada. www.iccfa.com www.ifdatexas.org r
see.www.cfsaa.org
for
Also TS
Equipment and Supplies PE
Aquamation
q = Water Cremation
Zero pollution.. Easier to get planning permit
co
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on
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Phone John on 317 451 5221
from 2 pm - midnight PT
www.aquamationindustries.com Email : john@aquamation.com.au

January 2018
MAGAZINE
ICCFA Magazine
CEMETERY CREMATION FUNERAL
Inside:
Inside:
Program
Program for
for
the
the 2018
2018 ICCFA
ICCFA
Convention
Convention
&
& Expo
Expo in
in Vegas
Vegas
Las Vegas, Nevada,

April 18-21, 2018
• speakers on every aspect
of the funeral, cemetery
& cremation profession
• 11 uninterrupted Expo hours
• SPECIAL OFFER:
Free registration for first-time
attendees! See page 112
Culture of hospitality
How Sunset Gardens
focuses its business on
what today’s families
want (and will pay for)
Today’s consumer
Stansbury on funeral
directors as MCs

Lemasters on when
trying to be nice just
gets you in trouble
Modern manners
and etiquette tips
for funeral directors
Before I Die festivals
January 2018 Isard on taking over
a cemetery just before
the sales run out
Digital marketing
Van Beck on ending the
interview at the funeral
home or cemetery
Succession planning
Wide World of Sales

January 10-12

ICCFA Magazine January 2018

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ICCFA Magazine January 2018

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 January 2018

Las Vegas, Nevada,

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How to become a celebrant

Stop being invisible!

the miasma now gripping funeral service:

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What a master of ceremonies adds to the service

I t was rumored that Ernest

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Join Mike Harens of Coldspring, at the

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How well has your funeral home, crematory or cemetery

Pat Hollick and Holley Sowards, inside

Left, the event center set up for a life

Above, the fireplace at one end of the

Left, a wedding takes place outside at

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OVER 30 MILLION CREMATIONS WORLDWIDE

With over 70 years of experience and nearly

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We understand that preneed is just one part of your business.

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being out of season, expensive to bring in.

Protect Your Families

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January 2018